• About us
  • Careers
  • Brand Partnerships
TFI Official Merchandise
TFI हिन्दी
TFI Global
Friday, February 3, 2023
Tfipost.com
  • Premium
  • Politics
    • All
    • Analysis
    • Opinions
    • Trending
    The disintegration of BYJU’s has just begun

    The disintegration of BYJU’s has just begun

    Himanta Biswa Sarma Launches Crackdown on Child Marriage in Assam

    Himanta Biswa Sarma Launches Crackdown on Child Marriage in Assam

    Tom-Foolery Exposed: The Savage Science of Victimology

    Tom-Foolery Exposed: The Savage Science of Victimology

    Hydrogen trains

    Budget lights the fire for Indian Railways’ Hydrogen transformation

    • Analysis
    • Opinions
    • Trending
  • Economy
    • All
    • Business
    • Economy1
    • Finance
    The disintegration of BYJU’s has just begun

    The disintegration of BYJU’s has just begun

    Budget 2023’s Delicate Dance: Balancing Fiscal, Populism and the Public Interest

    Budget 2023’s Delicate Dance: Balancing Fiscal, Populism and the Public Interest

    Artificial Intelligence India

    Unlocking Artificial Intelligence Potential: India’s 2023 Budget and the Future

    new tax regime

    Budget 2023: Income Tax breakthrough for India’s middle class

    • Business
    • Finance
  • Defense
    • All
    • Defence
    • Strategy
    • Weaponry
    Defence budget India

    Modernization of Indian defence: Right trajectory but low velocity

    AK-203 rifles

    Amethi has started producing the dreaded AK 203 for India and the world

    HELINA and VSHROD

    Amidst build up on China and Pakistan border India gets HELINA and VSHROD

    K9-Vajra

    K9 VAJRA: The Made in India weapon that China fears

    • Defence
    • Strategy
    • Weaponry
  • Geopolitics
    • All
    • Africa
    • Americas
    • Asia Pacific
    • Europe
    • South Asia
    • West Asia
    Arindam Bagchi IWT

    India takes charge on Indus Water Treaty

    In the Presidential year of G20, they have waged an info war against India

    In the Presidential year of G20, they have waged an info war against India

    Macron-Modi-Biden: France gives India an edge in dealing with the USA

    Macron-Modi-Biden: France gives India an edge in dealing with the USA

    Ajit Doval Jake Sullivan

    The Quiet Revolution: India’s Diplomatic Success in Bringing Tech Transfer

    • Africa
    • Americas
    • Asia Pacific
    • Europe
    • South Asia
    • West Asia
  • Knowledge
    • All
    • Culture
    • History
    • Indology
    Ram V. Sutar

    The legacy of Ram V. Sutar: A gift from Bhagwan Vishwakarma

    Dilip Kumar Indira Gandhi

    When Dilip Kumar silenced Indira Gandhi

    Bhagwan Vishnu Bhavishya Badri

    Is Bhagwan Vishnu leaving Badrinath and shifting to Bhavishya Badri?

    Banjara community

    Banjaras are Sanatani and everything else about them is cropped up

    • Culture
    • History
    • Indology
  • Law
  • Lounge
    • All
    • Books
    • Cinema
    • Food
    • Health
    • Lifestyle
    • Satire
    • Sports
    • technology
    • Travel
    S Balbir: The Voice That Suddenly Went Silent

    S Balbir: The Voice That Suddenly Went Silent

    Sharad Kelkar: An underrated gem of Indian Cinema

    Sharad Kelkar: An underrated gem of Indian Cinema

    Sayaji Shinde

    Unrecognized in Bollywood, but Celebrated Everywhere Else: The Tale of Sayaji Shinde

    Anurag Kashyap

    Anurag Kashyap’s new facade: Bollywood’s left intelligentsia plans to befool the nationalist audience

    • Books
    • Cinema
    • Food
    • Health
    • Sports
    • technology
    • Travel
    • Satire
No Result
View All Result
Tfipost.com
  • Premium
  • Politics
    • All
    • Analysis
    • Opinions
    • Trending
    The disintegration of BYJU’s has just begun

