Co Founder, Dineout | Driving Global Campaigns Expansion | Restaurant Technology
Dineout came into existence in the year 2012, and after a round of successful angel investment, it was acquired by Times Internet group in 2014.
Soon I left my successful career in the merchant navy to manifest my vision to offer a great dining experience to the Indian diners. Over the past eight years, we spearheaded through an array of acquisitions expanding Dineout's portfolio in both B2C & B2B services. Dineout successfully seated more than 40M diners at more than 50,000 restaurants in 20 cities in 2019. It drove transactions of more than $800M for Dineout's partner restaurants annually. We also ventured into international markets and positioned Dineout as a premier platform.
At present, Dineout is India's largest dining out and restaurant tech solutions platform in B2C and B2B front with inresto processing more than 40M diners and $800M worth of transactions for its partner restaurants across its network of 50,000 restaurants in 20 cities.
With Dineout, we offer unmatched savings and a seamless, contactless dining experience for diners, but with the mission of making restaurants profitable at the core of our proposition.
Dineout's features include restaurant discovery, table reservations, pre-order meals, the widest range of offers, and cashback earnings using the payments feature of the app - Dineout Pay. Our restaurant technology solution, known as inresto, offers a cost-effective, valet-to-valet, plug & play product suite, a one-stop solution for managing a restaurant from anywhere.
Our premium dining membership - Dineout Passport unites the food connoisseurs and finest restaurants, offering 1+1 on Buffets at 200+ top restaurants, minimum 25% off at 2000+ restaurants across 20 cities in India, including restaurant chain outlets and 500+ 5-star hotel restaurants. Founded in 2012 by Ankit Mehrotra, Sahil Jain, Nikhil Bakshi, and me, Dineout was acquired by Times Internet Limited in April 2014.
I was the reluctant founder and the last one to join the team. I was in India for my annual holidays when I reunited with Ankit, Nikhil, and Sahil, who had already set things in motion. They had already set out on the journey. With a lot of time in my hand, I decided to join them. But when I joined them, the thought of going back to the sea always loomed over me.
But slowly and steadily, the brilliance of what you know as Dineout unfolded, and I never looked back. Personally, the transition from sailing was very different, and it took a while before I got adjusted to the onshore lifestyle again.
My stint on the ship shaped me and helped me mold my career as an entrepreneur. I believe as an entrepreneur; you cannot have an ego. And the key quality of an entrepreneur is discipline. Well, I didn't learn it in a day. It took me over ten years to master the art.
Dineout's features include restaurant discovery, table reservations, pre-order meals, the widest range of offers, and cashback earnings using the payments feature of the app - Dineout Pay. Our restaurant technology solution, known as inresto, offers a cost-effective, valet-to-valet, plug & play product suite, a one-stop solution for managing a restaurant from anywhere.
Our premium dining membership - Dineout Passport unites the food connoisseurs and finest restaurants, offering 1+1 on Buffets at 200+ top restaurants, minimum 25% off at 2000+ restaurants across 20 cities in India, including restaurant chain outlets and 500+ 5-star hotel restaurants. Founded in 2012 by Ankit Mehrotra, Sahil Jain, Nikhil Bakshi, and me, Dineout was acquired by Times Internet Limited in April 2014.
I was the reluctant founder and the last one to join the team. I was in India for my annual holidays when I reunited with Ankit, Nikhil, and Sahil, who had already set things in motion. They had already set out on the journey. With a lot of time in my hand, I decided to join them. But when I joined them, the thought of going back to the sea always loomed over me.
But slowly and steadily, the brilliance of what you know as Dineout unfolded, and I never looked back. Personally, the transition from sailing was very different, and it took a while before I got adjusted to the onshore lifestyle again.
My stint on the ship shaped me and helped me mold my career as an entrepreneur. I believe as an entrepreneur; you cannot have an ego. And the key quality of an entrepreneur is discipline. Well, I didn't learn it in a day. It took me over ten years to master the art.
When I started as a trainee in the merchant navy, I got my hands dirty and did all kinds of jobs. And that's the first lesson we learn on the ship; to crush our ego. You are trained to believe that no job is menial.
