Zomato halts new Pro and Pro Plus memberships

Zomato launched its loyalty programme Zomato Pro in 2020. In August 2021
the company launched Pro Plus, which included unlimited deliveries and other benefits.

A company spokesperson confirmed it was stopping new memberships on Pro and Pro Plus. Existing members will continue to receive benefits until their memberships expire.

“While Zomato Pro and Pro Plus have been loved tremendously by our customers and restaurant partners, we want it to be even more beneficial, especially for the most engaged customers and restaurant partners. We are taking, feedback and working closely with our customers and restaurant partners to craft a new programme. Meanwhile, we are not onboarding new members and restaurant partners to Zomato Pro and Zomato Pro Plus,” a Zomato spokesperson said in response to ET’s queries.

“While active members can continue to get their benefits as promised, they will not be able to extend or renew their memberships once their membership tenure expires,” the spokesperson added.

According to sources, based on merchant feedback, the company is now re-evaluating these loyalty programmes and looking to drive more dine-outs for restaurant partners.

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The Indian Express first reported that Zomato had discontinued new memberships on Pro and Pro Plus on Monday morning

The company is also going slow on disbursing its Zomato Edition Black credit card, which it launched in 2020 in association with

, as it evaluates its entire loyalty proposition for customers, sources said.

Meanwhile, the company continues to experiment with dine-in pilots and intercity food deliveries. Both Zomato and arch-rival Swiggy have started dine-in pilots for restaurants in Hyderabad, offering heavy discounts to customers who pay their food bills through the apps.

It is also testing intercity food deliveries through ‘Zomato Intercity Legends’ with select customers in Gurugram.

In June,
Swiggy boosted the benefits of its membership programme Swiggy One by offering unlimited food deliveries from all restaurants in a 10 km radius and including discounts for its instant grocery delivery service Instamart.

However, food delivery companies are now increasingly focussing on dine-out services. In May, Swiggy entered into a definitive agreement with Times Internet
to acquire restaurant tech and dining out platform Dineout. The all-stock deal was worth about $120 million, or about Rs 930 crore.

In 2014, Dineout was acquired by Times Internet, the digital media arm of Bennett, Coleman and Company Ltd (Times Group), which publishes ET.