If Biryani had a CV, Zomato shows what it would look like

• While email marketing seems like a dying phenomenon, Zomato has proven time and again that if you do it right, consumers click and order.
• 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.
• This time, it has emailed its users a request to ‘Hire Biryani’ as Craving Executive Officer.

Zomato, a brand that is known for its social media and email marketing strategy, has done it again. This time, it has sent a witty Curriculum Vitae (CV) of Biryani to fill in the role of ‘Craving Executive Officer in your hearts’.

Biryani is the most-desirable dish on Zomato as it has received around 44 lakh plus orders after lockdown. Its CV highlights some of the key qualities that Biryani possesses, like it comes in ‘handi,’ it is multi-layered and smells ‘yummazing.’ It is endorsed by 90,000 plus restaurants in India and has worked as a ‘Senior Sleep Inducer’ at Biryani and Bed and Aromatherapist at Main Core Essentials.

Zomato also added a call-to-action button on its email. It doesn’t say ‘order now,’ like you would expect it to. It reads, “Hire now.”

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.

Other examples of Zomato’s mailers

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.

And to connect with its users who are single, Zomato sent an email saying, “Hey there, it's a match.”

“Hello, Do you super-like food? Then it’s time to let go and confess your love! Have a delicious date at home with the dishes you love and enjoy spending some quality time with your favourites,” read its body copy.

After COVID-19, people have turned to online services. Zomato has grown leaps and bounds after the lockdown and is valued at $3 billion today. It has doubled its revenue from $192 million in FY19 to $394 million in FY20.