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<ul><li>In an interview with Business Insider, Gaurav Verma, Chief Marketing Officer, Brand at <keyword id="830092" type="COMPANY" weightage="20" keywordseo="Zomato">Zomato</keyword>, spills the beans on how they brew <keyword id="3952661" type="PERSON" weightage="20" keywordseo="viral-posts">viral posts</keyword>. </li><li>Zomato with 1.4 million followers on Twitter (in just one handle), has been leading the social media game with its viral content.</li><li>Business Insider decodes what goes on behind the scenes of the virality.</li></ul>It was just another July afternoon, well until a tweet appeared on Zomato’s timeline – <em>Guys, kabhi kabhi ghar ka khana bhi kha lena chahiye </em>(Guys, sometimes you should have home food too).<br /><br />Coming from a foodtech unicorn – valued at $2.6 billion at last count – which takes in millions of orders for home delivery from restaurants, the tweet went viral and invited several other leading brands – YouTube India, Amazon Prime, Fox Star,  Jio Saavn and many more – to join in. <br /><br />
<div type="image" title="IMG-20190708-WA0117" msid="70697105" hostid="261"></div>

<br /><br />The <a href="http://www.adageindia.in/digital/why-are-zomato-and-other-new-age-brands-anti-selling-on-twitter/articleshow/70132155.cms">‘anti-marketing’ post</a>, not only worked well – the sheer scale of its virality was surprising even for Zomato. “When we made that post, we were on our way to hit 500 cities with our food delivery services. And the order volumes were going through the roof. For us, the ‘ghar ka khana’ post was more of a pause to celebrate, and the tweet was just a reflection of what we felt was a good message to dwell on,” said Gaurav Verma, Chief Marketing Officer, Brand at Zomato. <br /><br />And that is exactly the secret of Zomato’s success on social media. <br /><br />There’s no one set formula or frequency that works on social media. The trick is to try relatable posts with an element of surprise. “In the last 6 months, their followers and engagement has doubled,” Verma said so much so that they had to change their internal metrics of evaluation. The food delivery service’s India handle now has 227K followers on Instagram, 1.4 million on Twitter, and 1.9 million on Facebook.<br /><br />In July 2019, Zomato tied up with Tiktok - an immensely popular platform for short videos, especially, in smaller cities and towns – to “<a href="https://www.businessinsider.in/zomato-and-tiktok-come-together-to-spread-the-message-on-food-wastage/articleshow/70174539.cms">spread the message on food wastage</a>.”. With just 582 followers in a month, the TikTok influence has been tepid so far.<br /><br /><strong>Life as it happens</strong><br /><br />A young team deliberates over social media posts everyday. There is no set pattern or strategy – just a bunch youngsters reflecting on life as it happens. “There’s no one brain churning out awesome ideas - it’s a small team of dedicated individuals who are keen on experimenting and close-knit enough to democratically work together,” said Verma.<br /><br />And it works. Almost every other week, a social media from Zomato post hits goes viral, whether it is a post about chai (tea) or memes on food. They are so effective even other brands, often, ride the wave. “This was an interesting development as brands wouldn't have proactively collaborated in such an unscripted or un-initiated banter, let’s say, two years ago. We did not expect other brands to join-in, but it was very warm of them to do so,” said Verma.<br /><br />Zomato’s building a case study for other brands to follow – everyday conversations can make a difference. “Our ideas tend to be relatable because they speak directly to the masses. So if you notice the language we use across our platforms, you’d find it very approachable. Our aim is to not always go viral but to stay relevant. And in most cases, this relatability factor drives the overall engagement,” shared Verma.<br /><br /><strong>Trigger happy trolls</strong><br /><br />However, it’s not always fun. Zomato recently <a href="https://www.businessinsider.in/zomato-just-shut-up-a-bigoted-customer-in-less-than-ten-words/articleshow/70462499.cms">shutdown a bigoted customer</a>, who refused to take an order from a delivery guy of a different religion. Zomato replied, “Food doesn’t have a religion. It is a religion”, while its co-founder and CEO Deepinder Goyal said he wasn’t sorry to let go of any business that comes in the way of their values. <br /><br />The team at Zomato decided to take a stand on the matter and strongly felt the need to respond in the way they did. <br /><br />The post got a slot in the primetime news television with debates on social media and even trolls making their way to Zomato’s social media. <br /><br />“If given a chance, would we have done things differently - absolutely not,” said Verma.<br /><br /><strong>See Also:</strong><br /><a href="https://www.businessinsider.in/some-of-zomatos-staff-are-protesting-saying-wont-deliver-beef-or-pork/articleshow/70636828.cms">Some of Zomato's staff are protesting saying "Won't deliver beef or pork"</a><br /><a href="https://www.businessinsider.in/zomato-ceo-deepinder-goyal-reveals-the-real-reason-for-the-howrah-protest/articleshow/70670087.cms">Zomato CEO reveals the real reason for the Howrah protest</a><br />

