A thorough research was conducted to diagnose the Restaurant Booking Apps Space in India. The App features were dissected and evaluated on the basis of App functionality, usability, content and experience.

1. GRAPES OMNICHANNEL CONSULTING
REPORT
1

2. 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
2

3. 3
MARKET INTELLIGENCE

4. 4
MARKET INTELLIGENCE
Popular Restaurant Reservation Apps in India
Criteria & Methodology for App Selection

5. 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 5
Competition in Restaurant reservation space is fierce. .
HUNGRYTABLE APPEAZYDINER APP POCKETIN
BOOKING DIVA APP
24*7 TABLE APP DINEOUT APP

6. GRAPES DIGITAL SURVEY
 Total Respondents (n = 91)
 Base Respondents for this Question (n = )
 Q10. Which Restaurant booking App does your phone has? 6
Step 2
Prepared 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 . .
0.00%
0.00%
0.00%
1.10%
2.20%
7.69%
0.00% 2.00% 4.00% 6.00% 8.00% 10.00%
HungryTable
24*7 Table App
Booking Diva App
Eazydiner
Pocketin
Dineout
Percentage Of Restaurant
Booking App Users

7. 7
Step 3
Narrowing 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
Overall
Score
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. .
7

8. Step 4
Calculate Score for every Launcher App based on Consumer Survey
Data Point
Research Methodology
a) Determine Median = 0.5
b) Set Benchmark Score. We have set it as 60
c) 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 50
The upper limit has been set to 90 8
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

9. 9
Evaluating Popularity of Apps based on Search Volume
Step 5
Calculate Score for every Launcher App based on Search Vol Data
Point
Research Methodology
a) Determine Category Median = 340
b) Set Benchmark Score. We have set it as 60
c) 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 volumes
The lower limit has been set to 50
The 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

10. Step 6
Calculate Score for every Launcher App based on Google Play Store
Ratings Point
Research Methodology
a) 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 60
d) 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 50
The upper limit has been set to 90 10
Evaluating Popularity of Apps based on NPS
Booking
Apps
NPS
(% of 5 rating - % of 1
rating)
Ratio of NPS
to Category
median
Index
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

11. 11
Determine Final Score to shortlist 3 Apps for Competitive Deep Dive
Booking
Apps
Consumer 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

12. 12
COMPETITOR AND & BRAND APP AUDIT

13. 13
COMPETITOR AND & BRAND APP AUDIT
App Breadth & Depth
Degree of Localization / Customer Satisfaction /
Brand Equity
User Acquisition Strategies
Revenue – Monetization Strategies

14. 14
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

15. 15
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)

16. 16
Sneak Peak into features of Eazydiner
Accelerated
Experience
Transparency in
Deals
Notification
Ease of
transaction
Customer
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

17. 17
Sneak Peak into features of Dineout
Accelerated
Experience
Transparency in
Deals
Notification Ease of transaction
Customer 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
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

18. 18
Sneak Peak into features of Pocketin
Accelerated
Experience
Transparency in
Deals
Notification
Ease of
transaction
Customer Feedback
and Support
Social Media
Sharing
Content
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

19. 19
USER ACQUISITION STRATEGIES

20. 20
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

21. 21
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
time
No 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

22. 22
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

23. 23
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

24. 24
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

25. 25
REVENUE MONETIZATION STRATEGIES

26. 26
Revenue Models used by Mobile
Apps
Premium Apps
Hybrid
(In App Ads +
Purchases)
Ads Subscription
Freemium Apps
E-Commerce
In App Purchases
Licensing &
Merchandising
Entertainment
MONETIZATION STRATEGIES FOR MOBILE APPS

27. 27
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

28. 28
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