Why Zomato’s Instagram Is Actually Their Best Product

 

I don’t remember the last time I ordered biryani from Zomato. But I do remember the post where they said:

“Your soulmate is out there. Probably ordering momos alone.”

Iconic. Relatable. Free therapy.

I’ve screenshotted their posts, spammed them in my friends’ group chats, and laughed at them at 2 AM while eating Maggi instead of actually ordering food. I even once sent one of their posts to a situationship as my version of “good morning.” No context. Just Zomato memes. And honestly, it worked better than any pickup line.

That’s when it hit me: is Zomato just a food delivery app, or are they actually serving content on the side?

Because at this point, I don’t even use the app that often, but I follow their Instagram religiously. And that, in my opinion, makes Zomato’s Instagram one of the most underrated “products” in India’s digital market.

Here’s why.

1. Zomato’s Instagram Isn’t a Brand. It’s a Personality.

Every brand tries to have a voice. Zomato has a whole personality.

It’s that one chaotic friend who overshares, live-tweets their feelings, and sends memes instead of replying to texts. They don’t sell anything on Instagram. They just exist in our heads, like a well-fed, brand-savvy inner monologue.

Scroll through their feed and you’ll find gems like:

1. “Your ex didn’t reply because they were ordering food with someone else. Sleep tight.”

2. “You don’t hate people. You’re just hungry.”

And suddenly, I’m nodding along like, “Yes, exactly, that’s my autobiography.”

While other brands post their hundredth “Wishing you a Happy Diwali 🌟” graphic that nobody cares about, Zomato feels like that one intern who understands the assignment and somehow has admin access to the account.

2. They Don’t Just Deliver Food. They Deliver Attention.

Let’s be honest. In 2025, nobody is loyal to any one food delivery app. We all go wherever the discount is. But Zomato somehow makes us care.

Why?

Because while everyone else is screaming “GET 30% OFF,” Zomato is quietly whispering, “You’re lonely. Here’s a meme about it.” And I, being the clown I am, eat it up. Literally and emotionally.

They’re not just capturing market share. They’re capturing mindshare.

In marketing speak, this is called top-of-mind awareness. But in real life, it’s just me laughing at a Zomato post while forgetting to actually cook dinner.

3. Relatability = Reach = ROI

The beauty of Zomato’s content is that it doesn’t try too hard, but it works hard.

They don’t post food pics. They post feelings.
They don’t push products. They push culture.

And it’s working. I’ve saved their posts, screenshotted them, and even once used one in a PPT as an “example of relatable content” during a college fest. (The judge laughed, so I’m counting that as a win for both me and Zomato.)

Their ROI?

1. Increased organic reach

2. Better brand recall

3. Free PR from people like me, sitting here writing a whole blog about them

Even people who don’t use Zomato follow their page. When your memes are stronger than your competitor’s ad budget, you’ve basically won the game.

Final Thoughts: The Meme is Mightier Than the Menu

Zomato could’ve just stuck to being a food delivery app. Instead, they became a content machine, a personality cult, and a comfort account all in one.

I may not always be hungry, but I’m always scrolling. And if a brand can make me want to see their content without discounts or desperation, that’s not just marketing. That’s magic.

So yeah. Zomato’s paneer tikka might be good. But their punchlines? Even better.

PS. If you’re looking for a content writer at Zomato, I’d gladly put my papers in at my current company right now. And if my manager is reading this, I’m kidding. KINDA.