Restaurant Booking Apps India

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GRAPES OMNICHANNEL CONSULTING REPORT 1

Transcript of Restaurant Booking Apps India

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GRAPES OMNICHANNEL CONSULTINGREPORT

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Slides Report Framework

Executive Summary

3 - 11 Market Intelligence

12 - 28 Competitor & Brand App Audit

29 - 52 Consumer Preferences

Competitor Audit (Social, Email & UI/UX)

Brand Audit (Social, Email & UI/UX)

Content Ideas

INDEX

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MARKET INTELLIGENCE

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MARKET INTELLIGENCE

Popular Restaurant Reservation Apps in India

Criteria & Methodology for App Selection

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Step 1 Narrowed down to a list of 6 Restaurant Booking Mobile Apps which are popular among Indians Methodology Literature Review of tech journals, Google Play Store & Popular Indian Websites

Competition in Restaurant reservation space is fierce. .

HUNGRYTABLE APPEAZYDINER APP POCKETIN

BOOKING DIVA APP

24*7 TABLE APP DINEOUT APP

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GRAPES DIGITAL SURVEY Total Respondents (n = 91) Base Respondents for this Question (n = ) Q10. Which Restaurant booking App does your phone has?

Step 2Prepared a survey to evaluate the popularity of the Apps popular amongst Users Methodology Deployed a Consumer Survey to identify Top Restaurant Reservation Apps being used by Respondents

Observation Reservation Apps are yet to penetrate and be popular among users

Restaurant Booking Apps are yet to gain popularity . .

HungryTable

24*7 Table App

Booking Diva App

Eazydiner

Pocketin

Dineout

0.00% 2.00% 4.00% 6.00% 8.00% 10.00%

0.00%

0.00%

0.00%

1.10%

2.20%

7.69%

Percentage Of Restau-rant Booking App Users

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Step 3Narrowing down to 2 Restaurant Apps for Competitive Deep Dive based on Overall Score

(Eazydine App is a default competitor for App comparison however the score is calculated for the same)

Methodology Quantitative Model which takes into account the performance assessment from 3 varying data sources

Consumer Survey : Due to low response count the lowest weightage has been assigned to the Consumer Survey

Search Volume : Another component that is contextual & specific to Indian Geography

NPS & Downloads: Net Promoter Score captured from Google App Store Reviews and App Downloads

Score

Weightage

OverallScore

Data Source

Metric

Consumer Survey

Percentage of Respondents Using App

Google Search

Ratio of Search Volume of App to Median Search Volume of

Launcher App Category

Google Play Store

NPS which is the Difference between %

Count of Extreme Ratings (5 &1)

Metric Value Benchmarked & Assigned a score

Metric Value Benchmarked & Assigned a score

Metric Value Benchmarked & Assigned a score

.40.20 .40

Score * Weightage

Score * Weightage

Score * Weightage

Narrowing down to 3 Reservation Apps for Competitive Deep Dive. .

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Step 4Calculate Score for every Launcher App based on Consumer Survey Data Point

Research Methodologya) Determine Median = 0.5b) Set Benchmark Score. We have set it as 60c) Calculate Index Score. If the Ratio of Respondent Count to

Median is 1 then Score is 60

Reference For every 5% Decrease Score decreases by 1. For ex for Pocketin

Ratio is 14 which is 1300% more than 1. As for every 5 % increase Score is increased by 1. So 1300% increase equates to 1300/5 = 260. So Final score for Pocketin App is 260+60=320 which is rounded off to 90 (Upper Score Limits)

Similarly for every 5% Increase Score is increases by 1

Due to low number of response for the survey The lower limit has been set to 50The upper limit has been set to 90

Evaluating Popularity of Apps based on Consumer Survey

Booking Apps Respondent Count

Ratio of Respondent Count

to Category Median

Index Score

Dineout 7 14 90

Pocketin 2 4 90

Eazydiner 1 2 80

HungryTable 0 0 50

24*7 Table App 0 0 50

Booking Diva App 0 0 50

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Evaluating Popularity of Apps based on Search Volume

Step 5Calculate Score for every Launcher App based on Search Vol Data Point

Research Methodologya) Determine Category Median = 340b) Set Benchmark Score. We have set it as 60c) Calculate Index Score. If the Ratio of Respondent Count to Median is 1 then Score is 60.

Reference For every 5% decrease Score decreases by 1. For example for

Hungry App the ratio is 0.55 which is 45% less than 1. As for every 5% decrease Score is decreased by 1. So 45% equates to 45/5 = 9. So the final score for Hungry App is 60-9 = 51.

