Inside Zomato’s Marketing Playbook: How Memes, Micro-Influencers & Push Notifications Fueled a Food-Tech Giant

Zomato is more than a food delivery app. They know how to grab attention, make people laugh, and stay in their minds. This guide breaks down the smart choices behind their marketing content, campaigns and customer connection. If you want to understand what makes Zomato click with people, you’re in the right place.

Zomato was launched in 2008 by Deepinder Goyal and Pankaj Chaddah. What started as a simple idea of scanning and uploading restaurant menus quickly became much bigger. Back then, it was called “Foodiebay,” and the goal was to help people easily browse restaurants in their area. Over time, the platform grew beyond showing menus.

Zomato soon became the go-to app for food reviews, ratings, and photos. Then came online ordering and food delivery, which took the platform to the next level. But its biggest shift wasn’t just in food services, it was in how they began speaking to people. The brand turned into a full-blown marketing powerhouse, known for its witty tweets, relatable posts, and sharp advertising. It started using humor and simplicity to stand out in a crowded digital space.

Today, Zomato doesn’t just help you find food, it starts conversations, builds community and keeps people engaged through strong & consistent brand communication. The journey from a menu aggregator to a digital-first marketing brand shows how Zomato understands both food and people. This shift has played a major role in making it one of India’s most recognizable tech brands.

Let’s understand the complete marketing strategy of Zomato and the lessons you can learn.

The Basis of Zomato's Marketing Approach

Zomato’s marketing works because it understands both the internet and its users. At the heart of its approach is a strong focus on digital platforms. The brand doesn’t just put out content and hope it works. It studies how users behave, what they order, when they order, and what kind of posts they respond to. They use this data to shape its messages and time them well.

It also keeps things simple and real. Instead of big, polished ads, they lean into posts that feel casual and relatable. A tweet that sounds like your friend joking about food or a meme that captures your late-night cravings. This is the kind of content that works because it feels familiar. And Zomato makes sure its tone fits different people. It speaks to college students, working professionals and families in a way they understand and enjoy.

One of Zomato’s strength is their consistency. They don’t jump on every trend just to be seen. They pick what fits their brand messaging and then they make it their own. The voice stays the same, sharp, witty and never trying too hard. This makes people trust the brand and come back for more, even if they’re not hungry.

At its core, Zomato’s strategy is about knowing its users and meeting them where they are, both in tone and platform. Let’s explore some of the best marketing strategies done by Zomato over the years.

The SEO Strategy of Zomato

By implementing powerful SEO strategies, Zomato has significantly enhanced its online visibility and user engagement. Let's delve into these strategies in detail.

1. Targeted Keywords

Zomato has a comprehensive keyword strategy to capture a broad audience. According to  StartupTalky, by targeting over 900,000 keywords, including high-intent phrases like "restaurants near me" and "food delivery in [city name]," Zomato ensures its presence in a wide range of search queries. This extensive keyword targeting allows the platform to appear prominently in search results, catering to users' specific needs and locations. 

Moreover, Zomato optimizes its URLs by incorporating relevant keywords, signaling to search engines the content's relevance to users' queries. This practice enhances the site's SEO performance by aligning with users' search intent.

2. Total Web Pages on Their Site

Zomato's vast content repository significantly contributes to its SEO strength. With over 1.4 million listed restaurants, each having dedicated pages featuring menus, reviews, and photos, Zomato boasts a substantial number of indexed pages. This extensive content base allows the platform to rank for numerous long-tail keywords and cater to diverse user queries.

The sheer volume of content not only improves search engine visibility but also provides users with comprehensive information, enhancing their experience and increasing the likelihood of engagement and conversion.

3. Quality Backlinks from Top Domains

Backlinks from reputable websites are crucial for SEO and Zomato has excelled in this area. According to a report on Ahrefs, as of May 2025, Zomato has a Domain Rating of 88, with links from approximately 58,000 websites, including high-authority domains like .gov and .edu. These quality backlinks not only boost Zomato's domain authority but also drive referral traffic and increase overall site performance.

The platform's ability to attract backlinks from authoritative sources underscores its credibility and the value of its content, further solidifying its position in search engine rankings.

4. Strong Internal Linking

Zomato's internal linking strategy plays a crucial role in increasing page authority and improving site navigation. By strategically linking related content, they ensure that users can easily navigate through various sections, enhancing their experience and increasing time spent on the site. This practice also aids search engines in crawling and indexing the site more effectively, contributing to better rankings.

Effective internal linking not only supports SEO efforts but also guides users to relevant content, increasing the chances of engagement and conversion.

Top 7 Marketing Strategies By Zomato

1. Edgy Meme Collaborations and Billboard Ads

Zomato uses humor to connect with people, especially when it comes to food cravings. Instead of regular ads, they make funny posts based on real moments like being hungry at night or feeling low after a tough day. These memes feel familiar and are easy to relate to, which is why they work so well.

