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Mobikon, an India-based customer engagement and marketing platform for restaurants, has acquired Singapore-based feedback management startup Trii.be for an undisclosed amount.

The deal comes a month after Mobikon secured US$2.3 million in Series A-2 funding, led by Jungle Ventures. With this acquisition, the platform will have a reach of over 300-plus restaurants in Singapore and over 1,500 across Asia, with India accounting for more than 800 restaurants.

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As part of the acquisition, Trii.be’s Co-founder Chua Chun Kiat will join the company.

“The acquisition is in line with Mobikon’s strategy to be a market leader in in-store customer engagement for restaurants. It also aligns our vision to be a Southeast Asia player. Trii.be will help Mobikon increase revenue by upselling and enable multiple product offerings. We would be looking to scale up aggressively and acquisitions will continue to be [a] strategic option,” said Anuj Jain, Vice President, APAC at Mobikon.

Mobikon has also announced two new advisory board members — Puneet Pushkarna, TiE President, Singapore and General Partner at Solmark, and Sameer Yajnik, President Sales and COO Asia Pacific at Tata Technologies.

The players

Founded by Kiat, Kenneth Lim and Wong Say Jon, Trii.be is a mobile-based customer feedback management tool for restaurants. It provides restaurants an analytics dashboard page wherein they can access metrics from customers about their satisfaction and experience. Trii.be has partnerships in place with over 30 leading restaurant brands in Singapore.

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“Trii.be is able to assist merchants to visualise their feedback data and understand their customers better in a data-driven manner. However, our system is not able to support merchants to capitalise their customer feedback data for marketing campaigns,” said Kiat.

“With Mobikon, we are able to close the loop and provide an end-to-end solution for our clients. Together, we aim to revolutionise customer engagement in the food and beverage (F&B) market, and be a game-changer in this industry,” Kiat added.

Mobikon was founded in 2009 by Mobikon by Samir Khadepaun and Salil Khamkar. The company offers a digital platform for customer engagement and provides a single dashboard for an entire spectrum of restaurants — quick service, fine dine, casual dine and cafes, to engage customers intelligently, with integration across ordering, reservations, feedback and marketing. Its proprietary platform mEngage helps F&B marketers to have a 360-degree view of customers.

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Mobikon claims that it has engaged over 3.3 million diners and powered 1.4 million in-store feedback. Its customers include Copper Chimney, Pind Baluchi, Little Italy and Pizza Express in India and Swensens, Red Crab Group and Select Group, internationally.

Apart from India, Mobikon is present in Singapore, Manila, Dubai, Macau and Kuala Lumpur.

Image Credit: Ronnie Chua/Shutterstock