After Treats and Gold, this is Zomato's third loyalty programme for customers. It will be converted into a paid subscription service going ahead.
Zomato has rolled out a new product for loyal users that will allow them to save up on every order. Zomato Piggybank, as it is called, is a rewards point-based loyalty programme that will enable customers who place at least five orders per month to earn back 10 percent on each meal.
The amount is deposited in the form of ‘Z Coins’ in their Zomato Piggybanks, and can be utilised to pay for subsequent orders. Zomato is releasing the new feature to select users (10,000 of them) on Android “based on their loyalty and the geographic availability of partner-restaurants”.
The feature will have a wider rollout going ahead as Zomato on-boards more partner restaurants across India. All users stand to receive a joining bonus of 200 Z Coins, which amount to Rs 200. The company revealed in a blogpost that Zomato Gold users would gain early access to the Piggybank feature.
The use of Z Coins, however, would not limit the availability of other offers and discounts. Customers can avail both simultaneously.
Deepinder Goyal, Founder-CEO, Zomato wrote:
The idea behind this membership is to reward loyal users on our food delivery service, whilst also doing our bit in helping others give a bit back to the society.
Zomato will allow customers to use Z Coins to donate to causes. It has partnered with the Akshaya Patra Foundation, an NGO that runs a mid-day meal programme for school children. For every order placed on Zomato, the unicorn will donate Re 1 to the non-profit.
As a customer, you don’t pay, but you enable us to. So you are directly responsible for the good deed that we do on your behalf. One rupee per order is a lot - if all orders at Zomato were placed using Piggybank points, we would be donating Rs 1.25 crore a month on your behalf to AkshayA Patra Foundation. That changes the lives of millions of children in our country.
Users who are not a part of the “launch invitation list” that gets access to Piggybank will have to be referred by someone who already has the feature. When Piggybank expands and rolls out in their respective locations, they will be able to check their eligibility on the Zomato app.
In two months, we’ll be converting it into a paid subscription programme at Rs 299 per year (inspired by Amazon Prime). This is when referrals will not be needed and you will be able to buy your way into Piggybank… I believe and hope that this will a beginning of another beautiful story for our users like Zomato Gold.
Zomato Piggybank rolls out July 10 (today) to select Android users.