Loyalty Scenes In The Food Aggregator Industry and Saving Tips

A Deep Dive Into the Subscription Programs and Membership Benefits Offered By Top Players

Food has been an integral part of human civilization. In business terms, it’s rightfully classified as an essential “need” required for survival. But with corporate culture and fast-paced lives catching up to every third person, the world answered with food aggregators and delivery service providers.

Food aggregators and delivery service businesses have been popping up by the score ever since the successful stints of Swiggy, Zomato, Foodpanda, etc. The competition is cutthroat. And what better way of ensuring market retention and magnetizing new ones than member loyalty and subscription programs?!

Here’s a comparison of the two giants’ rewards programs that dominate India’s food delivery space, i.e., Swiggy and Zomato. Zomato initiated the exclusive membership program called “Piggybank,” which was swiftly followed by Swiggy’s SUPER launch.

Loyalty and Subscription Programs for Food Aggregators in India for 2024

Zomato’s Loyalty and Subscription Programs For Members

About Zomato

Zomato was one of India’s first movers into the food delivery and restaurant aggregators. Established in 2008 as Foodiebay, a restaurant discovery platform, it underwent a massive overhaul after being rebranded as Zomato and currently has active operations in nearly 24 countries, including UAE, Ireland, USA, Sri Lanka, Turkey, New Zealand, Brazil, and more. Originally designed to be a restaurant discovery and table booking service, the brand now allows online food delivery, reviewing restaurants, making restaurant reservations, and more.

This food aggregator giant keeps experimenting with its marketing strategies to attract more customers and retain existing ones. Some of the well-known ventures by Zomato include its rewards program, i.e., Piggybank, the restaurant reservations membership program i.e., Zomato Gold, and more. The brand has acquired over 12 up-and-coming startups worldwide and periodically raises VCs’ capital to fund their growth plans. Zomato claims to have a customer base of nearly 200 million monthly visitors, which will only multiply even further with their forays into the likes of cloud kitchens, etc.

Before we go further let’s have a look at some of the top coupons from Zomato. We have listed some of the top deals.

Merchant OfferOffer DetailsValid On
No Cooking Offer 50% OFFNOCOOKINGMinimum Cart Value Rs. 159
Zomato Free DeliveryZOMATO50Minimum Transaction of Rs. 100
Zomato Select Restaurants + Free DeliveryYUMAZINGOn Orders Above Rs. 129
Zomato Festive SaleGrab Rs. 100 Off + Up To Rs 25 Paytm CashbackMinimum Transaction Rs. 249
Up To Rs 100 Off for New Users OnlyWELCOME60Minimum cart value of Rs. 159 required
Ola Money OfferZOLA40% OFF on 1st 2 Orders
Flat 15% OFF on Behrouz Biryani ordersNo Code RequiredOn all Orders
Rs. 150 Cashback on American ExpressAMEX150Minimum order value should be Rs. 700

To check out the latest, head on to our latest Zomato coupons page.

Zomato Piggybank

Piggybank is Zomato’s signature loyalty program designed specifically for its members. The scheme is described by Zomato themselves as “having a cake and eating it too” and “spending a dime on your meal and saving too”! The program works with members receiving back 10% of their order value as rewards in the form of “Z coins,” which can later be redeemed on future orders with participating restaurants in addition to the discounts customers avail with the ongoing Zomato promotions and offers. The best part is that Zomato gives a Re. 1 donation towards the Akshaya Patra Foundation on every Piggybank-based transaction.

Launch: July 2018
Membership Tiers: None. But Piggybank is exclusive to Zomato customers who order at least five times a month with their app.
Pricing: Free now, and Piggybank is exclusively invite-based, either from Zomato themselves or via referral codes. But the brand announced the service could soon be monetized with a Rs 299/month price tag.
Member Benefits: 200 Z Coins joining bonus, 10% savings with every order, free smiles, and supporting good causes.
Operational Cities: 17 cities and over 15000+ renowned restaurants.
Restaurant (partner) benefits: Partner restaurants enjoy many orders from customers through Zomato. This is because users know they can avail of an assured extra 10% discount on their orders and earn additional 10% credits in the form of Z coins to spend on their future orders from them.

