Gurugram-based Zomato has been witnessing tough times in the past few weeks after negotiations between the food aggregator and restaurants protesting against its Zomato Gold programme fell through. Although restaurants claimed the programme was highly unprofitable for their business, one must not forget how Zomato has been trying to promote the dining out experience in an era of ordering and eating-at-home culture. In a latest research by Redseer, it was revealed that Zomato Gold has been leading in driving the dining out habits among customers.

The research called ‘Zomato Gold Effective Assessment’ was conducted in the month of September across the current Gold members and non-members and Gold restaurant partners and non-partners. Apart from this, restaurant bills with Zomato unlocks were also analysed for the same.

According to the findings, 90% of Gold members try out new restaurants because of the Zomato Gold programme and they dine out 50% more than the non-Gold members. Further, dine-out frequency has jumped to 3.3 times/per month from 2.8 times after subscribing to Gold membership. Moreover, 95% of Gold members order more number of dishes and drinks because of the Gold discounts.


It’s not just the Gold members and contrary to what Gold-partnered restaurants have said, Redseer found that the programme benefitted them significantly. As per the findings, restaurants have witnessed 35% growth in bill volumes after partnering with Zomato Gold. Also, 60% of the restaurants agreed that there has been an increase in new customers because of the programme.


In the meantime, Zomato has diversified their Gold programme to deliveries as well. The food aggregator said that 13,000 restaurants across the country has come on board with this new initiative. However, the National Restaurants Association of India (NRAI) president Anurag Katriar said that this was a “desperate attempt by the food aggregator to make up for the losses of its flagship Zomato Gold programme.


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