We have over 30 lakh users and the repeat rate is 80%: Rachit Gupta, EazyDiner
In a chat with e4m, Gupta, the Chief Marketing Officer of EazyDiner, discussed the growth prospects for the brand, its marketing mix & COVID-19 concerns marring the dining-out experience
Over the last few years, the dining-out culture in India has changed drastically, and the changing food habits of the millennials have contributed significantly to this trend. For the diners, it’s about having not only a meal out but also a place to have a great experience. EazyDiner has been catering to these needs of diners since 2015. The company is India’s first online instant restaurant reservation platform. It helps a user read concise reviews and recommendations by top critics, find great restaurants and bars and get a guaranteed reservation within 18 seconds. Every reservation comes with a deal, which enhances the dining experience, whether it is a substantial discount or a glass of wine for every diner.
“EazyDiner has grown 3X year on year since its inception and same is the case in 2019,” shared Rachit Gupta, Chief Marketing Officer, EazyDiner in an interaction with exchange4media. In this freewheeling chat, he discussed the growth prospects for the brand, marketing mix and much more.
What lies ahead for the company in India’s F&B market? Is it strong enough to withstand a possible consumption slowdown?
Right now, we have around 10,000 bookable restaurants on the platform, which has grown 200 per cent in the last 18 months. And we've grown almost 300 per cent YoY since its inception and same is the case in 2019. The matter is that the market is really huge; it is endless for us. When we talk to our investors about our growth plan, we are only 10,000 restaurants and the levy to grow the penetration of restaurants and reaching out to people eating out is endless just in India itself.
The growth potential is endless from Eazydiner’s perspective; eating out is not slowing down. So it's growing at 15 per cent YoY as an overall market. The economic slowdown fails to dent India’s appetite, it seems.
What are the growth prospects for the brand within India?
We are present in Dubai but our growth plan is primarily within India. We have just started in Agra and Indore. For these two cities, we've reached out to the top 40-50 restaurants and asked them to use our platform to increase their diners. EazyDiner is present in 15 cities in India but we reach out to 150 cities across India, thanks to our partnership with Google. So, what happens is that when you Google a restaurant and try to make a reservation, it's powered by EazyDiner. We are the only platform which gives instant confirmation to the customer. Going forward, as we grow, we will reach out to smaller cities and also penetrate within the main metros. We have entered into the QSR (Quick Service Restaurant) segment and are working at Burger King, McDonald's, Chaayos. We are positioning ourselves as the only app you need for eating out.
You have associated with Google and Trip Advisor in the recent past. Can you tell us how it adds value to your brand?
For us, it is primarily about reach. We associated with Trip Advisor because when people come from abroad into India, they look at restaurants for dining out. We thought of taking this opportunity and started giving them restaurant recommendations. By integrating with Google, we reach out to all the consumers who are searching for restaurants on the platform itself.
How many users do you have at present and what’s the repeat booking rate?
We are currently serving 750,000 diners every month through our app and website. We have over 30 lakh users and the repeat rate is 80 per cent. My biggest challenge as a marketer is obviously being getting new users and getting my customers to eat out with EazyDiner at least four times so that they become customers for life. This is the reason we have got QSR and all types of restaurants. We are onboarding restaurants very fast because we want to be part of your eating out life cycle.
We also have this product called EazyDiner Prime, one can dine at premium restaurants with min 25 per cent off with EazyDiner Prime. Get free prepaid dining vouchers+ free entry to exclusive events in town, with no conditions, it’s a friction-free experience.
What is your marketing mix?
Our marketing mix is 90 per cent digital. Most of us spends are either on Google, Facebook, Instagram, Twitter or maybe some affiliate. That's where we're spending all of our money. We also have some partnerships.
Are you coming up with any more campaigns? What's in the pipeline?
We have already launched one campaign and there are two others. We’ve launched a Woman's Day campaign, where we say that every time you eat out in the month of March, we will contribute to an NGO which looks after widowed women and young girls.
We’ve launched this campaign called #ThankTheStars, The campaign seeks to recognise the servers and chefs in restaurants who work hard to make diners experience special. The campaign aims to reward servers and chefs across restaurants in India with special rewards and training programmes designed to upskill them in the hospitality domain.
Due to COVID-19, what has been the sentiment of the market?
Our numbers have been steady so far, and we haven’t seen a dip. But as of now, things are stable. I think people are taking precautions to be safe but it's not dampened the spirit of eating out as of yet.
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