Zomato GOLD

GOLD is Zomato’s trademark subscription and loyalty program where customers need to buy their way to becoming members. Gold members can enjoy several benefits while dining out. Zomato established partnerships with leading fine dining restaurants across the country where people usually go out for food and drinks. According to Zomato, the food aggregator approached only >1% of restaurants across this country for this venture. The next step was to unleash the magic on avid diners and Zomato users. The perks of availing the memberships were heavily advertised on the app and hyped. And 2+2 drinks offer. Slowly other restaurants saw the popularity and success of Zomato GOLD and began partnering with Zomato to increase their sales.

Launch: November 2017
Membership Tiers: Powerpacks including:
Trial pack: For 1-time use (No expiry)
Starter Pack: 3 times usage (No expiry)
Medium Pack: For 10 GOLD unlocks (No expiry)
Unlimited pack: Unlimited unlocks for a year.
Pricing: Purchase a Trial pack for Rs 150, a Starter pack for Rs 300, a Medium pack for Rs 700 and the Unlimited pack for Rs 1050.
Member Benefits: Gold members can buy 1 dish, get 1 dish free offer on food orders. And buy 2 drinks, get 2 drinks free per visit.
Operational Cities: 16 cities and over 51000+ renowned restaurants.
Restaurant (partner) benefits: Despite targeting only 1% or less of the existing countrywide restaurants when they first launched GOLD, Zomato now boasts of nearly 51000 partners in their GOLD initiative spread across 16 cities. According to a study published by Zomato on their blog, restaurants witnessed an increase in new customers and improved customer loyalty with the onset of GOLD. It also leads to a 3x increase in traffic on the Zomato app for said restaurants.

Satisfaction Reasons
Image Credits: Official Zomato Blog

Swiggy’s Loyalty and Rewards Programs For Members

About Swiggy

Swiggy again is one of India’s first entrants into India’s food delivery segment. What initially started as a neighborhood venture involving 25 restaurants and six delivery guys in a small community in Bangalore in 2014, Swiggy is now a nationwide unicorn venture with operations worldwide. After the initial round of investing, the Swiggy official mobile application was successfully launched. Today, the company boasts nearly 7 million customers in over 30+ cities in India, covering an ever-growing network of almost 40,000 restaurants.

One of India’s most extensive operating food delivery services, Swiggy has had quite the experimentation journey and continues to do so. With well-thought-of marketing campaigns during India’s vibrant festival scenarios and off-the-beat ventures such as Swiggy Pop and the newly introduced Swiggy Super, it’s safe to say that this unicorn firm is miles ahead of the competition.

Let’s have a look at the top Swiggy deals.

OfferOffer DetailsValidity
Get 60% Off On Orders of Rs 149DEAL60Maximum Discount Rs. 120
Up to 50% OFF, Select RestaurantsSWIGGYITEssential Cart Value Should Be Rs. 99
Swiggy 1st Order OfferFlat 50% OFF, Up To Rs. 100Minimum Cart Value Of Rs. 179
Swiggy 1st Paytm Transaction CodeRs. 30 Cashback On Orders Rs. 149Once Per User Offer
Swiggy Wednesday, Thursday, Saturday & Sunday Offer20% Discount Up To Rs 100Minimum cart value of Rs 400

You can check out all the rest of the coupons for Swiggy on our main website.

Swiggy Pop

Pop was Swiggy’s answer to all the working professionals, the students away from home, who needed a decently priced meal. Swiggy Pop is an ever-changing menu priced between Rs 99 to Rs 200, ideal for people away from home looking to save. It offers wholesome meals with no delivery and restaurant charges. The ordering process through Swiggy pop is seamless and lightning-fast. Food is sourced from some of the finest and popular eateries spread across all of India. Swiggy Pop also offers various cuisines, including Biryanis, Thai curries, Chinese, fast food, paranthas, and more. There are specific menus for breakfast, lunch, tea, and dinner that keep changing every half an hour.

Launch: Late 2017
Membership Details: No membership as such. Open to all Swiggy users.
Pricing: Free
Operational Cities: Bengaluru, Chennai, Delhi NCR, Hyderabad, Kolkata, Mumbai, Pune and to be launched in more cities as well.

