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Zomato: Hyperlocal Battle for Online Food Delivery
內容大綱
Zomato, a leading restaurant discovery and review platform, entered the highly competitive hyperlocal food delivery space in 2014. Though Zomato was a leading platform for search and discovery, it trailed behind the market leader in the delivery landscape. While Zomato's attempt to increase profitability by implementing a subscription model proved popular among customers, it antagonized a significant segment of its restaurant partners. As December 2019 drew to a close, the key decision-makers at Zomato wondered whether entering the growing delivery market and the subsequent transition would be worth the cost of competition. The startup would have to make a strategic decision with respect to its market dominance and competitive moves in the delivery market. Should it focus on the large, hypercompetitive markets in major cities to build high-density delivery networks, or should it focus on pre-empting the competition by nurturing small-town markets? Would acquiring its competitors help in rapid scaling, or should Zomato engage in another round of business model innovation by focusing on cloud kitchens and private labels?