This helped me embark on my entrepreneurial journey. Starting up such a diverse business, we had to meet various stakeholders, like managers, servers, accountants. Sometimes we had to train them too. And for that, we had to come down from a position of power and remove any intimidating influence that might come with it.
This helped me embark on my entrepreneurial journey. Starting up such a diverse business, we had to meet various stakeholders, like managers, servers, accountants. Sometimes we had to train them too. And for that, we had to come down from a position of power and remove any intimidating influence that might come with it.
I have never associated my designation with my contribution. I have even collected 500 INR from restaurants and answered booking related calls, without even the passing thought that it's a small job. These learnings helped me blend into my new role, which contributed to Dineout's growth story.
2. How did you come up with the idea of Dineout, and how did you go about executing it?
The four of us were working in different parts of the world, and while traveling, we were using similar apps and services available in the UK and US. But when we came back to India, such services were unavailable. We could see the stark difference in the dining out experience.
2. How did you come up with the idea of Dineout, and how did you go about executing it?
The four of us were working in different parts of the world, and while traveling, we were using similar apps and services available in the UK and US. But when we came back to India, such services were unavailable. We could see the stark difference in the dining out experience.
When we wanted to discover new restaurants or book a table in advance, we couldn't. We pinpointed this need gap and started with changing the restaurant industry for the better.
We created the demand for ourselves. Because unaware of such a concept, restaurants that were packed thought they didn't need table reservations. And the ones who were not so packed wondered about the relevance of it. At that nascent stage, we had to educate people on how table reservations, customer experience, and loyalty gives great results in the long run.
As we grew on table reservations, we identified a gap in the market with respect to restaurant tech. We realized how everything was manually driven and on pen & paper. Restaurants were catering to hundreds of diners every day, but they had no idea about their customers and their spending behavior.
We created the demand for ourselves. Because unaware of such a concept, restaurants that were packed thought they didn't need table reservations. And the ones who were not so packed wondered about the relevance of it. At that nascent stage, we had to educate people on how table reservations, customer experience, and loyalty gives great results in the long run.
As we grew on table reservations, we identified a gap in the market with respect to restaurant tech. We realized how everything was manually driven and on pen & paper. Restaurants were catering to hundreds of diners every day, but they had no idea about their customers and their spending behavior.
They were unable to judge if their marketing campaigns were working since they had no or very little data. As soon as we identified this need gap, we started off with building what is known today as inresto tech solutions, which has now assisted thousands of restaurants in India and abroad with table management, campaign management etc.
We have now graduated to building Point of Sale and supply chain management as well. Never stopping and always on the path of innovation, we are now the only company in India that has diversified into the b2b and b2c segments equally.
3. What has been your biggest challenge that you faced and how did you overcome that?
Our biggest challenge was that we were ahead of our times. Most restaurateurs weren't aware of the importance of table reservation and how it helped streamline operations abroad in the year 2012.
In 2020 people have a very unique dining out journey. They look up restaurants to visit, shortlist them basis images, reviews & special deals available on reservation platforms. This was our vision in 2012, and now we witness how this concept of planning and booking has weaved itself into our everyday lives. Booking has become a cultural phenomenon.
Educating restaurateurs about the importance of restaurant tech was the second biggest challenge. The third biggest challenge was changing user behaviour. Initially, when we launched our website, we expected reservations to pour in. But to our surprise, there were zero requests on our website.
3. What has been your biggest challenge that you faced and how did you overcome that?
Our biggest challenge was that we were ahead of our times. Most restaurateurs weren't aware of the importance of table reservation and how it helped streamline operations abroad in the year 2012.
In 2020 people have a very unique dining out journey. They look up restaurants to visit, shortlist them basis images, reviews & special deals available on reservation platforms. This was our vision in 2012, and now we witness how this concept of planning and booking has weaved itself into our everyday lives. Booking has become a cultural phenomenon.
