Gurugram: In a strategic move, Zomato, the leading food delivery platform in India, has decided to discontinue its intercity food delivery service, ‘Zomato Legends’, effective immediately. The decision comes after two years of unsuccessful attempts to establish a sustainable product-market fit for the service.
Zomato CEO Deepinder Goyal announced the closure on X, formerly Twitter, stating, “Update on Zomato Legends – after two years of trying, not finding product market fit, we have decided to shut down the service with immediate effect.”
Launched in August 2022, Zomato Legends aimed to offer consumers a unique dining experience by delivering delicacies from renowned restaurants across ten cities in India directly to their homes. The service featured a curated selection of high-quality eateries, allowing customers to savor flavors from different regions without leaving their city.
Despite initial enthusiasm, Zomato Legends faced challenges in gaining traction and establishing a sustainable business model. The service was quietly discontinued in April 2023 but was later relaunched in July of the same year. However, the relaunch failed to garner the desired results.
The closure of Zomato Legends comes at a time when the food delivery market in India is highly competitive, with players like Swiggy, which is preparing for an IPO, exerting significant pressure. Zomato will need to focus on its core strengths and find innovative ways to differentiate itself to maintain its market position.
While the decision to shut down Zomato Legends may be disappointing for some customers, it reflects Zomato’s commitment to strategic decision-making and resource allocation. The company will likely concentrate on its core food delivery business and explore other growth opportunities in the future.
As the food delivery landscape continues to evolve, Zomato’s ability to adapt and innovate will be crucial to its long-term success.