Zomato reveals its secret recipe that makes its social media posts go viral ever so often

<ul><li><strong>"<keyword id="7931503" type="UNKNOWN" weightage="20" keywordseo="Food-doesnt-have-a-religion">Food doesn’t have a religion</keyword>. It is a religion," said Zomato shutting up a bigoted customer over religious views. <br /></strong></li><li><strong><keyword id="476451" type="PERSON" weightage="20" keywordseo="Deepinder-Goyal">Deepinder Goyal</keyword>, CEO and founder, supported the move by saying, "We aren't sorry to lose any business that comes in the way of our values.</strong></li></ul>“Food doesn’t have a religion. It is a religion," said Zomato said in response to a customer who did not want his food to be delivered by a person of a certain religion. <br /><br />
	<div type="twitter" handle="ZomatoIN" handlename="Zomato India" image="http://pbs.twimg.com/profile_images/1100268694033391616/qBdO5jFu_normal.png" favoritecount="12991" retweetcount="5296" status="Food doesn’t have a religion. It is a religion. https://t.co/H8P5FlAw6y" createdat="1564549240000" id="1156429449258250240"></div>



<br />A customer canceled his order after he found out that the Zomato delivery boy wasn't Hindu. He resorted to customer care to change the driver or refund the money he paid for the order. However, Zomato denied both. <br /><br /><br />
	<div type="twitter" handle="NaMo_SARKAAR" handlename="पं अमित शुक्ल" image="http://pbs.twimg.com/profile_images/1141362357660033025/JU5IK589_normal.jpg" favoritecount="149" retweetcount="53" status="This is the confirmation https://t.co/BV7QvCwR94" createdat="1564499834000" id="1156222223868260355"></div>



<br />Deepinder Goyal, founder and CEO of Zomato, supported the move by saying, "We aren't sorry to lose any business that comes in the way of our values."<br /><br />
	<div type="twitter" handle="deepigoyal" handlename="Deepinder Goyal" image="http://pbs.twimg.com/profile_images/980757579360972800/TWg-KSki_normal.jpg" favoritecount="6477" retweetcount="2261" status="We are proud of the idea of India - and the diversity of our esteemed customers and partners. We aren’t sorry to lo… https://t.co/1JMqpSJc2z" createdat="1564549735000" id="1156431524058652672"></div>



<br />Social media users too came in support of Zomato. <br /><br />
	<div type="twitter" handle="RoshanKrRai" handlename="Roshan Rai" image="http://pbs.twimg.com/profile_images/1153317044449763329/F5srlsr2_normal.jpg" favoritecount="466" retweetcount="34" status="@ZomatoIN Love when big organisations show spine and uphold the idea of India , these are trying times 👏" createdat="1564552859000" id="1156444627282452480"></div>


<br />This quick post comes as no surprise as Zomato is known for its quirky social media posts. Some of them are on tea, India’s favourite beverage.<br /><br />
	<div type="twitter" handle="ZomatoIN" handlename="Zomato India" image="http://pbs.twimg.com/profile_images/1100268694033391616/qBdO5jFu_normal.png" favoritecount="2131" retweetcount="310" status="zzz 　＜⌒／ヽ-､＿ ／＜_/＿＿＿＿／ ￣￣￣￣￣￣￣  *alarm* 　＜⌒／ヽ-､＿ ／＜_/＿＿＿＿／ ￣￣￣￣￣￣￣  &quot;chai thandi ho jayegi&quot; 　　　∧_∧          　　 (　･ω… https://t.co/Tc4fq3w8ty" createdat="1564287411000" id="1155331259498786817"></div>



<br />
	<div type="twitter" handle="ZomatoIN" handlename="Zomato India" image="http://pbs.twimg.com/profile_images/1100268694033391616/qBdO5jFu_normal.png" favoritecount="771" retweetcount="58" status="Stop scrolling for a moment.    Take a minute. Imagine holding a steaming hot cup of chai right now. Mmmm.  Okay, y… https://t.co/Bglfgcw9SL" createdat="1564051655000" id="1154342425403330560"></div>



