The Future of Zomato: Rewards, Transparency, and Monetization

Aditya Sharma
17 min readFeb 26, 2024

Since its start in 2008 as a simple way to find restaurants, Zomato has grown into something much bigger. Today, it connects millions of people with their favorite food, whether that’s through delivering meals from local or fancy restaurants, helping people find new dining spots, offering discounts through Zomato Pro, ensuring restaurants get the best ingredients with Hyperpure, or helping your favorite restaurant open new locations with Zomato Kitchens.

Zomato has become a major player in the food delivery world, handling a huge number of orders and making a significant impact in the food industry. Now, it’s looking to take a big step forward by using Solana blockchain technology. This move is about more than just technology; it’s about making Zomato even better for users and restaurants alike by adding new levels of trust, engagement, and sustainability.

This blog outlines a proposal for how Zomato can use the Solana blockchain to introduce new features like tokenized rewards for customers, more transparency about where your food comes from, and a way for food lovers to earn from their reviews and content.

Let’s explore how these ideas could make Zomato an even more exciting place for everyone who loves food.

The Integration Goal

Let’s talk about how Zomato can shake up the dining scene using Solana’s blockchain tech.

Tokenized Rewards and Customer Loyalty

  • Imagine being rewarded for simply enjoying your favorite meals or leaving helpful reviews.
  • Zomato can introduce “Zomato Coins,” a tokenized rewards system inspired by YouTubers’ monetization strategies.
  • Users earn Zomato Coins for various activities like sharing restaurant reviews or making eco-friendly choices.
  • These tokens can be redeemed for various brand vouchers like Spotify, zomato gold etc.

Supply Chain Transparency

  • Ever wondered where your food comes from? If Zomato plans to unveil the details that would be very good for its daily users.
  • Users can trace the journey of their meals, from ingredient sourcing to handling, using their smartphones.
  • This initiative offers consumers a behind-the-scenes look at their favorite restaurants, promoting trust and informed decision-making.

Decentralized Reviews and Content Monetization

  • Have you ever considered getting paid for your foodie experiences?
  • Zomato can introduce a decentralized platform for user-generated content, turning food-related content into valuable digital assets known as NFTs.
  • Users can share photos, reviews, and blogs and earn a share of the revenue each time their content is enjoyed.
  • This model empowers users to monetize their passion for food while enriching the Zomato community with high-quality content.

Why Solana?

Why Solana?
  1. Solana is ideal for Zomato because it’s fast, processing 5,000 to 65,000 transactions per second, ensuring Zomato’s needs as they deliver 1.3 million orders a day from 150k restaurants across India at more than 10 orders per restaurant per day.
  2. It’s also cost-effective, with fees under $0.001 per transaction, making it an affordable choice for handling zomato's large volume of transactions for example in the fiscal year 2023, Zomato had a total order value of Rs 263.1 billion
  3. By partnering with Solana, known for its collaborations with industry giants like Brave, Meta, and Google, Zomato signals a strong commitment to trust, innovation, and cutting-edge technology in the food delivery and restaurant industry.

Proposal for Tokenized Rewards and Customer Loyalty

User Journey

Discover how Zomato can bring the innovative concept of “Zomato Coins” to life, designed to enrich your dining experience through a tokenized rewards system.

This proposal is set to revolutionize how users interact with the Zomato app, making every meal and action on the platform more rewarding.

Earning Zomato Coins

A clear, visually appealing presentation of various activities that reward users with Zomato Coins.

  • Tip for Delivery Partner: Users can directly tip their delivery partner through the app, earning Zomato Coins for appreciating the prompt service.
  • Donate to Feeding India: Earn Zomato Coins by contributing to Feeding India, supporting Zomato’s initiative to combat hunger and food waste.
Earn Zomato coins by tipping your delivery partner and donating to Feeding India
  • Opt-out of Cutlery: Choose an eco-friendly option by opting out of disposable cutlery with your order, rewarding users with Zomato Coins for their sustainable choice.
Earn Zomato coins by opting out of cutlery
  • Rate and Detailed Review: Provide a detailed review and rate your dining experience to help others make informed decisions. Earn Zomato Coins as a token of appreciation for valuable feedback.
Earn Zomato coins by rating the food and providing a detailed review.

