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Zomato Marketing Strategy Explained

Updated: Aug 24

Zomato is a restaurant discovery and food delivery platform with over 32.1 million active monthly users and has achieved its growth by implementing a well-thought-out marketing strategy. We'll look at how Zomato has used various marketing channels to reach its target market and achieve growth. So if you're interested in learning more about the growth marketing strategy of one of the leading food tech companies, then keep reading!

Zomato Marketing and Growth Strategy

About Zomato


Zomato is an online food delivery platform that was founded in 2008 by two IIT Delhi graduates, Deepinder Goyal and Pankaj Chaddah. Zomato offers users the ability to get food delivered from their favorite restaurants. Zomato has become a popular food delivery platform due to its ease of use and convenient location-based features. Zomato is a great option for those who want to enjoy their favorite meals without having to leave the comfort of their homes.

About Zomato

Zomato Business Model


Zomato's business model is based on three key pillars - restaurant listings and advertising, food delivery, and subscription programs.


Zomato lists restaurants on its platform and charges them a commission for every order they receive through Zomato. The company also sells advertising space on its platform to restaurants, which helps them to reach a wider audience.


In addition, Zomato offers a food delivery service in select markets. Customers can order food from Zomato's app or website and pay a delivery fee.


Finally, Zomato has subscription programs in some markets. Customers can pay a monthly fee to get unlimited deliveries or access to discounts at certain restaurants.


Zomato's business model is built around generating revenue from multiple sources, which gives the company a diversified stream of income.


Zomato Marketing Strategies


Zomato's marketing strategy is focused on generating awareness and demand for its restaurant search and discovery services. Zomato accomplishes this through a mix of online and offline marketing channels. Here are a few:


SEO or Search Engine Optimization


Zomato, the popular food delivery, and dining app are known for its innovative marketing strategies. Zomato's SEO strategy has helped them to become one of the most popular food apps in the world. This means optimizing their website and content to appear higher in search results. Zomato's SEO strategy includes optimizing its website content for relevant keywords, building links from high-quality websites, and creating informative blog posts. The goal of Zomato's SEO strategy is to improve its visibility in search engine results pages so that more people are exposed to its brand and are more likely to use its services. Zomato's SEO efforts are already paying off, with the company seeing a significant increase in organic traffic. Zomato's focus on SEO is a smart move that is likely to help the company achieve its long-term growth goals.


Social Media Marketing


Zomato has been focusing on expanding its reach in India and other emerging markets. As part of its growth strategy, Zomato has been investing heavily in social media marketing. The company has used social media platforms like Facebook, Instagram, and Twitter to reach out to potential customers and promote its brand. Zomato has been using memes very successfully as part of its social media marketing strategy. Zomato's memes are often clever and funny, and they have helped the company to gain a large following on social media. Zomato's use of memes has also helped them to stand out from the competition and to build brand awareness.

Zomato social media marketing
Source: Zomato Twitter (@zomato)

In addition to using memes, Zomato has also used other social media marketing strategies such as influencer marketing and user-generated content. These strategies have helped Zomato to become one of the most popular food delivery start-ups in India.


Push Notifications


Zomato uses push notifications as a part of its marketing strategy. The app sends notifications about discounts and special offers to users who have opted in to receive them. The notifications are personalized based on the user's location, preferences, and previous orders. Zomato has found that push notifications are an effective way to increase customer engagement and drive sales. In a recent study, the company found that push notifications resulted in an increase in orders placed through the app. Zomato plans to continue using push notifications as a key part of its marketing strategy.


Paid Advertising


Another key element of Zomato's marketing strategy is paid advertising like Google Ads. The company has used paid advertising to reach a wider audience and improve its brand awareness. Zomato has also used paid advertising to promote special offers and discounts. This has helped to attract new users and increase orders on the platform. Paid advertising has been a key driver of Zomato's success in India.


Email Marketing


Zomato's email marketing strategy has been a key driver of its growth. Zomato's email marketing campaigns are highly personalized and target specific user segments with relevant offers. These campaigns have helped Zomato acquire new users and grow its business in new markets.


Offline Marketing


Zomato relies on a mix of online and offline marketing channels to reach its target customers. Zomato's offline marketing channels include TV commercials, print ads, and outdoor advertising. Zomato has run TV commercials that feature celebrities such as Hrithik Roshan, Katrina Kaif, and many more. The company has also placed ads in print publications such as magazines and newspapers. Zomato also utilized outdoor advertising by installing billboards and hoardings across key cities in India. Zomato's offline marketing efforts have helped to supplement its online reach and build brand awareness among potential customers.


FAQ


What is Zomato?


Zomato is a restaurant search and online food delivery service founded in 2008 by Deepinder Goyal and Pankaj Chaddah. Zomato's primary business is to help people discover great places to eat around them. The company also provides in-depth information for restaurants, including menus, user reviews, and photos. Zomato also has an online ordering service that allows users to order food from restaurants. Zomato has been growing rapidly, and it is now one of the most popular food and restaurant discovery platforms.


What is the marketing strategy of Zomato?

Zomato's marketing strategy is simple but effective: the company relies heavily on digital, traditional, and word-of-mouth marketing. First and foremost, Zomato offers an exceptional product that is beloved by users. This, in turn, leads to users recommending the app to their friends and family. Additionally, Zomato employs a highly efficient marketing team that is adept at working with influencers. By teaming up with popular bloggers and social media personalities, Zomato has been able to reach a wide audience without spending a lot of money on advertising. Finally, the company regularly runs promotional campaigns which give users an incentive to spread the word about Zomato. Taken together, these elements have helped Zomato to become one of the most popular food delivery apps in the world.