Zomato 'quietly ends' the food delivery service it started just 4 months back

Zomato has reportedly discreetly removed its 15-minute food delivery tab, Quick, from its main app just four months after its launch, signaling a potential shift in its ultra-fast delivery strategy, according to Money Control. The feature, also part of Zomato Everyday, was prominently promoted but is now unavailable in cities like Bengaluru, Gurugram, Hyderabad, and Mumbai. Zomato may rework and relaunch the feature later.
Quick, accessible via Zomato’s explore page, offered ready-to-eat meals from select restaurants within a two-kilometer radius but is no longer visible. Zomato reportedly did not respond to Money Control queries on the same. Incidentally, Zomato CFO Akshant Goyal previously suggested the feature’s limited impact, stating, “All these initiatives (10-minute delivery in India) are still at a very early stage and are not likely to move the needle,” during the Q3FY24 results announcement. Quick reportedly accounted for 8% of Zomato’s order volume around March.
This marks Zomato’s second failed attempt at quick deliveries. Its 2022 venture, Zomato Instant, promised 10-minute deliveries in Bengaluru and Delhi-NCR but shut down by January 2023. It was succeeded by Zomato Everyday, which has also vanished from the app.
Zomato has now pivoted to Bistro by Blinkit, a separate service leveraging Blinkit’s dark stores to deliver snacks and small meals quickly. Swiggy countered with its Snacc app. However, Zomato CEO Deepinder Goyal admitted to Money Control last October that scaling quick deliveries is challenging due to difficulties in securing restaurant partners. He noted, “Zomato Instant was not the right product market fit. Zomato Everyday…has a slightly better model,” with plans to include simple items like samosas and puffs.
Facing growing competition from Zepto Café, Blinkit’s Bistro, Magicpin, and BigBasket, Zomato appears to be shifting its quick-delivery focus to Bistro by Blinkit, aiming to streamline operations by separating snacks from its main restaurant delivery app.