Zomato halts 15-min food delivery service 'Quick' just four months after launch

Entrackr · 1d

Food tech giant Zomato has reportedly removed its 15-minute food delivery tab, Quick, from its main app just four months after its launch, hinting at a possible strategic reset in its approach to ultra-fast meal deliveries. Moneycontrol was the first to report this development. The feature, also available as part of Zomato Everyday, was advertised on the landing page of the main app but is now unavailable in several cities such as Bengaluru, Gurugram, Hyderabad, Mumbai, and more. It is also possible that the company will not entirely phase out the feature and may release another version later. The service offered ready-to-eat dishes from select restaurants located within a two-kilometre radius. However, the option is no longer visible. Zomato Quick accounted for nearly 8% of the total order volume on the app around March. This was Zomato’s second attempt to crack the quick food delivery market under its main app. Its earlier effort – Zomato Instant, launched in 2022 – promised 10-minute deliveries in Bengaluru and Delhi-NCR but was shut down by January 2023. It was later replaced by Zomato Everyday, a home-style meal service with similar delivery timelines. While Zomato no longer offers a quick food delivery option on its main app, it has launched Bistro by Blinkit – a separate service offering fast-moving, ready-to-eat dishes made in Blinkit's network of dark stores. The app focuses on snacks, small meals, and bakery items that can be dispatched rapidly, blending Blinkit’s quick-commerce infrastructure with Zomato’s food delivery know-how. Zomato appears to be shifting its quick-food plans away from its core app and into a more focused play powered by Blinkit's dark store network. The company may be looking to separate rapid-fire snacking from full-fledged restaurant orders. The move comes at a time when the 15-minute food delivery space is flooded with new entrants, such as Zepto, which led the category with Zepto Café in 2022 and now fulfills over 100,000 daily orders through its standalone app – translating to a $100 million annualised GMV.