Online restaurant reservation platform EazyDiner has launched a “Prime” feature in partnership with American Express, which will enable exclusive benefits for AE card holders.

The subscription-based service is exclusively being offered to American Express cardholders for a yearly membership fee of Rs 1995. The service will be opened for all after three months. Manoj Adlakha, SVP and CEO at American Express says that transactions at dining establishments grew 42% in 2017 over 2016 for the company.

The subscription offers discounts between 25-50% in 400 restaurants, priority reservations, complimentary drinks in 100 restaurants, complimentary dining vouchers worth Rs 2000 and cashback offers to subscribers.

Marquee restaurants that are bookable only on EazyDiner Prime include Indian Accent (New Delhi), Wasabi by Morimoto (Taj Mahal, Delhi), Wasabi by Morimoto (Taj Mahal Palace and Towers, Mumbai), Megu (The Leela Palace, Mumbai), China Kitchen (Grand Hyatt, Mumbai) and Masala Library (Mumbai).

In October 2017, Eazydiner had raised Rs 30 crore from existing investors DSG Consumer Partners and Saama Capital, with participation from Singapore-based VC firm Beenext and a Middle East-based family office. The funds were to be used for improving tech and expanding operations.

Competition

Zomato, which also offers restaurant reservation services, among others, had launched its Gold membership in November 2017, which is also a subscription-based benefits service. The company, which reported revenue of about Rs 481 crore ($74 million) in the financial year 2018, had 280,000 active user subscribers for Zomato Gold and Treats put together. Zomato Gold also contributed 12% to the company’s monthly revenue.

Gold benefits can be availed in 2000 restaurants, as against EazyDiner’s 400. EazyDiner has 100,000 downloads on Google Playstore, against Zomato’s 10 million. The latter’s expanse was key in the growth of Zomato Gold, which was driven by referrals for a large part. We had earlier pointed out Zomato was offering 1 month extra to users for each referral they get, and anyone who signs up with a referral code gets 25% off.