Dineout - Constantly Re-Imagining Restaurant Technology

Dineout-Constantly Re-Imagining Restaurant Technology
Case Code: MKTG424
Case Length: 18 Pages
Period: 2012-2020
Pub Date: 2020
Teaching Note: Available
Price: Rs.500
Organization : Dineout Services Pvt. Ltd.
Industry :Technology & Communications
Countries : India
Themes: New Business Development/ Emerging Technologies/ Services Marketing/Business Level Strategies
Dineout-Constantly Re-Imagining Restaurant Technology
Abstract Case Intro 1 Case Intro 2 Excerpts


The case “Dineout – Constantly Re-Imagining Restaurant Technology,” talks about the efforts of India-based restaurant technology company Dineout Services Pvt. Ltd. (Dineout) to provide innovative technology solutions in the restaurant industry. The case starts out by giving a glimpse into the struggles of Dineout that started out providing online restaurant discovery and table reservation solutions, in gaining a foothold in an industry that was not technology-savvy. Dineout’s ability to adapt itself as per the needs of the industry helped it eventually find success. The various offerings of the company in both the B2C and B2B spaces in the restaurant industry are documented. 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 remained to be seen if Dineout’s re-imagining of restaurant technology would work out in its favor.


The case is structured to achieve the following teaching objectives:

  • Identify the role played by technology in re-imagining a service industry.
  • Analyze the process of introducing new technology offerings.
  • Scrutinize the process of adopting new technology offerings in a service industry.
  • Examine the strategies undertaken by a technology company to grow in a service industry.
  • Devise strategies to respond to dramatic changes in the external environment.



Restaurant Technology; Marketing Environment; Responding to the Environment; Technology Adoption; B2B Marketing; B2C Marketing; Acquisition Strategy; COVID-19; Growth Strategy; Promotional Strategy; Consumer Behavior; Information Technology; Service Industry; Segmentation; New Products

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