Introduction

Introduction to industry
Nowadays it has become common for fine dining restaurants to offer table reservations to
their clients. In fact, this service has become an integral part of a restaurant's operation,
because of its multiple benefits. Even though there are still types of restaurants that prefer the
modality of first-come, first served, the majority of fine dining and casual restaurants
organize their operation through table reservations. As it has become part of restaurants’
service to offer reservations, clients are tending more and more towards making use of this
offer, and for some people, it has become mandatory to make a table reservation before going
out to a restaurant since there are also benefits for the client in this type of service.

Offering table reservations may be a good tool to increase demand for certain restaurants. As
clients know that there is a limited capacity of seats, they will always prefer to make a table
reservation instead of arriving at the restaurant and facing a long waiting line. This tool helps
the restaurant to keep a high demand of its customers on busy nights, and even better, to
increase traffic on slow nights, when customers make reservations because they don't know
how crowded the restaurant will be.

A client will always benefit from being able to make a table reservation at the restaurant to
which he wishes to go. Nowadays, the majority of people prefer to go out knowing that they
have a reservation, instead of incurring the risk of not getting a table at the desired place.

Traditionally, restaurants have managed their reservation systems with a reservation book,
which means they received the reservations via telephone calls and wrote them down in a
book. Nowadays, as a consequence of the massive use of the Internet and its benefits, experts
have seen the opportunity and great added value of creating online reservation systems, and
already many restaurants have replaced the traditional format with these new systems.

An important advantage of online reservation systems is the flexibility they offer when
making a reservation. When reservations are managed in the traditional way, patrons will
only be able to call a restaurant to make a reservation during operational hours. On the
contrary, when reservations are managed through an online reservation system, customers
will be able to make their reservation at any time and from any place they choose. In general,
people will have a better experience when making an online reservation, because it will be a
quick process, the service will be available 24/7, and the system will provide all the necessary
information in order to make the desired reservation with tranquillity. However there are
some companies other than Eazydiner which also provide Table reservation services and
offer deals and discounts. Companies like Zomato, Dineout and Nearbuy are major
competitors of Eazydiner. They provide different deals and discounts on table reservations
just like Eazydiner.

Porter’s five forces analysis of the Industry

1. Competitive Rivalry

Eazydiner is of the strong belief that their focus on table reservation in restaurants
thus facilitating a holistic dining experience gives them an edge over competition.
The rivalry amongst the competitors in the Hospitality industry is fierce. When the
potential customers learn about a restaurant on line, the internet reduces the
differences amongst the competitors. Customers tend to seek the best prices for the
best experience and the tendency is to reduce the prices to a competitive level. This
industry covers wide area so the market is widened which increases the number of the
competitors. For example, someone who wants to go for a dinner can easily choose a
restaurant in the nearby area if the amenities or the prices are low. The Variable and
fixed costs can be different in the areas which are more expensive to live.

2. Threat of new entrants in the industry

The initial investments in the Hospitality industry creates a barrier to the entry. The
presence on many efficient communication channels reduces the upstart marketing
costs somewhat, and gives the new competitors the access to the potential suppliers and
the resources. Another barrier to entry into business in the Hospitality industry would
be the expertise. Unfortunately, in a mobile society employees can leave one firm to
work in another and they take that expertise in terms of the training given or the
experience with them. It is in the areas of expertise and of differentiation that a firm can
make the greatest impacts on its clients.
3. Threat of Substitute Goods

In hospitality industry there is usually higher chances to start a new business and
progress successfully. The firms appear in all price ranges, with variations in the levels
of service .The constant challenge will always be to get the customers to choose your
services over the competitor. With the technological advancements the internet makes
the overall market to be more efficient while expanding the size of the potential market
and creating the new substitution threats.

The threat is that another firm chain may erode the customer base with a newly
formulated internet approach or the marketing campaign.

4. Bargaining power of the suppliers

This is not a substantial threat in the Hospitality industry it can have the impacts
especially in the area of the suppliers. The employees to the firms are the major
suppliers, the bargaining power of the labour supply is higher when there are fewer
people to fill service section of the industry, and the firms can attract excellent staff and
create a chance for providing excellent and exceptional experiences to their clients. As
part of their strategy all the firm chains should have section employee recruitment. The
other supplies that are needed by hotels are also easier to attain through internet
channels whether originated by the supplier or by the hotel chain. With their products in
the greater demand by greater numbers of the firms the suppliers gain more measure of
power by competition for their offerings.

