EazyDiner, a restaurant booking and reviews platform, is in talks with potential investors to raise a fresh round of funding to expand its international footprint in the New Year.
The two-year-old company, which was co-founded by media personality Vir Sanghvi and six professionals with a background in food, beverages and hospitality sectors, has targeted Indonesia and Thailand as its next two markets.
While company officials declined to share details of the upcoming equity financing round, they confirmed plans of entering the South East and South Asian markets over the next 12 months.
EazyDiner launched services in Dubai in December. The startup, which combines the services of Google-owned dining guide Zagat, NYSE-listed restaurant review firm Yelp and Priceline-owned restaurant booking service OpenTable, is also backed by two consumer-focused venture capital firms, DSG Consumer Partners and Saama Capital.
The funding and expansion come when investor interest in India’s broader foodtech space has waned, with the startup ecosystem littered with the still-smoking embers of ventures that promised to deliver exceptional dining experiences to the notoriously fickle-minded and priceconscious Indian consumer.
The combination of wafer-thin margins on offer, coupled with low entry barriers and lack of sustainable business models, saw investors curtail their appetite for the ventures.
EazyDiner has charted a different path for itself. The platform, which also provides content and reviews, operates one of the country’s largest dining loyalty programmes as well. “We were never, and in fact, will never get into food delivery. The economics just don’t make sense, at least in a market like India…We believe it requires a very different skill-set,” pointed out Aman Kapur, one of the cofounders.
EazyDiner has raised about $4 million in funding till date and counts Gurpreet Kohli, former managing director of Chrys Capital, as one of its early backers. The company operates in seven locations – the National Capital Region, Mumbai, Bengaluru, Kolkata, Pune, Chennai and Goa.
“The focus is to go deeper into our existing markets and really establish our footprints in each of them rather than just go on an unrestrained growth across geographies,” pointed out Shruti Kaul, another cofounder.
The platform lists about 2,000 restaurants, with more than 500 spread across NCR. EazyDiner has provided most establishments with its proprietary SaaS-based table reservation platform and has a guaranteed inventory with the rest, enabling them to provide bookings to consumers on an immediate basis.
Gurgaon, where the company is headquartered and where it first launched operations, has played a critical role. The NCR’s startup hub, which rivals Bengaluru in its concentration of the country’s new economy ventures, has played a significant part in its growth.
“Gurgaon, possibly, deserves its own mention alongside Mumbai and Delhi. It’s the third-largest contributor after the two metros,” said Kaul. According to her, Gurgaon contributes 15% of the company’s business across the country, outpacing Bengaluru. “For a small suburb, it’s huge. We have about 275 restaurants in Gurgaon on our platform, ranging from luxury establishments to budget restaurants,” Kapur said.
According to both founders, emergence of the Haryana city as a startup destination has played a role in defining, as well as evolving, consumer behaviour, particularly when it comes to dining habits. “The ability to experiment there is phenomenal and probably much more than the other metros… We also see that people living to working in Gurgaon, while traveling, indulge in a lot more cross-dining than any other city in India,” Kaul said.
Analyses drawn from consumer behaviour in one of its earliest markets has prompted the founders to look for similar characteristics in every new area it enters. “We’ve actually learned alongside the consumer and the company’s grown even as the consumer has evolved and experimented,” Kapur said.