PRESENTATION ON

By: MAYANK GUPTA

RAHUL MALIK
NAYAN SALUJA
ROHIT SINGH
MUKUL SHARMA
JATIN CHAUDHRY
• Indian company that started as foodie way back in
2008 from Gurgaon before it was renamed to Zomato
in November , 2010.
• Features restaurant information such as scanned
menus and photos sourced by local street teams, as
well as user reviews and ratings. The company also
provides cashless payment, online ordering, white-
label apps, table reservation, and point-of-sale
systems.
• In 2012 , it spread wings globally and started acquiring
restaurant listing companies in emerging markets.
 Deepinder Goyal
(co-founder and ceo)
• worked as a management consultant with Bain and Company in
New Delhi prior to Zomato.
• It was at Bain that Deepinder conceived the
idea of an online restaurant information
service after seeing the demand for menu
cards among his colleagues.
• left Bain in 2008 to start Zomato (then
foodiebay) out of his apartment and has
since overseen strategy and product development.
• Deepinder graduated with a Mathematics and Computing degree
from IIT Delhi in 2005 and hails from Muktsar in Punjab.
 How Zomato Works
• Data collection team are given extensive training on Zomato so that
when they go for data collection and are asked questions about
Zomato they can answer them which leads to fewer data collection
errors

• Zomato segregates reviews in two columns (Top and Other). This

gives users an option to read reviews by seasoned connoisseur of
food

• Zomato team visits each restaurant in person to scan the menu.

Team doesn’t depend on websites for geographical co-ordinates but
do them manually for correct co-ordinates

• Zomato team manually reads reviews and deletes spam reviews if

needed in addition to automated filters and behavior pattern
matching.
 Business expansion and
strategy of Zomato
•The six year old company currently operates in 23+ countries including India, Dubai,
UK, Brazil, Canada, Australia, Turkey, Poland and New Zealand.

•However, with on paper companies, Zomato's presence has crossed to over 40

countries in the world.

•In 2011, Zomato started its operations in various cities like Hyderabad, Pune, Chennai,
etc. and also launched applications for cellular devices.

•Later on Zomato also collaborated with Citibank to launch a print version of the
content on the website known as the “Citibank Zomato Restaurant Guide”.

•On 15th October, 2015 Zomato changed business strategies from a Full-Stack market
to an enterprise market. This led to Zomato firing 10% of its workforce which equals
about 300 people.
 Partners
• Burger King has signed up for a tech-enabled partnership
which enables its customers to order online from their
restaurants using Zomato. The service is only available in Delhi
NCR, Mumbai, Bangalore, and Pune, with more cities to be
added shortly.

• Zomato, recently added the option of ordering online, has

now teamed up with the taxi-booking app Uber .The
partnership allows customers on Zomato to book a cab to the
restaurant where they plan to dine.

• Pepsi has collaborated with zomato . Pepsi integration into

the Zomato app makes it ridiculously easy to add a Pepsi to
online orders on Zomato when you need your cola fix. There
was a 140% increase in Pepsi orders from Zomato app within
first couple of weeks.
 Revenue Model
• Advertising on their website and app

Zomato’s advertising is very specific, when people search for specific

keywords, ads of restaurants are shown for that specific keyword. This
makes it highly targeted. This is also hyper local.

• Consulting services with data

98% of restaurants fail within the first year and Zomato can help!
Zomato sits on a pile of data and information. They have an in-built
analytics platform that run a lot of queries and get valuable
information out. Say if a person wants to open a new restaurant, they
can connect with Zomato and find out the success rate of opening a
restaurant in a particular location. Restaurant owners can also find out
what is the most popular type of food in the area, understand the
needs of the users and provide a complimenting service that will help
build their business.
• Zomato Events

Zomato has forayed into the events space by partnering with

restaurants and creating exclusive events. They make a sale
through the price of the tickets.
A lot of Zomato hosted new-year parties were held.

• Online Food Ordering

Very late to the game, Zomato started their online delivery

service. Different from other players like Swiggy, Zomato does
not have their own delivery system, they let users place the
order through the website or the app and the restaurant fulfill
that order through by their own.
SUMMARIZING BEST PRACTICES

PUT GET CUSTOMER BE

CUSTOMERS PERSONAL SERVICE AS EMOTIONAL
FIRST WITH CORE • Customers will
• Focus in FEEDBACK STRENGTH only care for
website on • Real Person • Best people product if you do
products than write back manning the • Changed product
tagline from
on • Not sticking to queries
“India’s #1 online
advertisements the automated • Understanding restaurant guide”
mail culture the business to “Discover more
intelligence places to eat
behind around you”.
customer
service
 Acquisitions by Zomato
• NextTable, an online table reservation platform based in
Charlotte, North Carolina. NexTable will soon be renamed to
Zomato Book. NexTable allows customers to make restaurant
reservations online in real time, and includes table
management and marketing tools for restaurants. Zomato
had already announced online reservation for app users in
Dubai.

• Urbanspoon was its largest acquisition for $52 million in January

and marked its entry into the US, Australia and Canada
markets.Last year, Zomato had acquired dominant local
restaurant search players in New Zealand, Poland, the Czech
Republic, Slovakia, Turkey and Italy.
 CHALLENGES
• Spam Control – People trying
to erode the image of
restaurants by posting fake
reviews

• Expanding into tier2/tier3

cities – Currently they have
the database of only tier1
cities

• Building a dish database –

They are in the process of
building dish database i.e
users can search by dish
 COMPETITORS
DOMESTIC COMPETITION
• Burrp – part of media conglomerate Network 18 group
• Indirect competition with Justeat.in and Toptable

INTERNATIONAL COMPETITION
• Hungry go where in Singapore – does not want to operate because
of stiff competition
• Yadig and timeout in UAE – but claim to have 65% market share
• Yelp in US – biggest company in this segment and operates in 31
countries

COMPETITIVE EDGE OF ZOMATO OVER ITS COMPETITORS

• It has stuck to its core function
• Technological advancements – user friendly mobile app
• Rich content on restaurants and great product with an easy to
navigate user interface
 COMPARISON WITH AN
INTERNATIONAL BRAND
• Yelp, headquartered in San Francisco, is a mobile phone App which
publishes crowd-sourced reviews about local businesses.

• By 2010 , Yelp achieved revenues worth $30 million, and by 2014, Yelp
recorded a 135 million visitors per month, publishing 70 million crowd-
sourced reviews

• Both Yelp and Zomato are go-to destinations for online restaurant reviews,
locations and cuisine preferences.

• The Indian start-up believes it has an edge over the American company
because of its ―curated content‖—a complete library of menus, lists of
restaurants and photos of food and restaurant interiors and exteriors that is
carefully collected and posted by Zomato employees.

• Zomato launched a war against Yelp with the acquisition of US-based

restaurant search guide Urbanspoon