Zomato Marketing Strategy: A Comprehensive Case Study

Some brands have grown exponentially since their inception. Zomato is one of them. How did they manage it? What did they do to increase their customer base? What did they do to keep their consumers coming back? We think Zomato’s Marketing Strategy played a significant part in all this, especially its digital marketing strategy. This article analyses a few digital marketing strategies used by the company to give you an insight into what they have been doing.

About Zomato

When Zomato launched, it aimed to be the best restaurant search and discovery platform. It had the names of various restaurants, their menu, their prices, reviews, and other details. It provided in-depth information on over 1.4 million restaurants across 23 countries.

Over the years, it has converted itself into an online food delivery platform. People can now order food from the restaurants near them using their app or website. Zomato has delivery executives who pick up the order from the eatery and deliver it to the address provided by the customer.

Now that we are discussing Zomato, let’s take a look at their marketing strategy too.

What’s new with Zomato?

Here’s what was buzzing around Zomato recently:

• Zomato acquired Blinkit, a quick commerce app in 2022 with a vision to enter the quick commerce space dominated by Swiggy Instamart & Zepto.  
• The food delivery giant also relaunched its “Gold Loyalty Programme” at the start of 2023.
• Zomato has started testing an additional Platform Fee of INR 2 on Zomato Gold members.
• Crocs and Zomato collaborated to celebrate the Monsoon Season in style. More about this campaign is discussed below.

Let’s now understand the target audience of Zomato better with the help of a buyer persona.