Member Benefits: With Swiggy Pop, users can avail of the following benefits:

  • Free delivery
  • Lightning speed order placement
  • Affordable meals
  • Great selection of dishes from various cuisines

Restaurant (partner) benefits: Frequent orders and repeat customers leading to customer retention.

Swiggy Super

Swiggy TweetSwiggy Tweet 2

Swiggy has been an active social listener. They engage with their customers frequently and try to deliver what they want. After all, the customer is King! So when this food delivery company got customers raising their concerns about not getting rewarded for being loyal customers, Swiggy rolled out the SUPER program. It acknowledged the customer in the highest possible way. By giving them what they asked for.

Swiggy Super is the brand’s very own loyalty program where members benefit from free delivery on orders above Rs 99, zero surge fees, and free goodies and treats called Super Delights.

Launch: July 2018
Membership Details: There are two plans based on the tenure selected: 1 month Super plan & a 3-month Super plan. Both offer the same benefits but are priced differently.
Pricing: As an introductory offer, the 1-month plan is priced at a mere Rs 49, and the 3-month Swiggy Super plan is priced at Rs 129 respectively. Times Prime members can avail of the Swiggy Super program for Re.1 for a 12-month duration. Swiggy plans to competitively price the Super packages according to Zomato’s GOLD subscription.
Operational Cities: Bengaluru, Chennai, Delhi NCR, Hyderabad, Kolkata, Mumbai, Pune and to be launched in more cities as well.
Member Benefits: Swiggy Supers can avail of the following benefits:

  1. Free delivery. Zero delivery charges on all and unlimited orders above Rs 99
  2. No surge charges during rains, and bad weather, and traffic
  3. Super delights and goodies such as free refreshing drinks, sweets, and more on orders
  4. Exclusive offers from nearby restaurants

Problem Statement
Image Credits: Swiggy’s official Medium blog (bytes.swiggy.com)

Restaurant (partner) benefits: With the SUper base growing from strength to strength, the number of orders will keep increasing especially with something as enticing as unlimited free deliveries. So restaurants partnering with Swiggy will benefit through frequent repeat orders.

Individual Restaurant Loyalty/ Subscription Initiatives

Raw Pressery

The name says it all. This startup focuses on providing its customers freshly pressed juice, straight from raw ingredients without additives or preservatives. One can find a medley of healthy cleanses and fresh cold presses as well as dairy substitutes. People on the lookout for healthy and clean diets can switch up their lifestyles with the organic produce of Raw Pressery that offers season-based offerings. Some of the best-known raw presses include Charcoal Lemonade, Pomegranate, Sugarcane, Aloe Lemonade, Guava, Grapefruit, Valencia Orange, and more.

Subscription Program

This juice and cleanse-based start-up allows customers to purchase subscriptions for cleanses and other fluid diets. Following are the subscription programs that customers and members can avail from Raw Pressery:

Subscription PackDurationPrice
POM & OJ(Pomegranate +Valencia Orange)4 weeks 8 weeks 12 weeksRs 2,800 Rs 5,600 Rs 8,400
Monsoon Greens(Trim + Lean+)4 weeks 8 weeks 12 weeksRs 1,200 Rs 2,400 Rs 3,600
Almond Subscription(Almond Milk Unsweetened + Almond Milk Cacao)4 weeks 8 weeks 12 weeksRs 2,500 Rs 5,000 Rs 7,500

P.s. Loyal members can customize their subscriptions based on which juice they want more and select the frequency of the delivery to get the freshest produce. Additionally, Raw Pressery also offers a customizable subscription where users can create their very own juice subscription plan and add whichever juices they like from the menu.

Eat.Fit by Cure.Fit

A venture by the fitness brand Cure.Fit, Eat.Fit offers a comprehensive healthy eating subscription program that is like no other. Offering a variety of delicious yet calorie-conscious meals at affordable prices Eat.Fit has been a huge hit across all the cities now launched in including Mumbai, Hyderabad, Bangalore, and more. There are separate menus for breakfast, lunch, snacks, and dinner that include dishes such as fruit bowls, tacos, paranthas, noodles, seeds, and nuts trail mix, energy bars, subs, thalis, pulaos, Thai curries, salads, smoothies, and antioxidant juices among many other choices.

