Deepinder Goyal-led Zomato launches 'Brand Packs' to reward repeat orders from restaurants

Gurugram-based food delivery giant Zomato has launched a new feature called 'Brand Packs' to reward customers who frequently order from the same restaurants on the platform.

The initiative, which was announced by Zomato co-founder and CEO Deepinder Goyal on X (formerly Twitter), is aimed at enhancing customer loyalty by offering additional discounts and special offers. 

"I repeat-order from my favourite restaurants often, and so do a lot of our customers," Goyal said 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."

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 programs for select restaurants on Zomato. 4000+ restaurants are live and 10 lakh+… pic.twitter.com/7ifCgOrMqO

— Deepinder Goyal (@deepigoyal) July 26, 2024

Details and pricing of Brand Packs

Brand Packs offer customers various incentives, including extra discounts on their preferred restaurants. More than 4,000 restaurants are currently part of this program, with over one million packs already sold, as per the company.

These packs can be purchased via the Zomato app, with prices ranging from Rs 9 to Rs 29, depending on the restaurant.

Each pack typically includes multiple coupons valid for 30 to 45 days and offers no minimum order value or upper discount limit. However, they cannot be used during 'Deal of the Day' promotions.

Zomato's financial performance

The new initiative comes amid Zomato's recent financial turnaround. For the financial year 2023-24, the company reported a consolidated net profit of Rs 351 crore, a significant improvement from a net loss of Rs 971 crore in the previous fiscal year.

The consolidated revenue from operations reached Rs 12,114 crore, marking a 71% increase from Rs 7,079 crore in FY23. The growth is partly attributed to the acquisition of Blink Commerce Pvt Ltd (formerly Grofers India Pvt Ltd) in June 2022.

Zomato's launch of Brand Packs follows several other innovations aimed at improving the customer experience. Earlier this year, the company introduced a 'pure vegetarian mode' on its app and a 'large order fleet' to handle sizable orders for events.