Case study on FoodieBay.com

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Introduction to FoodieBay.com

• Founded in July 2008, FoodieBay is the most visited food portal in Delhi NCR; serving both restaurants and customers

• Lists menus for over 1800 restaurants in Delhi NCR region

• Perfect platform for restaurants to reach highly targeted customers

• Gives the customer increased number of options to order food and also helps them in choosing the same

• FoodieBay, after enthralling success in Delhi NCR region is on road to expansion and has already reached Kolkata and soon will have all the other metros under it’s belt.

Visitor logs onto FoodieBay.com

Selects his location

Gets a list of restaurants with details like menus, ratings, location maps etc

Selects a restaurant and order food by simply dialing their phone no.

How it Works?

How it all started?

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• The founders badly needed the menu of a nearby ‘dhaba’ for home delivery. The only ones they could find with them were those of Domino’s, McDonalds and Pizza Hut

• Realizing that the bigger fast food chains had nearly out-marketed all local restaurants and food joints due to huge marketing budgets, they thought of creating a solution which would bring everyone on a level playing ground

• FoodieBay.com was born!

FoodieBay aims to create a dematerialized sustainable solution for both restaurants and customers

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For restaurants For customers

Business sustainability:

• Smaller scale restaurants are put on the same pedestal and shown in the same light as the larger ones

• No special treatment given to bigger chains even though they are potential clients and chief ‘revenue drivers’ for FoodieBay’s business

• Build an efficient feedback mechanism for restaurants who want to listen to what customers say about them

Environmental sustainability:

• Reduce the amount of paper used by restaurants in order to market their offerings

Business sustainability:

• Comprehensive on-demand (pc/mobile) access to information about restaurants to help them make an informed meal buying decision

• Free access to other user reviews/ comments to help them differentiate good restaurants from bad

• Provide feedback to restaurants to help them improve their offerings to customers

Environmental sustainability:

• Reduce dependence on paper menus to order home delivery from restaurants thus creating a positive environmental impact

The company, so far, has been run in a financially sustainable manner..

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• The company has a relentless focus on managing costs and maximizing output. Two key ways in which this is achieved:

– Part-time workforce: >90% workforce is part-time workers (including the founders) with minimal payouts as salaries; this ensures optimal output when employees have time to contribute; also creates a very non-hierarchical and fun environment to work

– Zero-cost advertising policy: advertisement is done only through barters, free press releases and restaurant partners

• Proven start-up model – the zero-cost part time model has been proven to be successful during incubation by a few other start-ups too!

We also stay focused on environmental and social issues

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• Work from home: the team meets once in a month to discuss the overall strategic direction of the company; otherwise everybody works from home in order to manage costs, save fuel and have a healthy work-life balance

• Pankhudi foundation: FoodieBay last year, tied up with Pankhudi Foundation (an NGO which teaches and provides nutrition to slum dwelling kids), to donate 3 rupees for every new visitor that visits the FoodieBay website – helped market the website as well as generate substantial funds for Pankhudi

• Zero paper use policy: The company does not use office stationery at all – we agree to almost everything (including deals with our clients) over email and treat email as the final written word. FoodieBay’s business cards are made out of recycled paper