Will Zomato
intercity
business
model be a
success ?
Abhishek Deb
Ananya Shankar Pandit
Prepared By: Sneha Shrivastav
Vidhu Goel
Salil M Narkar
Key discussion areas for
qualitative analysis
1. Focus group discussion/ Interview
Focus group discussion would be aimed at
understanding the overall sentiment regarding the
online food deliveries and their affinity towards having
authentic food from places of its origin.
Do you enjoy outside food?
To identify if customers prefer eating outside
Do you prefer going out to a restaurant or ordering food at home?
To understand their convenience of having outside food
Which is your preferred app for ordering online food?
To identify preference towards particular food delivery apps
What type of cuisine do you usually prefer ordering/dining?
To understand their choice of food
Do you usually order from the same restaurant or do you prefer exploring new restaurants?
To identify customers’ loyalty/stickiness to some particular restaurants
When you travel to different places, do you enjoy trying out their local authentic cuisines?
To understand customers’ eagerness towards trying out specialized cuisines
Would you prefer to have authentic cuisines from their place of origin in the comfort of your home?
To understand customers’ eagerness towards trying out specialized cuisines at their home
Would you prefer to have food that is one day old but well preserved?
To understand customers’ sentiments towards freshly cooked food
Would you prefer to pay more to have authentic cuisines from their place of origin in the comfort of your home?
To understand customers’ willingness to pay
Key discussion areas for
qualitative analysis
2. Social media listening
Social media listening would be carried out to broadly
determine the engagement of the customers and
discussions going around regarding Zomato intercity.
Reposts
To check the extent of reach across
different demographics
Comments on posts
Competitor mentions
To determine the general sentiment
To identify the competition reach and
across social media
sentiments about the competitor brand
Brand mentions Cross posts
To identify the brands aiding the To identify the social media reach of
business the offering
QUESTIONNAIRE FOR DATA COLLECTION
Our research goal will be classified into the following parts:
Customer Preference Customer Demographics
Affinity towards ordering food from Demographic segmentation for intent of
different cities ordering through Zomato Intercity
Willingness to pay higher for specialized Individual or group ordering
cuisines from city of origin Geography concentration
Sentiment towards food prepared at a
period date which is well preserved food
Customers' frequency of ordering
Average order quantity
Customer tendency towards habit
forming
Research Questions for Research Goal(s)
Sl Questions Options Information Required
Demographics
1 Name Short paragraph Individual response
To understand which age group is our primary
2 Age Below 2021-3031-40Above 40
customer
To understand if there is a particular gender that
3 Gender MaleFemaleOthersPrefer not to say
prefers zomato intercity over the other
To understand where is the main business coming
4 City Tier - 1Tier - 2Tier - 3
from
Are you a local resident or a migrant To understand if the customers migrating from
5 staying in the city for employment or A. ResidentB. Migrant other places have higher affinity to order food
other purposes? from their home-town or place of origin
To understand if our customers are students,
6 Occupation StudentsWorking ProfessionalsRetired
working professionals or retired individuals
NillLess than 3 LPA3 LPA - 6 LPA6 LPA - 10 To understand theimpact of income on the food
7 Annual income
LPAAbove 10 LPA ordering habits of people?
Are you a local resident or a migrant To understand if the customers migrating from
8 staying in the city for employment or A. ResidentB. Migrant other places have higher affinity to order food
other purposes? from their home-town or place of origin
To understand if the respondent is acquainted
Are you currently or in the past
9 YesNo with research design and has the potential to bias
designed research surveys?
our survey results
Sl Questions Options Information Required
Awareness
To understand if the respondent is aware and uses
10 Do you order food online? YesNo
online food delivery
Which food delivery app do you usually To understand brand affinity and likeliness of
11 SwiggyZomatoOtherI use multiple apps
order from? switching to Zomato for intercity food
Are you aware that online food delivery
To understand customers’ awareness of Zomato
12 platforms also deliver food from YesNo
intercity
different cities?
Sl Questions Options Information Required
Demographics
Almost every dayAt least thrice every weekAt To understand if our customers are those who
13 How often do you order food online? least once every weekLess than once every regularly order online food or those who rarely order
weekVery rarely online food
How much do you spend per meal when ordering Less than 100 INR100 INR - 200 INR200 INR -
14 To understand average order value
online? 500 INRGreater than 500 INR
I order food almost always from the same
To understand if there is a correlation between
Do you order food from the same restaurant restaurantI order food sometimes from the
15 customers’ willingness to explore and affinity
multiple times? same restaurantI prefer to try out multiple
towards intercity
restaurants
Would you like to try specialized dishes from a To understand customers’ affinity towards
16 YesNo
different city? specialized cuisines from city of origin
How much would you be willing to pay extra as
Less than 10% of food cost10-15% of food
17 delivery charges if authentic food were delivered To understand customers’ willingness to pay
cost20-25% of food costGreater than 25%
from its place of origin?
Are you willing to consume food prepared 24
To understand customers’ sentiment towards
18 hours in advance preserved using specialized YesNoMaybe
consumption of freshly prepared food
technology?
Yes, I would want to reorder if the food tastes
Would you be willing to reorder if authentic food To understand customers’ affinity towards re-
19 goodNo, I would only order authentic food once
were delivered from its place of origin? ordering
for the sake of trying it out
How important is the restaurant rating to you To understand the decision making process of the
20 Very importantMildly importantNot important
while ordering? customers
21 Have you heard of Zomato Intercity? YesNo To determine the awareness of Zomato intercity
We'll soon find out THANK YOU!
whats cooking!
