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From a company which launched as restaurant search and discovery platform to food delivery platform
Zomato did exceptionally well by planning their strategies and using marketing brilliance in every step. It
had information data of over 1.4 million restaurants across 23 countries and provided food delivery
options using app. It has a clear set of target audience from working professionals, students in their
hostels, people who have constraints in time or space to cook, to the people who prefer to eat outside
food. They have marketing strategies targeting these audience keeping updated with trendy topics and
using these topics to stay with the time. They draw marketing campaigns with the current trends which
also include current affairs one such example is border issue between the United States and Mexico.
Strategy will have to keep changing according to the current trends. They will have to find new ways to
attract their consumers’ attention.
exponentially since their inception Zomato launched, it aimed to be the best restaurant search
and discovery platform. It had the names of various restaurants, their menu, their prices, reviews
and other details. It provided in-depth information of over 1.4 million restaurants across 23
countries.
Over the years, it has converted itself into an online food delivery platform. People can now
order food from the restaurants near them using their app or website. Zomato has delivery
executives who pick up the order from the eatery and deliver it to the address provided by the
customer
Zomato’s target audience includes people between 18 to 35 years of age who have access to
smartphones and are comfortable in using apps. It targets two kinds of customers: The first group
includes people who want to order their food home and the second group includes people who prefer
to dine out. IN Lot of cases, these groups overlap. It offers food delivery to those who need it delivered
as well as gives incentives to people to dine out through its Zomato Gold program.
Working professionals who need food in their offices, students who need food in their hostels, people
who do not have time or space to cook for themselves, and people who occasionally like to eat outside
food- all form a part of Zomato’s target audience.
Zomato is active on Instagram, Facebook and Twitter. As of July 2019, it has 154k followers on
Instagram, 1,899,405 followers and 1.42 Million followers on Twitter. Let’s analyse how their posts are:
Zomato engages with the audience by posting on trendy topics. The brand understands the audience’s
nature. Hence, it promotes content which makes users share it, comment on it and view it again and
again. It utilises trendy topics and posts simple images in order to interact with viewers online.
Many in the United States and people across the world know about the border issue between the
United States and Mexico. Newly elected President Donald Trump had promised that he would ensure
that Mexico would build the wall between the two nations and pay for it.
Strategy will have to keep changing according to the current trends. They will have to find new
ways to attract their consumers’ attention. Right now, they are doing a great job. If they continue
working hard on it, they are going to reap a lot of benefits for it.
What do you think about Zomato’s online marketing? How do you think they can improve it? Do
let us know in the comments below.
Swiggy is an online food ordering platform. It connects people with restaurants. People can use Swiggy
app or website to look for eateries around their area and order food from them. Swiggy has a team of
delivery executives who pick up the order from the restaurants and deliver it to the address provided by
the custome
40,000 restaurant partners spread over more than 44 cities in the country.
Swiggy’s main target audience is the 18-35 demographic, which has easy access to a smartphone, is
fluent with using apps to get services and looks towards online platforms to fulfil their daily necessities.
This includes students who cannot cook on their own and working professionals who face hunger pangs
during office hours. This also includes people who have migrated for white-collar jobs and do not have a
place to cook their own meals and families who prefer to skip cooking on certain days and order their
food.
Swiggy has 139k followers on Instagram, 80k followers on Facebook and 79.8k followers on
Twitter. How has it managed to gain such a massive following? Let’s dissect it
What sets Swiggy apart from its competitors is their remarkable social media campaign
strategies. In the past, it has come up with brilliant campaigns like #eatyourveggies,
#earnyourcheatmeal & #superswiggy, where they convey the notion of healthy eating in a
humorous way by using puns and witty one-liners.
When they are not running campaigns, they use enticing food images on Instagram. Their
purpose is to make people crave good food. If people want delicious food, they will look at
Swiggy to deliver it to them.
All such things keep people hooked up to the page, increases user engagement, and reduces the
unfollow rate.
Swiggy also produces short videos and publishes them on youtube. These videos are less than 30
seconds. Their content revolves around moments in which Swiggy can be most helpful to its user
Swiggy has a very good email marketing strategy in place. It sends users a lot of coupon codes that give
discounts. The subject lines are very clickbaity. The visuals in the emails are also very enticing
keep evolving as the digital landscape undergoes a change. As Swiggy looks towards expanding in newer
markets, it will have to keep finding innovative ways to reach users in these cities. They are doing a
wonderful job now, and if they keep transforming their online marketing according to the latest trends,
they will keep getting good results from their efforts

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From a company which launched as restaurant search and discovery platform to food delivery platform

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