BookMyShow on Monday announced that it has fully acquired Mumbai-based local food and restaurant recommendation engine Burrp in an all-cash deal from Network18. This Network18 divestment has been made to Foodfesta WellcarePvt. Ltd., a subsidiary of BigTree Entertainment Pvt. Ltd. The acquisition includes transfer of Burrp’s key assets to BookMyShow, including employees and existing restaurant partnerships.
Burrp was founded by Deep Ubhi and Anand Jain in 2006 and remains to be India’s oldest food tech company which helps people discover eating joints around them. It currently lists over 60,000 restaurants across 14 cities. In addition to listings, Burrp recently ventured into offer redemption and couponing, along with ticketing of F&B events.
MansiVora, Head- Mergers & Acquisitions, BookMyShow, said, “Movie watching in India has evolved tremendously over the last few years. At BookMyShow, we are not just delighted to have been a key part of this journey, but we are determined to continue to lead the way by offering an unparalleled experience to our users. Movie going in India is a social activity and food is an integral part of it. This is where Burrp fits in for us. We are excited to have Burrp on board and look forward to benefitting from their experience, technology and partnerships to offer a superior and comprehensive offering to our users.”
BookMyShow has been an early believer in the potential of food-related offerings to enhance movie watching experience. It already offers its users the option to pre-book their F&B at cinemas while booking their movie tickets on BookMyShow. This way, users are able to choose from exclusively curated offers and combos and save themselves the hassle while watching a movie. This vertical experienced a 6x growth between 2015-16 and 2016-17 on BookMyShow.
BookMyShow also offers MyCoupons (exclusive and free discount coupons) that can be availed at popular restaurants andcafés in the vicinity of the cinema a user is visiting. With a validity of two days (including the day of the movie show), a user can pick up to two Free MyCoupons right after making the seat selection on BookMyShow and redeem at their preferred restaurant or café, by simply showing the received email or SMS to avail fabulous discounts. This offering is now present in over 80 cities across India. BookMyShow has partnered with more than 2100 food retail brands right from local city food joints to popular national chains including McDonald’s (Hardcastle Restaurants), Chaayos, Mainland China, Dunkin Donuts, Barbeque Nation, Subway, Bikanerwala etc. to cover a combined 6400+ outlets around 1100+ cinemas across these cities.