Zomato Rolls Out Unlimited Free Delivery For These Customers: Price War Triggered?
Zomato launched its Pro Plus program which is a limited circulation offer, accessible only by those who received invitations.
Founder and CEO Deepinder Goyal said that unlimited free deliveries is one of the most requested features from 1.8 million of its Pro members.
Testing New Strategies
Given that the Plus program is currently accessible only by a select few, one can assume that the company is testing options where paid subscriptions can offset hiked delivery costs.
That, or the firm could be experimenting with incentivising more frequent usage of its services.
Pro Plus members get new features over and above the benefits under the Pro plan.
The Base Pro Plan And Benefits
Zomato’s Pro plan costs Rs 200 for 90 days, with benefits including up to 30% extra off on food deliveries, up to 40% off each dining experience, more than 25,000 restaurants to choose from and faster delivery.
Pro Plus customers also get unlimited free deliveries with no surcharge during peak demand hours and no distance fee for restaurants farther away from the nearest distance radius.
Pro-subscribed customers could check post 6 pm on Aug 2 to see if they received an invite to join the new membership tier.
These people will have to pay a separate fee of Rs 100 to receive its benefits.
Zomato Edition Black credit card holders will be automatically updated to Pro Plus with no extra cost.
It is available in the top 41 cities where Zomato Pro is already available.
Competition From Swiggy
The new plan faces competition from Swiggy’s Bit, Bite, and Binge plans under its Super subscription program priced at Rs 89, Rs 169, and Rs 329, respectively.
The Binge plan offers unlimited free deliveries and buy one get one free offers on select restaurants.
The Bite plan offers ten free deliveries, and unlimited buy one get one offers.
The Bit plan offers 5 free deliveries.
However, Swiggy’s plans are more extensively covered with availability in 80 cities nationwide.