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PPT Zomato Case Study.pptx
- 1. Zomato Cloud Kitchens: Empowering Millennials with 3E’s Dr. Arpita Srivastava and Ms. Radhika Malhotra
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- 4. • Online restaurant searchand discovery service • Website founded in 2008 by Deepinder Goyal and Pankaj Chadda • Formerly known as foodiebay.com until 2010. Renamed to Zomato as the earlier name contained ebay in it History of Zomato
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- 8. “Assortment, Affordability, Accessibilityand Quality – it is about being a part of every value in the food chain and being a complete food business,”
- 10. Challenges @ ZOMATO Scarcity of Sufficient number of Riders Captive Delivery fleet required for efficient delivery. Restaurants on Zomato Platform are rejecting Food Delivery Orders.
- 11. Problems • Inconsistency • Withdrawal •Salary Structure • Consumer Engagement Challenge 1 : Riders @ Zomato Solution • New Salary and Incentive Plans • Weekly Salary • Log In Duration • Consumer Review
- 12. Salary and IncentivePlan Permanent Rider (Pay Roll) : 10 Hrs Log in per week irrespective of order received or not ……………………..Rs. 2,500 Incentive Rs. 20 per order + Rs. 5 on rating basis by consumer No. of Delivery Incentives = ex. Target of 18 delivery in a day If 11 delivery …………….. Rs. 100 extra incentive 12 delivery ………..Rs. 250 extra incentive 18 Delivery ………Rs. 500 extra incentive
- 13. Many food delivery ‘executives’now earn between Rs 40,000 and Rs 50,000 per month, compared with Rs 18,000 to Rs 20,000 previously.
- 15. • Zomato earnabout Rs 4,500 per 60-hour week in cities like Mumbai. • Orders delivered per executive have slipped to12-15 a day from 18-20 previously because the fleet size has increased. Result “The switching costs for delivery boys across food delivery platforms are fairly low, unlike ride hailing. With Zomato vying for leadership across multiple markets, the high salaries at present can turn viable as utilization will increase with penetration,” said Ujjwal Chaudhry, engagement manager at Red-Seer Consulting. Read more at: //economictimes.indiatimes.com/articleshow/65142563.cms?utm_source=contentofinter est&utm_medium=text&utm_campaign=cppst
- 20. Problems • 200 thousandonline orders to be placed in India every day. • Order rejection by the restaurants was a very poor experience for all three parties. The already hungry customer not only lost on the food, but also on time. They were then hungry AND frustrated. The restaurant and Zomato lost not only the business but also the trust of the customer. Challenge 2 : Restaurant partners Rejecting Food Delivery Orders @ Zomato Solution • Show a disclaimer over on the customer app. • Item out of stock • Increased delivery time disclaimer on customer app Previously taking the restaurant offline for a certain time, so that they get no new orders
- 22. Rejection flow forwhen items marked out of stock….
- 24. With inOne week ZOMATO was able to bring rejections down by approximately one percent. Decrease in chatter on the customer support’s “Delayed Order” channel was attributed to increase in timely deliveries.
- 25. Story is notcompleted yet ….
- 30. SUMMARIZING BESTPRACTICES PUT CUSTOMERS FIRST •Product team overpowers • Focus in website on products than on advertisements GET PERSONAL WITH FEEDBACK • Real Person write back • Not sticking to the automated mail culture CUSTOMER SERVICE AS CORE STRENGTH • Best people manning the queries • Understanding the business intelligence behind customer service BE EMOTIONAL • Customers will only care for product if you do • Changed product tagline from “India’s #1 online restaurant guide” to “Discover more places to eat around you”.
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