In a rather unlikely move, restaurant discovery platform Zomato has partnered with the second largest e-commerce platform in India Snapdeal to enable online food ordering through Snapdeal app.
Zomato has partnered with Snapdeal to enable customers to order food online through the Snapdeal app,
read an email by Zomato co-founder Pankaj Chaddah, sent to partners.
He said that the partnership will be rolled out in phases and would help more customers to quickly and easily order food online.
Zomato initially began as a restaurant discovery platform. However, of lately Zomato has also begun to expand its offerings to include online food ordering through its ordering app Zomato Order.
Later in September, it entered into a number of partnerships to enable food ordering as well as delivery through Zomato Order targeting restaurants that don’t deliver themselves.
It partnered with the logistics service provider Delhivery, and made strategic investments in two hyperlocal delivery companies namely Pickingo and Grab. These partnerships were aimed to get the logistics in place for the last mile delivery of food.
However last month, it had to shut down the ordering operations in four smaller cities for lack of sufficient order volumes. Given the fact that e-commerce evidently is more popular than online food ordering at the moment in India, the partnership with Snapdeal can be a further step to increase the customer base of Zomato.
This may especially help Zomato in acquiring the new customers who already have the Snapdeal app and who can then order food online through it without installing any separate app for Zomato.
The partnership between the two unicorns, if successful, may further pose trouble for the online food ordering segment which has been going through a rough patch for quite some time. The segment which was once a hot cake among investors has been struggling to stay afloat resulting into massive employee layoffs from popular food ordering platforms FoodPanda and TinyOwl.