In business, rebranding is a move that will usually bring optimistic results for the company. Previously, Ridesharing Forum reported the rebranding of Zomato to Eternal, but only in terms of ownership and not the branding per se.
What consumers thought would be a good result for this is not quite what’s happening. This week, Eternal has chosen to say goodbye to its 10- or 15-minute food delivery service, according to the media, Quick. Here’s the scoop.
Blame demand
The reason for the shutdown is not enough demand, Zomato chief executive officer Deepinder Goyal stated in a letter to shareholders, simultaneously announcing the financial results for the first quarter last week.
It is kind of expected since Zomato was once among the most trusted by consumers, but now has seemingly dwindled in popularity because of other competitors, such as DoorDash in the West and foodpanda in Southeast Asia.
Goyal added that the decision to close Quick was that the company never saw “the path to profitability in these without compromising on customer experience.”
He further noted that the current restaurant density is incompatible with the kitchen infrastructure to commit to the 10-minute food delivery, leading to inconsistencies in speed. Thus, people thought patronizing the feature was useless.
Zomato introduced the Quick feature four months ago in select cities, despite the threatening competition from Swiggy’s Snacc, Blinkit Bistro, and Zepto Cafe, the media reported. Plus, there were glitches in the app.
Aside from Quick, Zomato Everyday has also bid goodbye. Everyday is a new service offering home-style meals made by home chefs.
"With Everyday, we realised that the need for homely-meals is a limited use case largely for office locations in metros. We did not see enough Return on Investment by keeping it running at a small scale,” the administration pointed out.
What fans are saying
Generally, fans are shocked, despite the company’s valid reason.
Over on Facebook, Joshi Dharni commented, “Oh my God.”
Another Facebook netizen went into detail on their take. They wrote, “Quick service should be banned with immediate effect. Nobody is so much famished that they need a quick meal. It puts extra baggage on the delivery boy as well as the traffic regulations also overlooked, compromising the safety of other commuters.”
However, generally, the consensus is silent on social. There are few to no comments on the news of this shutdown.
Over on X, formerly Twitter, nevertheless, people are sharing lots of thoughts.
“The reasoning by itself shows the flaws in the online business… Impersonation of genuine brands, Product quality aka food quality, etc. #Zomato,” commented Mayank Jhanji.
Meanwhile, netizen @sploonker would like to blame it on platform fees, delivery fees, packing fees, and peak time surcharges that double when you choose to order food to arrive in 10 minutes.
“On top of this pathetic food, bad customer service, delayed deliveries, wrong orders, and still no refund. What do you expect?” they added.
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