Restauranteurs in Southeast Asia must be very thankful for Eatigo. The restaurant reservation platform uses a demand-based pricing system to help its member restaurants maximise off-peak capacity. The company achieves this by giving restaurants the capability to offer strategic time-based discounts to customers.
Since launching simultaneously in Singapore and Thailand in 2013, Eatigo has become a leading reservation app in SouthEast Asia. The company has now seated over 5 million diners at more than 4,000 restaurants in its burgeoning network, and has expanded to Hong Kong, Malaysia, India and the Philippines.
Now backed by global travel booking giant TripAdvisor, Eatigo is facing a bright future as the company plans to continue its expansion across Southeast Asia and into the rest of the world.
Four senior former telecommunications professionals from Thailand, Singapore, India and Germany came together to start the company in 2013. They found inspiration in the uber competitive airline and hotel markets that use demand-based pricing and discounted rates to keep their airplanes and hotel rooms full during off-peak times.
“We found that many restaurants in the region operate at less than 35 per cent capacity, so we saw enormous potential there for a technology platform to come in and help restaurants maximise their capacity and significantly increase their revenue,” says Siddhanta Kothari, CFO and one of the co-founders of Eatigo.
TripAdvisor saw the potential too, and became a major investor in Eatigo in 2016. The company is now poised to continue its growth through Southeast Asia, with the ultimate goal to become a major player in the global market.
“Salesforce allows us to better manage our relationships with our large global clients that are very important to us.”
With the sales function humming, Kothari and his team turned their attention to B2B and B2C support and service. They were using manual Excel spreadsheets for customer management, and Kothari is the first to admit this was less than ideal.
“We didn’t know what type of cases were being raised, were not tracking the problems that our merchants were seeing, and were not monitoring the complaints that were coming in,” he says. “Obviously, this had to change.”
Kothari and his team were also facing the immense challenges of operating in six different markets, all of which are at vastly different levels of eCommerce development with varying customer and merchant needs and expectations.
“Prior to deploying Service Cloud, on average we were closing about 10 cases per day, per agent. Since deploying Service Cloud, that has gone up to 25 closed cases per day, per agent. There were so many missed cases that were not being responded to,” says Kothari
“The time it takes us to close a case has also improved significantly since we started using Service Cloud – we now close 100 per cent of our cases within a week, and most of our cases are now closed within two days. Prior to that, we were not even closing 50 per cent of the cases. This has been a significant improvement.”