A great example is their campaign with Blinkit. They used a famous Bollywood line and gave it a food twist. Blinkit's billboard said, “Doodh Mangoge, Doodh Denge,” while Zomato’s said, “Kheer Mangoge, Kheer Denge.” It was simple, funny, and got people talking. Other brands even joined in, which made the idea spread even more.

Zomato keeps things real. They pay attention to what people like and turn it into content that feels personal. Working with meme pages and creators helps them stay current and fun. This has boosted how much people interact with their brand and made Zomato feel more like a friend than a company.

In short, Zomato doesn’t just sell food. It creates moments that people want to laugh at, share, and remember. That’s why their meme strategy stands out.

2. Personalised Push Notifications That Went Viral

Zomato has mastered the art of using push notifications that feel personal and timely. Instead of generic messages, they send alerts that sound like they're from a friend who knows exactly when you're hungry.

A standout example is their notification that read:

“Akansha is on leave. I’m asking you to order lunch. - Shefali, Marketing Team.”

This simple message sparked a wave of reactions online. People shared it, joked about it, and even created their own versions. One user humorously replied, suggesting he could join Akansha for lunch, which quickly went viral .

Zomato's notifications often tap into current events, local slang, and relatable situations. For instance, during India's moon landing, they sent out a message saying, “Chand pe chalo, par khana yahin se order karo,” blending national pride with a food craving.

Their strategy is clear: make users feel seen and understood. By combining humor, cultural references, and perfect timing, Zomato's push notifications do more than inform; they engage and entertain. In a world flooded with alerts, Zomato's messages stand out because they resonate. They've turned a simple notification into a conversation starter, making users look forward to the next buzz from their app.

3. Jawan trailer ft. Shah Rukh Khan & Zomato

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Zomato made the most of the buzz around Shah Rukh Khan’s Jawan trailer by jumping into the conversation in its own clever way. When the trailer dropped, Zomato shared a fun post featuring a still of SRK with the line “Main Kaun Hoon, Kaun Nahi, Pata Nahi…” and added their twist: “but what I want to eat, Zomato knows.”

It was simple, quick, and funny—exactly what works online. Zomato didn’t overdo it. They just linked the most talked-about moment of the day with what they do best: food. The post instantly got shared across platforms, earning attention from fans and brands alike.

This is a good example of how Zomato stays sharp with its real-time marketing. They don’t just wait for special days or run big campaigns. They watch what people are talking about and find ways to fit in naturally. It’s smart, timely, and feels like a friend cracking a joke.

4. Gamified Contests 

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Zomato has used gamified contests to make food ordering more fun and interactive. These aren’t just promotions but are smart ways to keep users coming back to the app. By mixing games with real rewards, Zomato has made people more excited about what’s usually a routine task: ordering food. 

A. Zomato Premier League (ZPL)

One of the most popular gamified campaigns was the Zomato Premier League, launched during the IPL season. Users could predict the winner of each cricket match through the app. If they got it right, they’d win discounts on their next food order. This simple setup tapped into India’s love for cricket while encouraging users to engage daily with the app. Millions participated in just a few weeks. More importantly, it turned Zomato from a delivery app into a fun daily habit during the tournament.

B. Mood-Based Ordering Challenge

Another smart move was when Zomato ran a mood-based ordering contest. Users were encouraged to pick food based on moods like "bored," "sad," or "celebrating something." The app then suggested dishes that matched that mood. Participants who placed orders through this feature were entered into lucky draws to win free food or Zomato credits. This small twist added a layer of playfulness to regular ordering and helped Zomato collect useful behavioral data too.

These campaigns worked because they were easy to join and gave something back; discounts, free food, or just a more fun experience. They didn’t ask users to do too much, but made them feel part of something bigger.

5. Influencer-Generated Content

By collaborating with influencers, the brand has created content that resonates with viewers, blending humor, authenticity, and relatability. Here are three notable influencer marketing examples:

A. Zomato x Samay Raina: The Roast Show

To celebrate its 16th anniversary, Zomato partnered with stand-up comedian Samay Raina for a roast show. In this event, Raina humorously critiqued various aspects of Zomato, from its pop-up notifications to customer service experiences. The roast was well-received, with audiences appreciating the brand's willingness to laugh at itself. Notably, Raina wore a T-shirt from a competing brand during the performance, adding an extra layer of humor. The event was attended by Zomato's CEO and co-founder, showcasing the company's commitment to authentic and engaging content. 

B. Zomato x Sahiba Bali: My Last Day at Zomato

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Sahiba Bali, a former brand manager at Zomato and now a content creator, shared a heartfelt video titled "My Last Day at Zomato." In the video, she reflected on her journey with the company, highlighting memorable experiences and the growth she underwent during her tenure. The content provided viewers with an insider's perspective on the company's culture and operations, fostering a deeper connection between the brand and its audience.

