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Why Zomato’s “District” Isn’t Just Another App Name
Zomato launched a new product called “District”, and the choice of name is more strategic than it appears. At first glance, it might seem like another addition to the crowded world of dining and restaurant apps. But a closer look reveals a subtle, highly effective marketing tactic embedded in the naming itself.
Most consumers who enjoy dining out already have Swiggy Dineout installed on their phones. When Zomato promotes District through advertisements and special offers, users are naturally prompted to download it. However, the name “District” ensures that it doesn’t just end up randomly placed on a smartphone. Because it starts with the same letters as Dineout, it often sits directly beside it in alphabetical lists of apps, on search results, or even on a user’s home screen.
This is not a coincidence. It is a deliberate strategy.
Smart marketers understand that app placement on a home screen is prime real estate. When a new app is positioned next to a competitor, it benefits from:
- Higher recall: The proximity to a familiar app reinforces recognition.
- Higher interaction rates: Users are more likely to notice and tap an app that appears next to something they already use.
- Increased chances of conversion: Being placed near a…