    The disintegration of BYJU’s has just begun

    Himanta Biswa Sarma Launches Crackdown on Child Marriage in Assam

    Himanta Biswa Sarma Launches Crackdown on Child Marriage in Assam

    Tom-Foolery Exposed: The Savage Science of Victimology

    Tom-Foolery Exposed: The Savage Science of Victimology

    Hydrogen trains

    Budget lights the fire for Indian Railways’ Hydrogen transformation

    • Analysis
    • Opinions
    • Trending
  • Economy
    • All
    • Business
    • Economy1
    • Finance
    The disintegration of BYJU’s has just begun

    The disintegration of BYJU’s has just begun

    Budget 2023’s Delicate Dance: Balancing Fiscal, Populism and the Public Interest

    Budget 2023’s Delicate Dance: Balancing Fiscal, Populism and the Public Interest

    Artificial Intelligence India

    Unlocking Artificial Intelligence Potential: India’s 2023 Budget and the Future

    new tax regime

    Budget 2023: Income Tax breakthrough for India’s middle class

    • Business
    • Finance
  • Defense
    • All
    • Defence
    • Strategy
    • Weaponry
    Defence budget India

    Modernization of Indian defence: Right trajectory but low velocity

    AK-203 rifles

    Amethi has started producing the dreaded AK 203 for India and the world

    HELINA and VSHROD

    Amidst build up on China and Pakistan border India gets HELINA and VSHROD

    K9-Vajra

    K9 VAJRA: The Made in India weapon that China fears

    • Defence
    • Strategy
    • Weaponry
  • Geopolitics
    • All
    • Africa
    • Americas
    • Asia Pacific
    • Europe
    • South Asia
    • West Asia
    Arindam Bagchi IWT

    India takes charge on Indus Water Treaty

    In the Presidential year of G20, they have waged an info war against India

    In the Presidential year of G20, they have waged an info war against India

    Macron-Modi-Biden: France gives India an edge in dealing with the USA

    Macron-Modi-Biden: France gives India an edge in dealing with the USA

    Ajit Doval Jake Sullivan

    The Quiet Revolution: India’s Diplomatic Success in Bringing Tech Transfer

    • Africa
    • Americas
    • Asia Pacific
    • Europe
    • South Asia
    • West Asia
  • Knowledge
    • All
    • Culture
    • History
    • Indology
    Ram V. Sutar

    The legacy of Ram V. Sutar: A gift from Bhagwan Vishwakarma

    Dilip Kumar Indira Gandhi

    When Dilip Kumar silenced Indira Gandhi

    Bhagwan Vishnu Bhavishya Badri

    Is Bhagwan Vishnu leaving Badrinath and shifting to Bhavishya Badri?

    Banjara community

    Banjaras are Sanatani and everything else about them is cropped up

    • Culture
    • History
    • Indology
  • Law
  • Lounge
    • All
    • Books
    • Cinema
    • Food
    • Health
    • Lifestyle
    • Satire
    • Sports
    • technology
    • Travel
    S Balbir: The Voice That Suddenly Went Silent

    S Balbir: The Voice That Suddenly Went Silent

    Sharad Kelkar: An underrated gem of Indian Cinema

    Sharad Kelkar: An underrated gem of Indian Cinema

    Sayaji Shinde

    Unrecognized in Bollywood, but Celebrated Everywhere Else: The Tale of Sayaji Shinde

    Anurag Kashyap

    Anurag Kashyap’s new facade: Bollywood’s left intelligentsia plans to befool the nationalist audience

    • Books
    • Cinema
    • Food
    • Health
    • Sports
    • technology
    • Travel
    • Satire
No Result
View All Result
Tfipost.com
No Result
View All Result

HOME » Economy » Business » How 10 Minute marketing gimmick boomeranged for Zomato

How 10 Minute marketing gimmick boomeranged for Zomato

Abhishek Kumar Singh
by Abhishek Kumar Singh
14 May 2022
in Business
0
Zomato delivery

Credits: dailyio.in

1.4k
VIEWS
Share on FacebookShare on Twitter
  • Zomato is reconsidering its plans to launch Zomato instant, a 10-minute delivery service all across India
  • The company could not deliver to its customers as not many restaurants showed excitement for the initiative
  • The 10-minute food delivery is a recipe for disaster, as there is very little credible evidence that it won’t harm stakeholders

Entrepreneurship and risk are two words that you will often find being used in tandem. If you are an entrepreneur and you are not able to take risks, then there is very little chance you’re going to succeed. But, more often than not, this risk-taking behaviour tends to take you down. Recently, Zomato also met the same faith as 10-minute delivery seems to have boomeranged on it.

