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Despite numbers, Zomato must tweak Gold to cut profitability drag, say experts

Economic TimesEconomic Times · 1y ago
Despite numbers, Zomato must tweak Gold to cut profitability drag, say experts
Medial

Analysts and experts suggest that Zomato's loyalty program, Gold, needs adjustments to avoid negatively impacting the company's profitability. While Gold contributes to a significant portion of Zomato's food delivery gross order value, the program's benefits result in lower profitability compared to non-Gold orders. Zomato's CFO acknowledges the need for improvement, aiming to increase margins from Gold customers without hindering growth. The discount-led strategy used to drive Gold adoption led to higher-than-expected membership numbers. Going forward, Zomato plans to slow down the pace of Gold membership growth and reduce the margin gap between Gold and non-Gold orders.

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