On that note, to increase business Food aggregators like Zomato and Swiggy have extended their business to small towns and are witnessing considerable growth in their revenue in the past few months. The delivery companies are also increasing their partnership with cloud kitchens to keep up with the changing scenario.

Due to the work from the home condition, most of the city dwellers have moved to their hometowns during this pandemic and it has been found that one in every five users opens their app from small towns. One-third of the relocated individuals have started ordering from their new locations.

The report also found that the delivery time is found to be three minutes earlier in small towns when compared to buzzing cities due to less traffic in smaller towns. At first, people were very much concerned about safety and sanitation but due to the company’s contactless delivery and strict safety measures, the orders started to pick up.

In this pandemic, around 10% of the restaurants have been shut permanently and only 17% are allowing dine-in options. So, this partnership of cloud Kitchen ventures with food aggregators has increased its profits in recent times.

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Zomato being one of the top companies has made this happen to improve the role of the working women in our country. It is considered as a bold move by the company as still menstruation is not an openly discussed topic in India. The company offers one day of period leave for each female employee every month.

“At Zomato, we want to foster a culture of trust, truth and acceptance. There shouldn’t be any shame or stigma attached to applying for a period leave. You should feel free to tell people on internal groups, or emails that you are on your period leave for the day,” said Deepinder Goyal, Founder and CEO of Zomato.

He also added, “This is a part of life, and while we don’t fully understand what women go through, we need to trust them when they say they need to rest this out. I know that menstrual cramps are very painful for a lot of women and we have to support them through it if we want to build a truly collaborative culture at Zomato.”

Women are able to perform less effectively during their period times, disclosed research conducted on Dutch Women last year. In India, this concept is set into action only in recent times. Bihar also has a scheme where women are allowed to take two days of leave for their menstrual period. But this concept is in practice all around the world.

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The idea behind the advertisement revolves around bringing back the confidence and the trust among the app users who might be hesitant to order their delicacies from Zomato because of the ongoing pandemic.

The concept of “Ghar ka khana” has been shown in a very different angle claiming that it had become boring and monotonous for people who have been under lockdown for more than 100 days and people are craving to treat their tongue with something different and mouth-watering.

Though the advertisement cannot be termed as the first attempt made by the delivery startup to send out a message relating to the safety measures taken by the company, it can surely be said that this is the first one from the house of Zomato that features its signature sharp and witty style. The video displays eight measures that Zomato claims to undertake when it comes to food delivery in a safe and hygienic manner.

The latest advertisement is said to be better than one which the company released earlier when it resumed its delivery services. The earlier video was in the form of an announcement made by a Zomato’s delivery person about all the steps that they undertake to maintain hygiene and safety for their customers. The video was released by the company when there was a case of a food delivery person being tested positive in Delhi. The incident was a wake-up call for all such food delivery services operating in the market and companies like Dominos released an official statement to inform their customers that the delivery person, who got infected from coronavirus was not a service provider under Dominos.

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Instagram has made up its mind that it would roll out the food order sticker in India in order to support small businesses, restaurants, and also help its users with quick and faster delivery.

The mechanism involved is that the food order stickers can be used by restaurants, who have the latest version of the Instagram app and they should also have an Instagram business or creator account. They can add one of the partner’s links, either Zomato or Swiggy, for food orders to their Instagram profile. They will have to link the sticker to their products page on either Swiggy or Zomato. After creating the ‘Food Order’ stickers, restaurants can share them in their Instagram stories or can also add an ‘Order Food’ button in their profiles.

Not only that the stickers will also help small business to stay well connected with their customers and reach new customers

We want to do our part in helping small businesses stay open, keep in touch with customers, and be informed on how to navigate this crisis. For the food industry in particular, we’re rolling out the food order sticker, which will aid order discovery and spur engagement, and we’re glad to have partnered with Swiggy and Zomato for the same,” said Nitin Chopra, industry head, e-commerce and retail, Facebook India.

Supporting the small business ecosystem, especially the restaurant business, which is severely affected, is a huge priority for us. As physical distancing continues and businesses innovate with online models, features like the food order sticker from Instagram will aid engagement between customers and their favorite food businesses, and ideally have a positive impact on increasing online food delivery order volumes,” said Srivats TS, vice president – marketing, Swiggy.

At Zomato, we are focused on the overall development of the food delivery sector and have been working with restaurants to design different growth models. Instagram’s food order sticker will not just help restaurants introduce themselves to more customers, improve their engagement but also add a new growth avenue for their businesses,” said Sandeep Anand, chief marketing officer – growth marketing, Zomato.

This move was primarily made in order to regain the business and make up for the losses. As per the government instructions there was a nation-wide lockdown, to curb Covid-19 cases in India. During this period, most of the restaurants were shut, facing massive losses and it seems very difficult to recover anytime soon.

Vice president of the Federation of Hotel & Restaurant Associations of India (FHRAI) Gurbaxish Singh Kohli said that the hospitality industry was going through the roughest period and this includes both cloud kitchens and restaurants.

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The news of it was very unexpected as the foodtech unicorn was planning to expand its business towards the grocery segment.

The company plans to shut down its Grocery business and it can be understood as the company goes on pulling down its business in many cities, especially smaller ones,” the news came from one of the sources. The decision seems to come when the company focussed on targeting in its core business rather than an expansion to other areas.

With the launch of the grocery business, it was expected to be in competition with Swiggy who is carrying out its grocery business for the last 12 months, not only that grocery business was the company’s strategy to make up for its losses which it had to bear due to lockdown.

Zomato and Swiggy did not stop with their grocery business but they also have also started home delivery of alcohol in selected states. According to the data released, both food delivery platforms have been facing a 70-80% drop in the number of orders over two months.

Responding to the queries, Zomato said, “Zomato Market will continue to operate and service users who need on-demand delivery of essentials. However, as the country opens up basis Unlock 1.0 relaxations, we are going to spend a large proportion of our time making our food delivery service the safest, and the most loved one in town.”

Talks relating to the Merger between Zomato and Grofers were hot in town but no details relating to it have been out on the media. The Lockdown in the nation has disrupted the company’s business owing to which the company had to lay off 13% of its employees this year the company need to focus on its core business line to make things come back on the track.

Coming to the grocery segment Zomato is a new entrant following Zomato, Meesho, and Cure.fit has also started delivering grocery but most of the start-ups who entered this segment are likely to withdraw as the lockdown relaxes in the nation.

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