India-based food delivery company Zomato has unveiled its new Brand Packs feature to foster customer loyalty for restaurants on its platform.

The initiative offers frequent customers incentives such as special offers and discounts.

Brand Packs are part of a broader strategy by Zomato to innovate and meet the diverse needs of its customers.

 The company's founder, Deepinder Goyal, explained that more than 4,000 restaurants and over one million brand packs have already been purchased.

The Brand Packs feature is now accessible via the Zomato app, and many include an additional 10% off the next three orders.

The discounts do not require a minimum order value and have no cap on the discount amount.

Customers can combine them with regular restaurant coupons and Zomato Gold discounts, although they do not apply to Deal of the Day offers.

Goyal announced the new initiative on X (formerly Twitter): “I repeat-order from my favourite restaurants often, and so do a lot of our customers.

“To make this more rewarding for you, we are introducing Brand Packs – our first step towards building loyalty programs for select restaurants on Zomato.”

In July 2024 Zomato launched a new feature that allows customers to delete their order history after Zomato customer Karan Singh requested the feature,

The company added that users can now manage their ordering data more privately by navigating to the Your Orders tab and selecting the orders they wish to remove.

In July 2024 Zomato relaunched its Legends intercity service, which allowed the customers to order dishes from different restaurants across select cities. 

It also allows the combination of dishes from several eateries in a single order.