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<ul><li>Zomato's ₹ 9,375 crore initial public offering (IPO) opens for subscription today.</li><li>We take a close look at Zomato’s marketing strategy, which has helped the brand grow leaps and bounds in 13 years and none of its success would have been possible without its witty campaigns.</li></ul>With the online food delivery market at the cusp of evolution, Zomato signs for its initial public offering (IPO) today. All eyes are on Zomato, afterall it is India’s first-ever foodtech brand to go public. The <keyword id="9029084" type="UNKNOWN" weightage="20" keywordseo="zomato-IPO">Zomato IPO</keyword> will also be the second largest share sale after the ₹ 10,355 crore IPO from SBI Cards and Payment Services last year. The huge buzz and anticipation reflected in this tweet by Zomato. <div type="twitter" handle="zomato" handlename="zomato" image="http://pbs.twimg.com/profile_images/1100268333352525826/IkyIXuZ4_normal.png" favoritecount="7644" retweetcount="513" status="mereko to aisa dhak dhak horela hai" createdat="1626233503000" id="1415151999713120261"></div> The global FoodTech giant that we know today, started as a small discovery and review platform Foodiebay in 2008 and today, it is a multinational company with its presence across 16 countries. Before launching Foodiebay, Zomato’s co-founder Deepinder Goyal had already experienced failure in this category with his earlier online food delivery platform named foodlet.com. He got together with Pankaj Chaddah, who left four years ago, and started Zomato. By the end of 2008, Zomato became Delhi’s largest online directory of restaurants. Zomato has grown leaps and bounds since 2008 and none of this would have been possible withouts its robust marketing strategy. It hasn’t just served us good food, it has also kept us well-entertained with its engaging marketing strategy across all platforms. <cmsannotation type="cmsannotation" annotationid="Twitter" text="Twitter">Twitter</cmsannotation> It has kept its messaging simple and relatable that often elicits a huge response from the audience. According to Talkwaker, Zomato’s Twitter account adopts a tone that is frivolous, witty and sometimes even counter intuitive. It often asks a question on Twitter to engage with its audience. <div type="twitter" handle="zomato" handlename="zomato" image="http://pbs.twimg.com/profile_images/1100268333352525826/IkyIXuZ4_normal.png" favoritecount="571" retweetcount="17" status="suggest a local dish from your area that everyone should try" createdat="1623912535000" id="1405417153130483714"></div> Today, it has 1.4 million followers on Twitter. With this one tweet, Zomato started a trend and many brands jumped onto the bandwagon. <div type="twitter" handle="zomatoin" handlename="zomato india" image="http://pbs.twimg.com/profile_images/1309450648287506432/Z0myUNLs_normal.jpg" favoritecount="19395" retweetcount="3680" status="Guys, kabhi kabhi ghar ka khana bhi kha lena chahiye" createdat="1562143050000" id="1146337153674174465"></div> From PUBG’s ban to when Rashi-ben put an empty cooker on the Rasoda, Zomato’s always the first brand to be a part of social media trends. <div type="twitter" handle="zomatoin" handlename="zomato india" image="http://pbs.twimg.com/profile_images/1309450648287506432/Z0myUNLs_normal.jpg" favoritecount="16520" retweetcount="1477" status="khali cooker gas par chadhane se acha hai order hi kar lo" createdat="1598161603000" id="1297409918094344194"></div> <div type="twitter" handle="navdhad" handlename="ND" image="http://pbs.twimg.com/profile_images/1410995976618217472/USdeIJn0_normal.jpg" favoritecount="252" retweetcount="32" status="Someone sent me this and I can’t even. Well done @ZomatoIN. 