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Zomaland by Zomato: Delivering the Exper...

Srivastava, Mukta,...

Case

Zomaland by Zomato: Delivering the Experience Punch

Srivastava, Mukta; Abhishek; Mukherjee, Saral

IIMA-MAR0531 | Published May 17, 2023 | 22 pages Case

Collection: Indian Institute of Management, Ahmedabad

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Learning Objectives

Deepinder Goyal and Pankaj Chaddah co-founded Zomato as a food discovery platform that listed menus from restaurants in the Delhi National Capital Region (Delhi-NCR). Zomato quickly gained popularity and expanded its services to multiple cities in India and abroad. In 2015, Zomato shifted its focus from providing only restaurant discovery services to exploring new business initiatives. One such initiative was Zomaland, which was conceptualised as a food carnival that combined three elements—fun activities, lip-smacking food and entertainment. Zomato organised two seasons of Zomaland in various cities and formats in 2019 and 2020. However, because of the outbreak of the COVID-19 pandemic, the company was forced to suspend Zomaland operations. As the economy gradually returned to normal in 2022, Zomato had to reappraise the future of Zomaland and its synergy with other services offered by Zomato.

After reading and discussing the case, students should be able to understand the competitive strategies followed by players in the online food ordering and delivery space, apply the experience-centric service-design framework to design service experiences, and grasp the challenges related to standardising and scaling up experience-centric services.