ZOMATO
WHO THEY ARE
A food marketplace is two problems wearing one coat. Too few restaurants in an area and delivery is slow, so demand never builds. Too little demand and restaurants churn. Growth work at cluster level means moving both at once.
The clusters I worked were underpenetrated — the ones where the flywheel had not started turning yet.
THE BRIEF
Grow hyperlocal order volume in clusters where Zomato was underrepresented, and expand the restaurant base that makes that growth possible.
WHAT I DID
Onboarded 30+ restaurant partners, targeting underpenetrated clusters rather than adding density where it already existed.
Designed and ran regional BTL activations alongside digital promotions — the offline and online halves of the same acquisition push.
Worked with the analytics and sales teams to track performance and optimise campaign ROI rather than running on instinct.
THE THINKING
Fix supply before chasing demand
Promotions into a cluster with too few restaurants waste spend. Onboarding first makes the demand work later.
Go where it is thin
Adding a restaurant to a saturated cluster moves nothing. The underpenetrated ones are where a single partner changes the map.
Pair BTL with digital
Hyperlocal is physical. On-ground activation and digital promotion reinforce each other in a way neither does alone.