<br />

Zomato just shut up a bigoted customer in less than ten words

<ul><li>After consumers spammed Zomato’s social media pages criticising its <keyword id="152806" type="PERSON" weightage="20" keywordseo="butter-chicken">Butter Chicken</keyword> ad on YouTube, the brand has decided to give its users an offer they wouldn’t refuse. </li><li>It is calling for entries for an ad from its consumers and has promised a handsome reward of Rs 25 lakh for the best creation. There are 2nd, 3rd and 4th prizes, too! </li><li>Apart from the quirkiness in which they made this announcement, we loved the fact that the platform agreed with the consumer reaction to their ads and said they agree their YouTube ads suck. </li></ul>Zomato’s latest social media plan is proof that the brand has a super innovative marketing team working behind the scenes.<br /><br />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 is taking this criticism in its stride and has come up with a rather smart idea that will not only help it come up with some fun campaign ideas, it will also help it win brownie points with its consumers. <br /><br />The food-tech firm has admitted that its “YouTube ads suck!” So now, the brand has 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 they admitted that they are as tired of watching their Youtube ad as is their consumer, made them win a lot of hearts. <br /><br />  <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br />Users can send in their entries by uploading their advertisement under one minute on Instagram (not TikTok, reminds Zomato with an lol) with <a href="https://www.instagram.com/explore/tags/zomatoloot/">#zomatoloot</a> before Gandhi Jayanti. The best entry will win Rs 25 lakh and the ad will be aired on TV. There are 2nd, 3rd and 4th prizes as well. The winner will also get bragging rights. <br /><br />The creator is required to follow all social distancing rules. Another criteria for judging the best ad will depend on the likes the ad sees on Instagram. Winners will be announced 7-10 after Gandhi Jayanti. <br /><br />It is Zomato’s honest and witty communication that has helped it see steady growth now as par to <a href="https://www.businessinsider.in/business/startups/news/zomato-ceo-bets-on-full-recovery-for-food-delivery-soon-affluent-indians-and-ipl-season-drive-orders/articleshow/78270715.cms">pre-COVID </a>levels. The overall sector is clocking ~85%+ of pre-COVID GMV (Gross Merchandise Value), up from ~75%+ last month.<br /><br />With the ongoing IPL season and the subsequent festival season, Zomato is also expecting food delivery in both metros and smaller cities to make a full recovery soon – and resume growing over pre-COVID levels.<br />

Zomato is offering 25 lakh for a consumer-created ad after users said its ‘YouTube ads suck'

<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. <br /><br />The huge buzz and anticipation reflected in this tweet by Zomato.<br /><br /><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><br />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. <br /><br />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. <br /><br />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.<br /><br /><cmsannotation type="cmsannotation" annotationid="Twitter" text="Twitter"><span data-til="noop">Twitter</span></cmsannotation><br /><br />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. <br /><br /><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><br />Today, it has 1.4 million followers on Twitter. With this one tweet, Zomato started a trend and many brands jumped onto the bandwagon. <br /><br /><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><br />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.<br /><br /><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><br /><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><br /><cmsannotation type="cmsannotation" annotationid="Zomato’s email marketing strategy" text="Zomato’s email marketing strategy"><span data-til="noop">Zomato’s email marketing strategy</span></cmsannotation><br /><br />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. <br /><br />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. <br /><br />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.<br />        <div type="image" title="zomato cheat sheet" msid="84435508" hostid="261"></div><br />Zomato once imagined what Biryani’s curriculum vitae would look like and won our hearts.<br />          <div type="image" title="Zomato biryani mailer" msid="84435494" hostid="261"></div><br />It often sends topical emails as well.<br />      <div type="image" title="zomato guddu bhaiya" msid="84435553" hostid="261"></div><br /><cmsannotation type="cmsannotation" annotationid="Zomato’s Out-of-home marketing" text="Zomato’s Out-of-home marketing"><span data-til="noop">Zomato’s Out-of-home marketing</span></cmsannotation><br /><br />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<br />                <div type="image" title="Zomato billboards" msid="84435408" hostid="261"></div><br />Even if you are<em> Indiranagar ka gunda, </em>you would stop your vehicle to read these billboards for a good laugh.<br /><br />                <div type="image" title="Zomatos-Outdoor-Ads-Are-Going-Viral-And-They-Are-Totally-Killing-It-1280x720" msid="84435389" hostid="261"></div><br />How to make you laugh and salivate at the same time? Zomato knows it well. <br />                <div type="image" title="best-zomato-ads-6" msid="84435414" hostid="261"></div><br /><cmsannotation type="cmsannotation" annotationid="Zomato’s best marketing campaigns" text="Zomato’s best marketing campaigns"><span data-til="noop">Zomato’s best marketing campaigns</span></cmsannotation><br /><br /><strong>When it turned a bad advertisement into one of the most talked-about marketing campaigns</strong><br /><br />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. <br /><br />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. <br />                                        <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div><br />Zomato also gave ₹25,00,000 to the winner of this marketing contest. <br /><br />                                        <div type="javascript" title="Instagram" contenttype="Video"><cdata><![CDATA[ ]]></cdata></div><br />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.’<br /><br />                                        <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><br />It has also tried to keep its employees and delivery partners first with various campaigns. <br />                                        <div type="javascript" title="Instagram" contenttype="Image"><cdata><![CDATA[ ]]></cdata></div><br />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.<br /><br /><em>*All images embedded in this article were downloaded from Zomato's Twitter handle*</em><br />

