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Zomato hints its new focus on farm-to-table concept

Announcing its ten-year anniversary in a blog post, Zomato’s founder and CEO Deepinder Goyal, has hinted that after restaurant reviews and food delivery platform, the company is now looking at the farm-to-table space.

“We are already taking baby steps towards being the biggest farm to table food company in the world…We are working towards the idea of a world wherein most people should have access to safe and nutritious meals at the same price or cheaper than the cost of preparing them at home. We want to solve for the need to have to cook vs eat out/ order, and see cooking as something that people should want to do because it’s a joyous activity instead of being a chore,” Goyal writes in his blog.

Farm-to-table basically means working directly with producers, like farms or food producers.  Goyal adds in the blog that,  “this mission impacts consumers by exposing them to a variety of high-quality meal options that are – accessible to them, affordable, safe, nutritious and healthy; while also helping the restaurant industry grow sustainably – by allowing a transparent flow of feedback, fostering entrepreneurship, educating the restaurant fraternity and upholding higher standards for the industry to follow.”

According to this Business Standard report, Zomato will help restaurants to source food products directly from the farmers, and restaurants doing so will show a certified tag from Zomato.

We sent queries to the company about this development, but Zomato did not comment anything on this.

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Competition

In restaurant listing and reviews, Zomato competes with the likes of EazyDiner and Dineout. However, the company’s focus has been shifted to food delivery lately. Zomato is trying to up its game to gain an edge against its competitor Swiggy, which recently raised Series G funding of $210 million led by existing investor Naspers and new investor DST Global, along with others to ramp up its supply chain network, to expand to new markets, technology and branding.

Zomato launched its online ordering and food delivery services in May 2015 and currently delivers over 10.5 Million orders a month. 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.

Started in 2014, Swiggy lists about 35,000 restaurants, and have a delivery fleet of 40,000 partners across 15 cities. The company said that it registered a three-fold increase in revenues in the last financial year.

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Writes about e-commerce, social media, tech and Internet ecosystem.

MediaNama’s mission is to help build a digital ecosystem which is open, fair, global and competitive.

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