TIL Desk/Business/New Delhi/ Giving in to the demands of offline restaurants to stop “unethical” deep discounting practices, online food aggregator Zomato on Wednesday announced to immediately reconstruct its ‘Gold’ service to help drive better margins for the restaurants.
In a letter to its partner, Zomato Founder Deepinder Goyal said the company has put a minimum floor on Gold membership fee and will not sell ‘Gold’ service at anything less than Rs 1,800 for an annual membership.
“The biggest pain point we heard was that users hop between places on a busy night, claiming 1+1 starters at one place, 1+1 main course at another, and 2+2 drinks at the last.
“To solve this, we will limit Gold usage by a single user to one unlock per day. This will ensure that customers complete their dining experience at a single restaurant, bringing the net effective discount down significantly,” Goyal said in a letter.
The letter came after a nationwide #logout campaign by the restaurants. The National Restaurant Association of India (NRAI) on Tuesday told the online food aggregators to realign their offerings to create a restaurant-friendly ecosystem.
