Zomato Unveils 'Brand Packs': A Game-Changer for Restaurant Loyalty Programs
Image: Zomato
Image courtesy: alumni.uod.ac
Zomato's latest initiative, 'Brand Packs,' is set to revolutionize customer loyalty in the food delivery industry.
Zomato, a leader in the food delivery industry, is making strides to enhance customer loyalty and engagement through its latest initiative, 'Brand Packs.'
Announced by Founder Deepinder Goyal on X (formerly Twitter), this program aims to reward repeat customers with enticing offers and discounts, thereby enriching their dining experience.
Zomato's New Loyalty Initiative: Brand Packs
On Friday, Deepinder Goyal, the founder of Zomato, announced an exciting new initiative on X (formerly known as Twitter): the launch of 'Brand Packs.'
This move is designed to establish loyalty programs for select restaurants on the platform, aimed at rewarding frequent customers with a variety of incentives.
Image: Deepinder Goyal
Image courtesy: IndiaGlitz
"I often repeat-order from my favorite restaurants, and so do many of our customers,"
Goyal mentioned in his post.
"To make this more rewarding for you, we are introducing Brand Packs – our first step towards building loyalty programs for select restaurants on Zomato."
Enhancing Customer Loyalty with Brand Packs
Brand Packs are designed to enhance the overall dining experience by providing special offers and discounts to loyal customers.
Loyalty programs like these are commonly used by retailers and corporations to attract and retain customers by offering rewards for repeat business. This new initiative aligns with Zomato’s ongoing efforts to innovate and cater to diverse customer needs.
Goyal added that more than 4,000 restaurants have already adopted Brand Packs, with over one million packs purchased by customers. This demonstrates a strong initial uptake and interest from both restaurants and users.
How Brand Packs Work
The feature is already available on the Zomato app. Many Brand Packs offer an extra 10% off the next three orders upon purchase.
This offer does not require any minimum order value, nor does it have an upper limit on the discount. Additionally, the discounts can be combined with regular restaurant coupons and any discounts provided by Zomato Gold. However, the additional discount is not applicable to the 'Deal of the Day.'
Prices of these packs range between Rs 9 to Rs 29, but they may vary depending on the restaurant. The coupons are valid for 30 days from the date of purchase.
Zomato's Continued Innovation
Earlier this year, Zomato introduced several new features, including a 'pure vegetarian mode' on its app, catering to users with strict vegetarian preferences, and a 'large order fleet' to manage sizable orders for gatherings and events. These initiatives, like the Brand Packs, were announced via Deepinder Goyal’s X account.
Financial Growth and Future Prospects
For the financial year 2023-24, Zomato reported a consolidated net profit of Rs 351 crore, marking a significant turnaround from a net loss of Rs 971 crore in FY23.
Consolidated revenue from operations for FY24 reached Rs 12,114 crore, a 71% increase from Rs 7,079 crore in FY23. This growth is partly attributed to the acquisition of Blink Commerce Pvt Ltd (formerly Grofers India Pvt Ltd) in June 2022.
Speaking on the financial results, Goyal emphasized Zomato’s focus on continuous innovation and value creation for all stakeholders, including restaurant and delivery partners.
Image: Deepinder Goyal
Image courtesy: Times Now
“We believe that we can continue to grow faster if we continue to innovate using our customer-first principles while creating value for all our other stakeholders,”
Goyal concluded.
Zomato’s launch of Brand Packs is a strategic move to enhance customer loyalty and engagement.
By offering tangible rewards to repeat customers, Zomato not only incentivizes frequent ordering but also strengthens its relationship with restaurant partners.
As Zomato continues to innovate and expand, initiatives like Brand Packs are likely to play a crucial role in its growth trajectory and customer satisfaction.
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