Business analytics in Zomato food chain

this presentation gives the brief introduction about how Zomato food chain uses data analytics to collect the data and use it to improve the business and a brief about the data analytics tools used by the Zomato food chain across the globe

1. A Study On The Use Of Data Analytics To Improve Business By Zomato Food Chain By Aditya Ramachandra Hegde (RVCE20MPD028) R V College of Engineering® Subject: Business Analytics [18CS2G01]

2. INTRODUCTION Zomato is a fastest growing online food ordering company. It was established in 2008 and renamed in 2010 The company was India’s first foodtech unicorn . Zomato has been a big success during the recent pandemic. Main motto of the company is to abolish hunger and deliver the food faster and safer every time.

3. Major services of Zomato Restaurant Search & Discovery Restaurant Ratings & Reviews Online Order Food Delivery Pick Up Ordering Take away Table Reservations Ingredients supply to restaurants

4. Business model of Zomato Zomato follows a simple business model. While starting afresh in the new city, some number of people is assigned in each city to collect data about the restaurants and clubs around the city. There is a centralized team based out of NCR which processes and crosschecks the data to confirm the validity. The data is then processed to be put up on the website.

5. There is a separate team for advertising, which sells the website to the restaurant owners and attracts them to advertise with Zomato. 95% of the revenues are earned from advertisements from the local restaurants, while the rest can be attributed to event ticketing and restaurant booking.

6. Data collection from Zomato If we consider Bangalore, it has more than 12000 restaurants, serving different dishes from all over the world. New restaurants opening each and everyday. So collection of their data and using them to provide the service even better plays a major and important role in the growth of any of the business. In case of Zomato it’s a very hard process as new restaurants are added every time and they need to face very serious competition from the restaurants which are which are very well set and already have the good amount of customers.

7. Usually Zomato collects a good amount money in order to advertise and put them on the front of it a app or website. For example: when we open a Zomato app we usually see most of the times an option of dominos or pizza hut which are famous food chains and they pay well to Zomato to be in the top. Due to these reasons Zomato has a serious problem of saving restaurants which are not as big as these so as to have the restaurants not backing off from the service of online orders.

8. Different ways of data collection in Zomato Mobile app and website Location Search history Previous orders Recently visited place Recently ordered particular food Depends on food preferences Third party apps

9. How data interpretation takes place on users app or website? A ddress : This contains the address of the restaurant in surrounding. Name : This contains the name of the restaurant. Online order : Whether online ordering is available in the restaurant or not. Rate : Contains the overall rating of the restaurant out of 5. V otes : Contains the total number of upvotes for the restaurant.

10. Restaurant type : Veg/Nonveg Dish liked : Dishes people liked most in the restaurant Menu item : Contains a list of menus available in the restaurant Listed in(type) : Type of meal, may be something like

11. Data analytics tools by Zomato Google analytics Excel (a)analysing the large data sets and creating dashboards to influence business strategy (b)To design and report the revenue tracking and accessing the sales flow

12. Zomato  had acquired Delhi-based startup Maple Graph that built MaplePOS , a  cloud -based point of sale product for restaurants. It had renamed the MaplePOS product to ' Zomato  Base'.  Zomato  Base helps in managing restaurant operations from a single platform. The  Zomato uses excel to clean data and Tableau to analyze the data.

13. Zomato base Menu Management Inventory Management Recipe Management Customer Relationship Management Data Analytics Electronic Receipts Offline Transaction Support Payment Gateway Integration feature that will change the way restaurants go about their business 

14. Tableau Tableau Desktop Tableau Server Tableau Online Tableau Prep Builder (Released in 2018) Tableau Vizable  (Consumer data visualization mobile app released in 2015) Tableau Public Tableau Reader Tableau Mobile Tableau CRM Usage by Zomato Sales patterns Restaurant trends Potential improvement areas in operational efficiency creating dashboards to influence business strategy & implementation

15. conclusion Zomato’s offering the list of all restaurants, the type of food (menu), detailed analysis of restaurants, working hours, location of the eatery, and most importantly, the reviews from other users which are mostly from the datasets collected all users. The business model is simple and is based on hyperlocal advertising on its website and mobile apps that also takes in to account user preferences. This website has a visitor base of over 7.5 million users every month across 22 countries, so we can imagine the kind of data is generated and amount of resources need to be considered in the process to keep the customer intact with the business.

16. It has become a highly targeted platform for restaurant owners to market their products to customers who are looking for meal options and this forms the key revenue generator for Zomato.