Subscription Program

Get a 25% discount on the offer price when you become an Eat.Fit member. Get homely and healthy (calorie-conscious) meals delivered to your doorsteps at no extra cost. Members have the flexibility to select, change, and reschedule their meals at any given time. If a certain customer is unhappy or not satisfied, they can cancel their subscription at any given point and get a full refund. Benefits to members for availing of this subscription include:

  • No spending hours deciding where to order from. You get fresh, home-like meals catered to your fitness goals at your doorstep.
  • No cooking, purchasing ingredients, and washing dishes involved.
  • Flat 25% discount on all items
  • Flexibility to order desired foods
  • Full refunds on subscription cancellation.


TinMen is August Fest 15’s winner and a Hyderabad-based startup dedicated to being the Dabbawala technology-dependent version. This venture bridges home chefs with professionals and other people on the lookout for simple food but does not have time/ resources to prepare. Users can order their meals from various cuisines cooked up by local chefs using the freshest ingredients and specially package with love. Meals are priced as low as Rs. 50. Additionally, it reduces the hassle of people on the move even more with its MealPlanner.

Image Credits: Medium

MealPass The TinMen Subscription Program

Tinmen’s Malpass is a monthly/annual subscription program that regularly allows members who wish to frequent their orders. It is ideal for bachelors living away from home or students living away from their parents. They can get home-cooked food straight out of clean kitchens made by experienced home chefs. The meal pass allows members to get vegetarian meals at a flat Rs 69 rate and a nonvegetarian counterpart at a flat price of Rs 79.


Another Hyderabad-based food startup offers meal plan subscriptions based on a person’s diet, fitness goals, and medical conditions. This is a “hyperpersonal” diet plan devised by an expert team of nutritionists who will study your medical past and current fitness levels against your health and fitness goals.

Subscription Packages

LeanSpoon offers a wide range of diet plans from which you can choose or simply customize one with team of dedicated professionals according to your goals and needs. You can choose from the following existing plans:

  1. Keto
  2. Fitness
  3. Obstetrics
  4. PCOS/ Thyroid
  5. Weight Loss
  6. Diabetes
  7. Post Operative Care
  8. Healthy Heart & More

Pricing is based on the number of meals you opt for including:

  • Tester Pack: A trial plan giving you 6 meals at Rs 2370 or Rs 395 per meal.
  • Starter Pack: Beginners plan giving access to 50 meals at Rs 18,000 or Rs 360 per meal
  • Champ Pack: Pro level meal plan offering over 100 meals priced at Rs 29,000 or Rs 290 per meal.

The plan is to choose from the available packages aligned with your needs and goals, consult a health coach, and have your meals delivered at your doorstep by the Leanspoon team.


Founded in 2021, by Kranthi Kumar, NOHUNG is an online subscription-based food delivery service operating in Hyderabad. Specializing in delivering homemade meals, NOHUNG provides convenient and flexible weekly and monthly meal plans for breakfast, lunch, and dinner. With an extensive range of options, customers can choose from both vegetarian and non-vegetarian meal selections, all promising superior quality, exotic flavors, and impeccable hygiene standards. What makes NOHUNG different is, that it collaborates with top-rated kitchens, offering not only healthy choices but also a variety of dishes to cater to different tastes and preferences.

NOHUNG also offers an Android-compatible app, allowing customers to seamlessly order their meals with just a few clicks. The app provides the flexibility to have food delivered to the user’s workspace or any desired location, accommodating individual schedules.

How Does NOHUNG Subscription Work

  • By collaborating with top-rated kitchens, Users have the flexibility to explore and choose their preferred kitchens and meals by easily navigating through the options listed on the NOHUNG platform. The search functionality allows users to find their favorite kitchens quickly.
  • Once users have selected their preferred kitchen and meals, NOHUNG further streamlines the process by presenting a range of subscription packages. This allows users to find the plan that best suits their needs, whether on a weekly or monthly basis. And make the payment.
  • The platform even accommodates choices regarding specific days, including the option to include Saturdays or Sundays in the subscription.
  • And there you go! Users can now enjoy quality homemade meals delivered to their doorstep without compromising on taste, nutrition, or convenience.

