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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.