Ever thought of WhatsApp as a catalyst in the food business? BroEat! is a one-stop destination for customers to reach their favourite eating joint ant that too through WhatsApp. To save the eating joints, while supporting local in line with Hon’ble PM’s call for #VocalforLocal, a first of its kind venture, BroEat! Has been launched.
Food delivery will not be the same, at least for a while. Even after lockdown has lifted, customers are sceptical about the dine-in options. Similarly, food delivery seems to be the best of all the available options. Many start-ups have innovated to adapt to physical distancing and several hygiene updates.
One of the start-ups leading this change is BroEat!, launched on June 15, 2020, in key areas of Mumbai, then later across Bengaluru and Delhi. It is the first-ever platform to use WhatsApp as a medium across any industry category.
BroEat! Is the brainchild of Karan Tanna and Pawan Shahri. Karan is the founder of Ghost Kitchens Pvt Ltd while Pawan’s portfolio includes some of Mumbai’s intimate, popular dining restaurants. In an attempt to unbundle the services, the platform gives excellent autonomy to small and local food businesses.
Answering questions, Pawan explained that people though quite tech-literate are more comfortable ordering food with the Facebook-owned platform.
Whatsapp is accessible and almost everybody has it already installed on their smartphones. It is easy to use and presently all the age groups are comfortable with the application. Most importantly, WhatsApp is already equipped with End-to-End encryption, which safeguards from security issues.
How to place an order?
The process is very simple. The first step is adding BroEat! Business account number as a contact. Then, all that has to be done while ordering is sending a simple “Hello” via WhatsApp. Thereafter, a link is sent to the customer directing them to their platform.
Now, proceed as with a normal order and make the payment. Again, the customer is redirected to WhatsApp where confirmation message, receipt and delivery updates are sent.
Benefiting the restaurants!
In the words of the Co-Founder, Karan Tanna, “these are tough times for the industry, and we wanted to do our bit for our fellow restauranteurs. BroEat! Enables the restaurants to save substantial margins on food delivery orders which in-turn helps them save jobs”
The commission rate is inverting at 25% to 30%, BroEat! Is trying to bring it down to 5% including the delivery fee. This will give restaurants more margin to put up a discount where they wish. This is in contrast to the current situation where the restaurant owners end up giving a discount on top of the commission that they are already giving. This reduces their overall margin to 60%. in other words they ens up shelling about 40% on the discounts and the commission they give. It would not be wrong to say that BroEat! Is looking at discounting in a new way. The restaurants and grocery stores can control their own discounts and will not be pushed for any platform discounts.
BroEat! Has collaborated with third-party delivery partners like Dunzo, We Fast, Rapido, Shadowfax and Loadshare. It allows the restaurants to choose which delivery vendor, associated with BroEat! Will handle their customer orders. These vendors will have to follow strict hygiene protocols.
One of the biggest perks for the restaurants is the fact that BroEat! Is not taking any order processing fee till the month-end. This is a small attempt to help them in the ongoing economic crisis.
Methods of payment include Razorpay while also accepting credit and debit cards, net banking and G-Pay.
The platform is integrated with most of the popular POS (point of sale software) in the market. Merchant Registration has also started and has got confirmation from over 1000 stores including brands like Mad Over Donuts, Goila Butter Chicken and many more.
How is BroEat! Different from its Competitors?
BroEat! Is different from its contemporaries as it is a community-driven platform. It connects the hospitality industry directly to their customers and allows the restaurants to take complete control of their business. The platform aims at supporting restaurant chains to small food business including home chefs.
Currently, the team head comprises 8 people, including Karan and Pawan. BroEat! Plans to generate jobs for those in the food industry laid off during the pandemic. Customer feedback can be conveyed through WhatsApp. However, they have refrained from adding review mix to their platform.
Visit the official site of BroEat!
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