After Zomato’s successful Gold programme, the company is now offering an additional incentive for Gold customers. The company announced on Friday that Gold customers would now have access to Infinity Dining — an all-you-can-eat or drink at specific restaurants in the city at a fixed price.
“For the same price that you would spend on a typical two-course meal, you can now order anything and everything you want from the entire menu (yes, the entire menu!) with unlimited servings of your favourite dishes. Also, while dining infinitely at bars, you get access to an open bar as well so you never have to think twice about the good old question – ‘Should we have another round?’ ” the company said in a statement.
According to Zomato, Gold members can book tickets for their friends and family, and children up to the age of six can dine for free when accompanied by an adult availing Infinity. This is currently available in Mumbai, Bengaluru and Delhi.
Richa Sood, director at market research company Unomer told Quartz: “The Zomato Gold programme has worked really well. It’s a push that has seen attraction and repeat purchase. It has increased loyalty among consumers who keep on buying and transacting with the Zomato app”.
Zomato Gold was launched in India in November 2017 across 11 cities and is currently present across 16 cities – Delhi-NCR, Mumbai, Bengaluru, Pune, Hyderabad, Jaipur, Ahmedabad, Chandigarh, Kolkata, Chennai, Nagpur, Lucknow, Indore, Ludhiana, Coimbatore and Kochi. Outside of India, it is available across eight countries and ten cities.
Zomato Gold is a subscription platform where members will get exclusive deals at restaurants, bars and pubs that Zomato has partnered with. Users get one complimentary dish for the dish they order, or two drinks complimentary for two drinks that they order. A year later, Zomato changed the terms and conditions for Gold, which meant that there had to be two customers for every Gold visit unlocked.