Spending Zomato Coins

  • This feature acts as the core of the “Zomato Coins” program, where loyalty translates into tangible benefits.
Zomato Coins Marketplace
  • Users can explore a carefully curated collection of offers, using their tokens to unlock exclusive deals, such as a one-month Zomato Gold membership or a one-month Spotify subscription with ZMT tokens. This feature provides a strong incentive for users to stay engaged and loyal to the Zomato platform.

Tracking Zomato Coins

A section showcasing user's current “Zomato Coins” balance, providing a continuous incentive and reminder of the coins available.

Zomato Coin Balance Display on the profile page below wallet and other balances

Transaction History for Earned and Spent Zomato Coins

A comprehensive ledger within the app allows users to track their “Zomato Coins” earnings and expenditures.

Transaction History for Earned and Spent Zomato Coins

This transparency ensures users are informed of their rewards journey, from the accumulation of coins through various activities to their redemption on exclusive deals and discounts. This feature underscores the value of each user’s engagement with the Zomato platform, encouraging continued participation and loyalty.

Sharing the Joy: Transferable Rewards

In the spirit of community and flexibility, Zomato can take the rewards experience a step further. Not only can you earn and spend Zomato Coins on exclusive deals, but you also have the unique ability to share your rewards with friends and family.

Every coin and coupon in your wallet is yours to keep or give away — the choice is yours. This feature underscores the true ownership users have over their rewards, making every coin earned a personal asset that can be transferred to brighten someone else’s day. It’s about making the Zomato experience more personal, more rewarding, and more shareable.

Dynamics of Zomato Coins: Balancing Supply and Demand

To ensure the Zomato Coin ecosystem thrives, two key factors play pivotal roles:

Supply Drivers and Demand Drivers.

On one hand, Zomato issues tokens for a variety of user engagements, ranging from writing reviews to participating in partnerships and special promotions. This strategy not only rewards active community participation but also regulates the token’s availability, ensuring a balanced supply.

On the other hand, the intrinsic value of Zomato Coins is significantly boosted by users’ growing demand for unique benefits. These include enticing discounts, exclusive access to events or services, and valuable loyalty rewards. Together, these drivers create a dynamic ecosystem where the token’s utility and desirability continually enhance each other, driving widespread adoption and usage within the Zomato platform.

The Challenge of Value Proposition

For instance, the question arises: Why would a service like Spotify agree to offer free memberships in exchange for Zomato Coins, which a user might have earned by tipping a delivery rider? The underlying issue here is the value proposition.

For partners to willingly participate and offer their services or products in exchange for Zomato Coins, there needs to be a clear benefit back to them — be it in the form of direct revenue, customer acquisition, or enhanced user engagement.

Solutions and Strategic Implementations

To address this, we propose several strategies to enhance the demand drivers and ensure a sustainable ecosystem for Zomato Coins:

  1. Revenue-Generating Activities: Align the earnings of Zomato Coins with activities that directly contribute to the revenue of partners. This could include promoting exclusive menu items, special promotions, or new launches that drive sales.
  2. Partnership Benefits: Develop a model where partners receive tangible benefits, such as data insights into consumer behavior, increased brand visibility, or direct monetary incentives based on the redemption of Zomato Coins within their platform.
  3. Tiered Rewards System: Introduce a tiered system where higher-value rewards require engagement with revenue-generating activities. This could motivate users to participate in more beneficial actions for both Zomato and its partners.
  4. Exclusive Access and Experiences: Beyond tangible goods, Zomato Coins could offer exclusive access to events, early product releases, or unique experiences that encourage spending and burning of coins, adding non-monetary value to partners.
  5. Feedback Loop: Establish a feedback mechanism with partners to continuously assess the impact of Zomato Coins on their business and adjust the value proposition accordingly.

