Zomato, an online platform for restaurant reviews, ratings and food ordering app, has announced it will shut down online ordering service in four Indian cities - Lucknow, Kochin Indore and Coimbatore.Zomato is a popularly used app for restaurant reviews and ratings. Following the success of the restaurant listing and reviews, the company launched the food orderings service in April 2015.
Pankaj Chaddah, Zomato's co-founder who leads the online ordering business for the company, said: "We are shutting down the ordering business in Lucknow, Kochi, Indore, and Coimbatore. The size of the market is in these cities is small right now and is growing with time. We will re-launch when the time is right. In the meanwhile, we will continue to offer the best content (including scanned menus) to ensure that foodies are able to find and order great food".
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Zomato has spent significantly on marketing efforts in these cities which did not yield enough for the company. The company feels that the cities are not yet prepared for Online food ordering. Zomato has said that it will relaunch its online food ordering service in these cities and reconsider it strategy in the future when the these cities are ready. However, restaurant reviews, ratings and listings will continue to remain on the website.