A few weeks back, we witnessed a restaurant led push against Zomato Gold, where some restaurants abruptly ‘logged out’ of Gold expressing some dissatisfaction with some user policies of Gold. That led us to speak to and collect feedback from hundreds of our Gold partners. Based on the feedback we received, we rolled out some changes to Gold.
The changes were intended to create a more balanced program by addressing the concerns of the community that is the foundation of every business that Zomato is in – our restaurant partners.
Over two months have passed since the changes were rolled out, we wanted to understand the reaction of the restaurateur community to the proposed changes.
A couple of weeks ago, we rolled out a survey to our restaurant partners –
Question – Of the changes that were made to Zomato Gold recently, which change had the most positive impact?
Today, we have the results of the survey.
👍 Maximum of two unlocks per table was the most valued change for the restaurateur community. 40% respondents chose this as the change with the most positive impact.
👍 One unlock per day was the second most valued change with 25% respondents choosing this option, while customer feedback from partners and blocking of abusive/low-rated users was a close third with 22% respondents.
👎 Discontinuation of Gold trial packs didn’t come up as an important reason with only 9% of respondents choosing this option.
👎 Revised Gold membership pricing was the least impactful change with only 4% restaurant partners finding this meaningful.
👍 Over 70% of the respondents agreed that the changes we introduced in Gold made it a more sustainable program for restaurants to participate in.
We are delighted that the changes have garnered a positive reaction from the community. We will continue reaching out and collaborating with the restaurant community to understand their pain points and address it as far as possible.
We have also added a large number of restaurants on the Gold network in the recent past, along with adding Gold to our delivery platform.
In fact, October has been one of the best months for us for Gold – we have welcomed ~110K new Gold members in India alone – which is the highest number of Gold memberships we have sold so far in a month – this shows that in spite of all the hiccups in the journey of Gold in the recent months, including the pricing changes, it still remains a much wanted and much loved product by our users.
We are more charged up and ambitious about Gold than ever before. Now that we know that the program (in its new avatar) is welcomed by the restaurant community, we are even more excited to take it to newer heights.
We continue to grow our partner network and now have over 15K+ restaurants across dining out and delivery. Here are some of our top restaurant partners –
We are thrilled about the journey ahead, and taking Gold to newer heights with the active participation of our restaurant partners.
Here’s a little teaser about what’s coming up as part of Zomato Gold –
⭐ Gold Specials – for our Gold customers, to extend their Gold privileges, we will soon add some special deals and offers from some of the biggest and busiest restaurant names in the industry (all on top of what we already have on Gold).
🚗 How about free valet parking in the biggest malls? Yes, Gold customers will very soon start to have the privilege of free valet parking in some of their favourite mall properties.
🤔 Stay tuned…