In a series of tweets yesterday, Zomato's CEO, Deepinder Goyal revealed plans to launch a 'pure veg fleet', for delivering 'pure' vegetarian food across the country. This new army of partners would only deliver vegetarian meals, due to the fear of spillage in transition. 

Often delivery partners carry multiple deliveries across the city, which include both vegetarian and non-vegetarian meal options. Indian vegetarians are renowned for being particular. Consumer behaviour insights reveal that Indian vegetarians don't even prefer to dine in the eateries where non-vegetarians are served. Kitchens at high-end restaurants are separated due to the fear of inter-mixing of ingredients and utensils. 

Check out the series of tweets by the CEO as he announced a 'Pure Vegetarian' view on Zomato's application.

Twitterati's responses ranged from hilarious to serious. Some netizens called this move a 'casteist' slur. Others were left scratching their head as to why a separate 'uniform' is being introduced for the pure veg fleet. Some were left wondering how serving their vegetarian customers well, would impact religious sentiments across the country.

The responses left Zomato's CEO in a frenzy. While the mixed responses were confusing, a few customers also misinterpreted the move.

Some felt that the delivery partners would be discriminated against, in increasingly 'intolerant' Indian societies and residential areas. Fair points regarding the 'lynch' mob mentaility in some areas of the country were raised. The separation of uniform colours to green for the pure vegetarian fleet would make the 'red' uniform-wearing delivery partners prone to being discriminated against.

Swiggy: 'Fake' Moment Marketing?

Zomato's competitors were quick to get a word in. Swiggy instantly posted an advert, making its views on the matter clear. 

Or so we thought.

The ad above, being circulated online is FAKE and the anonymous source who posted the same is yet to be traced.

 Check out Swiggy's statement regarding the controversial response to Zomato's move.

 

So what's Zomato's next move?

The brand sensed the unrest in their customer's responses. While some hailed the move, others called it 'discriminatory' and 'divisive'. Some even suggested a 'pure non-vegetarian fleet' that would cater to non-veg customers. 

This seemed like a classic case of trying to please one segment of customers, only to offend the other. 

So in a bid to damage control, Zomato responded in the best way it could.

In a long tweet explaining his intent, Deepinder Goyal rolled out the 'green' uniforms. He affirmed that the brand will continue with its initiative for pure vegetarian customers, sans the division of delivery partners and uniforms.

Marketing Lesson 101: LISTEN to Your Customers

The entire episode is a case study in marketing that would be read in B-school marketing class, in the years to come.

When years ago, McDonald's was launched in India, they omitted the use of 'beef' options in their menu as it would hurt the religious sentiments of the customers in the country.

So what is the marketing lesson amidst all the noise? It is quite simple, honestly. 

Listen to your customers.

Reading between the lines is a delicate art. And as a brand, trying to please one customer at the cost of the other, rarely ever works. Unless you want to ruffle a few feathers and create a controversy.

While we can contemplate what's right or wrong on the ground's of morality, this tweet-storm can be summed by this one user's take on Twitter.

Meanwhile, Zomato's share prices:

So is this marketing gone wrong or 'rogue'? Guess we leave that on you. Customer is the king, after all.