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

<br /> Twitter just got spiced up. One of the top start-ups <keyword id="830092" type="COMPANY" weightage="80" keywordseo="Zomato">Zomato</keyword>’s CEO Deepinder Goyal is in a war of words with his alma mater <keyword id="57604" type="CITY" weightage="80" keywordseo="iit-delhi">IIT Delhi</keyword> over campus placements. According to an ET report, Goyal had requested for a day one slot to recruit IIT Delhi students during the college’s placement sessions.<br />
<br />
“The placement officer told us our salary package was too low to be given the day-one slot," said Goyal, chief executive of online restaurant guide Zomato in the report. The company offered about Rs 16 lakh in annual compensation along with Employee Stock Options (ESOPs) worth Rs 10 lakh. <br />
<br />
However, the placement cell of the college did not seem to like the idea. The placement cell felt that the annual compensation offered by Zomato did not match up to the salaries offered by other companies.<br />
<br />
Goyal tweeted, “Campus placements in India are broken. Placement cells optimise only for money. Growth, esops, quality of work is secondary.”<br />
<br />
Interestingly, the company is competing with the likes of tech giants such as Google, Amazon, Adobe and Microsoft for recruitment of the best talents from country’s premier institutes. “Any company which has to compete for a slot has to match the cash salary offer. Zomato did not match the salary offer,” said A Madan, the college’s campus placement officer. This was quickly rebutted by Goyal on Twitter when he said, “Exactly our point. They don't understand ESOPs.”<br />
 <br />
(Image credit: Indiatimes)<br />

Know why Zomato’s Deepinder Goyal is lashing out at his alma
mater IIT Delhi on Twitter