😂😂 https://t.co/UI2P4L0bga" createdat="1599057108000" id="1301165938713059328"></div> <cmsannotation type="cmsannotation" annotationid="Zomato’s email marketing strategy" text="Zomato’s email marketing strategy">Zomato’s email marketing strategy</cmsannotation> Zomato’s marketing strategy is refreshing and relatable. It tries to leverage humour whenever, wherever possible. While email marketing seems like a dying phenomenon, Zomato has proven time and again that if you do it right, consumers click and order. Food-tech firm Zomato is known for its powerful visuals, bold colours and humour. It is that one brand whose emails you don’t want to unsubscribe to. Its email marketing is based on food insights and eating behaviour. During the lockdown, parents were quite skeptical about ordering food online. So, Zomato reached out to its mailer base with a smart, witty solution or cheat-sheet. <div type="image" title="zomato cheat sheet" msid="84435508" hostid="261"></div> Zomato once imagined what Biryani’s curriculum vitae would look like and won our hearts. <div type="image" title="Zomato biryani mailer" msid="84435494" hostid="261"></div> It often sends topical emails as well. <div type="image" title="zomato guddu bhaiya" msid="84435553" hostid="261"></div> <cmsannotation type="cmsannotation" annotationid="Zomato’s Out-of-home marketing" text="Zomato’s Out-of-home marketing">Zomato’s Out-of-home marketing</cmsannotation> Experts often say that pictures do well on billboards but Zomato has proved them wrong time and again. It always sticks to its brand colors and it is easy to spot a Zomato ad even between heavily crowded Mumbai streets from a distance away <div type="image" title="Zomato billboards" msid="84435408" hostid="261"></div> Even if you are Indiranagar ka gunda, you would stop your vehicle to read these billboards for a good laugh. <div type="image" title="Zomatos-Outdoor-Ads-Are-Going-Viral-And-They-Are-Totally-Killing-It-1280x720" msid="84435389" hostid="261"></div> How to make you laugh and salivate at the same time? Zomato knows it well. <div type="image" title="best-zomato-ads-6" msid="84435414" hostid="261"></div> <cmsannotation type="cmsannotation" annotationid="Zomato’s best marketing campaigns" text="Zomato’s best marketing campaigns">Zomato’s best marketing campaigns</cmsannotation> When it turned a bad advertisement into one of the most talked-about marketing campaigns In September 2020, after consumers felt tired of watching Zomato’s YouTube and TV ads, a few of them took to social media platforms to make fun of the brand for its Butter Chicken ad. However, Zomato took this criticism in its stride and came up with a rather smart idea that not only helped it come up with some fun campaign ideas, it also helped win brownie points with its consumers. The food-tech firm has admitted that its “YouTube ads suck!” and opened the floor for consumers to send in their entries for a creative ad. Apart from the novelty of the idea of crowdsourcing an ad, the fact that Zomato admitted that it is as tired of watching its Youtube ad as its consumer, made Zomato win a lot of hearts for its honesty. <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> Zomato also gave ₹25,00,000 to the winner of this marketing contest. <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div> It isn’t just humour, Zomato knows how to bring about social change as well. On Women’s day in 2020, Zomato released an ad featuring PV Sindhu’s dad cooking. With the hashtag #SoWhatIfIDontCook, the brand celebrated women for their skills and work other than cooking, unlike that expected of an ‘ideal’ woman. It reminded the audience that cooking is a choice, not a woman’s ‘duty.’ <div type="Youtube" id="P_5g0Jp2x2c" title="Cooking is her choice, not her duty - Women's Day | Zomato" thumbUrl="https://i.ytimg.com/vi/P_5g0Jp2x2c/mqdefault.jpg"></div> It has also tried to keep its employees and delivery partners first with various campaigns. <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div> Humour can be a powerful tool to get your point across and from various pop culture references to punning their way into our inboxes, Zomato has done it all. *All images embedded in this article were downloaded from Zomato's Twitter handle*

