A Study on Zomato’s - “Pure Veg Fleet”
Deepinder Goyal, CEO of Zomato, made news when he introduced “Pure Veg Mode,” an unconventional service targeted to the demands of vegetarian clients. Restaurants that only provide vegetarian food are included in this category. Furthermore, Zomato’s dedicated “Pure Veg Fleet,” distinguished by their characteristic green clothing and delivery boxes, will handle orders submitted in this manner.
Problem Statement: Zomato attempted to address
- Food & Aroma Spillover: When vegetarian and non-vegetarian items are packaged together, there is a great likelihood that aromas will mix.
- Non-Vegetarian Hotel Supplies Veg food: It is quite likely that veg rice contains meat chunks.
Persona Study:
Dietary Choices: When it comes to food preferences, the demographic we serve is highly broad, and the majority of them are very sensitive to their choices because of their beliefs, their health, or any number of other factors.
On a high level, Food preferences might fall into one of the following categories:
- Vegetarian
- Vegetarian On selected days
- Non-Vegetarian
- Eggetarian
- In-Home vegetarian; Outside non-vegetarian
- Diet Specific like Keto, Vegan
- Cuisine specific
How restaurants that are also in the food industry handle it:
We have restaurants that serve the meals that our clients require based on their dietary requirements.
- For example, we have vegetarian hotels that solely provide vegetarian meals, as well as restaurants that serve both vegetarian and meat dishes.
Colour Coding: Color coding is always part of packed food to differentiate the veg and non-veg. Green dots represent veg food and meat products with red dots.
The major issues are: Home Delivery
Therefore, the Zomato concept wasn’t entirely original, but it took a big hit as meals started to be delivered to consumers’ homes because:
- Some communities do not allow certain food choices for members of the same community.
That echoed and aligned with the same idea of labelling the problem as “Casetism,” or discrimination based on food preferences.
Action Plan:
As an emergency measure, Zomato has reversed the colour code standards for food bags and delivery personnel uniforms. But vegetarian and non-vegetarian dishes will be supplied separately.
My thoughts:
Instead of making it the default option for all vegetarians, perhaps Zomato should make it a choice available to consumers to select as a pure vegetarian meal and the choice of delivery mode. Perhaps this could have prevented the bad buzz that resulted.
Readers- What is your thought on Zomato’s “Pure Veg fleet” marketing strategy?
