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Zomato and Tinder commemorate Valentine's Day with the Tinderlicious Collection

By Snehojit Khan , afaqs!, New Delhi | In Digital | January 29, 2016
It will be available across major Indian metros.

The restaurant search and discovery app Zomato has partnered with dating app Tinder, to create the Tinderlicious Collection on Zomato on the occasion of Valentine's Day with the aim to make the eating out experience more enjoyable and hassle-free. The Collection features some of the selected eateries in cities, arranged according to the different settings they cater to.

Pramod Rao, senior vice-president - growth, Zomato, feels that the whole idea behind this tie-up is to make Valentine's Day memorable for Zomato users. "We are really kicked about this Collection, as it involves the best restaurants and bars you can find in a city. At the end of the day, the dining experience has to be seamless and that's what we've tried here. Zomato is all about awesome food and we couldn't think of anyone else other than Tinder for this partnership," he says.

Zomato creates Tinderlecious Collection for its users

Commenting on the contribution of Tinder towards the partnership, Rao says, "The partnership is about solving a newly emerged user need. Meeting people over Tinder has become a cultural phenomenon in the last couple of years and Zomato is THE go-to platform for restaurant recommendations for any and every occasion"

According to Rao, the Collection aims to make Tinder dates a little smoother and easier by helping people find the best places to meet up. "We are reaching out to our respective users by co-promoting this collection with Tinder and through social media," he says.

Customers can choose from an array of eateries with regards to the settings they cater to

Rao further adds that the Tinderlicious Collection available was selected based on user search trends around Valentine's Day, activity on their website, mobile apps, as well as local knowledge."

Pramod Rao

Taru Kapoor

Valentine's Day is an important day for both Zomato and Tinder. For Zomato, it draws the largest amount of attention from users after New Year's eve. So, the anticipation from Zomato's end is palpable. Naturally, this is one of Tinder's busiest times of the year as well, since people look forward to make new connections and hope to find their Valentine.

Taru Kapoor, country head - India, Tinder, says, "Tinder has changed the way people meet and date across the world. In India, we have seen a rapid growth in popularity, with downloads increasing by more than 400 per cent last year. We make continued efforts to give our users in India an engaging experience."

Zomato first introduced the Collections feature in May 2014 and has since helped millions of its users discover desirable places to eat. With this feature, Zomato turned popular theme-based searches into lists of restaurants keeping in mind customer requirements. Collections on Zomato cover romantic dining, late nighters, breakfast places, pet-friendly restaurants, and many more such desired settings.

On Valentine's Day last year, users of Zomato made the most of the restaurant finder app to find their desired date spots. According to the 2015 data, there will supposedly be a significant increase in numbers this year. Last year, Zomato saw a 50 per cent increase in the time users spent on the Collections pages, compared to the week before Valentine's Day. People seem to decide where they will go for Valentine's Day well in advance, as seen with the steady increase in page views on the 'Romantic' Collection in the days leading up to February 14. Traffic was dominated by women (60:40 in Mumbai, 55:45 in Delhi NCR, Bengaluru and Pune) during that period last year.

Zomato introduced a host of new features and upgrades to make its search, as well as the online ordering experience better. In its recent update, Zomato introduced custom Collections which lets users create their own Collections which they can share with their friends and followers. Zomato has also partnered with restaurants to enable users to book tables via the Zomato app and website.

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