Zomato Gold is Zomato’s cash cow. ET recently reported that Zomato expects its subscription-based programme Gold to bring in $20-25 million in revenue by the end of 2019. Zomato Gold has over 800,000 subscribers in India.
For 2017-18, Zomato Gold contributed about 12% of the company’s annual revenue. Zomato Gold is currently available in 23 cities across the world and spread across six countries. Zomato launched the service in New Zealand earlier last month, with Beirut next on the company’s launch plan.
In its bid to double down on Gold, Zomato is now launching two variants of the premium dine out membership programme, named Gold Powerpacks, which come with no expiration date, and will allow users to enjoy the benefits at partner restaurants as and when they want.
Zomato Gold Powerpacks
Zomato Gold Powerpacks are ‘unlock’ packs that you can purchase based on your dining out habits. And they do not expire. If you don’t eat out very often or are unsure of how many times you will end up using Gold over a fixed period of time or simply just want to test what Gold is then the Gold Powerpacks is for you.
Become a member by purchasing a starter pack of 3 unlocks. This pack allows you to use your member benefits — 2+2 on drinks or 1+1 on food — thrice at any Gold partner restaurant across India. These unlocks have no expiry date, which means you can enjoy the benefits as and when you want. Priced at only ?300, you’ll start to believe that ‘too good to be true’ truly exists with Gold. And if your friends have a membership, then you can always save your unlocks for later.
If you would like more unlocks in your kitty, there’s another option to upgrade to the ‘medium’ pack – 10 unlocks and again, no expiry. And for loyalists, Zomato continues to have its annual Gold membership plan with unlimited usage.
You can get an additional 20% off if you use a friend’s referral code.
Get an additional 10% off and Rs.125 cashback if you pay using Paytm wallet using code PAYTMGOLD.
How to use Zomato Gold at a restaurant?
Step 1: When you arrive at a restaurant, search for the restaurant in the Zomato app and open its page on the Zomato app.
Step 2: Unlock your Zomato Gold visit and show your phone to the staff before placing the order.
Step 3: Place your order and enjoy the Zomato Gold experience.
Zomato is facing tough competition from Swiggy and Uber Eats. There are rumors that Swiggy is in talks to acquire Uber Eats in India. Zomato Gold is a huge success for the company. But there are still those consumers who feel Gold subscription is too costly since they don’t eat much outside. The idea of power packs is to get those potential consumers to experience the advantages of the Gold membership by paying a lesser subscription amount initially and then hopefully convert these users to the unlimited Zomato Gold pack. Let’s wait and watch to see whether Zomato will really make Gold from its subscription-based packs.