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Despite Logout Campaign, More Restaurants Joining Gold: Zomato

The NRAI, however, said that it continues to remain firm in its belief that Zomato Gold in its current form is an unacceptable proposition

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Zomato, Dining, Gold
Home-grown restaurant search and delivery platform Zomato on Friday introduced the "Infinity Dining" plan for its "Gold" subscribers that allows them to have unlimited buffet at partner restaurants. Pixabay

Zomato on Tuesday said that despite the Logout campaign run by the National Restaurant Association of India (NRAI), more dine-out restaurants have joined its Gold programme in days that followed, and those who returned to Gold have seen a 100 per cent increase in revenue.

At the start of the Logout campaign that began on August 15, Zomato had 6,100 restaurants in India on Zomato Gold for dining out.

“As of today, we have 6,300 restaurants in India on Gold (for dining out). In addition to that, we have 10,000 restaurants that are participating in recently launched Zomato Gold for delivery,” the company said in a statement.

The NRAI has slammed Zomato for extending its “Gold” programme on its delivery platform, saying it is a desperate attempt by the online food aggregator to shore up the sinking fortunes of its flagship Gold programme.

According to Zomato, the number of restaurants participating in Gold outside of India stands at 6,500.

The company said it now have 1.4 million members worldwide on Zomato Gold who are using their privileges more than thrice a month.

zomato, NRAI
Founded in 1982, the NRAI represents the interests of over 5 lakh restaurants. Pixabay

“So far, less than 5 per cent restaurants participate in Zomato Gold, and less than 5 per cent of our MAUs (monthly active users) are Gold members. There’s so much headroom to grow here,’ said the company.

“Some restaurant owners in India campaigned against Zomato Gold last month (#logout campaign); we engaged with the restaurant owner community and rolled out some changes to the programme that were widely accepted by most restaurants, as well as users,” the online food aggregator said.

Bengaluru-based research firm RedSeer reported last month that Zomato Gold has been a game changer in terms of driving the dine-out habits of customers, saying there has been a 20 per cent decline in bill volumes for partners after they logged out of Zomato Gold programme.

Gold partners witnessed growth over 35 per cent growth in bill volumes after partnering with Zomato Gold and weekday growth has been marginally better than weekend growth, it added.

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“Ninety per cent of Zomato Gold Members try out new restaurants just because of the programme. Dine-out frequency for Gold members has increased from 2.8 to 3.3 times/month after subscribing to Gold membership and is 50 per cent higher than that of non-Gold members,” the findings showed.

The NRAI, however, said that it continues to remain firm in its belief that Zomato Gold in its current form is an unacceptable proposition. (IANS)

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Uber Eats Builds Strong Linkages With Restaurant Partners In India

Uber Eats ties-up with restaurant partners in India to stay put in the growing food tech industry

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Uber Eats
Uber Eats is going to stay put in the growing food tech industry in India. Wikimedia Commons

BY BHARAT UPADHYAY

Uber Eats is not only going to stay put in the growing food tech industry in India but is also building strong linkages with restaurant partners for a seamless delivery experience for its customers, a senior company executive said on Friday.

Without diverging much details on whether the company is going to take the grocery delivery service route soon, Bansi Kotecha who is Head of Operations, Uber Eats told IANS that currently, food tech industry is a massive opportunity and they are focused on improving food delivery with restaurant partners in the country.

In the next three years, the food tech industry in India is going to grow from $4 billion to $15 billion.

“This industry is perfect for Uber Eats. Right now, we are more focused on delivery with the restaurant partners. We are learning in the India market and making our mark in that space before we can add anything more to it,” Kotecha told IANS.

Talking about the difference between Uber Eats and the other food delivery platforms, Kotecha elaborated: “We are present in 500-plus cities across the globe. What we thrive on is our tech enablement. We have perfected the art of working through restaurant partners in making sure that the delivery experience is impeccable for all kinds of market places”.

Uber Eats that came to India in May 2017 is witnessing fast adoption of its services among millennials. Uber Eats’ business grew by 50 per cent (month-on-month) in its first year of operations in India.

The company still has to lot of ground to cover, in order to compete with Zomato or Swiggy that are leading the food tech industry.

Uber Eats logo
Uber Eats is witnessing fast adoption of its services among millennials. Wikimedia Commons

To achieve that, Uber Eats is “making sure that consumers are able to get most value out of the entire delivery experience”.

“At the beginning, people looked at ordering from the same restaurant. Now, we are getting into space where people are searching for a cuisine, searching for a dish. They are not searching for only restaurants anymore,” explained Kotecha.

On future plans, Kotecha said that in the last two years, they have witnessed double-digit growth and are now present in 44 cities in India.

“We are fast penetrating into tier II and III markets. We have perfected the art of managing restaurant partners, making sure that we understand the nuances of what it takes to succeed in a market like India,” Kotecha added.

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Uber Eats on Friday launched a new marketing campaign titled #EatsNewEveryday featuring Alia Bhatt and Dulquer Salmaan. The campaign targets youth between the ages of 18 and 25 and addresses their need to seek new experiences while ordering food.

“The campaign aims to create awareness and generate brand love among consumers, especially youth who’re looking for convenience and want to maximize their experiences on the platform,” Kotecha said. (IANS)