Market Research Brief – Zomato Tiffin

Overview about the service

Zomato is an Indian restaurant aggregator and food delivery expert present in 24 countries
and 10000+ cities globally. Zomato provides information, menus and user-reviews of
restaurants, and also has food delivery options from partner restaurants in select cities.

Zomato would like to tap into a new market segment, that of a customized and healthy tiffin
service and would like to evaluate the market for such a service in select cities to cater to the
bachelors and working professionals who need a fulfilling meal, but do not have the time or
means to prepare a one for themselves.

Background of the problem

Tiffin service is largely an informal segment traditionally served by homemakers who want
an extra income for their household. The scale and reach of such services are limited.

The busy working professionals & bachelors need a meal, which is healthy, homely, available
at a reasonable cost and matching their taste pallet (E.g. spice level), while providing some
variety to keep them excited and avoid monotonicity. They would like to a meal delivered at
their work place every day and at a specified time, without the hassle to call up to order
unlike the dial-a-meal.

Research Objective

Market objective

 To increase Zomato’s leadership footprint in the food aggregation market

 To add a new source of revenue by tapping a new market segment – Scheduled Tiffin
Service

Research Objective

 To identify the interest for a tiffin service for below two categories:
o Students and Office goers who work in the morning and afternoon shifts who
would look for tasty food at an average price
o To identify the interest amongst the white collar and executive class who
would need a premium meal (organic, less spicy, less oily and premium
ingredients e.g. using Olive oils)
  Identify the price each of the above are willing to pay for such a service
 Identify the typical cuisine customers prefer for Lunch and Dinner (Indian,
Continental, Chinese) with few examples of the food items under each (E.g. Paratha,
Sandwich, Noodles)

Target Audience

 Men & Women aged between 18-40 for a typical tiffin service
 Men & Women aged between 41-60 who hold higher posts in their organizations E.g.
Senior Managers, Directors, Vice-Presidents for a premium service
 Tier-1 & Tier2 cities
 Competition brands users to be included: Customers of Mumbai Dabbawallas

Methodology, Budget, Time

 Qualitative Research: Interviews with the target group members (around 1000 across
the target audience)
 Timelines & Budget: 3 months, 10 Lac
 Expected Outcome: A Word document describing the selection process for interview
candidates, Summary of findings, Analysis & Recommendations. A presentation of
the outcomes to the senior leadership team.