<ul><li>After Zomato’s Hrithik Roshan and Katrina Kaif ads drew mixed reactions on social media, it has now released a statement clarifying that the campaign was conceptualised 6 months ago.</li><li>The ads were called tone-deaf and Twitterati said that Zomato hired celebrities to divert the conversation around gig workers payouts and working conditions.</li><li>Zomato also said that it will soon upload a blog explaining how its delivery partners are fairly compensated for the work/time they put in.</li></ul>Zomato’s first-ever celebrity-led campaign has drawn mixed reactions on social media. Some declared that the campaign is creative, relatable and while a number of others said that it was released to simply control the damage caused by the controversial <keyword id="1725853" type="General" weightage="20" keywordseo="danish-sait" source="Orion">Danish Sait</keyword> video. <br /><br />Sait’s video drew flak from netizens for not depicting the realities of the profession, where he took on the roles of a Zomato delivery boy for a day in a bid to humanise the delivery personnel.<br />        <div type="Youtube" id="7zZmaO7s7oI" title="Zomato Delivery Partner for a day! Feat. Danish Sait 😍" thumbUrl="https://i.ytimg.com/vi/7zZmaO7s7oI/mqdefault.jpg"></div><br />However, Zomato has now released a statement on Twitter clarifying that the campaign featuring Katrina Kaif and Hrithik Roshan was conceptualised six months ago, ‘long before any social media chatter around gig worker payouts and working conditions.’<br /><div type="twitter" handle="zomato" handlename="zomato" image="http://pbs.twimg.com/profile_images/1100268333352525826/IkyIXuZ4_normal.png" favoritecount="450" retweetcount="50" status="The other side of the story... https://t.co/hNRj6TpK1X" createdat="1630325343000" id="1432314417954185220"></div><br />Conceptualised by <keyword id="137221" type="General" weightage="20" keywordseo="mccann-worldgroup-india" source="Orion">McCann Worldgroup India</keyword>, ‘Har Customer Hai Star’ Campaign aims to convey that all consumers hold an equally special place in Zomato’s heart. <br />        <div type="Youtube" id="PpNdfDM4xhc" title="Har Customer Hai Star! Ft. Katrina Kaif" thumbUrl="https://i.ytimg.com/vi/PpNdfDM4xhc/mqdefault.jpg"></div><br />        <div type="Youtube" id="dXirvvVXXWA" title="Har Customer Hai Star! Ft. Hrithik Roshan" thumbUrl="https://i.ytimg.com/vi/dXirvvVXXWA/mqdefault.jpg"></div><br />The campaign, however, was called ‘tone-deaf’ and some netizens said that Zomato hired celebrities to divert the conversation around gig worker payouts and working conditions. <br /><div type="twitter" handle="Sankul333" handlename="Sankul Sonawane" image="http://pbs.twimg.com/profile_images/1383428089355522054/Vu_UwRkU_normal.jpg" favoritecount="1320" retweetcount="218" status="Instead of paying celebrities big money for ads to whitewash their horrible treatment of delivery staff, Zomato can… https://t.co/DLJl3l5bH2" createdat="1630050634000" id="1431162207811760130"></div><br /><div type="twitter" handle="PoojaPrasanna4" handlename="Pooja Prasanna" image="http://pbs.twimg.com/profile_images/1346493523541991424/p_wv_ASJ_normal.jpg" favoritecount="14674" retweetcount="2929" status="I don't want my groceries delivered in 10 or 20 minutes. I would rather that the delivery person takes his time to… https://t.co/8iMDt22DiK" createdat="1630099304000" id="1431366344197349382"></div><br /><div type="twitter" handle="peeleraja" handlename="peeleraja" image="http://pbs.twimg.com/profile_images/1429447980587753472/rrCBxmjY_normal.jpg" favoritecount="548" retweetcount="63" status="This ad is such a self own. Zomato essentially boasting of how their drivers are under pressure to deliver, rain or… https://t.co/mrXEbC3n2o" createdat="1630048563000" id="1431153522490310658"></div><br />According to Zomato’s statement, here is what the foodtech platform intended to achieve through its campaign: <br /><br /><ul><li>Make delivery partners the hero of the ad</li><li>Highlight that we should talk respectfully to delivery partners (like Hrithik and Katrina do in the ad, and very few other people do)</li><li>Raise the level of dignity associated with a delivery’s partner’s job</li><li>Demonstrate with pride which most of our delivery partners serve our customers with</li><li>Last but not least, reiterate that every customer is a star for us and no less than Hrithik or Katrina</li></ul>Zomato’s statement further addresses various concerns pointed out by Twitter users and mentions that its Net Promoter Score (NPS) has been increased from -10% to 28%. It also said that it will soon upload a blog explaining how its delivery partners are fairly compensated for the work/time they put in.<br />

TV ads featuring Hrithik and Katrina were conceptualised 6 months ago: Clarifies Zomato after its campaign draws mixed reactions on social media

Food delivery platform Zomato on Tuesday refuted reports that the company is in talks with Gurugram-based grocery delivery platform Grofers to acquire it for nearly $750 million.<br /><br />Flush with funds, Zomato has partnered Grofers for the delivery of essential items – along with other FMCG and grocery stores -- to meet the surge in demand amid social distancing and nationwide lockdown that has now been increased till May 3.<br /><br />In a statement shared with IANS, Zomato said that the company has partnered with Grofers, along with other FMCG companies, local groceries stores and modern retail chains, to pilot its grocery delivery service.<br /><br />"We are not aware of any other conversation with Grofers," a Zomato spokesperson added.<br /><br />After initial hiccups, Zomato has started grocery delivery in over 80 Indian cities with supplying essentials like aata, dal, milk, vegetables and items.<br /><br />According to Prabhu Ram, Head-Industry Intelligence Group, CyberMedia Research (CMR), companies are looking at creative pivots to stay relevant by pursuing new growth opportunities on the back of the new coronavirus pandemic.<br /><br />"Expanding into near adjacencies is a given for companies, such as Zomato. From Zomato's perspective, a partnership or acquisition of Grofers would provide it a good leg-up in its competition with Swiggy to win big in the grocery delivery segment," Ram told IANS.<br /><br />Online food and grocery retail is expected to touch $10.5 billion by 2023, according to a recent report by Bengaluru-based market consulting firm Redseer.<br /><br />Zomato CEO Deepinder Goyal who is bullish on online delivery of essential items, has said that their delivery network in the country is only second to India Post.<br /><br />"We we are putting in every effort to make sure that we put it to good use to serve the community. We'd like to thank the government authorities, grocery stores, FMCG companies &amp; other start-ups that have come forward to partner with us and support the community in this endeavor," Goyal said recently.<br /><br />Zomato is currently valued at nearly $3.2 billion while Grofers' valuation is around $650 million. Menlo Park, California-based Sequoia Capital is a common investor in both the delivery platforms.<br /><br />Zomato in January acquired Uber's Food delivery business in India – UberEats -- in an all-stock deal for nearly Rs 2,500 crore. Uber has 9.99 per cent stake in the Goyal-led food delivery platform.<br /><br />Japanese conglomerate SoftBank, the largest investor in Grofers, is also likely to pump in around $100 million in Zomato.<br /><br />Media reports said last week that Zomato has raised $5 million from British investment manager Baillie Gifford's Pacific Horizon Investment Trust. Zomato earlier raised $150 million from existing investor Ant Financial, an affiliate of Alibaba.<br /><br />The company has also launched the ‘Feed the Daily Wager' initiative to support and ensure meals for workers at construction sites, shops, restaurants, delivery staff, and local transport systems who earn on daily basis.<br /><br />As part of this campaign, the food delivery giant is providing ration kits to the daily wager communities that are currently unable to support their family's food requirement.

