Rumors about Zomato shutting down Instant have been rubbished by Zomato. The food delivery platform has announced that its “Zomato Instant” arm will be rebranded instead.
Zomato Instant was announced to deliver food to its customers in a record 10 minutes in March 2022.
Zomato Rebranding Zomato Instant
Zomato is in the process of rebranding Zomato Instant, its 10-minute food delivery service that debuted in March 2022. Zomato confirmed in a statement that it is only working on rebranding the service, despite rumors to the contrary.
As per a spokesperson of Zomato, “Instant is not shutting down. We are working on a new menu with our partners and rebranding the business. All finishing stations remain intact, and no people are impacted by this decision.”
During the time of the launch, the co-founder, Deepinder Goyal stated that the instant food delivery service will not compromise the quality of food. It would follow an eight principle step, including ‘highest quality of fresh food and world-class hygiene practices, among others.
The principles include:
- Affordable food,
- Highest quality of fresh food,
- Following world-class hygiene practices,
- Minimalistic use of plastic,
- Convenient packing for quick consumption,
- Traceable supply chain (v2),
- Delivery partner safety,
- Deep collaboration with restaurant partners.
Pilot Programs of Zomato Instant Unsuccessful
We had reported that a pilot program had been launched in Gurgaon. However, it was unable to meet the target for orders during the pilot run.
It saw delays of 15-20 minutes as a result of a shortage in the delivery fleet and an intense heat wave in the North. Moreover, Zomato Instant does not even have a separate delivery team yet.
But the company doesn’t seem troubled, believing that the plan, which began in April, is running as expected.
A spokesperson said that the pilot in limited locations of Gurgaon is “on track”.
The intention was to gauge customer demand and it has succeeded in that. They added that its future aim is to deepen its presence in Gurgaon before scaling it to other cities, and fine-tune a model that would work best for its restaurant and delivery partners.