Zomato’s ‘pure veg’ spin is a genius idea, nevermind the veg-shaming

livemint.com:

Notting Hill? In one of the film’s iconic sequences, Grant asks what exactly fruitarians are. He’s told: “We believe that fruits and vegetables have feelings, so we think cooking is cruel. We only eat things that have already fallen off a tree or bush—that are, in fact, dead already." Grant, who plays William, a bookstore owner, asks about carrots on the table.

“Have been murdered, yes," says Keziah (Emma Bernard). “Poor carrots. How beastly!" replies Grant.

Specialised, even finicky diet choices, whether out of choice or for considerations of faith, belief systems, or health, are a potential market for a company like Zomato. Add to that followers of fad diets such as Keto, Paleo, Macrobiotic, raw food, and so on and so forth. If users are willing to pay, delivery companies are bound to see opportunities in catering to special diet needs.

It may be premature to put a firm number to it, but if users who would otherwise not have ordered vegetarian food using Zomato start to do so, potentially up to 10-20% additional revenues may accrue to the company. The announcement has in fact prompted positive responses from financial analysts, who expect the roll-out to trigger an increase in sales and profits. Bernstein has raised its target price for Zomato shares to ₹200 each from ₹180.