In a strategic shift that signals a revaluation of the 10-to-15-minute food delivery promise, Zomato has quietly discontinued its Quick and Everyday tabs from the main app, just months after launch, highlighting the operational complexities and profitability hurdles of hyper-fast meal delivery in India.

The functionalities, which were previously highlighted on the app’s main page and offered in cities such as Mumbai, Bengaluru, and Hyderabad, are now unavailable. Rather than reinforcing its rapid delivery approach in its main platform, Zomato is shifting its ultra-fast goals to a more specialized, infrastructure-prepared entity, Blinkit’s new division, Bistro.

Zomato's CEO Deepinder Goyal, in the Q4 FY25 results statement to shareholders, announced the closure, mentioning insufficient scalable profitability and inconsistent customer experience caused by inadequate restaurant density and infrastructure. According to Goyal, we observed no increase in demand during our experiment with Quick.

This signifies Zomato's second withdrawal from rapid food delivery on its primary platform. Its previous version, Zomato Instant, which started in 2022, also faded away because of infrastructure and demand issues.

Currently, rather than compelling quick deliveries within a system designed for conventional restaurant orders, Zomato is utilizing Blinkit’s dark store network to support Bistro, a separate platform aimed at fast-moving products such as snacks, puffs, and baked goods.

 

It’s a strategic shift that enables Zomato to remain in the 15-minute competition without confusing its core food delivery operations.

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Brokerage company Motilal Oswal observed, “Eternal is redirecting its entire organizational emphasis towards Blinkit." A forceful 10-minute model might have weakened execution. The company stays prudent regarding the growth of food delivery, which continues to fall short of Eternal’s 20 guidance.