Digital marketer and co-founder of Buddle Ishaan Gupta proposed a fresh idea for the winter season to Zomato on LinkedIn, urging the food delivery giant to support its delivery executives during the winter season.

What Happened: Gupta on Wednesday penned an open letter to Zomato in a tweet, praising their marketing efforts but suggesting a shift in their expenditure strategy. “How about you take down 1 of your billboards, and shift that budget towards distributing some gloves and sweatshirts (to delivery executives)?” he proposed.

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He argued that the company’s delivery executives are the “one true touchpoint” between Zomato and its customers. According to Gupta, investing in their well-being could create a stronger positive sentiment amongst the customers than the current advertising strategies.

Why It Matters: Gupta’s suggestion comes amidst the cold winter season, a challenging time for delivery executives across the country who are often on the road late into the night. His proposal could be seen as a call to action for Zomato to prioritize the welfare of their employees, who he argues arguably the backbone of their operations.

Moreover, Gupta believes this initiative could also serve as a successful marketing campaign for Zomato, reinforcing their commitment to their delivery executives and fostering goodwill among their customer base.

“You have the money. You have the logistics partnerships to pull this off. You have intent. You even have financial incentive. Do it under the garb of a campaign, please just do it man,” Gupta urged in his post.

On its part, Zomato responded to the post, saying, “…we appreciate your concern and try to support our delivery partners as best we can, including providing them with discounted winter-wear through our app.”

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