Zomato has silently removed Quick, its 15-minute food delivery button, off its main app barely four months after launching it, implying a potential strategic shift in its approach to ultra-fast meal deliveries.

The function, which is also available as part of Zomato every day, was widely marketed on the main app’s landing page but is currently unavailable in various cities, including Bengaluru, Gurugram, Hyderabad, and Mumbai. It is also likely that Zomato will not completely remove the feature and will issue another version later.

The service, which is displayed as a separate area on Zomato’s explore page, provides ready-to-eat dishes from selected eateries within a two-kilometre radius. The option, however, is no longer visible.

Zomato’s chief financial officer, Akshant Goyal, had said while announcing the company’s Q3FY24 results, stating, “I don’t think any of this has had a material impact on Zomato restaurant aggregation food delivery business so far. All these initiatives (any form of 10-minute delivery in India today) are still at a very early stage and are not likely to move the needle at all, even if you aggregate and put them together,”.

Zomato Quick was reportedly responsible for over 8% of the total order volume on the app in March.

This was Zomato’s second effort to get into the quick food delivery business with its primary app. Its last endeavour, Zomato Instant, which began in 2022, promised 10-minute deliveries in Bengaluru and Delhi-NCR but was shut down by January 2023.

It was eventually succeeded by Zomato Everyday, a home-style meal delivery service with comparable delivery times. However, the tab is no longer available in the app.

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