The secret behind Zomato's new flavour
The new look of the restaurant search platform, and its new logo is a celebration of the passion for food in the 17 countries that it covers, say Deepinder Goyal, Founder
Zomato, the popular online restaurant search and discovery platform has been in the news lately for its expansion plans and new design. On Tuesday, the company announced that it has started operations in Toronto, Canada and has earmarked $10 million for expansion in that market. It is already present in 17 countries including Brazil, India, Turkey, Indonesia, New Zealand, the Philippines, South Africa, Sri Lanka, Qatar, Chile and Portugal. On Wednesday, it rebranded itself with a new logo and user experience. Deepinder Goyal, Founder & CEO and Rameet Arora Chief Marketing Officer spoke to exchange4media about what necessitated the new look.
What was the need to redesign?
Goyal: Our new logo represents our connection with the people who share our passion for food. This very passion for food is why Zomato was created, and it's why we do what we do every single day. Our purpose is to help people discover places where they can create unique and memorable food experiences, and spend more time with one another (and with food, of course). Everything we do is a celebration of this shared passion for food, and we just felt it was time for that connection to be represented by a universal symbol that anyone should be able to identify anywhere in the world. You can read more about the story behind the logo on our blog.
Was there a survey done before the redesign exercise? What were the key insights and findings gleaned from this?
Goyal and Arora: We're always in touch with our consumers across the globe, so the learning and feedback process is an ongoing one. So while there was no survey as such, we knew that the one thing that brings everyone associated with Zomato together is a shared passion for food. Now that we're a global brand present in 17 countries and serving foodies 30 million times a month, we felt we needed a symbol that embodied and celebrated this shared passion for food.
Where do you see Zomato five years from now?
Goyal: Keeping our users happy by giving them a beautiful, easy-to-use product, and maintaining a strong content platform as we grow is what’s most important to us at this point in time. We're aiming to become the go-to restaurant discovery service across the globe, and we're working towards doing just that. As of today, we're in 17 countries, and see 30 million visits to our website and apps every month, but we still believe we're only 1 per cent done and are focusing on what we need to do to get to where we want to.
Can you share with us some milestones in the journey of brand Zomato in these six years?
Goyal: We rebranded from Foodiebay.com to Zomato in late 2010. One of the reasons why we rebranded was that we wanted a powerful brand name that resonated our personality. We kept the idea of food at the centre, and chose a name that is short, easy to remember and makes people think of food anywhere in the world.
We first went international when we took Zomato to UAE in 2012. At the time we identified our competition and realised that no product out there was easy to use. With our subsequent launches in the Middle East, Southeast Asia and Europe we established ourselves on the international map. Today, our website and apps are used 30 million times every month across 17 countries.
What were the thoughts behind new logo design?
Arora: With our rebranding, we have shared with the world our philosophy as an organisation and people. The rebrand captures the story of millions of meals and experiences being shared with a vast global community of people. The story of 'people and food'.
Our logo has evolved since our inception, as has our identity. Zomato is currently available in 17 countries and five languages, and those numbers are only going to increase over time. As a global brand, we felt we needed a logo that could transcend languages, cultures, and geographical boundaries, and be recognised easily by people the world over. The logo is symbolic of our connection with the people who share our love of food, and we feel the new logo will help the Zomato brand reach an even wider audience.
Was there a consumer centric need that has led to the re-design exercise?
Arora: Zomato was built for the love of food, and as a global brand, we wanted to be to say it without having to put it into words. We wanted a symbol that could transcend languages, cultures, and geographical boundaries and be instantly recognisable to anyone who sees it – whether it's our users, our clients, or even ourselves. It represents who we are and what we do.
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