Zomato launches vegan model, CEO personally delivers orders

Deepinder Goyal was even seen stepping out to “deliver some pure vegetable orders”.

New Delhi:

Food delivery platform Zomato has launched a ‘vegan mode’ for customers with 100% vegetarian preferences. The “pure” vegetarian food will be delivered by the newly formed “Vegan Fleet”. The new fleet will wear green uniforms and delivery boxes, contrasting with Zomato’s signature red T-shirts and bags. “India has the highest proportion of vegetarians in the world, and one of the most important pieces of feedback we get from them is that they are very picky about how their food is cooked and how it is handled,” Zomato CEO Deepinder Goyal said. Mr Yar said a “vegan model” had been introduced “to address their dietary preferences”.

India has the highest proportion of vegetarians in the world, and one of the most important pieces of feedback we get from them is that they are very particular about how their food is cooked and processed.

— Deepinder Goyal (@deepigoyal) March 19, 2024

Mr Goyal was even seen stepping out to “deliver some pure vegetable orders” in a photo shared on X.

At this point, just going out to deliver some pure veg orders @rrakesh_15 With our new Pure Veg Fleet. goodbye! pic.twitter.com/Q4HdhyDMFN

— Deepinder Goyal (@deepigoyal) March 19, 2024

The latest model will include vegetarian-only restaurants and will be rolled out across the country in phases over the coming weeks. “This means that non-vegan meals, or even vegetarian meals from non-vegan restaurants, will never go into the green delivery boxes of our vegan fleet,” he said.

The announcement drew mixed reactions on social media. Some praised the new marketing technique — “No one knows marketing and PR better than Zomato,” one user wrote — while some criticized the move as discriminatory — “This is deeply disturbing. , as many housing societies will now ban red shirts from Zomato delivery boys,” wrote another.

Some even claimed they had deleted the app from their phones due to its “casteist and criminal” behavior.

However, Deepide Goyal insisted that this new initiative “will not serve or alienate any religious or political preference”.

Zomato also plans to add more specialized fleets in the future to cater to special customer needs. “For example, there is a special cake delivery fleet equipped with hydraulic balancers that prevent cakes from getting dirty during delivery,” Mr. Goyal said.