E-Business Report Avantika Sinha 252 F1 (1)

7/28/2019 E-Business Report Avantika Sinha 252 F1 (1)

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Report on

Zomato.com

Versus

Justeat.in

Versus

Burrp.com

Submitted By:

Avantika Sinha

Section- F1

Roll No. 252


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Zomato is an Indian online restaurant guide that provides information on home

delivery, dine-out, cafs and nightlife in cities of India, Brazil, New Zealand,

the Philippines, South Africa, Sri Lanka, Qatar, the United Arab Emirates and

the United Kingdom. The site has an Alexa rank of 2,553 in the world and 204 in

India as of January 2013. Its market share is close to 35-45% within the internet

aggregator space.

The Inception

While working at Bain & Company, a leading management consulting firm, the

founders noticed a lot of people queuing up in the cafeteria section to have a look

at menu cards to order food. Most of these people were young, affluent bachelors

who did not have access to home-cooked food. Their idea was to put these menu

cards online. That was how Foodiebay was born.


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They rebranded to Zomato for multiple reasons. The primary reason was the

intended gradual diversification to non-food categories. And rebranding early on

comes at a lower cost. So, they made the switch within a month. Another reason

was a more powerful brand name and hence Zomato.

Services Rendered:

Restaurant Guide

Zomato's restaurant guide allows users to search for information related to

restaurants, bars, pubs and clubs.

It usually consists of the establishment's name, its contact numbers, address,menu, photos, reviews, location on map (usingGoogle Maps), as well as any

events occurring at the establishment

It allows registered users to post reviews and rate (on a scale of 1 - 5 stars)establishments

It provides information related to cuisines served, operation timings,approximate cost of a meal for two, credit cards accepted as well as facilities at

the establishment such as presence or absence of air conditioning, a smoking

area, WiFi Internet, stag entry, live performances and outdoor seating. For

establishments serving alcohol, the website also mentions the timing for happyhours and the approximate cost of a pint of beer.

Zomato also uses signs to indicate whether a restaurant provides home deliveryand dine-in services and also whether non-vegetarian food and alcohol are

served.

Blog

The blog section features a blog maintained by the Zomato team which updates thewebsites viewers on what steps are being taken by the company strategically and

also the experiences of the team about every new endeavour.

There was also an event section which has now been discontinued.
http://en.wikipedia.org/wiki/Google_Mapshttp://en.wikipedia.org/wiki/Google_Mapshttp://en.wikipedia.org/wiki/Google_Mapshttp://en.wikipedia.org/wiki/Google_Maps


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JUST EAT Indiais Indias first online food ordering, takeaway food and table

booking portal. This online platform is headquartered in Bangalore, with branches

in Delhi and Mumbai. As of September 2012, JUST EAT India has over 2500

restaurantswith about 2200 in the three metros alone. It also extends its services to

certain smaller cities.

The parent company of JUST EAT India, known as Just-Eat Group Holdings

Limited is headquartered in the UK. It has a presence in several countries apart

from UK and India

France, Denmark, Netherlands, Ireland, Sweden, Belgium, Canada, Norway,

Spain, Italy, Switzerland and Brazil. JUST EAT India is a registered company

under Achindra Online Marketing Pvt Ltd.

The I nception

JUST EAT India was founded on 26th July, 2006 as HungryBangalore. A closed

cafeteria during a late night working session in office compelled the founder to

search for good restaurants online, but to no avail; such information just wasnt


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available online. This was how the idea of setting up an online food ordering portal

came into being.

August 2008 witnessed HungryBangalore being renamed as HungryZone. The

objective was to widen the reach of the company to several Indian cities.

On 17th January, 2011 HungryZone announced a partnership with Just-Eat, which

was the leading online portal for ordering food takeaways in the UK. Just-Eat

bought a 60 percent stake in HungryZone, which was thereafter rechristened as

JUST EAT India.

Services Rendered:

JUST EAT India can be used for ordering food online, booking a table at aparticular restaurant or reading and writing reviews for restaurants. Customers

can also pay online and get their food home delivered

A recent initiative taken by JUST EAT India is the launch of its mobile apps onvarious platforms, in order to simplify the process of ordering food online.

Cash on delivery facility is also available


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Burrp! cannot just be called an online food ordering service or restaurant guide as

it includes much more than that. It includes apart from food and nightlife,

information on best places to shop, the best places related to beauty and fashion,

and information regarding hotels, events etc.

Burrp was started with the rationale that there needed to be a platform where

information regarding the local places was provided with in depth details on the

queries that can arise in the customers mind. It was later on taken over by

Infomedia 18.