Zomato denies rumours about Grofers acquisition deal amid surge is grocery orders

<ul><li>While email marketing seems like a dying phenomenon, Zomato has proven time and again that if you do it right, consumers click and order. </li><li>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. </li><li>This time, it has emailed its users a request to ‘Hire Biryani’ as Craving Executive Officer. </li></ul>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’. <br /><br />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. <br /><br />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.”<br /><br />        <div type="image" title="Zomato Biryani Cv" msid="77871212" hostid="261"></div><br />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. <br /><br /><strong>Other examples of Zomato’s mailers </strong><br /><br />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.<br /><br />        <div type="image" title="Zomato cheat sheet" msid="77871223" hostid="261"></div><br />And to connect with its users who are single, Zomato sent an email saying, “Hey there, it's a match.” <br /><br />“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. <br /><br />        <div type="image" title="unnamed" msid="77871240" hostid="261"></div><br />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. <br /><br /><div type="image" title="Hello-Zomato-New" msid="77872220" hostid="261"></div><br />

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

<keyword id="536283" type="PERSON" weightage="20" keywordseo="Rahul-Yadav">Rahul Yadav</keyword>, CEO of <keyword id="1960231" type="UNKNOWN" weightage="20" keywordseo="Housing-com">Housing.com</keyword> has challenged <keyword id="6362049" type="UNKNOWN" weightage="20" keywordseo="Ola-Cabs">Ola Cabs</keyword> and <keyword id="2852603" type="UNKNOWN" weightage="20" keywordseo="Zomato-CEOs">Zomato CEOs</keyword> to give away half their shares to employees of the respective companies.<br />
 <br /> Yadav’s <keyword id="6354576" type="CITY" weightage="20" keywordseo="Facebook">Facebook</keyword> post went viral and got more than 1,000 likes, 40 comments and 130 shares in just around 9 hours. It reads, “Now I challenge Deepinder Goyal of Zomato and Bhavish Aggarwal of Olacabs to continue this noble act and give away HALF (not full) OF THEIR SHARES to their employees. And I hope both of them spread the nominations further." <br />
 <br /> Goyal replied, "Aww, so cute," while Aggarwal posted, "Give that man a cookie," along with a picture of US President <keyword id="15962" type="PERSON" weightage="20" keywordseo="Barack-Obama">Barack Obama</keyword>.<br />
 <br />
Yadav pulled off the stunt to apparently prove he was not there for the money. He currently owns only 4.57% of Housing.com.<br />
<br />
Social media has been abuzz over the past few weeks given Yadav’s antics. First it was the much hyped resignation, closely followed by the equally public withdrawal, and finally giving away all his shares to employees. Most thought that was the end, but he’s not done. Now he’s daring other CEOs to do a Yadav. Clearly there’s no escaping his theatricality.<br />
 <br />

No, he won’t stop! Rahul Yadav now wants Zomato, Ola CEOs to give away their shares

