Zomato’s ‘Legends’ service was temporarily halted in April 2024 and relaunched as “Intercity Legends” in July 2024. However, Zomato has now officially discontinued this service, which aimed to deliver food from distant cities, such as dhoklas from Gujarat to customers in Delhi. Despite attempts to improve profitability, including raising the minimum order value to Rs. 5,000, the service could not achieve sustainability due to a poor “product-market fit.”

In a post on X, Zomato CEO Deepinder Goyal stated, “Update on Zomato Legends—after two years of trying, we have decided to shut down the service with immediate effect due to the lack of product-market fit.” 

Commenters on Goyal’s post expressed that the marketing for Zomato Legends was inadequate, leaving the company with no choice but to take such measures. One comment read, “I’m hearing about Zomato Legends for the first time… lol. It shows how poor the marketing and service were.” Another noted, “I guess it wasn’t marketed well. Not many people know about Zomato Legends.” A user inquired about the challenges of scaling the service.

Additionally, Vibhor Varshney, a SEBI Registered Research Analyst, pointed out several reasons for the service’s failure, including poor marketing, the unattractiveness of cold food items like hours-old chole bhature, and high costs.

Zomato also shut down its ‘Zomato Xtreme’ hyperlocal goods delivery service in July 2024 due to lackluster demand. Launched a year earlier to compete with delivery companies like Shadowfax, Porter, and Loadshare for intracity deliveries in around 750-800 Indian cities, this service also struggled to find its footing in the competitive market.

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