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Zomato – Case Study

Zomato Logo

Zomato was named as Foodiebay when Mr. Deepinder Goya initiated it. It is a platform where anyone can learn more about the restaurant, it’s food, rating, and review. The platform changed it’s name to zomato in November 2010 in the hope of increasing the reach anong the audience. 

To get a unique an identity, Zomato Focused on approx 18000 unique places to have food. Moreover, they doesn’t limit them to this but also launch the new feature like specific dishes and opening time of the restaurant so the customer may know the opening and closing of the restaurant. Customer can have an idea of which dishes is available at which restaurant between exact duration. 

To become the largest resource in the food supply market, Zomato paid $52 million for urbanspoon, a leading restaurant service portal, in order to enter the US, Canada, and Australia in order to leverage local knowledge and expertise and to grow its presence in overseas seeing the future as their goal.

Over the past 6 years, Zomato has purchased 7 different companies from various countries to further their reach in the food industry. The largest acquisition was of Urbanspoon which had a major presence in USA, Australia and Canada.

Back in April 2015, Zomato purchased Delhi-originated MapleGraph and created an advanced cloud-based sales program for eateries titled Maple POS (later referred to as Zomato Base).

This company offers a full suite of restaurant-specific features, including menu & inventory management plus a payment solution for accepting credit & debit card payments. Recently, it acquired US-based Next Table to provide an even more comprehensive service, with reservations and table management capabilities.

Zomato Founders and Team

Deepinder Goyal

Deepinder Goyal and Pankaj Chaddah founded Zomato. Both are IIT graduates who previously He graduated from IIT Delhi. Goyal was a poor student in school, but he eventually made it to the prestigious IIT. After graduating, Goyal was hired by Bain and Company, where he worked as a Senior Associate Consultant for less than four years before founding Zomato. He has waived his salary for fiscal year 22. This was revealed in a Zomato regulatory filing dated June 7, 2022.

Pankaj Chaddah

Pankaj Chaddah holds a BTech in Mechanical Engineering from IIT Delhi. Chaddah graduated and then went to work for Bain and Company for two and a half years before joining Deepinder to found Zomato. However, this co-founder resigned from Zomato in May 2018, where he had worked for over ten years as a “conscience keeper and a support system during upheavals,” as he described his role. In November 2019, Chaddah founded Shyft (formerly Mindhouse), where he currently serves as a Co-founder.

Aakriti Chopra, one of Zomato’s early employees, has been promoted to Co-founder. When the promotion came to recognise her contributions to the company, she was working as the Chief People Officer. Aakriti Chopra is the wife of Albinder Dhindsa, the CEO of Blinkit, and her promotion occurred on June 9, 2022, signalling the companies’ impending merger. So the revelation that Zomato Co-Founder Aakriti Chopra is married to Blinkit Founder Albinder Dhindsa is somewhat interesting

Zomato IPO Detaile

IPO DateJul 14, 2021 to Jul 16, 2021
Listing DateFriday, July 23, 2021
Face Value₹1 per share
Price₹72 to ₹76 per share
Lot Size195 Shares
Issue Size[.] shares of ₹1(aggregating up to ₹9,375.00 Cr)
Fresh Issue[.] shares of ₹1(aggregating up to ₹9,000.00 Cr)
Offer for Sale[.] shares of ₹1(aggregating up to ₹375.00 Cr)
Issue TypeBook Built Issue IPO
Listing AtBSE, NSE
Company PromotersZomato is a professionally managed company with no identifiable promoters under the SEBI ICDR Regulations and Companies Act.

Zomato IPO Tentative Timetable

Zomato IPO opens on Jul 14, 2021, and closes on Jul 16, 2021. The Zomato IPO bid date is from Jul 14, 2021 10.00 A.M. to Jul 16, 2021 5.00 P.M. The Cut-off time for UPI Mandate confirmation is 5 PM on the issue closing day.

EventTentative Date
Opening DateJul 14, 2021
Closing DateJul 16, 2021
Basis of AllotmentJul 22, 2021
Initiation of RefundsJul 23, 2021
Credit of Shares to DematJul 23, 2021
Listing DateJul 23, 2021

Zomato IPO Lot Size

The Zomato IPO lot size is 195 shares. A retail-individual investor can apply for up to 13 lots (2535 shares or ₹192,660).

Retail (Min)1195₹14,820
Retail (Max)132535₹192,660

Zomato IPO share allotment status: Zomato’s initial public offering (IPO) was subscribed 38.25 times over the 71.92 crore shares that were on offer from July 14-16, 2021. The price range has been set at Rs 72-76 per share.

According to data available with the National Stock Exchange (NSE), the Zomato IPO received bids of over 2,751.27 crore (27,51,27,77,370) shares against a total issue size of over 71.92 crore (71,92,33,522) shares.

The shares that will be allocated to qualified institutional buyers (QIBs) were subscribed to 51.79 times, 32.96 times for non-institutional investors, and 7.45 times for retail individual investors (RIIs). Separately, over 62% of shares in the employees’ segment were subscribed, according to the data.

With a valuation of Rs 9,375 crore, the IPO of food delivery giant Zomato was India’s largest so far this year. It included a new issue of equity shares worth Rs 9,000 crore and an offer for sale (OFS) by existing investor Info Edge worth Rs 375 crore (India).

Zomato’s Digital Marketing Strategy

Zomato is active on Twitter, Facebook, and Instagram. As of July 2019, it had 726k Instagram followers, 1,899,405 Twitter followers, and 1.42 million followers.

zomato business engages its audience by posting on popular topics. The brand is aware of the characteristics of its target audience. As a result, it encourages people to share, discuss, and revisit material. It uses popular topics and publishes simple images to engage online visitors.

Zomato promoted its brand on Twitter during the 2016 Olympics. The brand used coffee rings and claimed that if coffee drinking were a sport, they would win the gold medal.

Another recent hot topic was the “Pokemon Go” video game. Zomato also benefited from it. Zomato promoted its brand on Twitter by using the well-known Pikachu.

Posting on popular topics made it easier to connect with the audience. Users are unlikely to want to think too hard while using social media. In reality, people use social media to enjoy and view humorous content. Expect your content to be shared when it appears in their news feed. Without a doubt!

When new trends emerge, Zomato marketing strategy must be adjusted. To pique their customers’ interest, they will need to devise new strategies. They are currently doing an excellent job. They will benefit greatly if they continue to put forth effort.

These individuals are adept at making the most of the Email Marketing tool. Zomato’s email marketing is one of the most clever and effective strategies. Zomato retains customers by using appealing subject lines and a call to action.

They ran an email marketing campaign on Amazon Prime Video themed after the popular series Mirzapur, season 2. Zomato included subject lines referencing Mirzapur characters.

It also created a CV for Biryani as part of one of its most effective email marketing strategies. Food-related terms such as “Curriculum Vitae of Biryani” were featured on Zomato. It also used the CTA “hire immediately” instead of “order now.” That is why Zomato’s email marketing strategy is so effective.

The Zomato- Case Study include the competitive advantages.

  • Among the most prominent Food Service Delivery platforms.
  • Consumer brand equity recognised throughout India.
  • On-demand hyperlocal delivery network that is widespread and efficient.
  • A comprehensive network of 131,233 restaurants and 161,637 delivery partners.