INDIA—Restaurant aggregator and food delivery company Zomato has launched a new group ordering feature on its app that streamlines the ordering process for multiple people.
The new feature allows users to add their preferred dishes to a single cart through a shared link, which enhances convenience among group orders.
According to Zomato, the new feature is designed to eliminate the need to pass the phone around among users to select their orders in contexts like house parties.
The food delivery company also revealed the new feature is being introduced in phases.
Deepinder Goyal, Zoomato’s CEO and founder, said, “You can now share a link with your friends, and everyone can add to the cart seamlessly, making ordering together faster and easier.”
“We’re gradually making it available to all customers. If the feature is available to you, try it for your house party tonight and let us know how it goes.”
The new feature continues the current trend among food delivery companies in India, which strive to consolidate market share by enhancing efficiency in a promising market environment.
According to Ken Research, India’s online food delivery market is projected to reach a revenue of US$43.8 billion in 2024 and grow at a combined annual growth rate (CAGR) of 15.98% between 2024 and 2029.
Swiggy, Zomato’s main competitor, recently launched a similar feature. However, according to The Economic Times, Zomato maintains a significant market share at 57% and has implemented more of these strategies than its competitors.
In early July, the restaurant aggregator relaunched its Legends Intercity Service, which allows users to order dishes from different restaurant partners across select cities.
In late July, Zomato introduced a feature allowing users to delete their order history. The new feature was developed after a user expressed dissatisfaction with not being able to erase their order history.
The company is expected to continue its dominance in the Indian market with these new features, especially after Swiggy announced a review of its service fee policy to calculate fees based on gross order value, expected to increase commission they pay.
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