Zomato Zomato is an Indian restaurant search and discovery service founded in2008 by Deepinder Goyal and Pankaj Chaddah. It currently operates in 23countries, including Australia and UnitedStates. It provides information and reviews onrestaurants, including images of menus where the restaurant does not have itsown website.Though Zomato was started withobjective of providing restaurant search service, its main object is togenerate revenue and deliver profit to its stakeholders.
Zomato uses gamificationon its website and app as a tool for user engagement. And this has helped itgenerate profit in most of the countries it operates in. Through this study wewill look into how what procedure Zomato follows to generate revenue and howgamification has helped it in these regards.
To start with Zomato usesLeaderboard concept on its App and Website. Once a user registers themselves onZomato through website or app they assigned a rank which indicates theirposition on the leaderboard and also a badge. To improve their ranking user hasto write review and upload photos of the restaurant they visited. The users get25 points for each review. There are total 5 badges and 13 levels which a user canachieve based on the points they have accumulated. The details of the same are mentionedbelow in the table. Level Points Foodie 1 0 2 25 3 100 Big Foodie 4 250 5 500 6 800 7 1200 Super Foodie 8 1600 9 2400 10 3200 11 4500 Connoisseur 12 6000 13 8000 In addition, this level there isalso a badge named expert. An expert is regarded as a person who knows area intheir city inside out.
In order to get expert tag, user has to write 10 reviewsand upload 50 photos for restaurants in a single neighbourhood to become anexpert.