Founder and CEO Deepinder Goyal announced the rollout of this feature across major cities including Delhi NCR, Bengaluru, Mumbai, Ahmedabad, Chandigarh, Lucknow, and Jaipur. The new scheduling option aims to provide greater convenience for users, allowing them to plan their meals ahead of time. The feature is making headlines and is expected to solve people’s woes of not getting their food orders on time. But this isn’t the first time that Zomato has taken on an experiment to try and solve a larger problem. In the past, there have been many instances where the food-delivery giant tried something unheard of. Let us take a look at some of these instances here.
1. Intercity Legends: A culinary journey
In an ambitious attempt to bring the diverse flavours of India to users’ doorstep, Zomato launched the 'Intercity Legends' feature. This initiative allowed users to order iconic dishes from different cities across the country, connecting food enthusiasts with renowned local cuisines without leaving their homes. The service aimed to satisfy a growing appetite for unique food experiences and explore regional delicacies from places like Delhi, Mumbai, and Kolkata.Despite its initial success, 'Intercity Legends' faced challenges in finding a sustainable market fit. After a period of operation, the service was suspended in April and briefly relaunched with a revised model focusing on pre-stocked items. Unfortunately, Zomato decided to shut it down entirely recently due to lack of demand and operational hurdles.
In a candid update, CEO
2. Hyperpure: Playing a more important role
Zomato’s foray into the B2B space with Hyperpure marked a significant shift from being just a food delivery platform to becoming a vital player in the food supply chain. Launched in 2019, Hyperpure aims to provide restaurants with fresh, high-quality ingredients, ensuring a seamless supply chain from farm to table.Hyperpure stands out for its commitment to quality assurance, working directly with farmers and producers to source ingredients free from contaminants. The initiative operates through a network of warehouses and logistics centres, allowing Zomato to maintain control over the entire supply chain. Additionally, Hyperpure emphasises sustainability by promoting eco-friendly packaging and encouraging sustainable farming practices.
Leveraging its technological prowess, Zomato employs data analytics and AI to optimise inventory and predict demand, reducing wastage and ensuring timely deliveries. Starting in Bengaluru, Hyperpure has expanded to multiple cities, helping restaurants improve their food quality and operational efficiency.
3. Blinkit acquisition: Expanding into quick commerce
In a strategic move to diversify its offerings, Zomato acquired Blinkit (formerly Grofers) in 2022. Blinkit, a startup known for its 10-minute grocery delivery service, allowed Zomato to enter the burgeoning quick commerce market. The acquisition was part of Zomato’s broader strategy to expand beyond food delivery and capture a significant share of the grocery and convenience sector.Today, Blinkit has evolved from a grocery app into a comprehensive platform offering everything from electronics and stationery to skincare products. This acquisition has proven to be a valuable asset, aligning with Zomato’s vision of providing a one-stop solution for various consumer needs.
4. Food delivery via drones: Aiming for the skies
One of Zomato’s most ambitious experiments involved drone delivery. In 2018, the company acquired the Lucknow-based aerospace company TechEagle to advance its drone delivery capabilities. CEO Deepinder Goyal had said at the time that drones are essential to reducing delivery times from 30.5 minutes to 15 minutes, as road transport is inefficient for fast delivery.Then in 2019, the company made headlines for successfully testing a hybrid drone that carried a 5 kg payload over a distance of 5 km in just 10 minutes. During the test, the drone reached a top speed of 80 km/h. The delivery was a non-commercial trial. However, in 2020, Zomato parted ways with TechEagle and reports said that the separation was amicable. During the same year, Zomato also received permission from the DGCA to begin testing drone delivery but not much has happened on that front.
5. Infinity dining: Unlimited food and drinks
The Infinity Dining feature was another bold experiment by Zomato designed to enhance dining experiences for its Gold members. Launched in three cities, this feature offered unlimited food and drinks at select partner restaurants for a fixed price. The initiative aimed to encourage more people to dine out and enjoy a unique value-driven experience.However, the feature faced backlash from partner restaurants, which protested against the deep discounts and operational issues it created. In response to the feedback, Zomato decided to pause Infinity Dining in 2019. A company spokesperson mentioned at the time, "We received a range of feedback about Infinity Dining, and have paused it as we would incorporate the feedback."
Zomato’s journey shows its willingness to embrace experimentation and innovation. From intercity food deliveries to trying to play a role in restaurant supply chains and more, the company has continually sought to push the boundaries of what’s possible. While not every experiment has been successful, Zomato’s pursuit of new ideas and solutions shows its commitment to shaping the future of food and dining.