Zomato Launches ‘Brand Packs’ To Reward Repeat Orders & Build Loyalty Program For Restaurants

Continuing its offerings expansion spree, foodtech major Zomato has rolled out a loyalty programme initiative for select restaurants.

Cofounder and chief executive Deepinder Goyal in a post on X, said, “I repeat-order from my favourite restaurants often, and so do a lot of our customers. To make this more rewarding for you, we are introducing Brand Packs – our first step towards building loyalty programmes for select restaurants on Zomato.”

As a part of this programme, Zomato claims to have already partnered with over 4,000 restaurants so far. 

The company further said in a statement that Brand Packs will cater to customers who often repeat orders from their favourite restaurants. 

Brand Packs are available in the form of coupons that can be accessed by all customers. Under this coupon, Zomato is offering a 10% discount with no upper limit on the first three orders.

Goyal also conveyed that over 10 Lakh customers have already used the Brand Packs coupon. 

Inc42 has sought clarification from Zomato on the nature of the Brand Packs programme. The story will be updated based on the response. 

This development comes a month after Zomato rolled out its restaurant services hub to cater to restaurants around hiring, FSSAI registrations, taxation and trademarking among others. 

While Zomato has its loyalty programme offering called Gold for its consumers, its counterpart Swiggy also has a similar offering under Swiggy One. 

On the broader business front, Zomato has been expanding its offerings with the introduction of its home-cooked meal service ‘Zomato Everyday’ in Mumbai marking its latest offering. 

In July, Zomato’s fully owned subsidiary Zomato Financial Services Limited (ZFCL) voluntarily withdrew its application with the Reserve Bank of India to operate as a non-banking financial company (NBFC).

In May, Zomato received a goods and services tax (GST) demand notice of INR 9.45 Cr by the Assistant Commissioner of Commercial Taxes (Audit) in Karnataka.

On Friday, shares of Zomato were trading at INR 222.35 at 3 PM on BSE, up 1.5% from its previous close.

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