Zomato collects large amounts of data from its mobile app, website, user locations and search histories to provide restaurant information and online ordering services. It uses tools like Google Analytics, Excel and Tableau to analyze data on sales patterns, customer preferences and operational efficiency. This allows Zomato to improve its services and target advertising, which generates most of its revenue. The collection and analysis of user data is essential to Zomato's growth and business model.

1. A Study On The Use Of Data Analytics To Improve Business By
Zomato Food Chain
By
Aditya Ramachandra Hegde (RVCE20MPD028)
RV College of Engineering®
Subject: Business Analytics [18CS2G01]

3. INTRODUCTION
 Zomato is a fastest growing online food ordering company.
It was established in 2008 and renamed in 2010
The company was India’s first foodtech unicorn .
Zomato has been a big success during the recent pandemic.
Main motto of the company is to abolish hunger and deliver the food
faster and safer every time.

4. MAJOR SERVICES OF ZOMATO
 Restaurant Search & Discovery
 Restaurant Ratings & Reviews
 Online Order
 Food Delivery Pick Up
 Ordering Take away
 Table Reservations
 Ingredients supply to restaurants

5. BUSINESS MODEL OF ZOMATO
Zomato follows a simple business model.
 While starting afresh in the new city, some number of people is
assigned in each city to collect data about the restaurants and clubs
around the city.
There is a centralized team based out of NCR which processes and
crosschecks the data to confirm the validity.
The data is then processed to be put up on the website.

6. There is a separate team for advertising, which sells the website to
the restaurant owners and attracts them to advertise with Zomato.
95% of the revenues are earned from advertisements from the local
restaurants, while the rest can be attributed to event ticketing and
restaurant booking.

7. DATA COLLECTION FROM ZOMATO
If we consider Bangalore, it has more than 12000 restaurants, serving
different dishes from all over the world. New restaurants opening each and
everyday.
So collection of their data and using them to provide the service even
better plays a major and important role in the growth of any of the
business.
In case of Zomato it’s a very hard process as new restaurants are added
every time and they need to face very serious competition from the
restaurants which are which are very well set and already have the good
amount of customers.

8. Usually Zomato collects a good amount money in order to advertise and
put them on the front of it a app or website.
For example: when we open a Zomato app we usually see most of the
times an option of dominos or pizza hut which are famous food chains and
they pay well to Zomato to be in the top.
Due to these reasons Zomato has a serious problem of saving restaurants
which are not as big as these so as to have the restaurants not backing off
from the service of online orders.

9. DIFFERENT WAYS OF DATA COLLECTION IN
ZOMATO
• Mobile app and website
• Location
• Search history
• Previous orders
• Recently visited place
• Recently ordered particular
food
• Depends on food preferences
• Third party apps

10. HOW DATA INTERPRETATION TAKES
PLACE ON USERS APP OR WEBSITE?
• Address : This contains the address of the restaurant in surrounding.
• Name : This contains the name of the restaurant.
• Online order : Whether online ordering is available in the restaurant
or not.
• Rate : Contains the overall rating of the restaurant out of 5.
• Votes : Contains the total number of upvotes for the restaurant.

11. • Restaurant type : Veg/Nonveg
• Dish liked : Dishes people liked most in the restaurant
• Menu item : Contains a list of menus available in the
restaurant
• Listed in(type) : Type of meal, may be something like

12. DATAANALYTICS TOOLS BY ZOMATO
• Google analytics
• Excel
(a)analysing the large data sets and creating dashboards to influence business
strategy
(b)To design and report the revenue tracking and accessing the sales flow

13. • Zomato had acquired Delhi-based startup Maple Graph that built
MaplePOS, a cloud-based point of sale product for restaurants. It had
renamed the MaplePOS product to 'Zomato Base'. Zomato Base
helps in managing restaurant operations from a single platform.
• The Zomato uses excel to clean data and Tableau to analyze the data.

14. ZOMATO BASE
• Menu Management
• Inventory Management
• Recipe Management
• Customer Relationship Management
• Data Analytics
• Electronic Receipts
• Offline Transaction Support
• Payment Gateway Integration
• feature that will change the way restaurants go about their business

15. TABLEAU
• Tableau Desktop
• Tableau Server
• Tableau Online
• Tableau Prep Builder (Released in 2018)
• Tableau Vizable (Consumer data visualization
mobile app released in 2015)
• Tableau Public
• Tableau Reader
• Tableau Mobile
• Tableau CRM
Usage by Zomato
• Sales patterns
• Restaurant trends
• Potential improvement areas in operational
efficiency
• creating dashboards to influence business
strategy & implementation

16. CONCLUSION
Zomato’s offering the list of all restaurants, the type of food (menu),
detailed analysis of restaurants, working hours, location of the eatery,
and most importantly, the reviews from other users which are mostly
from the datasets collected all users.
The business model is simple and is based on hyperlocal advertising
on its website and mobile apps that also takes in to account user
preferences.
This website has a visitor base of over 7.5 million users every month
across 22 countries, so we can imagine the kind of data is generated
and amount of resources need to be considered in the process to keep
the customer intact with the business.

17. • It has become a highly targeted platform for restaurant owners to
market their products to customers who are looking for meal options
and this forms the key revenue generator for Zomato.