Zomato has introduced a new feature in it’s app where “only pure veg” restaurants are bifurcated from other cuisines. To top it off, Zomato CEO, Deepinder Goyal, decided to have delivery partners dressed in green for “pure veg” deliveries but social media made him change his mind.

Zomato pure veg fleet in green uniform ignited heated discussions across social media platforms.

Zomato is always in the talks because of its marketing skills, Ads, social media posts, etc. Apart from being on the news for quirky PR, this time they are in the news for having two different uniforms for their delivery partners.

Zomato Founder and CEO, Deepinder Goyal took to X (formerly Twitter), to address the intense backlash surrounding the introduction of the “Pure Veg Mode.” Goyal announced the decision to abandon the green dress code, previously announced for by riders exclusively delivering vegetarian orders. Instead, all Zomato riders, irrespective of their assigned fleet, will now don the company’s brand color red.

“This means that the fleet meant for vegetarian orders will not be identifiable on the ground,” Goyal stated, emphasizing that the distinction will still be visible within the app.

The ‘Pure Veg Mode’ and ‘Pure Veg Fleet’ were introduced to cater specifically to customers adhering to a 100% vegetarian diet, irrespective of religious or political affiliations.

Goyal further clarified the rationale behind segregating the fleets, citing concerns about food spillage contaminating subsequent orders.

“Despite everyone’s best efforts, sometimes the food spills into the delivery boxes,” Goyal explained. “In those cases, the smell of the previous order travels to the next order, and may lead to the next order smelling of the previous order. For this reason, we had to separate the fleet for veg orders.”

Also read – Meet Ishaan, a Zomato employee who aced Dropshipping as a student during Covid

Addressing potential social repercussions, Goyal reassured the public that Zomato remains vigilant. “If we see any significant negative social repercussions of this change, we will roll it back in a heartbeat,” he affirmed.

This development marks a significant shift just one day after Zomato unveiled its dedicated fleet to exclusively serve orders from ‘pure veg’ restaurants, promising delivery in distinctive green boxes. With this decision, Zomato aims to accommodate the diverse dietary preferences of its customers while ensuring a seamless delivery experience for all.