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JustEat CEO Ritesh Dwivedy On Challenges, Competition And Scaling Post Acquisition

In the first part of our interaction with Ritesh Dwivedy, Founder Hungry Zone and CEO of JustEat India, he spoke about the business of home delivery, table reservations, partnerships and the technologies used in JustEat.in. In this part, he shares about the marketing, branding, competition of JustEat India, acquisition by JustEat UK and scaling post acquisition. Marketing, Branding and Competition MediaNama: How do you market JustEat? JustEat: Most of our marketing happens online. We focus a lot on search engine listings, ads, restaurant searches, Facebook, social media marketing. Apart from that we also do offline marketing by branding carry bags, giving out branded stickers, placed branded banners at restaurants etc. MediaNama: How did you have to change your branding and marketing strategy when you rebranded Hungry Zone to JustEat? JustEat: When we were Hungry Zone, we were present only in Bangalore. Therefore we thought that aligning ourselves with a big brand would help us in the long run. While we rebranded ourselves in Bangalore, we launched in Delhi and Mumbai at the same time. As for informing our customers in Bangalore, we educated them through PR, our customer service, sales guys and through our partner restaurants. MediaNama: Why do you not have ads on your website? JustEat: We can show ads on the site even now and we do some form of advertising for restaurants on a small scale. But more than that, we try to get business for them. If we can get business for them, we can add ads at…

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