Zomato’s initiative is failing

Zomato is re-evaluating its plan to launch 10-minute delivery services all across India. According to a report by Economic Times, Company has failed to fulfill its target of delivering food within 10 minutes of customers placing the order. Zomato had named its 10-minute delivery service as Zomato Instant and it was launched only in Gurgaon. Even in Gurgaon, it was run on a pilot basis, an experiment which would be replicated in further locations, if successful.

The person cited by aforementioned newspaper said, “Shortage of delivery fleet and intense heatwave in the North, which has also led to limited delivery workforce, are causing delivery delays of 15-20 minutes, unlike the 10-minute commitment offered by Zomato Instant.”

Experimentation did not provide desired result

Apparently, the pilot project in Gurgaon is limited as well. Only a few high-profile brands like Chaayos, Dana Choga and Caterspoint have signed up for this initiative. Now, the company is claiming that Zomato Instant was launched with an intention of consumer demand for quick-commerce and according to the spokespersons, the project has turned out to be a success in this regard.

The semi-failed business model forced Zomato to temporarily abandon its plans of launching Zomato Instant in Bengaluru. A Zomato spokesperson said, “The future course for the pilot is to deepen our penetration in Gurgaon before we scale this up to other cities and finetune a model that would work best for our restaurant and delivery partners.”

Read more: How an angry Zomato Customer’s spat with an executive snowballed into a “Hindi Imposition” war

Zomato under probe

Another reason for Zomato abandoning its Bengaluru plans was a recently launched probe by Competition Commission of India (CCI). National Restaurant Association of India (NRAI) had accused online food delivery platforms of various malpractices. These include charging unilaterally decided commissions from restaurants, not giving restaurants an option to use their own delivery partners and keeping restaurants in the dark about customer details. CCI later launched an investigation on various platforms, one of which included Zomato. The report is expected to come out in the next few weeks, only after which Zomato will decide on a future course of action.

Read more: Google feels the heat as Competition Commission of India sets its eyes on it

Controversial 10-minute food delivery model

On April 21, Zomato launched the controversial 10-minute delivery Zomato instant. It had promised to deliver fresh food within 10 minutes. Apparently, Zomato pitched this idea to stay relevant in the market.

Though Zomato was constantly expanding its services to newer cities, it was facing the possibility of being declared irrelevant in the wake of the advent of newcomers startups. Apps like Dunzo, Blinkit and Zepto were emerging as credible alternatives for Zomato and its ilks like Swiggy, Uber eats. Zepto is particularly making inroads with its 10-minute grocery delivery model. It even raised $200 million at the beginning of this month.

Read more: If you think Zomato IPO was bad, wait till you see Swiggy’s IPO

Company could not provide satisfactory answers to issues raised

It was becoming a survival issue for Zomato, so the company started its experiment in Gurgaon. Since, it was a new arena any food delivery company was venturing in, obvious questions about the safety of food as well as delivery partners were raised. To solve the food quality issue, the company announced that it was exploring a business model under which it would be buying a pre-decided quantity from restaurants, would store it in its houses and then deliver them to consumers when ordered.

It also said that the company has employed future-ready in station robotics and sophisticated dish-level demand prediction to keep the food fresh.

When quizzed about the safety of delivery partners in a hyper-competitive environment, Deepinder Goyal, Chief executive of Zomato did not give any logical explanation. In what seemed to be an arrogant denial of reality, Goyal said, “Ten-minute delivery is as safe for our delivery partners as 30-minute delivery,”.

Read more: Delivered in 10 minutes – Food or Death?

10-minute food delivery is a bad idea

The failing instant food delivery model tells us that there is a limit to which technology can change the realistic landscape. Food not just fills our bellies, but it also gives us energy to sustain ourselves in the long run. Serving food protected by technology is not sustainable in the long run until we want a weak population dependent on protein shakes and Vitamin tablets for nutrition.