5. Bargaining Power of Buyers

It has become very simple for the consumers to go online and survey on the best
restaurant that offers great services. Due to the increased bargaining power of the
consumers, they are finding internet businesses websites which will negotiate or discover
the bargains for them. These processes shifts the bargaining power to the end user as it
had been predicted by the Porter model and these buyer freedom reduces the cost of
switching.
Introduction to company
Eazydiner is a provider of an online restaurant reservation platform created to book a table in
an Indian restaurant. The company's online restaurant reservation platform offers a host of
service around restaurant business including discovery, reviews, deals, table bookings and
concierge services, enabling users to reserve their seats at restaurants and get free deals with
instant hassle-free booking. EazyDiner has all the answers for the most enjoyable, authentic
and friction-free table booking experience. With an instant confirmation of less than 18
seconds, Customer can book over 6000 restaurants in Delhi NCR, Mumbai, Bengaluru, Pune,
Chennai, Kolkata, Goa, Ahmedabad, Jaipur, Hyderabad, Chandigarh & Dubai on our swanky
website or mobile app.

With exclusive and expert reviews by top critics helmed by co-founder, the iconic Vir
Sanghvi, EazyDiner serves as a curated guide to an extensive range of dining options and is
reliable guide to eating out. With an exclusive access to TripAdvisor, EazyDiner also gives
the option of viewing 100% genuine consumer reviews for all restaurants. With each
booking, users also earn EazyPoints, which can be redeemed for an array of delicious treats.
Users earn points for booking through EazyDiner as well as by leaving user reviews on
restaurant profiles. The more points they earn, the more delicious and exciting the rewards
become!

The main objective of the company is to provide hassle free table reservation services to the
users along with providing them attractive deals and discounts.

Competitors

 Zomato - Zomato is one of EazyDiner's top competitors. Zomato was founded in

2008, and its headquarters is in Gurgaon, Haryana. It is an Indian restaurant search
and discovery service founded in 2008 by Deepinder Goyal and Pankaj Chaddah. It
currently operates in 24 countries. It provides information and reviews of
restaurants, including images of menus where the restaurant does not have its own
website and also online delivery services in some countries.The restaurant search
 and discovery platform began its operations under the name, Foodiebay. In
November 2010, the brand was renamed as Zomato.

 Dineout - Dineout is a top competitor of EazyDiner. Dineout is a Private company

that was founded in New Delhi, Delhi in 2011. Dineout is a restaurant table
reservation service company founded in 2012 by Ankit Mehrotra, Vivek Kapoor,
Nikhil Bakshi and Sahil Jain based in New Delhi, India.

Since its acquisition by Times Internet Ltd in 2014 (then TimesCity), Dineout
claims to have grown over 200%. According to the company, it provides online
reservations for about 6,000 restaurants around the country and serves over
2 crore diners across 11 cities. (as of 9 February 2019).Reservations can be made
online through its website, the Android and iOS Application, or their concierge
desk. Dineout also launched a product division called Dineout Plus primarily
targeting the Premium Dining Section.

 Nearbuy.com – It is a hyper-local e-commerce company based out of India. As a

business, it allows customers to discover, buy and save on merchants nearest to
them (thus the name, near-buy).
nearbuy.com operates in all categories of stepping-out for the customer, and
functions like an online travel guide.
Incorporated in May 2010 as Groupon India Private Limited, the company
operated as a 100% subsidiary of Groupon Inc until August 2015, when it went
through a management buyout and in the process changed its name
to nearbuy.com, after successfully raising US$17Mn (about INR100 crores)
funding from Sequoia India, an arm of a Menlo Park, California-based venture
capital firm, Sequoia Capital.
nearbuy.com has Ankur Warikoo as the Cofounder & CEO, along with 2 other
founders.
SWOT analysis of Eazydiner

 Strength - The strength of this Eazydiner is to provide visibility of restaurants

during their lean period thus increasing their customers with different types of
discounts and offers which ultimately benefits both Eazydiner and the restaurants.

1. Vir Sanghvi is a famous journalist and TV anchor who is the founder of

Eazydiner and is known for his talent.

2. Superior Product Quality over the competitors which allows the customers to
book a table in the restaurants in 18 seconds with different deals and discounts.

 Weakness – One of the weakness of Eazydiner is that it is a young company and it

lacks the industry experience as compared to it’s competitors

1. Manual processing of the sign up forms filled by the restaurants which takes
more time and efforts.
2. Branding is less of Eazydiner as it is a young company and people across India
are less aware about the company.

 Opportunities – The competitors of Eazydiner focus on various services such as

food delivery, table reservation, applications for restaurants but Eazydiner is only
restricted to table reservation at present and is a customer centric company. Hence,
Eazydiner has an opportunity to spread it’s services in the hospitality industry by using
it’s strengths and to grow more. The company can use it’s core competency and can
attract more customers.
 Threats – The major threat for Eazydiner is the new entrants in the market which
increases the competition in the market. There are new companies which are entering
in the industry which tend to capture the market share by offering competitive deals
and discounts on table reservation in different restaurants.