Similarly for every 5% Increase Score is inccreased by 1

Due to varying search volumesThe lower limit has been set to 50The upper limit has been set to 90

Booking Apps Search Volume

Ratio of Search Vol to

Category Median

Index Score

Dineout 6600 19.41 90

Pocketin 590 1.74 75

Eazydiner 2900 8.53 90

HungryTable 50 0.15 50

24*7 Table App 10 0.03 50

Booking Diva App 90 0.26 50

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Step 6Calculate Score for every Launcher App based on Google Play Store Ratings Point

Research Methodologya) Determine NPS which is the difference of Extreme Rating i.e

Difference between % Count of 5 star Rating & % Count of 1 Star Ratings

b) Determine Category Median = 83.36%c) Set Benchmark Score. We have set it as 60d) Calculate Index Score, If the Ratio of Respondent Count to

Median is 1 then Score is 60

Reference For every 5% decrease Score decreases by 1. For example for

Eazydine App the ratio is 0.71 which is 29% less than 1. As for every 5% increase Score is increased by 1. So 23% equates to 29/5 = 5.8. So the final score for Eazydine App is 60-5.8 = 54.2 which is rounded off to 54

Similarly for every 5% increase the Score is decreased by 1

The lower limit has been set to 50The upper limit has been set to 90

Evaluating Popularity of Apps based on NPS

Booking Apps

NPS (% of 5 rating - % of 1

rating)

Ratio of NPS to Category

medianIndex Score

Dineout 34.52% 0.41 50

Pocketin 90.34% 1.08 62

Eazydiner 58.89% 0.71 54

HungryTable 78.26% 0.94 58

24*7 Table App 88.46% 1.06 62

Booking Diva App 89.29% 1.07 63

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Determine Final Score to shortlist 3 Apps for Competitive Deep

DiveBooking

AppsConsumer Survey

Score (Weightage : 20%)

Search Analysis Score

(Weightage : 40%) NPS Score

(Weightage : 40%)Overall

Score

Dineout 18 36 20 74

Eazydiner 18 30 24.8 73.6

Pocketin 16 36 21.6 72.8

HungryTable 10 20 23.2 53.2

24*7 Table App 10 20 24.8 54.8

Booking Diva App 10 20 25.2 55.2

EAZYDINER APP

POCKETIN

DINEOUT APP

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COMPETITOR AND & BRAND APP AUDIT

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COMPETITOR AND & BRAND APP AUDIT

App Breadth & Depth

Degree of Localization / Customer Satisfaction / Brand Equity

User Acquisition Strategies

Revenue – Monetization Strategies

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All functionalities offered by Restaurant Booking Mobile Apps fall into the following categories

• When we assess the Breadth & Depth we will be analyzing these Apps quantitatively and qualitatively on all these functionalities

• If an App Ranks higher on Breadth that means it offers features across all categories

• While higher depth is indicative of the depth of the offerings in a particular way

Personalization App Experience

Content

Assessing Breadth and Depth of Restaurant Booking Apps

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Assessing Breadth and Depth of Restaurant Booking Apps

Personalization App Experience Content

Dineout

Eazydiner

Pocketin

• Personalized In-App Account•Incentivization (Referrals, Coupon Codes)• Personalized Restaurant Booking (Date, Timing)

• Accelerated Experience (Search suggestions, Location based suggestions)• Transparency in Deals• Notification(via SMS, E-Mail)• Click to Call

• Integrated In-App Blog/ Suggestions• Restaurant Reviews (Users, Critics)• Gamification (Reward points for adding Photos, Reviews)

• Restaurant Reviews (Users)

• Personalized In-App Account• Incentivization (Referrals, Coupon Codes, Cashback)• Personalized Restaurant Booking (Date, Timing)

• Accelerated Experience (Search suggestions, Location based suggestions)• Transparency in Deals• Notification(via SMS, E-Mail)• Ease of transaction (E-Wallet)•Click to Call

• App under Construction• Personalized In-App Account• Personalized Restaurant Booking (Date, Timing)

• Accelerated Experience (Search suggestions)• Delay in Deals (Turn off for the users)• Notification (via SMS, E-Mail)

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Sneak Peak into features of Eazydiner

Accelerated Experience

Transparency in Deals Notification Ease of

transactionCustomer

Feedback and Support

Social Media Sharing Content

Auto-Suggested Search Results

Deals are clearly mentioned along with the Restaurant

Booking is confirmed via SMS & E-Mail

No Payment Gateway for transactions

Feedback No connection to any social media platform for sharing content

Integrated In-App Blog

Location based Search Results

Booking reminders via mails are also dropped to the user

Click to call button to Restaurants

Connoisseur Reviews (Impact of Vir Sanghvi’s brand name)

Alternative Results when there are no matching search results

User Reviews and Ratings

Gamification - Reward Points for every Review and Photo

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Sneak Peak into features of Dineout

Accelerated Experience Transparency in Deals Notification Ease of transaction Customer Feedback

and SupportSocial Media

SharingContent

Auto-Suggested Search Results

Deals are clearly mentioned along with the Restaurant

Booking is confirmed via SMS & E-Mail

Payment Gateways for Bill Payments• Net Banking• Credit/ Debit Card• PAYTM• Mobikwik

