Who Started Zomato?
Zomato was founded in 2008 by two IIT Delhi graduates, Deepinder Goyal and Pankaj Chaddah. What began as a side-project—scanning restaurant menus for office colleagues—soon evolved into Foodiebay, which later rebranded to Zomato in 2010 for a more global identity.
What Does Zomato Believe In?
Zomato’s mission is simple: better food for more people. But its brand DNA is built around wit, boldness, and relatability. Whether it's their tweet timing or their hilarious push notifications, Zomato acts like the friend who always sends the funniest memes at midnight.
Zomato’s Growth Story: From Startup to Super App
Quick Timeline
- 2008 – Launched as Foodiebay.
- 2010 – Rebranded to Zomato.
- 2011–13 – Expanded internationally.
- 2015 – Began food delivery services.
- 2018 – Rolled out Zomato Gold.
- 2020 – Acquired Uber Eats India.
- 2021 – Launched IPO.
- 2023–25 – Entered groceries, intercity, and more.
How Did It Start Getting Popular?
Zomato’s first success was solving an information gap—restaurant discovery. But its delivery pivot in 2015 was a turning point. When COVID-19 hit, Zomato was perfectly positioned for contactless food delivery, propelling mass adoption.
The Different Stages of Growth
- Menu Discovery (2008–2012): Centralized food info online.
- Global Expansion (2013–2015): Entered UAE, UK, South Africa.
- Delivery Boom (2015–2020): Became full-stack food platform.
- Super App (2020–Now): Grocery, intercity, dine-in, and events.
How Zomato Makes Money
- Delivery commissions from restaurants.
- Zomato Gold/Pro subscriptions.
- Ad placements for restaurant visibility.
- Hyperpure (B2B ingredients supply).
- Zomaland events & ticketing.
Target Audience
- Millennials and Gen Z (18–35).
- Urban tech-savvy professionals.
- College students & couples in metros.
Zomato vs Swiggy
- Zomato = witty & loud; Swiggy = functional & clean.
- Zomato’s branding leans on memes, pop culture.
- Zomato offers intercity & dining; Swiggy offers Genie & Instamart.
Zomato’s Digital Strategy
- SEO targeting restaurant and food keywords.
- Highly shareable meme marketing on social media.
- Behavior-based push notifications.
- Short-form, punchy WhatsApp/email marketing.
Viral Campaigns
- Kachra Campaign: Tackled food waste via humor.
- Billboard Wars: Witty public showdowns with Swiggy.
- Delivery Partner Tributes: “Every Customer is a Superstar.”
Zomato Gold
- Free deliveries above ₹199.
- No-delay guarantee + perks.
- Exclusive dining deals.
UX & Localization
- Personalized suggestions based on habits.
- Region-specific offers and language support.
- Minimalist, intuitive interface design.
Challenges
- Delivery partner wage strikes.
- Hygiene and regulatory scrutiny.
- Public backlash over ad tone at times.
Lessons for Marketers
- Be bold, but stay authentic.
- Use real-time trends to stay relevant.
- Turn users into fans with voice and tone.
- Build brand love, not just transactions.
Conclusion
Zomato is not just a food delivery company. It’s a brand that mastered humor, timing, and customer insight. Its journey offers lessons on creativity, digital scale, and staying true to one’s brand DNA in a cluttered market.