Zepto is taking a dual-approach with its Zepto Cafe offering, allowing customers to access the cafe through a separate app as well as through its main Zepto app. This move aligns with Zepto’s efforts to tap into the rapidly growing quick commerce market, offering coffee, sandwiches, and more within a 10-minute delivery window.
This strategy is reminiscent of Zomato’s decision to spin off Blinkit into a standalone app after testing dual entry points, which proved more successful for the company. Zepto’s approach, while similar, aims to balance between keeping a free acquisition channel via the main app while also pushing for standalone growth with a dedicated app.
The debate between creating super apps (like Swiggy) versus super brands (like Zomato) has been ongoing. While Zomato houses various services like Blinkit and District under separate apps, Swiggy integrates them into its main app. Zepto is adopting a hybrid approach for now.
The decision is part of Zepto’s broader strategy to scale its Cafe business, which has been growing rapidly, with 100+ new cafes launched each month and over 30,000 orders per day. The cafe segment is already clocking an annual revenue run rate (ARR) of Rs 160 crore, with projections of reaching Rs 1,000 crore by 2026.
The move to separate the cafe offering into a standalone app comes amid a wave of competition in the 10-minute food delivery market, with startups like Swish raising funds to rival players like Swiggy Bolt, Zomato Everyday, and Zepto Cafe.
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