Feedback No connection to any Social Media for Photo Sharing or Check-Ins (Fad among youths)

User Reviews and Ratings

Location based Search Results

Click to call button to Restaurants

Alternative Results when there are no matching search results

Automated User Query Response

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Sneak Peak into features of Pocketin

Accelerated Experience Transparency in Deals Notification Ease of

transactionCustomer Feedback

and SupportSocial Media

SharingContent

Auto-Suggested Search Results

Deals are mentioned within 5 min after the restaurant selection

Booking is confirmed via SMS & E-Mail

No Payment Gateway for transactions

Feedback No connection to any Social Media for Photo Sharing or Check-Ins (Fad among youths)

Blog is yet to be rolled out

Alternative Results when there are no matching search results

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USER ACQUISITION STRATEGIES

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9 Most Common User Acquisition Strategies leveraged by Mobile Apps

USER ACQUISITON STRATEGIES FOR USERS

Incentivized Installs Freemium Model

Paid Acquisitions Build a Wait List

Referral Program

Make Premium features free or at a discount for

limited time

App Cross Promotion

Strategic Partnerships

OEM Installs

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USER ACQUISITON STRATEGIES FOR MOBILE APPS Eazydiner Pocketin Dineout

Leverage a Freemium Model No No

Yes( Subscription of Dineout Plus offers discounts at 5 Star

Restaurants)

Make Premium features of App free or at Deep Discount for a limited

timeNo No No

Build a Referral Program Yes No Yes

Build a Wait List No No No

Paid Acquisitions Yes ( Search Ads) No Yes ( Search Ads)

Incentivized Installs Yes No No

Strategic Partnerships No No Yes (Uber, Mobikwik)

App Cross Promotion *Not able to Identify *Not able to

Identify*Not able to

Identify

OEM Installs No No No

• Dineout is the only App leveraging via its content tie-ups

• Incen

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Case Study 1 : User Acquisition Strategy Build a Wait List

People want what they can’t have. A wait list helps you capture demand & build a database of users. When you announce your launch, you’ll have a long list to download it

Case Study : Flipkart (Ecommerce)

A day after Flipkart announced a new social sharing & chat group feature called Ping in their app, wait list for the invite exceeded 100k

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Incentivized Installs

Case Study 2 :Incentivization

Incentivize your early users to use your app to. Currently it is a very dominant user acquisition strategy in India

Case Study : Hike (Messaging)

Hike offers free talktime to its users when one starts using Hike App, one just needs to start using hike. The App offers Rs 51 to every user who joins hike

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OEM Installs

Case Study 3 : OEM Installs

Many mobile Apps come as preinstalled Apps on various mobile phones. App developing company generally has a tie-up with an OEM. As a user you generally don’t uninstall preinstalled apps so this channel of user acquisition ensures low uninstall rate vs other user acquisition channels but unless the App has been made by the OEM , it will entail payments to OEM from App Developing company

Case Study : Google Now (Launcher)

Google Now comes as a pre-installed app on Motorola Phones

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REVENUE MONETIZATION STRATEGIES

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Revenue Models used by Mobile Apps

Premium AppsHybrid

(In App Ads + Purchases)

Ads Subscription

Freemium Apps

E-Commerce

In App Purchases

Licensing & Merchandising

Entertainment

MONETIZATION STRATEGIES FOR MOBILE APPS

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Premium App charge users a fee to download. You can set your own price, typically starting at 0.99$ and goes higher as well

Guaranteed revenue for every download means less stress over conversion rates and impressions Setting a budget for marketing of your app is often straightforward. Assuming you have only one paid

App to promote, if your App costs 0.99$, and the app store makes around 0.30$, you make 0.69$. Don’t spend more than that to acquire a new customer

Premium apps usually have higher engagement rates. Since people are paying for your app, it’s clear they really want your solution.

Hard to compete with free apps AS pp stores are crowded with free apps, making it difficult for premium apps to gain visibility & traction

Paying users have higher expectation & punish those apps that doesn’t deliver on value proposition.

Apps that have a niche audience & offer a tailored solution. App must have unique features to justify download price and differentiate from competitors offering

free Apps

PREMIUM APPS

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Advertisers pay you to place advertisements in your app. You can choose which ads to show to your users based on their interests, locations, demographic and other factors. You could work directly with advertisers or work with ad network that has direct relationships with many advertisers, which can give you scale

• This allows you to release your app to users for free. If you reach a critical user base which you are able to forecast & predict then revenue stream becomes predictable & significant

• There are a lots of different ads types now for ex videos, interstitials, banner, etc & you can incorporate the apt advertisement that fits with the work flow of your app

• Mobile ads is a growing industry. According to several Industry studies it is well beyond $ 50 Bn• Easy-to-implement tools and ad platforms (like AdMob) that let you start making money from ads quickly

Implementation is key! The placement and frequency of ads should work with design of your app and never be bothersome to the user

Any mode where the user has not paid to download the title

ADS