Industry Background

Most fast-food establishments in the Western world are now offering online food ordering as a
new service option. Customers can place online orders for food, and it will be delivered to them.
Through the use of an electronic payment system, this is now achievable. Customers pay with
their credit cards, although they can be served before they pay with cash or a check. They can
pay with their credit cards. As a result, clients will be able to place meal orders via the web,
thanks to the system developed for this project.

There are several chances on the internet as a result of the growing awareness of the internet
and the technologies associated with it. Because of the internet, a plethora of new enterprises
and organizations are able to easily enter the market. An online food ordering system is one of
the businesses that the internet has brought about. Many businesses in today's fast food and
takeout era have opted to focus on faster preparation and delivery rather than a full dining
experience in order to compete. Orders for delivery have traditionally been placed over the
phone, but this has a number of drawbacks.

Internet shopping has made it easy for anyone to order anything they want and have it delivered
right to their home. Instead of focusing on how commodities and services are transferred, we
should talk on how they are paid for. To put it another way, how easy is it to make online
purchases? As a result, the economic impact of digital cash is then brought up. What have been
the economic implementations? Since the globe is rapidly becoming a global village,
telecommunication is an essential part of the process. The wireless phone system, which is
either fixed wireless phone lines or the Global System of Mobile communication, has been a
tremendous breakthrough (GSM).

Originally conceived for use in college cafeterias, the online ordering system We are proposing
can be used in any food delivery sector. This system's key benefit is that it makes ordering food
for both customers and restaurants much easier. Because the entire process of processing
orders is automated, the method makes life easier for eateries as well. Orders are entered into a
database and then retrieved by a desktop programme on the restaurant's end as soon as they
are placed on the website that is to be created. All the items in the order, along with their
accompanying options and delivery information, are displayed in this application in a clear and
easy-to-read format.
This reduces the amount of time and confusion for the restaurant's staff in processing orders
and producing the appropriate supplies. This system's biggest strength is its FLEXIBILITY.

Company Profile
Restaurant search and discovery, online meal ordering, and restaurant table reservations are
some of Zomato's most popular features. Zomato was founded in 2008. Deepinder Goyal and
Pankaj Chaddah started the business, which has its headquarters in Gurgaon (officially
Gurugram). In India, Zomato has been a pioneer in meal ordering and restaurant discovery,
which has benefited both businesses and customers.. Zomato's user-generated ratings and
reviews make it easy for foodies to discover the best places to eat in their area. Zomato is one
of the few companies that began operations in India and has since expanded across continents.
At the time of this writing, Zomato's global database includes more than one million listings for
dining establishments.

History Of Zomato

It all began when the company's founders realized that few individuals in their neighborhood
had any idea about the existence of any good restaurants. All of the eateries in the area would
be listed, and their menus would be made available, online, the creators reasoned. FoodieBay
was founded in 2008 as a result of this concept. It all started in Delhi-NCR, but the founders
decided to expand the service across the country after it became popular in the area. Zomato
was born in 2010 after the founders decided to rebrand FoodieBay in order to attract more
customers. Zomato has since expanded its operations to a number of other places around the
country. More than 10,000 venues in 24 countries across the world are now serviced by its
global expansion. There are millions of individuals around the world that use Zomato on a daily
basis to find the best restaurants in their area.
Funding

Through ten rounds of funding, Zomato has raised $443.8 million. Sequoia, Temasek, and Vy
Capital are just a few of the top investors.

Acquisitions:

Many firms have been purchased by Zomato over the years, the most noteworthy of which was
Urbanspoon, which was founded in the United States and acquired by Zomato in 2015. Among
Zomato's other acquisitions are Obedovat and Menu Mania as well as Lunchtime, MapleGraph
and Sparse Labs.

Competition
Competition for Zomato includes sites like Swiggy, Dineout, Grubhub and Yelp as well as other
meal delivery services like Zomato and DoorDash.

