Restaurant listing and food delivery company Zomato has added an option to add a tip for the delivery person. The company said that the tip feature allows users to add a small tip between Rs 10 to Rs 50 to the order which is directly transferred to the delivery executive without any deductions by Zomato.

This feature appears during the final stage of placing an order on the same page as customer information, order cart. We checked the tip feature in Delhi, and it is live on the app.

Besides this, Zomato has also introduced a new feature where a short bio of the delivery executive can be added. The short bios of the delivery executive comprise information like their education, hometowns, languages they speak, life, families etc. The bio appears after a delivery executive is assigned for an order, and is on the same page with information such as – the order status, summary and the delivery executive’s contact details and rating.

Siladitya adds: Tipping is generally an expression of gratitude towards someone who has provided you with good service and in most circumstances is blind to the background of the service provider. What makes Zomato’s implementation of tipping so bizarre is that you have to tip in advance, i.e. you have to anticipate whether you’ll get good/prompt delivery or not.

On top of that, the option to add bios for the delivery executive seems questionable, when a photo and name should suffice. Why should any customer have the right to know information about a delivery person’s “education, hometowns, language, etc”? Won’t this colour someone’s bias on whether to tip a person or not? Does the delivery person have the option to opt out of having his/her personal details online? What is stopping restaurants from forcing them to add these details?

Zomato’s food delivery growth

Zomato launched its online ordering and food delivery services in May 2015 and currently delivers over 10.5 Million orders a month. The food delivery service is currently available across 17 cities in India, i.e. Delhi, Mumbai, Bengaluru, Hyderabad, Chennai, Kolkata, Pune, Kochi, Jaipur, Ahmedabad, Chandigarh, Indore, Coimbatore, Vadodara, Nagpur, Lucknow and Ludhiana.

Zomato said food ordering brought in nearly 30% of Zomato’s revenue in FY18, with the share increasing from close to 18% in FY17. In March 2018, food delivery in India grew by 48% in terms of order volume over the previous month and revenue-wise by 55%. In terms of usage, the company said it had nearly 5.5 million monthly food orders in March 2018.