"Critique on the practice

of CRM in restaurants and

food delivery"

Submitted by: Group 06

 Company
Zomato is among the
world’s largest food
ordering & delivery
aggregators in the world. It
5C’s Analysis
has a presence in 10,000
cities spread across 24
countries across the globe.

Context Competitors
Technological – Swiggy is the biggest
digitalization competitor of Zomato
providing identical services.
Social- Changing
Food Chains having their own
customer preference from
apps. Some grocery delivery
homemade food to outside
apps .
food.

Collaborators
Customer
Its biggest collaborators are
Regular Customer,
the restaurants that are
Restaurants, B2B
registered on its app. Their
sales.
delivery agent.
 CRM Used by Zomato

• Record keeping of customers for a better understanding of their

needs.
• When connected to the restaurant’s point of commercial software,
these data can provide valuable reports and analysis.
• Zomato Gold – A type of subscription which gives the customer
extra benefit on dine-in services, in their partner restaurant.
• Zomato Kitchen – It is a service supplied to some
restaurants/kitchens that do not have a dine-in option.
 Implementation of CRM
• First, it has identified its target demographic (18–35 years old) and keeps this
group amused on every platform where Zomato is well-known, whether on its
website, Facebook, or Instagram.
• Zomato is a meal delivery service that offers more than that.

CRM Software Tools used by Zomato

 Entertaining advertising campaign – Instagram, Twitter, SendGrid, Tumblr
 Zomato Pro’ Incentives - Analytics: Google Analytics
Finance: Spreedly, Square
SaaS: Zoho Office Suite
 Pros & Cons of CRM by Zomato
PROS
Makes sure that the website gets Zomato shows unstable timings.
maximum traffic. There are also issues in
Make use of digital platforms to understanding the location of the
reach the mass crowd. delivery guy marker on the map.
Their creative marketing
approach keeps them at the top
of the game.

CONS
 Company
Barbeque Nation, one of the most
successful casual dining businesses in
India, is credited with pioneering the
concept of "over the table barbeque,”.
5C’s Analysis
Live grills are embedded in dining
tables, enabling customers to cook
their barbecques directly at their
tables.

Context
Competition
Demographics – Income
level of the customers It faces direct competition
from the regular
Social- preference of
restaurants and some
food when people go out
copycats that have
to dine.
popped up in the market.

Collaborators
Customer These are their
suppliers of food
Regular Customer. stocks, their
delivery partners.
 CRM used in Barbeque Nation
A growing Barbeque Nation now has access to an end-to-end solution business application in
the form of LS Central for Restaurants, formerly LS Nav Hospitality. Web-based and Mobile
based apps helped Barbeque Nation to engage more with customers.

Some of the Features of BBQ are -:

• Loyalty-based program
• Multiple Location Consumption Accounting
• Meal Planning with Multiple Kitchens
• The POS user may check the reservation status from the POS
• Customer Service
 Making use of Social Media

• They started a "Jatt Set Go" campaign on social media. Using their data, they
decided to launch it in Punjab, as Punjabis are mostly considered food-loving,
where they aired "Ask Makkhan", which gained a large following.
• Mister Tikku, a famous cuisine blogger on social media and offline, impersonated
Makkhan Singh.
• They said, "We received 6.8 million impressions with a 32% engagement on
digital and social mediums, while the promotional video on Makkhan Singh had a
viewership of over 2.8 millions”.
PROS Pros & Cons of CRM by BBQ Nation
Barbeque Nation’s has the capability of storing
customer data alongside with other key restaurant
data.
With a CRM that integrates with its loyalty
program, Barbeque Nation gives better offers to
their loyal restaurant patrons and create offers for
their loyal customers.
Information collected from their CRM is used to
create a marketing plan tailored to their target
audience.
Barbeque Nation’s POS system is highly
technological due to which many customers
face certain issues with the booking and
payments.
Their marketing campaign is focused on
Punjabi culture ‘Jatt Set Go’ with which the
customers from different parts of the country
cannot relate.
CONS
Thank
You