Maybe, this is exactly what these companies want, a population who is happy with them for fulfilling their immediate needs, simultaneously dependent on their brethren for solving the problems caused due to them. This may be a need of the hour for them, this is bad for people and instant food delivery is a recipe for disaster.

Tags: 10 minuteCompanyDeliveryFoodGurgaonIndiaInstantmodelZomato
ShareTweetSend
Previous Post

She remembered who she was and the game changed Quotes

Next Post

AIMS Full Form (Meaning) with Explanation and Definition

Abhishek Kumar Singh

Abhishek Kumar Singh

Truth Seeker. Columnist at TFI Media.

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

I agree to the Terms of use and Privacy Policy.
This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

  • Most Read
  • Comments
  • Latest
Xi Jinping, coronavirus, Shinzo Abe, china, Japan, coornavirus, COVID-19, Wuhan Virus

‘Pack up and get out of there,’ Japan to spend $2.2 billion to get Japanese companies to exit China

9 April 2020
ajay devgn karan johar

The man who bullied the Bully – How Ajay Devgn made Karan Johar’s monopoly a joke and forced him to apologize

22 June 2020
Huawei, China, Trump, USA, Xi Jinping

‘Our survival is at stake now,’ Chinese Telecom giant Huawei crumbles after US ban on Semiconductor exports

19 May 2020
T-Series Sonu Nigam Divya Khosla Kumar Bhushan Kumar

T-Series forced to take down Atif Aslam’s video, Divya Khosla trolled. T-Series has a bad day in office

25 June 2020
Meat Ban

A Jain responds to Meat Ban in Mumbai

Public Sector Bank, Government, Bill

Dear bank employees, continue your stride but PSBs will be privatized

anti-Hindi

Anti-Hindi Forever?- In search of a National Language!

Dear Liberals – your Beef Parties are not protests, they just intend to displease the Majority

Dear Liberals – your Beef Parties are not protests, they just intend to displease the Majority

Arindam Bagchi IWT

India takes charge on Indus Water Treaty

3 February 2023
The disintegration of BYJU’s has just begun

The disintegration of BYJU’s has just begun

3 February 2023
S Balbir: The Voice That Suddenly Went Silent

S Balbir: The Voice That Suddenly Went Silent

3 February 2023
Himanta Biswa Sarma Launches Crackdown on Child Marriage in Assam

Himanta Biswa Sarma Launches Crackdown on Child Marriage in Assam

3 February 2023

Popular This Week

Preity Zinta
Cinema

Preity Zinta – The woman who stood up to the underworld, but paid a heavy price for it

by Paurush Gupta
30 January 2023
Adani-Hindenburg row: Decoding the hidden agendas
Premium

Adani-Hindenburg row: Decoding the hidden agendas

by Abhishek Kumar Singh
29 January 2023
Govinda congress
Cinema

When Govinda started literally pleading in front of Sonia Gandhi

by TFIPOST News Desk
31 January 2023
The untold story of Swami Pranavananda
History

The untold story of Swami Pranavananda

by Abhishek Kumar Singh
29 January 2023
Reality of Bageshwar Dham
Analysis

The Bageshwar Dham: The Reality of Dhirendra Krishna Shastri

by Tejasvi Malhotra
31 October 2022

©2023 TFI Media Private Limited

  • Terms of use
  • Privacy Policy
  • Sitemap
No Result
View All Result
  • Premium
  • Politics
    • Analysis
    • Opinions
    • Trending
  • Economy
    • Business
    • Finance
  • Defense
    • Defence
    • Strategy
    • Weaponry
  • Geopolitics
    • Africa
    • Americas
    • Asia Pacific
    • Europe
    • South Asia
    • West Asia
  • Knowledge
    • Culture
    • History
    • Indology
  • Law
  • Lounge
    • Books
    • Cinema
    • Food
    • Health
    • Sports
    • technology
    • Travel
    • Satire
TFI Official Merchandise
TFI हिन्दी
TFI Global
  • About us
  • Careers
  • Brand Partnerships

©2023 TFI Media Private Limited

Follow us on Twitter

and never miss an insightful take by the TFIPOST team

Follow @tfipost