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NRAI slams Zomato for extending 'Gold' programme to delivery
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SME Times News Bureau | 21 Sep, 2019
The National Restaurant Association of India (NRAI) on Saturday slammed
Zomato for extending its "Gold" programme on its delivery platform,
saying it is a desperate attempt by the online food aggregator to shore
up the sinking fortunes of its flagship Gold programme.
Zomato
has announced to take its Gold programme where existing and new Zomato
Gold members will be able to use Gold for home delivery orders. The
programme is currently available in 16 cities.
Zomato Gold was till date available only on eating out at fine-dine restaurants.
"It
is another instance of Zomato changing the goalpost. Gold was
originally launched as a tool to promote the culture of 'dining out',
but now it is being extended on deliveries too," said NRAI, which has
been at loggerheads with Zomato regarding the Gold programme over deep
discounting practices.
"Essentially, it is now a programme that
merely promotes 'deep discounts' on both dine-in and delivery verticals,
the cost of which is borne solely by the restaurant partners," the
restaurants' trade body added.
NRAI also said that it continues
to remain firm in its belief that Zomato Gold in its current form is an
unacceptable proposition.
"We expressed the same unequivocally to
the Zomato team in our recent talks. However, in utter disregard to the
viability of the restaurant fraternity, they have chosen to extend the
programme further to the delivery vertical as well," the NRAI said.
"The
NRAI remains steadfast in its belief that Zomato Gold in its current
form is not acceptable in either dine-in or delivery segment," Anurag
Katriar, President of NRAI, had said in a statement.
According to
the NRAI, Zomato's move will be calamitous to the business in the
delivery segment and NRAI appeals to all restaurants and cloud kitchen
entrepreneurs to stay away from Zomato Gold on delivery.
"Offer
right quality at the right price, rather than falling for such discount
gimmicks," NRAI told Zomato, adding that the #ZoGoIsNoGo campaign is on
and "we continue to #StayLoggedOut."
According to Zomato, food delivery was in its early stages when it launched the Gold programme in 2017.
"We
thank our restaurant partners for all the feedback, and users for the
love they have shown towards Zomato Gold. It is very much these
conversations, that led us to put forward a better and bigger Gold
programme," Gaurav Gupta, Co-founder and COO, Zomato, said in a
statement.
The Gold programme drives 25-30 per cent business for
its restaurant partners and more and more Gold users (90 per cent) are
exploring new restaurants because of the programme.
"It, therefore, makes eminent sense to extend this discovery behaviour to the delivery restaurant base," said Gupta.
Zomato has always been hellbent to make its contentious Gold programme available for delivery.
"With
over 13,000 establishments across 41 cities, Zomato Gold for Delivery
brings a wide choice of great restaurants to Zomato Gold members," added
Mohit Gupta, CEO, Delivery, Zomato.
Gold on delivery will offer
the second-highest priced item on the order for free, except for combos,
MRP items and special dishes.
It will only apply on minimum order values of Rs 300 with discount capped at Rs 300 per order.
New users will pay Rs 1,800 for an annual package that will give them access to dining out and delivery privileges.
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