In an age where our phones are constantly buzzing with reminders, alerts, and updates, one brand continues to stand out—not just for what it delivers, but how it delivers it. Zomato, India’s leading food delivery platform, has carved out a niche not just with culinary excellence, but with a healthy serving of humor and charm.
In a recent interview, Zomato CEO Deepinder Goyal shed light on one of the app’s most distinctive user experience features: its cheeky, flirtatious push notifications.
“We’ve always believed that food is emotional, and so should be the way we talk about it,” Goyal explained. “A simple ‘Your order is on the way’ is functional. But a ‘Your paneer butter masala is blushing in the backseat’—well, that brings a smile, and that’s what we’re here for.”
From Functionality to Flirtation: The Origin Story
Push notifications in the tech world are often designed to be utilitarian. But Zomato decided early on that they wanted more than just utility—they wanted connection. What began as an experimental way to stand out in a crowded app market soon became a signature trait.
Zomato’s in-app notification writers (yes, they actually have a creative team for this) began infusing their messages with wit, humor, and a pinch of sass. Messages like:
- “Are you ignoring your cravings again? Because they just texted us.”
- “Your order is hot, just like you.”
- “Your food is running faster than you did in the school race.”
These seemingly simple lines are a product of carefully curated creativity, balancing humor, relatability, and timeliness. What’s impressive is that these notifications have become more than just cute—they’ve become a brand signature.
A Deeper Strategy Behind the Wit
Goyal revealed that this quirky feature isn’t just for laughs—it’s part of a larger customer engagement strategy. “We’re competing for attention in a distracted world. When someone sees a Zomato notification, we don’t just want them to acknowledge it. We want them to feel something. A smirk, a chuckle, a craving—that emotional tug is what builds brand loyalty.”
It’s a technique rooted in behavioral psychology. In fact, Zomato’s marketing team collaborates with behavioral scientists to test how certain tones and phrases trigger positive responses. It turns out a humorous line can reduce perceived delivery time, increase app open rates, and even improve customer retention.
“This is about turning a wait into an experience,” said Goyal.
From Meme Culture to Marketing Gold
Zomato’s push notifications frequently go viral on social media. Screenshots of funny or flirty messages flood Twitter and Instagram, with users playfully tagging the brand and sharing their favorite lines.
“We’ve become part of meme culture,” noted a Zomato spokesperson. “People aren’t just reading these lines; they’re collecting them, posting them, laughing at them with friends. And that’s incredibly powerful.”
It’s a rare feat for a utility-based app to spark this kind of emotional and cultural resonance. But Zomato has managed to become not just a delivery service, but a daily companion—part food guide, part stand-up comic, part love guru.
Inside the Creative Kitchen
Zomato’s push notification team includes writers, pop culture experts, and humorists who meet weekly to brainstorm new ideas. They closely track trending topics, internet slang, and current events to keep the tone fresh and hyper-relevant.
But the process is no joke.
Every line undergoes rigorous A/B testing. The team checks not just for humor, but also sensitivity, diversity, and relevance. “We want to be witty, not offensive,” says one team member. “Our aim is always to uplift the mood, not to divide.”
Zomato also localizes its humor. Notifications differ from city to city, sometimes incorporating local language or cultural references. A customer in Mumbai might receive a message like, “Vada pav is on its way. Don’t let the rains steal your thunder,” while someone in Delhi might see, “Butter chicken is approaching—get your stretchy pants ready.”
Setting the Tone for the Industry
Zomato’s approach has now influenced competitors and brands beyond food delivery. E-commerce, ride-hailing, and even fintech apps are borrowing the idea of “personality-rich notifications.” But Zomato remains the trendsetter.
When asked about being copied, Goyal smiled: “We don’t mind. If it means more people are smiling when they look at their phones, that’s a good thing.”
The Future: More Than Just Food
Zomato is already experimenting with AI-generated messages based on user behavior, weather, and time of day. If it’s raining in your area, don’t be surprised to get a nudge that reads, “Perfect weather for momos and gossip—order now?”
There are also plans to allow users to select their preferred notification tone—whether they like their alerts funny, romantic, motivational, or plain and simple.
