With demand for Gold soaring, Zomato turns subscription program to invite only


Less than 6 months after it launched its premium subscription program Gold in India, Zomato is all set to turn it to an invite-only program, citing the need to ensure service quality as demand grows. The Gurgaon-based firm will open subscription for the program on April 27th for the last time, CEO Deepinder Goyal said in a blog post.

With over 200,000 customers across 5 cities having subscribed to the program, Zomato Gold currently forms about 12% of Zomato’s revenues covering about 2,300 restaurants under the program.

“We are making Zomato Gold more exclusive and post 27th April, it will be available by invite only. We are going to be upgrading our Gold experiences… We are also working… towards adding more benefits to the Gold program for our members,” wrote Goyal without mentioning further details on the new benefits.

Zomato will extend the program to 5 new cities including Chandigarh, Jaipur, Ahmedabad, Kolkata and Chennai. Under the changed program, Gold will allow both new and existing members to renew their membership with an option to choose from two plans across 3 months or 1 year as is being currently offered.

“We will continue to make Zomato Gold bigger and better, for both our members as well as partner restaurants. Basis this, we will keep revisiting our criteria to invite new members,” Akshant Goyal, Head of Corporate Development & Investor Relations at Zomato told ET on the criteria for selecting new members under the invite-only program.

The online food delivery and restaurant discovery firm clocked about Rs 481 crore ($74 million) in (unaudited) revenues for FY18, the firm claimed in another blog post earlier this month having grown 55% from Rs 309 crore last year. Its operating burn reduced only slightly to $11 million in FY18 from $15 million in FY17 with about $6 million being incurred in February and March alone as the firm has been doubling down on its online ordering growth. The firm claimed to clock 5.5 million orders in March across both India and UAE.