Implementation Strategy Using Solana Ecosystem

1. Solana Blockchain for Core Infrastructure:

  • Purpose: Utilize Solana’s high-performance blockchain to manage the issuance, tracking, and redemption of “Zomato Coins.” Solana’s ability to handle thousands of transactions per second at low cost makes it an ideal backbone for a high-frequency rewards program.
  • Implementation: Develop smart contracts on Solana to automate “Zomato Coins” transactions, ensuring a seamless experience for earning and spending rewards within the Zomato app.

2. Jupiter Integration for DEX Services:

  • Purpose: Adopt Jupiter, a leading decentralized exchange on Solana, to facilitate trading of “Zomato Coins” for other cryptocurrencies, enriching the reward ecosystem with superior liquidity and versatility.
  • Implementation: Integrate Jupiter’s trading mechanisms directly into the Zomato application, providing a straightforward pathway for users to diversify their crypto by exchanging “Zomato Coins” with minimal effort.

3. Metaplex for NFT-Based Rewards:

  • Purpose: Use Metaplex to create unique NFT-based rewards for significant contributions or achievements within the Zomato platform, such as rare collectible items for top reviewers or eco-conscious users.
  • Implementation: Develop a gallery within the Zomato app where users can view, trade, or redeem their NFT rewards, leveraging Metaplex’s storefront capabilities.

4. Phantom Wallet Integration for User Transactions:

  • Purpose: Integrate with Phantom, a popular Solana wallet, to facilitate secure and user-friendly transactions within the Zomato app, including earning, holding, and spending “Zomato Coins.”
  • Implementation: Allow users to connect their Phantom wallets to the Zomato app, enabling direct wallet-to-wallet transactions without leaving the platform.

Potential Challenges

Key challenges include ensuring the system’s scalability to support Zomato’s vast user base and transaction volume, safeguarding against potential security threats, and maintaining a user-friendly interface that encourages participation without compromising privacy.

Impact of the “Zomato Coins” Program:

Impact of the “Zomato Coins” Program
  • Revolutionizes Customer Loyalty: Transforms traditional loyalty schemes into dynamic, interactive experiences, ensuring users feel truly valued and engaged.
  • Boosts User Engagement: Encourages frequent app interactions through rewarding activities, driving continuous engagement and platform stickiness.
  • Strengthens Community Bonds: Creates a sense of belonging among users by rewarding contributions to the Zomato community, fostering a vibrant, collaborative ecosystem.
  • Enhances Transparency and Trust: Provides clear visibility into food sourcing and user contributions, building a foundation of trust and informed decision-making.
  • Promotes Sustainable Practices: Incentivizes eco-friendly choices among users and partners, contributing to a more sustainable food ecosystem.
  • Empowers Users with Ownership: Allows users to own and trade their rewards, giving them control over their earned value and deepening their investment in the platform.

Revenue Estimation

  • Increased Customer Retention: An estimated 5% increase in customer retention could lead to a significant uptick in lifetime customer value, contributing approximately a 10% increase in annual revenue.
  • Enhanced Order Frequency: Reward incentives could boost order frequency by 3–5%, translating to an additional 2–4% growth in yearly revenue.

Data Support and Case Studies

To bolster the revenue estimations, we can look at similar loyalty programs in the industry. For instance, Starbucks’ rewards program significantly increased customer retention and order frequency, contributing to a reported 40% of their total sales.

Applying this model, if Zomato achieves even a fraction of this success, a 5% increase in customer retention could realistically boost annual revenue by up to 10%. Additionally, incentivizing actions like eco-friendly choices could open new market segments and enhance Zomato’s brand loyalty.