C. Zomato x Saloni Gaur & Shubham Gaur: What Celebrities Eat In A Day

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In the "What Celebrities Eat In A Day" series, Zomato collaborated with siblings Saloni and Shubham Gaur to explore the daily diets of various celebrities. The duo's engaging and humorous approach made the content both informative and entertaining. By leveraging the popularity and chemistry of the Gaur siblings, Zomato was able to present content that appealed to a broad audience, further humanizing the brand.

By allowing influencers to bring their unique voices and perspectives, the brand has created content that feels genuine and relatable, strengthening its connection with users.

6. Celebrity Endorsement Ad Campaigns

Zomato has always tried to stay ahead of the curve when it comes to content. One of the ways it connects with people is through influencer and celebrity-led content. But rather than going with traditional celebrity endorsements, Zomato blends humor, storytelling and relatability into its campaigns. It lets influencers and stars bring their own voice and personality to the brand. This helps create content that feels natural and fun, not just like another ad.

Here are two examples where Zomato used influencer-generated content smartly:

A. Har Customer Hai Star – Featuring Hrithik Roshan and Katrina Kaif

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Zomato launched its “Har Customer Hai Star” campaign to celebrate everyday customers in a fun, dramatic way. To bring this idea to life, Zomato partnered with Bollywood actors Hrithik Roshan and Katrina Kaif. Instead of just showing them eating food or talking about discounts, Zomato created over-the-top scenes where even small actions like ordering food felt heroic.

The campaign showed that every Zomato user is a star in their own right. It made people laugh, feel seen, and share the content widely. The use of big names like Hrithik and Katrina added star power, but the real impact came from the storytelling and humor that made people relate to it.

B. Most Stylish Pizza – Featuring Allu Arjun

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In another fun content piece, Zomato collaborated with Allu Arjun, known for his iconic dance moves and swag. This campaign wasn’t a usual food ad. It played on Allu Arjun’s stylish image and compared it to something unexpected—a pizza.

In the video, Allu Arjun is seen choosing a pizza and calling it the “most stylish pizza.” The clip was short, quirky, and in line with his personality. It felt like a natural fit rather than a forced brand placement. The content spread quickly on social media, especially among his fans in South India. It gave Zomato strong regional engagement while also making the campaign memorable.

7. Using Special Events for Promotion 

Zomato knows how to turn special events into moments people remember. Instead of just posting offers or deals, it uses the occasion to tell a story or make people smile. The brand has made a habit of mixing humor, star power, and timely messaging to connect with its audience. And it often brings influencers or celebrities into the picture to make the message even stronger.

Here are two good examples of how Zomato used special events to promote itself in a smart and entertaining way:

A. Delivering to Planet Earth - On World Environment Day

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On World Environment Day, Zomato created a campaign called Delivering to Planet Earth. The idea was simple but powerful. The brand used the concept of food delivery to draw attention to something much bigger which was protecting the planet. The campaign had a clean, futuristic feel and imagined Earth as the ultimate delivery location.

Instead of being preachy, Zomato used humor and light storytelling. They worked with creators to push the campaign on social media, adding a human voice to the message. Influencers shared the content with captions that balanced the environment theme with a relatable Zomato-style tone. It felt thoughtful without being too serious. And it reminded people that the brand is paying attention to real-world issues, not just food.

B. Match na Zomato ft. Ranveer Singh & Chris Gayle - For World Cup

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During the cricket World Cup, Zomato ran a fun, fast-paced campaign with Ranveer Singh and Chris Gayle. The campaign was called Match na Zomato, and it played on the hype around cricket matches and food cravings. Instead of taking a serious tone, the ad focused on playful banter between Ranveer and Gayle, with Zomato at the center of the action.

The video showed the two stars arguing over who had the better food delivery game. It was full of energy, quick cuts, and witty lines that fit both of their personalities. The campaign did more than just advertise food; it gave people something fun to watch and share during one of the most talked-about sports events in the country.

Zomato’s event-based promotions work well because they never feel forced. The brand doesn't just attach itself to trending dates. It builds content that fits the mood of the moment and uses influencers to amplify it. Whether it’s through humor, a social message, or just pure entertainment, Zomato knows how to turn a calendar date into a conversation.

Key Takeaways From Zomato’s Marketing Strategy

Zomato’s marketing stands out because it feels personal, timely, and real. The brand listens to its audience, uses humor well, and knows how to be part of everyday moments. 

From influencer-led content and meme marketing to personalized push notifications and smart event-based campaigns, Zomato keeps its communication fresh and relatable. They don't just promote food, rather they build conversations around it. 

The key takeaway is simple: Zomato understands people first, and then markets to them. That’s what makes its strategy work so well across platforms and audiences.

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