<br />
<br /> <keyword id="80004" type="COMPANY" weightage="20" keywordseo="Info-Edge">Info Edge</keyword>, the parent company of job portal <keyword id="218117" type="COMPANY" weightage="20" keywordseo="Naukri-com">Naukri.com</keyword>, will be investing nearly Rs 1.85 billion in food guide portal <keyword id="830092" type="COMPANY" weightage="20" keywordseo="Zomato">Zomato</keyword> Media Private Limited.<br />
<br />
“Info Edge has committed to make an additional investment of an amount of about Rs.1.85 billion in the shares of Zomato Media Private Limited (which owns and operates an online food guide portal www.zomato.com),” Chintan Thakur, chief financial officer and whole time director of Info Edge informed National Stock Exchange on November 19, 2014.<br />
<br />
Zomato will be raising an overall funding of about Rs.3.70 billion which also includes stake sell from existing shareholders. Info Edge will be investing along with two other investors.<br />
<br />
“Info Edge would be subscribing and purchasing equity shares and convertible preference shares of Zomato Media Private Limited. Upon disbursement of this amount, the total amount invested by Info Edge in Zomato Media Private Limited will be about Rs. 3.27 billion and the shareholding of Info Edge in Zomato Media Private Limited, post aforesaid aggregate fund raise of Rs.3.70 billion, will be maintained at 50.1% on a fully converted and diluted basis,” added Thakur.<br />
<br />
Early last year, the company had invested less than Rs1 billion and had become a majority shareholder with nearly 58% shares in the company.<br />
<br />
<em>Image: Zomato.com</em><br />

Info Edge Invests
Rs 1.85 billion in Food Guide Zomato<b></b>

<ul><li>Uber Eats in India discontinued its operations on January 21 and was acquired by food giant Zomato.</li><li>We speak to industry experts to find out the reasons why the food delivery platform took a nosedive and if the onus can be put on macro-economic factors or its brand-building strategy.</li><li>Experts opine that working with minimum funding, rivaling against stronger communications from competitors, disadvantages of being a late entrant, not having a separate identity, getting sidelined from the parent company and offering deep discounting were some of the factors that led to its decline.</li></ul> Food aggregator Uber Eats, which started its journey in 2017, was acquired by Zomato on January 21 for ₹2,485 crore. While its entity will cease to exist, Uber Eats’ consumers, restaurants and delivery partners will now be directed to Zomato. However, the buyout has left more than 200 employees on a cliffhanger. <br /><br />The acquirer Zomato started in 2008 and now has over 40 million users. Swiggy, on the other hand, started in 2013 and has gathered 42 million users. Uber Eats, which was established just three years ago, had over 10 million users. And with Uber Eats’ huge consumer base in its kitty, Zomato will now have control over 50-55% of the food delivery market. <br /><br />Experts opine that one of the reasons for Uber Eats downfall was its heavy discounting strategy. The operational losses amounted to ₹2,197 crore, more debts followed and a heavy competitive market did not let it sustain. <br /><br />As Uber Eats hits its brink and merges with Zomato, we speak to experts to find out the reasons, what could the platform have done differently to sustain and explore if upping its marketing game before would have helped in dodging the bullet. <br /><br /><strong>Increasing the frequency of communication with audiences</strong><br />Uber Eats had on-boarded Alia Bhatt as its brand ambassador -- the only food aggregator in India to get a celebrity involved in its communication. However, it released its first brand campaign after two years of its existence -- in the month of January 2019 called ‘Everyday moments.’ According to Voodly, it garnered more than 50.3 million views by the end of January and secured the first spot on the list of Top 10 Most Watched Indian Ads on YouTube.<br /><br />
  
  
  
  
  
  
  
  
  <div type="Youtube" id="fUN47Yeefvo" title="Alia’s Tinda Moment! | Uber Eats" thumbUrl="https://i.ytimg.com/vi/fUN47Yeefvo/mqdefault.jpg"></div>



