Feasibility and Alignment with Business Goals

This proposal aligns with Zomato’s goal to enhance user engagement and loyalty. The introduction of “Zomato Coins” could be seamlessly integrated with Zomato’s existing app infrastructure, leveraging blockchain for minimal incremental cost.

Supply Chain Transparency on Zomato

Supply Chain Transparency on Zomato

The concept of supply chain transparency is increasingly becoming a priority for consumers who are more conscious about the origins and handling of their food. Zomato, recognizing this trend, proposes an innovative feature that aims to provide a transparent journey of meals from farm to table.

Feature Description

  • Transparency Dashboard: A dedicated section within the Zomato app where users can access detailed information about the origin, processing, and delivery of their food. This dashboard will visually represent the entire supply chain journey of the meal.
Transparency Dashboard
  • QR Code Scanning: Each meal ordered through Zomato will come with a QR code that users can scan using their smartphones. This QR code will direct them to a detailed page showing the journey of the ingredients used in their meal.
  • Partner Profiles: Detailed profiles of suppliers and restaurants, highlighting their practices, certifications, and commitment to quality and sustainability. This will include photos, videos, and narratives to provide a complete picture.
Partner Profiles

Impact

  • Enhanced User Trust: By offering a window into the food’s journey, Zomato aims to build deeper trust and loyalty among its users, ensuring them that their meals are sourced responsibly.
  • Informed Decision-Making: This initiative empowers users to make informed choices based on the transparency of food sourcing and handling practices.
  • Promotion of Sustainable Practices: Encouraging restaurants and suppliers to share their stories of sustainability and quality, promoting a culture of responsibility across the food industry.

Implementation Strategy Using Solana Ecosystem for Supply Chain Transparency:

Solana Blockchain for Supply Chain Tracking:

  • Purpose: Employ Solana’s blockchain to document and verify each step of a meal’s journey, ensuring the integrity and transparency of food sourcing and delivery.
  • Implementation: Develop a series of smart contracts on Solana that will record each transaction within the supply chain, from ingredient sourcing to final delivery, in a tamper-proof ledger.

Switchboard for Real-Time Data Verification:

  • Purpose: Leverage Switchboard, a flexible and decentralized oracle network on Solana, to provide real-time verification of supply chain data, including certifications and sustainability practices of suppliers.
  • Implementation: Implement Switchboard oracles within the Zomato app to access verified, up-to-date external data, significantly enhancing the transparency dashboard with reliable and authenticated information. This integration ensures that Zomato’s commitment to supply chain transparency is supported by accurate and timely data directly from the source.

Metaplex for Certifications as NFTs:

  • Purpose: Leverage Metaplex to tokenize certifications and awards of restaurants and suppliers, making these credentials verifiable and transparent within the Zomato ecosystem.
  • Implementation: Create NFTs for each certification or award on Metaplex, which can be linked to partner profiles within the Zomato app, allowing users to easily verify the credentials of the establishments they patronize.

Bonfida for Naming and Verification:

  • Purpose: Employ Bonfida’s Solana Name Service (SNS) for easy verification and lookup of restaurants and suppliers within the Zomato ecosystem.
  • Implementation: Utilize Bonfida SNS to assign human-readable names to Solana wallet addresses of suppliers, enabling users to easily identify and verify the origins of their food.

Potential Challenges:

Complexity in Integration: Establishing partnerships with numerous suppliers to gather and maintain up-to-date supply chain data presents logistical and technical challenges.

Consumer Adoption: Ensuring that users understand and engage with the transparency features requires effective communication and user interface design.

Data Privacy and Security: Safeguarding sensitive supply chain information while making it accessible poses significant security challenges.

Revenue Estimation

  • Attracting Conscious Consumers: Targeting a growing segment of sustainability-conscious consumers could increase Zomato’s market share by 2–3% within the first year of implementation.
  • Premium Pricing Opportunities: Transparency could justify a premium pricing model for certain segments, potentially increasing average order value by 5–7%.

