Food ordering and delivery platform Zomato on Friday rolled out its 'Limitless Delivery' feature, allowing customers to order food from their favourite restaurants even if they are located far away from their delivery address. According to reports from Livemint, the feature enables customers to order from restaurants up to 40 km away within their city. Aditya Mangla, the chief executive officer of Zomato, stated that the service aims to make more of the city's restaurants accessible to more people, particularly addressing the challenge of favourite restaurants not being close to where customers live.
The feature is currently available across seven Indian cities: Bengaluru, Delhi NCR, Chennai, Mumbai, Kolkata, Pune and Hyderabad. As reported by Livemint, customers can access Limitless Delivery in two simple ways: through a dedicated quick link in the Explore More section on the app's homepage, which lists popular restaurants now available through the feature, or by searching for restaurants directly on Zomato and placing orders as normal. The company has not yet clarified whether orders placed through the new feature will attract additional delivery charges or involve longer waiting times.
Until now, the Eternal Limited-owned company's app mostly displayed restaurants based on their proximity to the customer's location. According to Livemint, the new feature expands the range of dining options available on the app, allowing users to discover restaurants that may have been previously unavailable because of the distance from their delivery address. For example, a customer living in Gurugram can now order from their preferred restaurant in another part of Delhi-NCR, provided it is available on Zomato. The feature is particularly useful for festive occasions, as demonstrated by the example of ordering from Noida Sector 18 to Noida Sector 137, which would have been out of range previously.
The company stated that the feature aims to give customers more choices when ordering food, particularly when their favourite restaurants are located far from their homes. As reported by Livemint, the service could also help popular restaurants expand their reach by making them accessible to a wider customer base across the city. Currently, Zomato gold members get free delivery on orders within 7 km, beyond which extra charges apply, and the actual delivery experience may vary depending on the restaurant's location, distance involved and applicable delivery charges. Additionally, Zomato has introduced Host Mode for group orders during festivities, which hides all price tags from menus to shopping cart to allow guests to select items independently.
