India’s Food delivery major Zomato has announced that its popular rewards program, Zomato Gold, will be back. The decision has gotten mixed reviews; some restaurants are thrilled about the chance to give loyal customers access to unique pricing and advantages, while others are concerned about the possible financial impact.
The National Restaurant Association of India (NRAI) has responded by recommending eateries think about creating loyalty programs that are independent of Zomato Gold and other third-party platforms. The NRAI says that independent loyalty systems can give restaurants more control over their prices and give customers more personalized experiences.
President of the NRAI Anurag Katriar said, “The return of Zomato Gold is a big chance for restaurants to connect with their customers and show appreciation for their loyalty.” But restaurants need to think about the pros and cons of joining a third-party rewards program and consider making their programs that fit their brand and values.
When they eat at restaurants that are part of Zomato Gold, which was started in 2017, members get special discounts and other perks. Millions of people have joined the program to save money and get other benefits, which shows the popularity of the program among its users. The initiative will be suspended in August 2020 as a result of some eateries having voiced concerns in previous years about the program’s financial implications.
Since then, Zomato has taken steps to allay these worries, including introducing a new pricing scheme and giving participating eateries more freedom. Many people in the restaurant business have praised the return of Zomato Gold because they see it as a good way to boost sales and keep customers coming back.
The NRAI’s recommendation that restaurants think about creating their loyalty programs is in line with a growing trend among companies wanting to control their client interactions and foster loyalty in the digital age. Independent loyalty programs are set to play a bigger part in helping businesses connect with their consumers and spur growth as the restaurant industry continues to shift and expand.
