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Foodtech giant Zomatohas launched ‘Brand Packs’ on its platform, offering customers additional deals on their favourite or most-frequently purchased brands.

Zomato users have to buy these packs with brand-specific coupons to get extra discounts on orders from their favourite restaurants.

“I repeat order from my favourite restaurants often, and so do a lot of our customers,” Zomato Co-founder and CEO, Deepinder Goyal, wrote in a post on X.

“To make this more rewarding for you, we are introducing Brand Packs–our first step towards building loyalty programs for select restaurants on Zomato,” he added.

Goyal claimed that more than 4,000 restaurants are participating, with over 10 lakh packs already sold.

Some packs listed on the app offer three or five coupons, priced at Rs 19 or Rs 29, with a validity period of 30 or 45 days.

According to the app, these packs have no minimum order value, no upper discount limit, and can be used alongside regular coupons at all outlets of a brand in a city. However, they are not valid during ‘Deal of the Day’ offers.

This initiative follows a recent decision by Zomato and its competitor Swiggy to raise platform fees by 20% to Rs 6 in high-demand markets like Bengaluru and NCR, aiming to enhance their profitability.

Zomato already offers ‘Gold’, a paid loyalty programme that provides free delivery within a specific radius for orders meeting a minimum value, along with extra offers and discounts. Swiggy’s ‘One’ programme offers similar benefits across its various services.