Swiggy · Zomato · EatSure · Domino's · KFC
The teardown
| Swiggy UI feels congested - too much competing for attention | Information hierarchy failure |
| Zomato opens with a quote, not a menu | Emotional onboarding |
| "₹120 off above ₹199" outperforms "60% off up to ₹120" - same money, better conversion | Framing effect - Kahneman |
| I'd still pick Zomato over EatSure despite knowing better | Say-do gap |
| ₹36 gap between Domino's direct app and Zomato - never communicated | Missed competitive advantage |
| KFC app feels exactly like the store | Brand cohesion - done right |
| Domino's app has zero personality | Brand inconsistency - product suicide |
Both Domino's and KFC built their own apps to escape Zomato's 25–30% commission. KFC won because their app feels like KFC. Domino's forgot to make theirs feel like anything.