Supporting Data and Case Studies:

Feasibility and Alignment with Business Goals

The implementation requires significant backend integration and partnerships with suppliers for real-time data. However, it aligns with Zomato’s sustainability initiatives and could set a new industry standard, fostering a positive brand image and customer loyalty.

Empowering Foodies: Decentralized Reviews and Content Monetization on Zomato

In an era where everyone’s a critic or a creator, especially in the vibrant world of culinary arts, Zomato proposes an innovative leap forward — rewarding users for their contributions to the platform.

The concept? A decentralized platform for user-generated content, transforming the way we think about food reviews, photographs, and blogs. Imagine a world where your passion for food not only guides others but also earns you tangible rewards.

The Proposal: Monetizing Foodie Experiences

Zomato’s vision extends beyond the conventional. By leveraging blockchain technology, Zomato plans to introduce a system where user-generated content isn’t just valuable for its insights and entertainment but also recognized as valuable digital assets.

How It Works

  1. Content Creation and Tokenization: Users create content — be it reviews, mouth-watering photographs, or engaging blogs about their culinary adventures. Zomato then tokenizes this content as NFTs, making each piece a unique, ownable asset on the blockchain.
  2. Earning and Sharing Revenue: Every time another user enjoys this content — signified through mechanisms like upvotes, shares, or positive feedback — the original creator earns a share of the revenue. This could be in the form of “Zomato Coins,” which can be used on the platform or converted into other forms of digital currency.
  3. Community Enrichment: This model doesn’t just benefit individual creators; it enhances the entire Zomato community. High-quality content is incentivized, leading to a richer, more informative, and enjoyable platform for all users.

The Benefits

  • Empowerment: Users are empowered to monetize their passion for food. What was once a hobby or a casual activity becomes a potential source of income or rewards.
  • Quality Content: Knowing that their contributions could earn them rewards, users are motivated to create high-quality, valuable content for the community.
  • Authenticity and Trust: The decentralized nature of blockchain ensures that reviews and content are immutable once posted, enhancing trust and reducing the potential for fraud or manipulation.

Implementation Strategy Using Solana Ecosystem

Solana Blockchain for Content Tokenization:

  • Purpose: Use Solana’s blockchain to tokenize user-generated content such as reviews, photos, and blogs into NFTs, enabling ownership and value transfer.
  • Implementation: Develop a system within the Zomato app that automatically mints NFTs for user-contributed content, assigning unique identifiers and values to each piece.

Metaplex for NFT Management:

  • Purpose: Utilize Metaplex on Solana for creating, managing, and trading NFTs representing user-generated content, facilitating a marketplace where users can earn from their contributions.
  • Implementation: Integrate Metaplex’s protocols to enable users within the Zomato platform to view, trade, and manage their NFTs, enhancing user engagement and providing a new revenue stream.

Audius for Content Monetization:

  • Purpose: Partner with Audius, a decentralized music streaming and sharing platform on Solana, to explore new ways of content monetization, particularly for audio-based food reviews or podcasts.
  • Implementation: Collaborate with Audius to allow food influencers and creators on Zomato to monetize audio content, extending the ecosystem of content beyond text and images.

Phantom Wallet for Seamless Transactions:

  • Purpose: Integrate Phantom, a Solana-based wallet, to facilitate secure and easy transactions for buying, selling, and trading NFTs on Zomato.
  • Implementation: Enable Zomato users to link their Phantom wallets for direct access to the decentralized content marketplace, streamlining the process of earning and spending within the app.

Potential Challenges

User Adoption: Introducing blockchain and NFT concepts to a predominantly non-crypto audience might pose adoption challenges. Overcoming this requires comprehensive educational initiatives to familiarize users with the benefits and operations of NFTs and digital rewards.

Regulatory Compliance: Navigating the complex legal landscape of digital assets and ensuring compliance across jurisdictions is crucial. Collaborating with legal experts to anticipate and address regulatory issues is essential for smooth implementation.

