THE COMPANY.

Zomato is an online restaurant reviewing and discovering, where customers can find restaurants near them. It provides information and reviews of restaurants, including images of menus where the restaurant does not have its own website and also online delivery.

THE AIM.

To identify how design is valued and used strategically in a variety of business contexts.

THE BOOK.

This case study analyses how Zomato prioritises and structures their design research efforts (i.e. in-house teams, external consultants, expert networks, collaborative research etc.). It documents and analyses the organization’s current practice; their design awareness; their understanding of innovation and how this is managed both in terms of design and business, i.e. by what methods they incorporate design at a strategic level.

THE RESEARCH METHOD.

Main components of research design:

• THE STUDY QUESTION
• THE UNIT OF ANALYSIS
• THE LOGIC LINKING THE DATA TO THE PROPOSITIONS
• THE CRITERIA FOR INTERPRETING THE FINDINGS

These preceding components of research design effectively helped in creating a constructive preliminary theory study.

INTRODUCING ZOMATO GOLD.

Zomato Gold is a paid service from Zomato that allows customers with Gold membership get complimentary food and drinks while ordering from partner restaurants and bars. Zomato Gold service is limited to dine-in orders only and not available for deliveries.