<br />Karthik Srinivisan, Social Media and Brand Expert, says that there isn’t much for food aggregators to talk about so its communication strategy cannot be blamed. The ads can be about ‘variety, prompt delivery, post-delivery customer care, ease of ordering, UI/UX, payment options, loyalty program, promotions, etc.’<br /><br />Gone are the days when brands would wait for some key occasions for a big media splash. Now it is more about participating in daily conversations, listening to what your consumers say. And being active on social media isn’t very expensive either. Srinivasan thinks Uber Eats could have been more consistent like Zomato and Swiggy here. <br /><br />“To be in the top-of-mind recall in such a category, the brands need to continuously be in the buzz. Zomato and Swiggy have cracked that code to a large extent, always being in the social buzz one way or another. Brands are moving away from one or two big-budget media blitzkrieg every year to announce their brand name to the largest number of people, to having sustained presence throughout the year to the most appropriate target audiences. This ensures that brands do not have only two peaks in a year where people notice their communication, but there's a consistent wave (instead of peaks) all through the year where a large enough number of target audiences notice their brand. Uber Eats perhaps did this less impressively or consistently compared to both Zomato and Swiggy,” adds Srinivasan. <br /><br />However, Srinivasan says the real reason is unplugging Uber Eats’ support system. <br /><br />“Beyond all this is the investors' appetite to continue funding these businesses despite losses. At some point, they may want to pull the plug to cut their losses and that could be the bigger reason for the sale.” <br /><br />N Chandramouli, CEO, TRA Research feels Uber Eats did not offer anything different from its competitors and its USP wasn’t clear in its communication. <br /><br />“Other than the fact that they used a celebrity for endorsements, I think the ads did not communicate much. With more number of restaurants available on the competing apps, the promise of variety or choice, felt lame,” he explains. <br /><br />Chandramouli rates Zomato’s communication strategy the most innovative in the category, followed by Uber Eats and then Swiggy. <br /><br /><strong>Late mover disadvantages </strong><br />Almond Branding’s Founder and Director, Shashwat Das, thinks the reasons for Uber Eats’ downfall has more to do with the business model and category dynamics rather than its communication strategy. <br /><br />“The two largest incumbent players in the market, Swiggy and Zomato, were already half-way to the top by 2017 and had by now exclusively tied up with major restaurants. Uber had to hence rely on heavy discounting to acquire and retain users and deep discounting strategy is never sustainable as consumer keeps benefiting but none of the market players win in the battle of dominance. Last-mile delivery is an operations-heavy, low-margin business where most of the startups failed due to lack of knowledge, field experience, and funding,” notes Das. <br /><br />“Uber knows from its cab hailing experience that any app brand that is not number 1 or 2 in the country it operates in, will find it difficult to be a successful and profitable business. In any app-based delivery brand, only ONE brand remains top-of-mind for consumers, with one more kept as backup. There is rarely room for a #3,” seconds Chandramouli. <br /><br />Some of the restaurants in India still offer free home delivery with no price caps and Das thinks the food market isn’t easy to crack.<br /><br />Downloading more apps, building new relationships and settling for lesser pay cuts did not make a stronger pitch for restaurant partners either. <br /><br />“Once an app signs up a merchant, a regular flow of business determines what importance the delivery app holds for the restaurant. Plus, the incumbents had more focus, spend-power and aggression than Uber Eats. With Uber Eats India accumulating more losses than Uber, its cab hailing sister-concern, added to the pressure from international investors after their poor IPO, the only good option for Uber was perhaps to cut losses and focus on their core,” says Chandramouli. <br /><br /><strong>Developing a distinct identity</strong><br />While Uber Eat’s core idea was to piggyback on Uber’s image and use its established network, Chandramouli suggests that this wasn’t a smart move as it affected Uber’s disruptor position. <br /><br />“I think they should have launched the food-delivery business under a different brand. Truly speaking, Uber's cab hailing app was always recognized as an innovator and leader, but by launching Uber Eats, it almost seemed like a me-too, copycat brand, losing its innovator positioning. Another risk of extending the Uber brand to this new business was that cab hailing apps business required a more involved and intimate decision of the consumer, which a food-delivery app did not,” he elaborates. <br /><br />Thanks to Swiggy and Zomato’s heavy funding, they had the bandwidth to innovate and offer discounts. However, their core focus is food delivery and Uber’s, on the other hand, is mobility. Das thinks this could be one of the reasons why it was sidelined and cut at the source when it fell loose. <br /><br />“Even though Uber Eats was launched with much fanfare, Uber couldn’t focus on it as much as its competitors. Clearly its core mobility ambitions in India were its top priority. Cab hailing companies like Ola and Uber after having burnt their fingers in this cash-guzzling sector saw more merit in focusing on their core rather than the side businesses,” says Das. <br /><br /><strong>Was it a smart move for Zomato?</strong><br />As per media reports, Uber will get a 10% stake in Zomato in a deal that values Uber Eats at $300-350 million. <br /><br />"It was a bad deal for Zomato I think, giving away stock worth 300 million USD, to a company struggling to stay afloat. I think Swiggy will gain from this. And for Uber, of course, this seems to be their long term strategy of buying into local food compaines," says Shubho Sengupta, Brand Consultant. <br /><br />"There is no economic crisis for those who order on Zomato. They are in the top 15% earners of this country," adds Sengupta. <br /><strong><br />All eyes on Swiggy and Zomato</strong><br />While Dunzo and Food Panda also exist in the battleground, the horse race will continue between two stalwarts Zomato and Swiggy. This consolidation, experts opine, will bring some more financial discipline, nudge them to be more creative and source the much needed tech support from their parent companies. <br />

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