Educating restaurateurs about the importance of restaurant tech was the second biggest challenge. The third biggest challenge was changing user behaviour. Initially, when we launched our website, we expected reservations to pour in. But to our surprise, there were zero requests on our website.
We realized then that the need to log onto a website to reserve a table was absent. At that point, we reached out to our friends and families to reserve a table using our website, and they had one pertinent question; Why should I visit a website when I can just call to do the same? That's how we ended up setting up our call center. We realized the user wasn't ready for a website then.
They wanted to engage with us on the phone instead. Back then, 90-95% of reservations were coming through phone calls. Today the number of on-call reservation requests have dropped to 2%. Everyone just uses the Dineout app or visits our website to book a table.
4. What do you think are the most important qualities of a successful entrepreneur / businessman?
Firstly, one of the most vital qualities is to be self-aware. It is vital for an entrepreneur to be aware of his/her strengths. And on the flip side, when you are good at something, then you need to hire a person in your team who is better than you. If one brings in the element of ego, then it won't be possible to lead. A great team is the only recipe for success.
At Dineout we have nurtured a team first approach, wherein, we give first priority to their needs and growth. Their professional ambitions and development contributes to the holistic growth of the organisation. In fact in the first two years of our inception, the founders didn’t draw salary so the rest of the employees don’t face any delay in payouts.
4. What do you think are the most important qualities of a successful entrepreneur / businessman?
Firstly, one of the most vital qualities is to be self-aware. It is vital for an entrepreneur to be aware of his/her strengths. And on the flip side, when you are good at something, then you need to hire a person in your team who is better than you. If one brings in the element of ego, then it won't be possible to lead. A great team is the only recipe for success.
At Dineout we have nurtured a team first approach, wherein, we give first priority to their needs and growth. Their professional ambitions and development contributes to the holistic growth of the organisation. In fact in the first two years of our inception, the founders didn’t draw salary so the rest of the employees don’t face any delay in payouts.
Even when the rewards started coming in, the first set of incentives were handed out to the team instead of the founders to acknowledge their hard work and faith in us.
This helped them form an emotional bond with the company and they started sharing the same long term vision with us. Instead of working for us they were working with us towards a bigger goal. This sense of ownership has been one of the greatest pillars of strength. Something that has stood the test of time.
Secondly, as an entrepreneur, you are the leader of the pack and you are looked up to by your team members. So, it is important to measure each step you take and ensure that everything you do sets the right example. You need to acknowledge that your team comes first.
This helped them form an emotional bond with the company and they started sharing the same long term vision with us. Instead of working for us they were working with us towards a bigger goal. This sense of ownership has been one of the greatest pillars of strength. Something that has stood the test of time.
Secondly, as an entrepreneur, you are the leader of the pack and you are looked up to by your team members. So, it is important to measure each step you take and ensure that everything you do sets the right example. You need to acknowledge that your team comes first.
Understanding how you can nurture their talents and get the best out of them will be your prerogative. As a leader it is important you identify your team members strengths and nudge them in the right direction.
5. What made you shift from merchant navy to Dineout?
Honestly, by the time I decided to embark on my Dineout journey, I had already sailed for ten years or so. Shifting ashore was a natural progression that was on the cards in the next couple of years. But it was fast-tracked because of Dineout.
5. What made you shift from merchant navy to Dineout?
Honestly, by the time I decided to embark on my Dineout journey, I had already sailed for ten years or so. Shifting ashore was a natural progression that was on the cards in the next couple of years. But it was fast-tracked because of Dineout.
The idea that I will get to live my vision in partnership with my close friends everyday was a golden opportunity. This is my solid dream team, and the idea of being digital disruptors in the Indian restaurant industry was exciting. It was an opportunity of a lifetime.
6. What are your tips for the first time and aspiring entrepreneurs?
My advice would be to be focused on your vision of building a successful business. And stay very up, close and personal with your customer. You need to understand their needs and get a sense of their desires. Your customer should be the one narrating your brand story.
Being flexible to new ideas and development that are the need of the hour is what will keep your business going and thriving. It is also deadly to not innovate and stay stuck in your original idea only.