From Foodiebay to becoming India’s first FoodTech platform to sign up for IPO: Here’s how Zomato changed food marketing in India in 13 years

<ul><li><keyword id="830092" type="General" weightage="100" keywordseo="zomato" source="Orion">Zomato</keyword> has relaunched its Gold loyalty program, offering discounts and special access to subscribers.</li><li>Gold subscribers will get free deliveries and up to 30% discount on food deliveries.</li><li>The company has also announced up to 40% discount for dining.</li></ul>Popular food delivery app Zomato has relaunched its Gold loyalty program, replacing the company’s “Pro Plus” membership that was discontinued in 2021. The <keyword id="7913404" type="General" weightage="20" keywordseo="zomato-gold-membership" source="Orion">Zomato Gold membership</keyword> is expected to be available to members soon. Users who subscribed to the company’s Pro Plus membership will get three months of complimentary Gold membership. <cmsannotation type="cmsannotation" annotationid="Zomato Gold price" comment="subhead" text="Zomato Gold price"><keyword id="16229038" type="General" weightage="20" keywordseo="zomato-gold-price" source="Orion">Zomato Gold price</keyword></cmsannotation> <keyword id="4299597" type="General" weightage="80" keywordseo="zomato-gold" source="Orion">Zomato Gold</keyword> has been launched with an introductory price of ₹149 for three months. The company has not revealed the price for an annual subscription yet. <cmsannotation type="cmsannotation" annotationid="Zomato Gold benefits" comment="subhead" text="Zomato Gold benefits"><keyword id="16229042" type="General" weightage="20" keywordseo="zomato-gold-benefits" source="Orion">Zomato Gold benefits</keyword></cmsannotation> Zomato has announced several benefits for food deliveries and dining. <cmsannotation type="cmsannotation" annotationid="Zomato Gold benefits for food deliveries" comment="subhead2" text="Zomato Gold benefits for food deliveries">Zomato Gold benefits for food deliveries</cmsannotation> The biggest benefit that Zomato will offer with Gold is free food deliveries. This will be limited to restaurants within 10 km of you and applicable on orders above ₹199. This is handy for someone who regularly places orders on Zomato. <a href="https://www.businessinsider.in/tech/apps/news/swiggy-one-membership-price-benefits-and-everything-you-need-to-know/articleshow/87848507.cms">Swiggy One</a> offers a similar benefit, offering free deliveries within 10 km of the user on orders above ₹149. In addition to free deliveries, users will also get discounts of up to 30% at over 20,000 restaurants across the country. Zomato will also offer a “no delay guarantee” to Gold subscribers and delayed deliveries will result in the user getting a ₹100 coupon instantly. The final benefit offered under Gold for food deliveries is VIP access during rush hour. Under this, Gold subscribers will still have access to restaurants during high demand, meaning they will get priority over normal users. <cmsannotation type="cmsannotation" annotationid="Zomato Gold benefit for dining" comment="subhead2" text="Zomato Gold benefit for dining">Zomato Gold benefit for dining</cmsannotation> Zomato Gold also brings offers for dining. This time, the company has partnered with over 10,000 restaurants across the country, allowing Gold users to get discounts of up to 40% while dining out. SEE ALSO: <a href="https://www.businessinsider.in/tech/mobile/news/the-oneplus-11-may-undercut-the-iqoo-11-to-be-the-cheapest-snapdragon-8-gen-2-smartphone-in-india/articleshow/97269913.cms">The OnePlus 11 may undercut the iQOO 11 to be the cheapest Snapdragon 8 Gen 2 smartphone in India</a> <a href="https://www.businessinsider.in/tech/news/logitech-mx-mechanical-keyboard-review-a-premium-mechanical-keyboard-for-professionals/articleshow/97255605.cms">Logitech MX Mechanical Keyboard review – a premium mechanical keyboard for professionals</a> <a href="https://www.businessinsider.in/tech/mobile/news/samsung-galaxy-s23-series-to-launch-soon-launch-date-expected-price-and-features/articleshow/97243146.cms">Samsung Galaxy S23 series to launch soon – launch date, expected price and features</a>

Zomato Gold re-launched with free deliveries, VIP access, up to 40% discount on dining, and more

