Zomato for user engagement. And this has helped

Zomato

Zomato is an Indian restaurant search and discovery service founded in
2008 by Deepinder Goyal and Pankaj Chaddah. It currently operates in 23
countries, including Australia and United
States. It provides information and reviews on
restaurants, including images of menus where the restaurant does not have its
own website.

Though Zomato was started with
objective of providing restaurant search service, its main object is to
generate revenue and deliver profit to its stakeholders. Zomato uses gamification
on its website and app as a tool for user engagement. And this has helped it
generate profit in most of the countries it operates in. Through this study we
will look into how what procedure Zomato follows to generate revenue and how
gamification has helped it in these regards.

To start with Zomato uses
Leaderboard concept on its App and Website. Once a user registers themselves on
Zomato through website or app they assigned a rank which indicates their
position on the leaderboard and also a badge. To improve their ranking user has
to write review and upload photos of the restaurant they visited. The users get
25 points for each review. There are total 5 badges and 13 levels which a user can
achieve based on the points they have accumulated. The details of the same are mentioned
below 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 is
also a badge named expert. An expert is regarded as a person who knows area in
their city inside out. In order to get expert tag, user has to write 10 reviews
and upload 50 photos for restaurants in a single neighbourhood to become an
expert.