Benefits of NOHUNG Subscription Program

  • Flexible Plans: Opt for a weekly or monthly subscription, aligning with your schedule and culinary preferences.
  • Customizable Options: Modify or cancel meal preferences prior to delivery, ensuring a personalized dining experience.
  • Personalized Meals: Craft your own meals, tailoring each dish to your unique taste preferences for a delightful dining experience.
  • Trial Period: Sample the food before committing to a subscription, giving you the freedom to ensure it meets your expectations.
  • Flexible Payment:  Make a one-time payment and enjoy the convenience of customizing or canceling meals at your discretion.

Home’s Kitchen

Calling out all the vegetarians out there, here we have Home’s Kitchen. It is a distinguished subscription-based home-cooked food delivery platform in Hyderabad. It stands as a culinary haven for those seeking delicious, nutritious, and conveniently packaged vegetarian meals. The core focus of Home’s Kitchen lies in providing fresh, home-cooked meals, all at reasonable prices. 

Its service caters to the diverse needs of both individuals and corporations, offering flexible monthly and weekly packages. Beyond individual and corporate subscriptions, Home’s Kitchen extends its services to event orders, making it a versatile choice for various occasions. The menu boasts an extensive array of options, ranging from a diverse selection of breakfast items to carefully curated meal combos and rice bowls. Each dish is meticulously prepared, ensuring a perfect balance of flavors, nutrition, and convenience.

Home’s Kitchen Subscription Program for Meal Combo

Meal ComboSingle DayWeekly PackageMonthly Package
5 days6 days7 days5 days6 days7 days
Veg North Indian Executive ComboRs. 131.25Rs. 624.75Rs.750.75Rs.871.5Rs.2415Rs.2887.5Rs.3360
Veg South Indian Executive ComboRs. 131.25Rs. 624.75Rs.750.75Rs.871.5Rs.2415Rs.2887.5Rs.3360
Veg North Indian Deluxe ComboRs. 157.25Rs. 745.5Rs.897.75Rs.1044.8Rs.2887.5Rs.3465Rs.4042.5
Veg South Indian Deluxe ComboRs. 157.25Rs. 745.5Rs.897.75Rs.1044.8Rs.2887.5Rs. 3465Rs.4042.5
Chinese ComboRs. 147.25

Benefits of Home’s Kitchen Subscription Program

  • Vast varieties of meal combos and rice bowls
  • Accepts bulk/corporate orders 
  • Free delivery at your doorstep
  • Home’s Kitchen app for iOS and Android users to simplify the ordering process for you.

Food Darzee

Based out of Mumbai, Food Darzee has evolved into a prominent subscription-based food and nutrition company, dedicated to delivering healthy and delectable meals directly to customers’ doorsteps. The company boasts a team of over 40 in-house nutritionists who play a pivotal role in designing meals that cater to a diverse range of dietary needs. 

The daily menu is a testament to this variety, offering options such as Keto meals, low-carb alternatives, balanced dishes, and Vegan choices. This ensures that customers can find meals that align with their protein and dietary requirements without compromising on taste. What sets Food Darzee apart is its commitment to providing customized meal plans tailored to individual health goals. Whether customers aim to lose weight, gain muscle, or manage diabetes, Food Darzee offers a variety of meal options designed to meet specific health objectives.

Launch: 2017
Membership Details: 4 plans are available, Trial (1 day), Most Common (14 days), Best Deal (30 days), and Custom (Customize your days)
Pricing: For Veg (Breakfast, Lunch, Snack, and Dinner)

TrialMost CommonBest DealCustom
Rs.212 per mealRs.189 per mealRs. 168 per mealCustomzie as you wish
4 meals56 meals 120 meals
Rs. 848 for 1 dayRs. 10,556 for 14 daysRs. 20,100 for 30 days
  • (Non-veg) and (Egg) are also available

Operational Cities: Mumbai, Pune, Bangalore, Hyderabad, Delhi NCR, and Chennai.

Member Benefits: 

  • Personal nutritionist
  • 50% cashback on 30-day plan
  • Weekly health check
  • Doorstep delivery
  • Flexibility in terms of pausing or canceling your meals
  • No dish repeated for 4 weeks
  • iOS and Android app

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