TastyKhana help users to order better and smarter by helping them to discover new places, experience popular and trending joints and save money by highlighting restaurant offers .

1. TastyKhana Case Study
The Online Food Mall

2. The Brief

3. The Online Ordering Experience
•
TastyKhana should be an experience rather than just a new way to order food:
online.
•
TastyKhana should help users to order better and smarter by helping them to
discover new places, experience popular and trending joints and save money
by highlighting restaurant offers.
•
TastyKhana should help restaurants by increasing orders through marketing
and easing the process of ordering. TastyKhana provides a popular channel for
small, local restaurants to be discovered by foodies in their catchment area.

4. Challenges
•
TK is a new way of getting food home-delivered
•
In new markets customers already know where they want to order from. They
don’t want to change the way they get home-deliveries from the same places
•
We are no longer addressing a service gap i.e. getting food home delivered

5. Scope of Work
•
Develop website content strategy encompassing online and offline touch points
including website, social and mobile
•
Develop strategies for geographic targeting, remarketing and retargeting strategies
•
Implemented a mobile marketing strategy
•
Develop and execute online marketing strategies utilizing SEM, SEO, Social Media,
Email, Affiliate, CRM and Display advertising
•
Evolve the email marketing strategy from data to delivery
•
Manage, analyze and report generation for all marketing campaigns across social
networks, social media activities, blog networks, viral media publishers and sites, etc
•
Develop a strategy to handle the online reputation management

6. Website - Oct 2012

7. Website - May 2013

8. How we got the conversation going on social!
•
Gift a Meal
– Sitting at one end of the globe and want to gift a sumptuous meal to your
family? TastyKhana comes to your rescue, just order from our partner
restaurants at your leisure and get piping hot meal delivered at the
doorstep!
•
New Year Order on Tasty Khana for a chance to win.
– This New Year’s Eve we gave away Rs. 50,000/- to one lucky winner for one
massive New Year’s Eve party. Every time an order was placed on Tasty
Khana the order number was enteered into a sweepstakes and on the
morning of 31st December we picked a lucky order number who takes it all
away!

11. Twitter
•
Contests and promotional offers were put through by using Twitter as a social media
platform.
•
Tuesday Unscramble Contest - Names of various types of food were given in a
scrambled format for people to unscramble and win TastyKhana gift vouchers.
•
Your Favourite Restaurant - Favourite restaurants for specific food dishes in
opinionated question format were asked and people would have the chance to win
TastyKhana food vouchers
•
Fortune Tweet - After placing an order on TastyKhana, each person would receive a
certain fortune (e.g. Fortune Cookie). They would then send these fortune tweets out
to their friends.

12. Tuesday Unscramble and Your Favourite Restaurant Tweets

13. Fortune Tweet

14. Social Media
Trends

15. Twitter
Axis Title
Chart Title
350
300
250
200
150
100
50
0
Oct
Posts
96
Comments 28
Reshares
24
Favourites 8
Nov Dec
140 187
32
33
31
23
7
7
Jan
227
62
33
12
Feb Mar Apr May
209 178 92
24
303 133 20 102
141 92
22 103
18
10
7
18

16. Facebook
Axis Title
Chart Title
20000
18000
16000
14000
12000
10000
8000
6000
4000
2000
0
oct nov
Posts
43
86
Comments 76 259
Reshares 168 546
Favourites 363 1661
dec jan feb
78
40
20
224 53
25
821 151 186
5464 1529 1437
mar
16
403
895
9229
apr
14
637
1475
17682
may
5
120
218
3079

17. Applause
Rate
7%
Amplification
Rate
37%
Conversion
Rate
4%
Facebook
Amplification
Rate
9%
Twitter
Conversion
Rate
56%
Note:
Applause
Rate
87%
Conversion Rate – Comments per Post
Amplification Rate – Re-Shares per post
Applause Rate – Favourites per Post

18. PaidAdvertising
Google Display, Yotube Ads, Mobile Marketing, Facebook Ads

19. Targeting strategy
•
Interest categories + Demographic
– run of network
– Medium impressions + medium CTR
•
Placements + Demographics
– high traffic sites – youtube, quickr, olx, slideshare, goodreads,
magicbricks, mumbai mirror
– High impressions + low CTR
•
Keyword Contextual – Only on specific keyword pages
– Brand specific, recipes, food specific
– Low impressions + high CTR

20. Office focused ads – lunch – 10-2

21. Restro focused ads

22. Valentines Day Campaign

23. Bachat Campaign

24. Remarket and Retargeting

25. Sponsored Stories/Posts

26. KFC

27. General

28. Ads for TK Apps

29. EmailCampaign
From Data to Delivery to Conversions

33. Results

34. Quick Look
•
2x increase in monthly customer acquisition rate for TastyKhana while ensuring
a low CPA using social, banners and content marketing.
•
Increased customer retention from 2% to 12% for TastyKhana
•
Increased monthly app downloads from 200 to 3700 monthly downloads
•
Increased daily website traffic from 800 to 4000

35. Thanks for your time!
If you think anyone of this is interesting
Or most of it is just plain confusing
Or generally would like to meet us
Then do drop us a line!
alet@myblackbean.com +91 97640 01729
deepti@myblackbean.com +91 99232 1122
myblackbean.com
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