In a strategic reversal, Zomato has discontinued its 15-minute ‘Quick‘ food delivery service just four months after its launch. Introduced in metro cities like Bengaluru, Hyderabad, Mumbai, and Gurugram, Zomato Quick aimed to redefine speed in the food-tech space but has now been quietly shelved. The company has confirmed its renewed focus will be on Blinkit’s ‘Bistro’ vertical, offering 10-minute delivery of snacks, beverages, and light meals.
Zomato CEO Deepinder Goyal previously acknowledged difficulties in scaling the model, citing a lack of restaurant partners and poor product-market fit (PMF) as core challenges. This is the second time Zomato has exited the ultra-fast delivery space, having earlier shut down “Zomato Instant” and “Zomato Everyday.”
But as Zomato steps away from the 15-minute game, the conversation is shifting beyond economics towards the ethical and societal costs of quick commerce.
Speed at a Cost: The Human and Environmental Toll
While India has emerged as a global pioneer in cracking the quick commerce (qcomm) model, there is rising concern over the invisible costs powering these rapid deliveries.
A 35-year-old delivery executive recently lost his life in Kolkata in a road accident while trying to overtake a truck, an incident not isolated. In major cities dominated by qcomm platforms, similar tragedies are increasingly reported. In Bengaluru alone, police booked over 17,000 traffic violations by delivery riders in a single week, underlining the scale of risk involved. Though companies say riders aren’t forced to rush, many feel penalized or indirectly pressured to meet strict delivery windows.
Behavioral influence is another aspect that is usually overlooked. Professionals caution that immediate delivery is changing people’s habits, leading to a pattern of excessive consumption and lower impulse control. What previously was a brief stroll to a nearby store is now confined to a series of touches, resulting in impulse buying and erosion of patience in adults and children alike, according to behavioral scientists.
Environmental degradation also looms large. India generates 9.3 million tonnes of plastic waste annually, the highest in the world, with 40% remaining uncollected. With qcomm encouraging smaller, more frequent orders, packaging waste has surged often involving multi-layered plastic for each item.
The Shift to Blinkit Bistro: A Strategic Pivot
With the discontinuation of ‘Quick’, Zomato is now placing its bet on Blinkit’s ‘Bistro’ a 10-minute delivery platform launched in December 2024. The service focuses on high-frequency, low-ticket items like samosas, coffee, sandwiches, and snacks positioning itself alongside Swiggy’s “Bolt” and Zepto’s “Cafe.”
Unlike traditional meals, these offerings are easier to package, stock, and deliver swiftly. But industry watchers point out that the structural risks haven’t changed: aggressive timelines, plastic-intensive packaging, and ethical issues regarding rider welfare.
Financials and Outlook
Despite the shutdown of Quick, Zomato reported strong revenue growth. For Q4 FY25, it posted ₹6,201 crore in total income, up 63% from the same quarter last year. Net profit, however, stood at just ₹39 crore, a 77% decline year-on-year, indicating rising operational costs.
The company appears to be refocusing on sustainability and scalability through Blinkit while dialing down on ultra-fast delivery promises—at least for now.
A Moment for Industry-Wide Introspection
While innovations in last-mile delivery have driven economic and infrastructural transformation, the current developments invite a critical question: Can India’s qcomm sector evolve to be not just faster, but also safer, greener, and more humane?
Zomato’s pivot could signal an industry-wide reckoning with the limits of speed. Because when a ₹20 snack demands 3 layers of plastic, or a rider risks his life to meet a deadline, it may be time to pause, reflect, and rebuild better.
