Zomato, Food delivery giant Amidst the customary statements of innovation that tech companies like to throw into their press releases,has delivered a functionality that has the potential to disrupt the group ordering experience. In the last update, the platform has introduced the ‘Group Ordering’ feature that enables user to have a shared Cart, which friends can access via a link. As seen in the analysis, there is a never-ending fight of using multiple phones to combine meal options, and this innovation resolves this problem. The new feature is a topic of enthusiasm for Zomato’s CEO Deepinder Goyal who noted the new feature has order food for large groups and parties in a shorter time.
The company is in the process of deploying the group ordering feature to users and has teased one more feature for convenience that is a payment splitting feature. Notably, there are signs that Zomato’s key competitor in the Indian market, Swiggy, has also unveiled a comparable feature, pointing to the fact that the systems of joint food ordering are gradually becoming increasingly popular in the market. The competition in this space can only be expected to grow and ultimately the end-users are the ones who have something to gain in this respect and that is better solutions for food