Impact and Benefits:

  • Empowerment of Creators: By monetizing their content, Zomato empowers food enthusiasts to turn their passion into profit, rewarding them for their contributions.
  • Enhanced Content Quality: The incentive of earning through NFTs motivates users to produce higher-quality, more engaging content.
  • Increased Platform Trust: The transparency and immutability of blockchain technology enhance the authenticity of reviews and content, building user trust.
  • Innovation in Engagement: This strategy introduces a novel way for users to interact with the Zomato platform, setting it apart from competitors and driving future growth.

This implementation strategy not only positions Zomato at the forefront of blockchain innovation in the food industry but also enriches the user experience, creating a vibrant, engaged, and empowered community of food lovers.

Revenue Estimation:

  • New Revenue Streams: The sale of NFTs and a percentage from secondary sales could generate a new revenue stream. Initial estimates suggest an additional 1–2% increase in overall revenue.
  • Increased Platform Engagement: Enhanced content quality and rewards for contributions could drive a 5% increase in user engagement, indirectly boosting revenue through higher order volumes.

Supporting Data and Case Studies

Alignment with Zomato’s Business Goals

Enhancing User Engagement: By rewarding content creation and interaction, Zomato can foster a more engaged community, driving platform growth and user retention, aligning with its goal to build a comprehensive food ecosystem.

Innovative Revenue Streams: The introduction of NFTs and “Zomato Coins” opens new revenue channels through the sale and trade of digital assets, aligning with Zomato’s objective to diversify income sources while enhancing the user experience.

Conclusion

Implementing these proposals could collectively increase Zomato’s revenue by 10–20% over a few years, considering both direct and indirect revenue impacts. The success of these initiatives hinges on seamless integration with existing services, market response, and regulatory environments. Each proposal not only aims to boost revenue but also strengthens Zomato’s market position as an innovative, customer-centric, and sustainable platform.

The proposed blockchain integration into Zomato’s operations will significantly impact all its stakeholders, enhancing the overall ecosystem.

For Consumers

Customers will enjoy a more engaging and rewarding experience through tokenized loyalty programs, ensuring their loyalty and frequent engagement. The supply chain transparency will cater to the growing demand for ethical and sustainable sourcing, boosting consumer trust. Additionally, content monetization enables passionate foodies to gain recognition and rewards, enhancing user-generated content quality and diversity.

For Delivery Partners

The implementation of blockchain could streamline payment processes, making them faster and more secure. This, in turn, could improve the financial well-being of delivery partners by ensuring timely and accurate compensation for their services.

For Restaurant Partners

Restaurants will benefit from increased visibility and potentially higher order volumes driven by the tokenized rewards system. The transparency in supply chain operations could also help them showcase their commitment to quality and sustainability, attracting more customers.

Addressing Concerns

Privacy and regulatory compliance are paramount with blockchain integration. Zomato plans to implement robust data encryption and anonymization techniques to protect user privacy. The platform will also work closely with regulatory bodies to ensure full compliance with existing laws and regulations, addressing potential challenges proactively.

In summary, Zomato’s blockchain initiative is poised to create a more transparent, efficient, and engaging platform for all stakeholders, setting a precedent for innovation in the food delivery industry.

This blog’s visuals, including mockups and cover images, were crafted by Aditya K, enhancing our exploration of Zomato and Solana blockchain. His creative input brings our concepts to life, making this a collaborative effort that merges insightful analysis with visual innovation. Explore more of Aditya’s work here.

Disclaimer: This content is for informational and educational purposes only and should not be considered financial or investment advice. We encourage you to conduct your due diligence regarding risks and compliance before making any investment or trading decisions.

Note: The visualizations and concepts presented are part of a community blog’s creative exploration. Although we are enthusiastic about the potential of these ideas, please be aware that we do not have official affiliations with any of the applications or businesses mentioned.

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Aditya Sharma

marketing, research/writing, defi, fintech // backpacker