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HindustanTimes Mon,14 Jul 2014

City's foodies take the mobile route

Vaishali Bhambri, Hindustan Times  New Delhi, August 26, 2013
First Published: 16:39 IST(26/8/2013) | Last Updated: 02:33 IST(27/8/2013)

Want to order food, but no one’s taking the call? Well, Delhi foodies have given this a miss and switched to mobile apps to make reservations, flip through the menu and look at deals and offers. A recent survey conducted by a mobile application developer shows that in the past few months, a growth of 200% has been witnessed in mobile app downloads in the Capital alone.

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The age of smartphones
Be it restaurants, pubs or discs, city’s youngsters prefer using their smartphones to plan an outing, even leaving the websites behind. “People generally don’t carry their laptops everywhere, but everyone carries their mobiles. These apps have enabled on the go facility to people who are on the move,” says Nikhil Sama, founder, snaplion.com, the mobile app developer that conducted the survey.

According to the survey, results for the month of August, an increase of over 55% was recorded in in-app reservations on a long weekend, when compared to a regular weekend and an increase of over 77% increase in in-app reservations during festive season, when compared to daily reservations.

A customised experience
“It’s not only reservations, but people also use these apps to refer to the menu which is customised i.e. one wants to only see the vegetarian components, he/she can go for this option. In a website this personalisation lacks,” he adds. Until a few years ago, Facebook pages of these eateries had become a big thing, so have these mobile apps overtaken them? “Not exactly! But how many pages can you like, and then you can miss a post. But these apps send reminders and automatically get marked in your phone’s calendar,” informs Sama.

More gain for eateries
Restaurants have seen a hike in their business, thanks to these apps. “We created a mobile app four months ago, and we have since seen 15% growth in our business. The mobile app has converted many first time visitors into regulars,” says Abhishek Patnaik of Ploof Deli. “We offer reservations, events and promotions in our mobile app. If you have our app, you’ll be the first to hear of our events via push notifications, and reserve your spot,” says Rahul Parasher of Buddha Bar. Agrees Ardahun Pinky Passah of Cafe 88, who says, “The app is definitely one with the most traffic especially for queries of reservations more than we get on Facebook or on our website.”

Number game
A hike of 200% in mobile application downloads in the ongoing festive season
An increase of over 55% in in-app reservations on a long weekend
An increase of over 77% increase in in-app reservations during festive season


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