<ul><li><keyword id="19901323" type="General" weightage="20" keywordseo="Zomato" source="keywords" meta.keywordsubtype="org" meta.entityname="Zomato" meta.hostid="261" meta.entityid="Zomato">Zomato</keyword> has increased the platform fees to ₹10 per order.</li><li>The <keyword id="20299300" type="General" weightage="20" keywordseo="platform-fee" source="keywords">platform fee</keyword> is charged on each order irrespective of the order value or Zomato Gold membership.</li><li>With this, the platform fees has increased by five times within a year.</li></ul> The festive season is here and you are more likely to order food and sweets from apps like Zomato and Swiggy. Anticipating a rise in food orders, Zomato has hiked the platform fee from ₹6 to ₹10 and has renamed it to the “Festive season platform fee”. “This fee helps us pay our bills to keep Zomato running. To maintain services during festive rush, it has increased slightly,” a notification on the Zomato app said. <div type="image" title="Zo" msid="114496613" hostid="261" sizebytes="39238" caption="&amp;lt;p&amp;gt;Festive season platform fee on Zomato&amp;lt;/p&amp;gt;"></div> Zomato introduced platform fees in 2023, which began at ₹2 per order. This was then increased to ₹3 and then to ₹5 in April 2024. In July 2024, the fee was increased to ₹6 per order. Now, the platform fee has been increased to ₹10, marking a five-fold increase in just a year. The platform fee is different from other charges levied on orders such as GST, delivery charges and restaurant charges. Customers are required to pay this charge irrespective of Zomato Gold membership. Zomato recently approved a fundraising of ₹8,500 crore via a qualified institutional placement (QIP). This is aimed at boosting its cash reserves after its recent acquisition of ticketing business from Paytm. <h2>Zomato share price surges</h2>Zomato’s share price increased by 2.3% on Wednesday after the increase in platform fees. The company’s shares were trading at ₹262.25 at 11:50. The company’s share price has increased by over 140% in the past year. SEE ALSO: <a href="https://www.businessinsider.in/tech/news/upi-refund-scam-to-digital-arrest-scam-here-are-most-common-online-scams-in-india/articleshow/114428011.cms">UPI refund to digital arrest scam, here are some online scams you need to be aware of</a> <a href="https://www.businessinsider.in/personal-finance/news/best-credit-cards-for-online-shopping-in-india/articleshow/114354358.cms">Best credit cards for online shopping this festive season</a> <a href="https://www.businessinsider.in/business/auto/news/the-ola-electric-saga-are-surge-in-complaints-and-declining-market-share-a-wake-up-call-for-bhavish-aggarwal/articleshow/114120828.cms">The Ola Electric Saga: Are surge in complaints and declining market share a wake-up call for Bhavish Aggarwal?</a>

Diwali gift from Zomato – Platform fee increased to ₹10 ahead of the festive season

Online food delivery platform <keyword id="830092" type="General" weightage="100" keywordseo="zomato" source="Orion">Zomato</keyword> on Wednesday said it will deliver fresh homely meals crafted by real home chefs at affordable prices. Zomato Everyday is currently available in select areas of Gurugram only, with fresh meals starting at only Rs 89. In its Q3 FY23 results, Zomato had said it was working on remodelling the <keyword id="13431191" type="General" weightage="50" keywordseo="zomato-instant" source="Orion">Zomato Instant</keyword> service to focus on offering its customers home-style cooked meals at affordable prices (will be called Zomato Everyday). "Experience the comfort of affordable homely meals delivered to your doorsteps. With menus designed by real home chefs, we hope this reminds you a little of your home," said <keyword id="476451" type="General" weightage="50" keywordseo="deepinder-goyal" source="Orion">Deepinder Goyal</keyword>, <keyword id="3378387" type="General" weightage="50" keywordseo="zomato-founder" source="Orion">Zomato Founder</keyword> and CEO. The food partners will collaborate with the home chefs to serve wholesome food. "Simply browse the menu, customise your meal, and have hot and tasty food delivered right to your doorstep within minutes," said the company. According to Zomato, this is a large opportunity in a market like India and is relatively untapped currently. The company in January launched a brand-new membership programme called <keyword id="4299597" type="General" weightage="50" keywordseo="zomato-gold" source="Orion">Zomato Gold</keyword>. The key highlight of Zomato Gold is the 'On Time Guarantee'. Gold members also get priority access to more restaurants during peak times and offer from a number of restaurants on both delivery and dining out. "We have also made our intercity delivery from legendary restaurants (called Intercity Legends) exclusively available to Gold members," according to Zomato. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/stock-market/news/nse-extends-trading-hours-for-interest-rate-derivatives/articleshow/98144857.cms">NSE extends trading hours for interest rate derivatives</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/corporates/news/adani-power-calls-off-70-2-billion-coal-plant-acquisition-briefs-stock-exchanges/articleshow/98146537.cms">Adani Power calls off ₹70.2-billion coal plant acquisition, briefs stock exchanges</a>

