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Restaurants Lose Customers After Decline in Zomato Gold Due to Logout

Zomato Gold has been a game changer in terms of driving the dine-out habits of customers, a new report has claimed, saying there has been a 20 per cent decline in bill volumes

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Restaurants, Zomato, Zomato gold, decline, bills, orders
Zomato has announced to take its Gold programme where existing and new Zomato Gold members will be able to use Gold for home delivery orders. Pixabay

Zomato Gold has been a game changer in terms of driving the dine-out habits of customers, a new report has claimed, saying there has been a 20 per cent decline in bill volumes for partners after they logged out of Zomato Gold programme.

Gold partners have 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, said the report from Bengaluru-based research firm RedSeer.

“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.

Zomato on Saturday announced to take its Gold programme to delivery platform, where existing and new Zomato Gold members will be able to use Gold for home delivery orders. The programme is currently available in 16 cities.

Zomato Gold was till date available only on eating out at fine-dine restaurants.

According to the new report, 95 per cent of Zomato Gold Members order more number of dishes/drinks because of Gold discounts.

“Pre-discount average bill value for Gold members is over 11 per cent higher than non-members,” the redseer report mentioned.

Sixty per cent of the Gold partners agree that there has been an increase in new customers coming in because of Zomato Gold.

Fifty-five per cent of the Gold partners have witnessed an increase in visit frequency of Gold customers, the report added.

Restaurants, Zomato, Zomato gold, decline, bills, orders
The National Restaurant Association of India (NRAI) on Saturday slammed Zomato for extending its “Gold” programme on its delivery platform, saying it is a desperate attempt. Pixabay

Students and young professionals with low-income tend to have lower bill value are also utilizing the Gold programme to its maximum.

“Onboarding members via sources like premium credit cards, video subscription platforms, HNI (high networth individuals) targeted platforms like Cred etc. will further enhance the presence of high-spending individuals on Gold platform,” the report added.

Meanwhile, the National Restaurant Association of India (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.

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NRAI also said that it continues to remain firm in its belief that Zomato Gold in its current form is an unacceptable proposition.

According to Zomato, the Gold programme drives 25-30 per cent business for its restaurant partners and more and more Gold users (90 per cent) are exploring new restaurants because of the programme.

Gold on delivery will offer the second-highest priced item on the order for free, except for combos, MRP items and special dishes. (IANS)

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Consumption Of Sugary Beverages Declines Among US Kids: Study

US kids are consuming less sugary beverages, says a study

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Consumption of Beverages
Kids in USA have reduced the consumption of sweetened beverages. Pixabay

Children and adolescents in the United States consuming sugar-sweetened beverages (SSBs) declined significantly between 2003 and 2014, says a study.

This decline in consumption was found among children and adolescents in all groups studied, including those participating in the Supplemental Nutrition Assistance Program (SNAP), the US federally funded programme that provides food assistance to more than 40 million low-income Americans each month — half of whom are children.

However, the study published in the American Journal of Preventive Medicine demonstrated that even with the decline, current levels remain too high, with 61 per cent of all children and 75.6 per cent of SNAP recipients still consuming an SSB on a typical day.

“While the observed declines in children’s sugar-sweetened beverage consumption over the past decade are promising, the less favourable trends among children in SNAP suggest the need for more targeted efforts to reduce sugary drink consumption,” said study lead investigator J. Wyatt Koma, Independent Researcher, US.

For the study, the research team used nationally representative dietary data for 15,645 children and adolescents (aged 2 to 19 years) from the 2003 to 2014 US National Health and Nutrition Examination Surveys (NHANES).

Sugary beverages
The decline in the consumption of sugar-sweetened beverages among kids is promising. Pixabay

They classified children according to self-reported participation in the SNAP programme and household income: 27.8 per cent were SNAP participants; 15.3 per cent were income-eligible but not SNAP participants; 29.7 per cent had lower incomes that were ineligible for SNAP; and 27.2 per cent had higher incomes that were ineligible for SNAP.

From 2003 to 2014, the share of children consuming an SSB on a typical day declined significantly across all SNAP participation groups, primarily driven by declines in soda consumption.

Among children who were SNAP participants, the percentage drinking SSBs declined from 84.2 per cent to 75.6 per cent and per capita daily consumption of SSB calories declined from 267 to 182 calories.

In 2014, nearly one in four children who were income-eligible for the SNAP programme consumed a fruit drink on any given day (SNAP participants: 24.8 per cent; Income-eligible nonparticipants: 23.4 per cent).

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The share of participants consuming a sports/energy drink on any given day tripled from 2003 to 2014 (from 2.6 percent to 8.4 per cent), the study said.

“While our results confirm that efforts to decrease SSB consumption over the past decade have been successful, they also suggest that the continued surveillance of children’s SSB consumption by beverage type is important,” said study senior author Sara N. Bleich from Harvard University in the US. (IANS)