A revolution in Food business
Tired of cooking food early in the morning ?
Visiting super markets to buy vegetables and groceries. Thinking of recipes and tastes all the time.
What about the time for preparation and cleaning of your entire kitchen and utensils ?
After working 8 hours a day and traveling 2 hours a day. Do you have that energy to cook for your family ?
Yes we are talking about a simple idea which initially faced humiliations and people literally laughed. Today when you listen, it has created a revolution in the food industry. All the food lovers who once had to think so much, today, within 10 to 15 minutes, your favorite dish is near your doorstep.
Back in 2008, Deepinder Goyal and Pankaj Chadha, while working at Bain & Company. During the launch hours, he always had a problem with choosing the menu and employees wasted so much time just selecting it. Instantly, Deepinder understood the situation with a smart idea by reaching out to all nearby restaurants. Started collecting and clicking photographs of the menu. After that, they created a digital platform called foodiebay where all clicked menus have been uploaded. It quickly became popular across the Gurugram region of Delhi NCR, and people started using this platform for every restaurant visit. What about money then ?
They got initial funding of 1 million dollars for the first time, which changed the name to Zomato.
Marketing Strategies
* Tomato to Zomato prounciation felt unique.
*The meme power which made people laugh and enjoy every message from Zomato. The internet trending issues to words, which create frequent attention from audiences. People have started sharing memes and putting status on digital platforms.
*As the competition was increasing, Swiggy and other platforms were established. Zomato understands memes and small marketing gained attention, but it is not long-lasting.
*Big budget marketing by Hrithik Roshan and Katrina Kaif ordering food from Zomato gave impeccable reach to audiences. They proved customers were more important than a celebrity for zomato was its message, and we treat everybody equally.
*During the COVID, Zomato launched a safety and hygiene campaign.
The slogans like
*Safe hai, reliable hai, Zomato hai.
*Trust, reliability & convenience.
TV, social media, YouTube all promotions were done with huge budgets.
The psychological strategies like
*Discounts, hurry up, count down ,especially for you.
*Urgency and personalization
*Location and budget friendly.
*Bonding with customers with messages, calls and memes.
Long-term thinking, execution, and innovative marketing made Zomato become a unicorn. Today Zomato is worth 2.31 lakh crore.
