Zomato, a food aggregator and tech-food unicorn, is reportedly looking to scale its offline events and experiences vertical – Zomato Live – to host more small- format food events, cited Mint.
The platform Zomato is also planning to launch its flagship Zomaland food festival to college campuses pan India.
“Just now we launched Zomato Parks—at the Katy Perry concert. This is the second such property under Zomato Live (the first being Zomaland). Our thought behind this is—how about we go and curate food and beverages at events pan India. We want to bring the right food experience for these events,” Chaitanya Mathur, global head at Zomato Live, said.
Zomato is an Indian restaurant search and discovery service provider, founded in 2008 by Deepinder Goyal and Pankaj Chaddah.
It currently operates in 24 countries. It provides information and reviews of restaurants, including images of menus where the restaurant does not have its own website and also online delivery.
While in November this year, Zomato piloted Zomato Parks, where it curated the entire food and beverage space at a concert in Mumbai.
Mathur further added by saying that the company has a strong pipeline of more such small events lined up for the year 2020 that will see Zomato partner with food, music, literature festivals across India and curate the food experiences at these live events.
Zomato Live was started in December 2018 along with launch of Zomaland food festival, which was launched in Delhi, Bengaluru, and Pune. This year, Zomaland will be hosted in 10 cities. In its first phase, the food and entertainment festival has already opened up Delhi, Chandigarh, Pune, and Jaipur.
The company plans to build more properties under Zomato Live.
“Zomaland is our own food carnival—Zomato Parks will be a business-to-business proposition and a solution for event organizers,” Mathur, who was formerly co-founder of food festival The Grub Fest, said. For 2020, we have a much larger vision for Zomato Parks. We have got an incredible amount of inbound queries from event organizers,” Mathur said.
“The idea was to create an offline version of what Zomato does, where we recreate experiences wherein people can touch and feel Zomato in some way,” added Mathur.
Besides Zomato, other food aggregators under the similar line of competition include Swiggy, Uber eats, Food Panda, and many more.