While at Bain, Deepinder Goyal and Pankaj Chaddah realized that the long queues at the office cafeteria was because menus were only available for browsing at the point of order. Their solution was simple: they scanned the menu cards and uploaded the images to the company intranet. The modest gesture – done partly out of frustration at the long queues – proved to be a serendipitous success.

Zomato has since diversified from pure restaurant search and discovery into food delivery, an advertising platform, an online food ordering and order tracking system for restaurants and an analytics platform that integrates table and staff management. For its users, Zomato has established various schemes, such as Zomato Piggybank, Zomato Gold and Zomato Treats.

In September 2018, Zomato hit 21m monthly food orders through its app in India, a 500% increase over 3.5m monthly food orders in January 2018. Its white label service Zomato Gold was introduced in India in November 2017, after launching in the United Arab Emirates (Dubai and Abu Dhabi) and Portugal. Zomato Gold now contributes 12% to monthly revenue.

What you will learn

  • Zomato’s approach to brand communication
  • How it creates value for its users and service providers
  • Its future challenges and opportunities