Zomato launches home-style cooked meal delivery service, starts ₹89

<ul><li>Zomato has launched a new campaign with actors Katrina Kaif and Hrithik Roshan.</li><li>This is Zomato’s first-ever celebrity-led campaign.</li><li>The campaign aims to convey that all consumers hold an equally special place in Zomato’s heart.</li></ul>From becoming India’s first foodtech start-up to sign up for Initial Public Offering (IPO) to a content partnership with global star Jason Derulo and Singer-Producer Tesher for Jalebi Baby, Zomato has constantly been in the news cycle in these past few months. The global food delivery platform is now taking its marketing game up a notch by launching its first-ever campaign with celebrities, Katrina Kaif and Hrithik Roshan. <div type="Youtube" id="PpNdfDM4xhc" title="Har Customer Hai Star! Ft. Katrina Kaif" thumbUrl="https://i.ytimg.com/vi/PpNdfDM4xhc/mqdefault.jpg"></div> In first advertisement, Zomato’s delivery personnel, Partho, rings the doorbell with two boxes of food and is surprised to see Katrina Kaif as his customer. It is her birthday and he is the only one on time. She kindly requests Partho to share a piece of cake with her. He waits for a second and receives a notification on his mobile phone. Kaif comes back with her cake and realises that she is late. Zomato’s star personnel Partho has already left for his next task. The voiceover goes, “Katrina Kaif ho ya aap, apne liye har customer hai star.” The advertisement campaign aims to convey that all consumers hold an equally special place in Zomato’s heart. The actor also took to Instagram to request Zomato to 'send Partho on her next order, so that she can keep her cake handy.' The campaign has already crossed 1.6 million views on Instagram. According to ClanConnect, Katrina Kaif is the 9th most followed celebrity in India on Instagram with an engagement rate of 4.09% and 52.7 million followers, after Prime Minister Narendra Modi and Actor Akshay Kumar. She is the fifth largest female influencer in India. Zomato also launched another advertisement with Hrithik Roshan under the same campaign 'Har customer hai star.' A star-struck Zomato delivery personnel prioritises his work over taking a selfie with his favorite, Krrish. <div type="twitter" handle="iHrithik" handlename="Hrithik Roshan" image="http://pbs.twimg.com/profile_images/1166471091663122433/5ULjGFJS_normal.jpg" favoritecount="5144" retweetcount="456" status="Ordered samosa on @zomato and… koi mil gaya 😄😄#Ad https://t.co/NnLny7W7gM" createdat="1629959931000" id="1430781771323379714"></div> Whether it is Zomato’s social media banters, topical email marketing or moment marketing, Zomato has always been a step ahead in mixing itself into pop culture. With its partnership with Tesher who became a TikTok Chartbuster in 2020 and now with Katrina Kaif and Hrithik Roshan, the recently-listed Zomato is cleverly working on expanding its presence and upping its marketing game.

