Case Study: Link

Zomato, launched in 2010, has evolved into a comprehensive platform connecting customers, restaurants, and delivery partners, offering services like restaurant discovery, reviews, food delivery, and table booking. With over 1.4 million listed restaurants, 90 billion monthly visits, and presence in 3200+ cities, Zomato has established itself as a major player in the food-tech industry. Its business model hinges on generating revenue through advertising and commission fees from restaurants. Zomato’s vision is to be the global platform for local food searches, emphasizing convenience and a rich user experience. Despite its success, Zomato faces challenges such as improving the food ordering experience to boost average order value and order frequency.

To address these challenges, the proposed strategies include introducing a more affordable "Silver" membership to attract budget-conscious users, implementing a split bill feature for group orders, and adding the ability to order items from multiple restaurants in one cart. Enhancements like the "ZomaBot" for improved customer support and incentives for user feedback aim to boost user engagement. Key metrics to monitor success include the number of successful orders, conversion rates, membership subscriptions, customer lifetime value, and repeat order rates. These initiatives are designed to enhance user satisfaction, streamline the ordering process, and ultimately drive revenue growth for Zomato.