65% of my survey didn’t know about Zomato’s AR feature? Why, Let’s dive deep

Hi, I’m Gourav, an aspiring Product Operator currently trying to build Product Muscles. Recently, while scrolling through LinkedIn, I came across a post discussing Zomato’s new AR feature. Curiosity led me to dive into the comments, where I noticed an interesting pattern: many product managers and professionals were skeptical. From calling it a “gimmick” to pointing out that AR can’t judge the freshness of food, their critiques tone stood out.

As an aspiring Product Operator myself, I understand the importance of data-driven decisions. Instead of letting my biasness make my conclusion, I decided to take a different approach. By running a survey and conducting user interviews, I aimed to back my findings with real data and insights from the market, rather than assumption.

From what I gathered, the key reasons for introducing the AR feature were to help customers with:

• Improved Decision-Making: Allowing users to better visualize portion sizes and dishes.

• Enhanced Visualization: Offering a more immersive experience than static images.

• Increased Engagement: Keeping customers on the platform longer through interactive content.

However, I wanted to explore if the AR feature truly delivered on these promises. Key questions I sought to answer were:

1. Did Zomato's AR feature differentiate it in the competitive market?

2. Did customers notice an improved ordering experience with AR?

3. Did the feature help restaurants generate more revenue?

Survey Findings: Did the AR Feature Deliver?

Did Zomato's AR feature differentiate it in the competitive market?

From my survey, the answer to this question was a clear NO. A surprising 65% of Zomato's regular customers were unaware that the AR feature even existed.

This lack of awareness means that for most users, the AR feature hasn’t been a factor in their choice of platform. And one of the reasons they have not used it is because 100% of them were not aware of this feature.

Did customers notice an improved ordering experience with AR?

From the survey I found around 34% of zomato customers reported they have used the AR feature to order food.

Perception: Among those who tried the AR feature:

• 45% found it largely unnecessary and did not use it frequently.

• 22% used it just once to explore the feature.

• 34% enjoyed the feature, with 11% of them finding it somewhat appealing.

It shows some users appreciated the visual enhancement, but the AR feature did not consistently improve the ordering experience for a significant portion of Zomato's customers.

Did the feature help restaurants generate more revenue?

Through the third question, I realized there were several more important questions to be addressed:

• How many restaurants listed on Zomato have opted for the AR feature?

• Do restaurants have high-quality equipment for capturing the visuals needed to enhance the AR experience?

• Are restaurants charged extra for opting into the AR feature?

May be in next some post I can do some research around these points and share another article. For that keep follow me(LinkedIn).

Conclusion

While Zomato's AR feature was designed to enhance user engagement and decision-making, my survey results indicate that it hasn’t gained enough traction to be seen as a game-changer. With 65% of regular users unaware of the feature and only 34% of users reporting positive experiences, it’s clear that more effort is needed to raise awareness and adoption.