After content partnership with Jason Derulo and Tesher, Zomato now features Katrina Kaif and Hrithik Roshan in its first celeb-led campaign

Online food delivery platform <keyword id="830092" type="General" weightage="100" keywordseo="zomato" source="Orion">Zomato</keyword> has stopped signing up new users or renewing old subscriptions for its loyalty dining membership programme called 'Pro', as the Deepinder Goyal-run company is working with customers and restaurant partners to craft a new programme. The move comes as fine-dine restaurants are now open across the country after facing a turbulent time in the pandemic, and people now prefer going out with families for dinners. The online food aggregator launched <keyword id="9490437" type="General" weightage="80" keywordseo="zomato-pro" source="Orion">Zomato Pro</keyword> in 2020 and Zomato Pro Plus in 2021, in a bid to let users enjoy extra perks like priority delivery, money-back guarantee and more. The food tech unicorn had renamed its <keyword id="18712" type="General" weightage="50" keywordseo="gold" source="Orion">Gold</keyword> subscription programme as Zomato Pro. The company has already shut its premium aPro Plus' programme. In a statement to IANS, a Zomato spokesperson said that while Zomato Pro and Pro Plus have been loved tremendously by its customers and merchants, "we want it to be even more beneficial, especially for the most engaged customers and merchant partners". "We are taking feedback and working closely with our customers and restaurant partners to craft a new programme. Meanwhile, we are not onboarding new members and merchant partners to Zomato Pro and Zomato Pro Plus," the company spokesperson added. While active members can continue to get their benefits as promised, they will not be able to extend/renew their memberships once their membership tenure expires. Zomato said it promises "to come up with a bigger, better experience very soon". Zomato's competitor <keyword id="6358977" type="General" weightage="50" keywordseo="swiggy" source="Orion">Swiggy</keyword> also has its own loyalty programme called Swiggy One that allows its members unlimited free deliveries from select restaurants and unlimited free delivery from <keyword id="14779240" type="General" weightage="50" keywordseo="quick-commerce-service" source="Orion">quick commerce service</keyword> <keyword id="9728281" type="General" weightage="50" keywordseo="instamart" source="Orion">Instamart</keyword> on orders more than Rs 99. Zomato reported Rs 185.7 crore in consolidated loss for the quarter ending June 30, compared to a loss of Rs 359.7 crore in the previous quarter. The consolidated revenue saw 67 per cent increase at Rs 1,413.9 crore from Rs 844.4 crore (same quarter last year), and 16.68 per cent up from Rs 1,211.8 crore in the last reported quarter. "Our focus on profitability has sharpened over the past few months with the change in market context, without compromising our focus on growth," said <keyword id="3378387" type="General" weightage="50" keywordseo="zomato-founder" source="Orion">Zomato Founder</keyword> and CEO <keyword id="476451" type="General" weightage="50" keywordseo="deepinder-goyal" source="Orion">Deepinder Goyal</keyword>. He said that the company is focused on spending wisely and continually reinforcing a lean cost culture -- "particularly in a business like ours which is currently loss making". SEE ALSO : <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/news/lazarus-hackers-targeting-apple-mac-users-with-fake-job-posts/articleshow/93703334.cms">Lazarus hackers targeting Apple Mac users with fake job posts</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/india/news/indians-spend-half-an-hour-every-day-on-memes-and-thats-gone-up-80-in-the-last-year/articleshow/93702734.cms">Indians spend half an hour every day on memes and that's gone up 80% in the last year</a>

You Searched For "zomato" and got 6 results

From Foodiebay to becoming India’s first FoodTech platform to sign up for IPO: Here’s how Zomato changed food marketing in India in 13 years

Karuna Sharma

Zomato Gold re-launched with free deliveries, VIP access, up to 40% discount on dining, and more

Sourabh Jain

Diwali gift from Zomato – Platform fee increased to ₹10 ahead of the festive season

Sourabh Jain

Zomato launches home-style cooked meal delivery service, starts ₹89

IANS

After content partnership with Jason Derulo and Tesher, Zomato now features Katrina Kaif and Hrithik Roshan in its first celeb-led campaign

Karuna Sharma

Zomato stops new users, renewals for its loyalty dining programme Pro

IANS

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