About the Founders:

Deepinder Goyal and Pankaj Chaddah, both IIT Delhi graduates, founded Zomato. Zomato's
CEO, Deepinder Goyal, presently leads the company. Prior to founding Zomato, he worked as a
Senior Associate Consultant at Bain & Company. Pankaj Chaddah, Zomato's co-founder,
previously worked as a senior analyst and associate consultant at Bain & Company.
Marketing Strategy of Zomato

1.Zomato’s Twitter Game: The Pillar of its

marketing strategy:
Marketing techniques at Zomato are rooted in innovation, agility, and clear communication. For
them, it's their sense of humor and lightheartedness that sets them apart from the rest.
Interaction with their audience is their major goal.
A good example of this is a Twitter campaign in which they invited users to name the most
imaginative restaurant name they've ever come across. There were 567 comments, 692 likes,
and 72 retweets as of the time of this post's publication.
If you're looking for a food delivery service, you're not going to see this message in their tweets:
"Guys, we'd like you to order less and cook more at home," reads one of their most popular
tweets. Customers may have been more enticed to order food as a result of the restaurant's use
of reverse psychology. To summarise, Zomato understands how to engage its community and
stand out on Twitter, where nearly every brand has a vested interest in promoting its ware.
 2.Zomato’s marketing strategy during Covid-19:
Feed the Daily Wager is a fund put up by the corporation to help the families of workers who are
unable to generate any money due to the current economic uncertainty. They set a fundraising
goal of 50 million rupees, and so far they've raised approximately 28.13 billion rupees. In order
to help those in need, this money is used to deliver food kits that can feed up to five people for a
week. NGOs and other groups have joined forces with them to make sure the food gets to the
proper individuals.

3.SEO Strategy
About 66% of Zomato's traffic comes from search engine results, indicating that the
company is doing something right when it comes to SEO. Organic search traffic
accounts for 99.44% of the company's traffic, while sponsored search accounts for only
0.564%. An increasing number of metrics are attributed to its SEO approach that
comprises target keywords and URL linking as well as internal linking and social media
methods. Zomato aims to score highly for around 900,000 keywords, which is why it
dominates the search results. Zomato has over 54 million pages because it allows
restaurants to develop and manage their own pages on its website. There are currently
roughly 6500 restaurants registered on Zomato. With the help of 12,274,172 backlinks,
Zomato has been able to raise its domain authority. Additionally, it receives backlinks
from.gov and.edu websites, which have a high degree of authority. Obtaining high-
quality backlinks helps Zomato's SEO efforts.

4.Social Media Campaigns

Zomato is an app aimed at those between the ages of 18 and 35, and as such, it needs to be
promoted via social media. The business is well-versed in its target demographics and is
cognizant of the fact that the vast majority of its clients are active users of social media. As a
result, it concentrates on delivering social media ads and interesting content in order to interact
with its viewers. Zomato's social media traffic accounts for 0.73 percent of the site's total traffic.
According to Instagram bio, "Meme page...occasionally uploading brand posts owing to
business team pressure" is the company's Instagram bio.
 5.Zomato’s Paid Advertising:
To reach its customers, Zomato also uses Google ads, as Google displays both organic and
sponsored results when we search online. For Google advertising, Zomato uses both branded
and non-branded keywords. Paid search advertisements on Google account for about 0.56% of
Zomato's traffic.

6.Zomato’s Email Marketing Strategy:

To reach its customers, Zomato also uses Google ads, as Google displays both organic
and sponsored results when we search online. For Google advertising, Zomato uses
both branded and non-branded keywords. Paid search advertisements on Google
account for about 0.56% of Zomato's traffic.

7.Push Notifications:
Zomato's quirky and personalized push alerts keep coming up on our devices,
encouraging us to place an order. Zomato is able to better engage with its customers
and persuade them to order the food in their carts as a result of this technique. ”

8.Zomato’s Visual Advertising:

Zomato's advertisements, whether they're billboards or videos, are always of
high quality and connect with their target audience. The following are a few well-
known Zomato commercials:

Image : Visual Advertisement by Zomato

 Image : Visual Advertisement by Zomato

The company frequently takes advantage of the popularity of popular television shows to get
exposure.
 Image: Visual Advertisements by Zomato

9.Emotional branding:
#OrderForMom Campaign: For the moms who spent their time in the kitchen, these
campaigns praised their efforts and targeted their children, who are fortunate enough to have
them. The goal of the campaign was to encourage people to honor their mothers on Mother's
Day.
Image : Visual Advertisement by Zomato used on Mother’s Day