Zomato CEO Deepinder Goyal recently shed light on the rationale behind the launch of the company's "pure veg" fleet, following a surge of controversy and criticism. In an interview with the Economic Times, Goyal disclosed that the decision stemmed from extensive market research, revealing that a significant majority of respondents, particularly those over 50 years old, expressed a strong preference for vegetarian-only options.
The move was framed by Goyal as a response to customer demand driven primarily by spiritual considerations rather than religious or caste-related factors. Goyal emphasized that the decision was not made lightly, citing a survey of 1,600 individuals wherein 72% expressed a desire for veg-only delivery services.
However, the rollout faced unexpected resistance, prompting Zomato to swiftly rebrand the service as "veg only" and abandon the "green branding" initially associated with the fleet. Despite positive reactions from 80% of respondents, Goyal acknowledged that the negative feedback necessitated prompt action.
Goyal clarified that the timing of the launch was not influenced by external factors such as elections or festivals, dismissing speculation and asserting that the controversy would have emerged regardless.
Highlighting customer preferences and safety concerns, Goyal revealed that approximately 25% of Zomato's customers are vegetarian, with vegetarian orders constituting 65% of overall orders due to the common practice of non-vegetarians ordering vegetarian dishes. He also addressed safety apprehensions raised by some customers regarding non-vegetarian food deliveries potentially jeopardizing riders' safety in certain areas.
Regarding the possibility of extending the vegetarian fleet to Blinkit, another platform owned by Zomato, Goyal indicated that decisions would be made at the discretion of Blinkit's leadership, suggesting that outcomes observed might influence future actions.
The discourse surrounding Zomato's "veg only" fleet underscores the complex interplay between customer preferences, societal dynamics, and corporate decision-making in the realm of food delivery services.