Zomato Integrates Pepsi Into Its Online Ordering App

Zomato has integrated the Pepsi brand into its online ordering app, Zomato Order, for customers to select the beverage product as part of their order. The integration will be applicable to orders placed in restaurants which serves Pepsi and will be visible in the cart or on the recommended section of the ordering page. The rollout is part of the recent update and customers will be able to access this new feature once the app is updated on their phones. 

Product Partnership

Speaking about the partnership with Pepsi, Deepinder Goyal, CEO of Zomato, said, “We met the Pepsi team a couple of months ago to discuss interesting ways to partner. The very first few ideas were simple and dumb – for example, we went as far as asking ourselves “should we give a free Pepsi to customers who place an order above Rs 500”? We’re tired of “free”, so we decided that we need to dig into our creativity to find something more appealing for the user, and target a product integration towards customers who would value the product at the price it sells for. Not for free. At Zomato, we don’t love people who love only free.”

Marketing Tendencies

According to Zomato, the integration of this feature as part of the app will give Pepsi “an average of 40k targeted eyeballs”, in terms of advertising metrics. Through the Zomato restaurant finder app, there has also been an 140 percent increase in Pepsi orders where the integration is already live. According to Zomato, 72 percent of online orders included a beverage of some sort and this product integration helps the customers add a beverage instantaneously without having to scroll to the beverages section of order page, which is usually placed at the end of the scroll on the page.