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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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Chennai has the Highest Zomato Female Delivery Partners

The food delivery platform currently offers services from 1.5 lakh restaurants in India. Globally, it is present in over 10,000 cities

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

Chennai has the highest number of female delivery partners while Leh is the highest (altitude-wise) active point for food delivery, according to online food delivery platform Zomato.

The company currently delivers food in more than 500 cities and has over 200,000 delivery partners who operate every day.

While the median age of 230,000 Zomato delivery partners is 27, Kanpur has the youngest (age 18) delivery partner while Gurugram has the oldest (age 60) delivery partner.

“Delivery partners in Sri Ganganagar in Rajasthan top the customer service score by receiving the highest 5-rated orders per capita,” the company informed.

Zomato NRAI
Zomato in a smartphone device. Pixabay

Interestingly, as many as 23,000 Zomato partners deliver food on bicycles and over 50,000 or 22 per cent are pursuing education while working as a delivery partner with the online food aggregator.

Indore witnessed a delivery partner earning a tip of Rs 5,000 on a single order that cost over Rs 1 lakh whereas a restaurant named Night Kitchen in Kolkata delivered an order worth Rs 97,883.

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Raipur has a delivery partner who has travelled 28,660 kms for delivering food in 2019.

The food delivery platform currently offers services from 1.5 lakh restaurants in India. Globally, it is present in over 10,000 cities. (IANS)