Zomato: Delivering Dignity to Those Who Deliver

Jitender Dabas, Ankit Vohra, Omanshi Sabharwal

Zomato, a food delivery platform, improved its reputation among its employees by improving the relationship between the riders and the customers.

Campaign details

Brand: Zomato Brand owner: Zomato Entrant company: McCann WorldgroupIdea creation: McCann Worldgroup New Delhi Market: India Sector: Restaurants & takeaways Media channels: Online video, Social media, Mobile & apps

Executive summary

The Indian food delivery market faced a catch 22 situation: riders are under pressure to deliver quickly and are often at the receiving end of complaints and abuse which brings their morale down. But reducing the number of deliveries brings their motivation & customer’s satisfaction down further.

This pressure damaged Zomato’s reputation. The...

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