This document outlines a product strategy to improve engagement and retention for Zomato’s food delivery experience in Tier-1 cities.
The core challenge is not user acquisition but habit formation. Many users place occasional orders but do not develop consistent ordering behavior.
The strategy focuses on improving discovery, reducing ordering friction, and strengthening delivery reliability so that users begin ordering from Zomato as part of their weekly routine.
The success of this strategy will be measured through the North Star Metric: 90-Day Retained Monthly Transacting Users (MTU).
Zomato already has strong adoption in Tier-1 cities. However, many users open the app occasionally rather than using it regularly.
Users often browse restaurants but fail to convert into orders, or they place a single order and do not return for a long period.
The opportunity lies in habit formation. If users start opening Zomato automatically during meal occasions, the platform becomes part of their routine.
This strategy focuses on turning transactional ordering into predictable weekly usage.
Although Zomato has high awareness and app installs in Tier-1 cities, user engagement and repeat ordering remain inconsistent.
Many users drop off during the discovery and checkout stages, while others fail to return after their first order.
The product challenge is to improve the end-to-end journey — discovery, ordering, and delivery — in order to increase repeat behavior and long-term retention.
| Pain Point | Root Cause |
|---|---|
| Users open the app but leave quickly | Homepage recommendations are not personalized |
| Users browse restaurants but don't choose one | Too many options cause decision fatigue |
| Users abandon cart before checkout | Delivery fee or ETA appears too late |
| Users place one order but do not return | Lack of post-order engagement |
| Users switch between apps | Weak loyalty and price comparison |
As a new user, I want relevant restaurant recommendations so I can quickly decide what to order.
As a busy professional, I want a one-tap reorder option so I can place an order quickly without browsing multiple restaurants.