Services rendered:

Information on food & nightlife, movies, TV guide, events, hotels, shopping

destinations etc. are all available in this site.

Questions

Are these sites useful?

From the constantly increasing ranks in the web information giant Alexa (Zomato-

2053 world rank & 157 India, Justeat.in-23816 world rank & 1866 India, Burrp-

4687 world rank & 394 India), it can very well be said that these sites have

definitely made a mark in the e-commerce world. Most of the working population

in the metros uses these sites to either search for a good place to dine-out on a

weekend after a long weekend or just order-in and relax in their homes.

The target market of these sites are the young working class people who do not get

the pleasure of eating home-cooked food and neither have the time to explore

every place physically and the needs of the target market are definitely being

fulfilled by these sites. It also helps people from different regions and countries get

information regarding the food joints in a particular region.


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Ar e dif ferent strategies being employed?

Though the primary focus of these sites is the same, their strategies differ a bit.

Zomato which has already made a big mark not just in the country but globally is

focusing more on the global front now. It has now reached countries like Brazil,New Zealand, the Philippines, South Africa, Sri Lanka, Qatar, UAE and the UK.

Zomatos menus are more insightful and give more detailed information than the

other 2 sites. The sites customer interactivity is also much higher due to

applications like the top foodies in each region and the hall of fame, which give an

incentive to customers to give more number of reviews. Also, it gives an idea to

the restaurants on the amount of buzz and curiosity created by each restaurant via

the section of trending restaurants which is judged on the user actions.

Justeat.in has lacked behind in the race. It has not been able to bring too many

innovations in its strategies. Also, after the acquisition, being a UK based company

Justeat did not customize itself to the local needs very well. This resulted in a slow

growth. Also, everything offered by the website is already available in other sites

and in a more user friendly form.

Burrp has information regarding almost every aspect a person might need. But this

diversity may not have worked completely in their favour. The other sites have

kept their focus on their core competency which is food joints and dealt with thatdeeply, whereas, after the takeover the addition of so many categories has widened

their service line but reduced their depth in each service line i.e. there is not

enough information in each category.

The only advantage Burrp has over the other 2 may be its reach within the country.

While Zomato has reached global markets, Burrp has penetrated into the small

cities of the country increasing the number of cities to 41 including cities like

Jaipur, Chikmanglur, Mount Abu, Nainital, Ooty, etc. Most of these include tourist

destinations which would help travelers to find good restaurants.


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Would you recommend any company' s approach over the others?

All the 3 have implemented some strategies which have worked well for them

which can be implemented by others. Zomato has evidently worked very hard on

designing its website and has looked into every detail. It has a very appealing lookand definitely attracts the customers to explore the site.

Burrp is a good one-stop destination for a tourist searching for food,

accommodation and lifestyle needs which can be implemented by the other 2 if

they plan to diversify.

Justeat.ins categories of restaurants being available on the homepage itself

definitely makes it easier for the viewers to search for their favourite restaurants

But Justeat.in should try to customize itself according to the needs of the region.

Justeat.in needs to expand its reach to other cities.

Also, the new phone applications of all these sites have worked very much in their

favour. The reviews have been most favourable for Zomato followed by Burrp and

Justeat.in.

How do you th ink these sites wil l evolve?

Zomato definitely has a very bright future. With the company venturing globally, it

is sure to get bigger and better. Burrp definitely can try to build its value in the

Indian market with the inclusion of more number of cities. Justeat.in desperately

needs a makeover and a new strategy if it wants to survive in the Indian market

including redesigning of the companys website and widening its reach. It only

caters to 4 cities in the country currently (Delhi-NCR, Mumbai, Pune, Bangalore).


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Can u develop a general f ramework that wil l help other companies in this

industry design their website?

Any new firm entering into this market can definitely learn from the successesand failures of the above organizations. Zomato is definitely performing thebest at the moment. Hence, that site can be taken as a base for developing the

website.

Initially, the company should focus on one competency and go in-depth into itso as to create their brand image first.

After a good brand image is created, only then should it diversify its service linelike Burrp.

The website should be easily understandable and user friendly. The lists shouldnot be complicated.

The reviews should be kept up to date. The information posted by reviewers should be verified before them being

visible on the site.

Incentives should be provided to users like coupons (justeat.in), membershipcards where points will be added and they can be redeemed for discounts

(Burrp.com) and review leader boards and rankings along with ratings of the

restaurants in the region (Zomato.com).

Information density should be high but not complicated.

Documents

E-Business Report Avantika Sinha 252 F1 (1)