Caselet# 2
Foomato Client Share – Share the story
Prof Ritu Yadav
Foomato is one of the emerging restaurant aggregator and food delivery in East Indian region
covering seven major states. The company provides advertisements, information, menus, logistics
and user-reviews of restaurants from partner restaurants in select cities. As of 2021, the service is
available in seven states - Arunachal Pradesh, Assam, Manipur, Meghalaya, Mizoram, Nagaland,
Tripura, and Sikkim – covering 123 cities and suburbs. Most of the locations are tourist attractions or
cultural hubs of the region.
Through the food delivery business, Foomato charges a commission to the restaurants on the basis
of orders. The company earns through restaurants who pay a commission for each delivery, which is
then spilt among the delivery partners and the company. It takes rates of 20-25 per cent on order
value from their restaurant partners presently. The profit margin varies with business partners as
per the categorization. Foomato categorizes its restaurant business partners into five major tiers
based on number of food orders.
Parikshit, the B2B Sales Executive, has been handed over the last year’s food orders summary from
each client. He had asked the sales manager to help him plan budget allocation for this quarter’s
promotional campaigns. He wanted to zero down two main client tiers to aggressively expand its
reach by depth and breadth. He wanted to show this data to the Chief Marketing Officer for the final
proposal he was working on. However, the five-rows summary he received had him filled with more
questions than answers.
Client Tier
A
A+
B
C
D
No of Orders (in K)
338
425
77
24
19
% Orders
31.07%
39.06%
7.08%
2.21
1.75%
Revenue (₹ M)
5.98
2.81
4.68
0.37
3.93
%Revenue
32%
15%
25%
2%
21%
Discuss
1. What observations can you make? Do you have to make any assumptions when interpreting
this data? What questions do you have about this data?
2. Consider the table layout. Let us assume you have been told to communicate this
information in tabular format only. Are there any changes you would make to the way the
data is presented or the overall manner in which the table is designed? Download the data
and create improved table.
3. Let’s assume the main comparison you want to make is between how accounts are
distributed across the tiers compared to how revenue is distributed – and this time you have
freedom to choose graphical tool of your choice. How would you visualize the data?