The IUP Journal of Marketing Management
Case Study
Dineout - Constantly Re-Imagining Restaurant Technology

Article Details
Pub. Date : November, 2021
Product Name : The IUP Journal of Marketing Management
Product Type : Article
Product Code : IJMM191121
Author Name : Purna P Nandamuri and V Namratha Prasad
Availability : YES
Subject/Domain : Marketing
Download Format : PDF Format
No. of Pages : 20



The case talks about the efforts of India-based restaurant technology company Dineout Services Pvt. Ltd. (Dineout) to provide innovative technology solutions in the restaurant industry. Dineout's initiative to enhance its product profile by acquiring other companies with technical know-how is described. The case also explains how the rising prospects of the Indian restaurant industry were expected to create a strong future for Dineout. However, the Covid-19 pandemic drastically altered the restaurant industry, plunging it into losses. Responding to the changed environment, Dineout came out with a slew of new technology offerings. It remains to be seen if Dineout's re-imagining of restaurant technology would work out in its favor.

The Post-Covid (Covid-19)1 decade would be a test for restaurants to earn the respect and trust of their customers. As responsible entrepreneurs we realize the amount of faith customers put in us, when they dine at our outlets, and this product suite by Dineout will help fellow restaurant owners across the country revive their business and adjust to the new demands of the ever-evolving hospitality industry.2

- Prosenjit Roy Choudhary,
CEO of Absolute Barbecues3, in April 2020.

We are one of the oldest foodtech players in India, and over the years, we have actually gone through a lot of changes and evolution. We have been able to position the business very successfully across two distinct verticals - B2C4 and B2B5.6

- Ankit Mehrotra,
Co-Founder and CEO of Dineout Services Pvt. Ltd., in May 2019.


In June 2020, India made its first attempt to bring normalcy back in the country through the Unlock 1.0 initiative7, after imposing a nationwide lockdown8 due to the Covid-19 pandemic. Analysts observed that as businesses started to re-open, leading hotels and restaurant chains had begun trying to come up with novel ways to serve customers by focusing on high standards of hygiene and contactless services.

It was in this scenario that India's leading dining out and restaurant technology company, Dineout Services Pvt. Ltd. (Dineout), had 10,000 restaurants sign up for its 'Contactless Dining Suite' to ensure that they met the sanitation facilities to support no-contact dining (See Exhibit I for Information on Dineout's Contactless Dining Suite).