6. What are your tips for the first time and aspiring entrepreneurs?
My advice would be to be focused on your vision of building a successful business. And stay very up, close and personal with your customer. You need to understand their needs and get a sense of their desires. Your customer should be the one narrating your brand story.
Being flexible to new ideas and development that are the need of the hour is what will keep your business going and thriving. It is also deadly to not innovate and stay stuck in your original idea only.
We started off as a reservation platform only, but now we have evolved and entered the luxury dining and restaurant tech universe as well. And it was solely because that’s what our customers wanted.
Also as an entrepreneur you need to remember and reiterate the importance of being aware of your own strengths and not letting ego get in the way.
7. People think the merchant navy is a luxurious job, can you tell us the reality?
This is one of the most obnoxious myths about life in the merchant navy. I was about 18 when I first left from home and set about my professional journey. I worked for about ten years before I finally decided to bid goodbye to my offshore career with the merchant navy.
Also as an entrepreneur you need to remember and reiterate the importance of being aware of your own strengths and not letting ego get in the way.
7. People think the merchant navy is a luxurious job, can you tell us the reality?
This is one of the most obnoxious myths about life in the merchant navy. I was about 18 when I first left from home and set about my professional journey. I worked for about ten years before I finally decided to bid goodbye to my offshore career with the merchant navy.
I still remember my first day; I had not worked a day in my life, right out of school with just about six months of training experience, and I had to work for 12 hours straight. At the end of the day, I cried when I got back to my cabin. I was homesick and exhausted. But soon, it became a routine.
People usually associate a glamorous element to life in the merchant navy. But there is nothing glamorous about scrubbing toilets, cleaning tanks, painting, and chipping. It isn't easy to be out there in the sea at such a young and tender age. But it teaches you a lot about life.
People usually associate a glamorous element to life in the merchant navy. But there is nothing glamorous about scrubbing toilets, cleaning tanks, painting, and chipping. It isn't easy to be out there in the sea at such a young and tender age. But it teaches you a lot about life.
The most important thing is, there are about 25 - 30 people on board, and everyone has their own set of responsibilities. There is no scope for anyone from outside coming and doing your job. Be it rain, snow, hail, or storm, you will have to do your job for the six months you are on the ship. You are working throughout the week, with no such weekends.
Imagine not being able to see land for over 6 months. On one such occasion, I was out in the sea for over 10 months, and got only 6 hours of shore leave to venture out when we came ashore.
So you learn to discipline yourself, cultivate time management skills, develop professionalism at a young age, and a sense of sincerity towards your duties. This overall makes you a very reliable and responsible human being who is prepared to life head on.
8. If you compare your experience from merchant navy and Dineout, which did you like the most or enjoyed doing it?
It is unfair to pick one. Honestly, I enjoyed both, and I have learned a lot in both the roles. It’s like choosing between your mother and your wife. You just can’t do it!
My learning from the merchant navy days, such as being disciplined, focused, and team-oriented, have helped me contribute to my journey so far in Dineout. The work ethics that got inculcated in my DNA at the age of 18 while interacting with people across the globe have proved most beneficial.
Imagine not being able to see land for over 6 months. On one such occasion, I was out in the sea for over 10 months, and got only 6 hours of shore leave to venture out when we came ashore.
So you learn to discipline yourself, cultivate time management skills, develop professionalism at a young age, and a sense of sincerity towards your duties. This overall makes you a very reliable and responsible human being who is prepared to life head on.
8. If you compare your experience from merchant navy and Dineout, which did you like the most or enjoyed doing it?
It is unfair to pick one. Honestly, I enjoyed both, and I have learned a lot in both the roles. It’s like choosing between your mother and your wife. You just can’t do it!
My learning from the merchant navy days, such as being disciplined, focused, and team-oriented, have helped me contribute to my journey so far in Dineout. The work ethics that got inculcated in my DNA at the age of 18 while interacting with people across the globe have proved most beneficial.
- Vivek Kapoor
Twitter - @vivek0609
Instagram - @vivekk0609
- Interviewed by - Nishad Kinhikar
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