On Sunday, the food delivery platform Zomato made an unusual request to its customers: to avoid ordering food during the peak afternoon hours. This plea is seen in connection with the extreme heatwave conditions currently affecting various parts of the country. For the past few days, several states have been experiencing record-breaking temperatures, and the Indian Meteorological Department (IMD) has predicted that these scorching heat conditions will persist for the next few days. However, in a brief respite, residents of Delhi experienced light drizzle on Saturday, which brought some relief by lowering the temperatures.

Zomato’s message, posted on the social media platform X, read, “pls avoid ordering during peak afternoon unless absolutely necessary.” This post quickly drew strong reactions from internet users. The company’s request aimed to protect its delivery executives from having to ride their bikes in the intense heat to deliver orders.

Reactions on Social Media

The response on social media was overwhelmingly critical. Many users argued that a food delivery company cannot ask customers to refrain from ordering during lunch hours. They pointed out that if Zomato genuinely cared about its delivery personnel, it should temporarily halt delivery services during the peak afternoon hours rather than placing the onus on customers.

One user commented, “Bro, you are in food services and people order food when it is absolutely necessary. If you actually care about your employees, you would be posting ‘Our services are unavailable during peak afternoon hours.'” This sentiment was echoed by another user who questioned the practicality of the request: “Is it even real? Though I appreciate the concern, lunchtime orders cannot be postponed to dinner time. If so, Zomato needs to identify ‘absolutely necessary’ orders and not-so-necessary orders.”

Another suggestion was more direct: “Please close the business for 4 hours 12-4 PM, that would be the right approach.” This reflected a common viewpoint that Zomato should take a more proactive stance rather than asking customers to adjust their behavior. Another user voiced concerns about the practicality of Zomato’s request, especially for those living alone: “Wow, a food delivery app asking its customers not to order in the afternoon. What about those who stay alone? If you’re really that concerned about the well-being of the delivery guys, increase their incentives. You guys already charge a platform fee on every order to pay Goyal’s bills.”

Zomato’s Perspective

From Zomato’s perspective, the request was likely made out of genuine concern for its delivery personnel. The extreme heat poses significant health risks, including heatstroke and dehydration, especially for those who have to work outdoors for extended periods. By advising customers to limit orders during the hottest part of the day, Zomato might have hoped to reduce the number of delivery trips and, consequently, the exposure of its delivery staff to the harsh conditions.

However, the company’s approach raised questions about its operational policies. Many users felt that a more effective solution would involve internal policy changes rather than external requests. For instance, Zomato could consider temporary service suspensions or enhanced protective measures for its delivery executives during extreme weather conditions.

Alternative Solutions

Several alternative solutions could be considered to address the issue more effectively. Firstly, Zomato could implement a temporary pause on deliveries during the peak afternoon hours. This would send a clear message that the company prioritizes the health and safety of its delivery staff. Additionally, Zomato could increase incentives or provide additional compensation for deliveries made during extreme weather conditions. This could help offset the risks and discomfort faced by delivery personnel.

Another approach could be to enhance the protective measures for delivery executives. This could include providing better cooling gear, hydration packs, and more frequent breaks during their shifts. Zomato could also explore partnerships with local businesses or community centers to create cooling stations where delivery personnel can rest and rehydrate.

The Broader Context

This situation with Zomato is not isolated; it reflects broader challenges faced by gig economy workers worldwide. Delivery executives, ride-share drivers, and other gig workers often work in conditions that traditional labor protections do not adequately cover. As such, companies operating in the gig economy need to continually reassess their policies and practices to ensure the well-being of their workforce, particularly in extreme conditions such as heatwaves.

The backlash against Zomato’s request highlights the growing awareness and concern among consumers about the working conditions of gig economy workers. It also underscores the need for companies to communicate clearly and act decisively when addressing such issues.

Conclusion

Zomato’s request for customers to avoid ordering during peak afternoon hours was a well-intentioned but poorly received attempt to protect its delivery executives from extreme heat. The strong reactions from social media users highlight the complexities of balancing operational needs with worker safety in the gig economy. Moving forward, Zomato and other similar platforms might need to consider more direct and effective measures to protect their workers, especially during extreme weather conditions. By doing so, they can ensure a safer working environment while maintaining the trust and support of their customer base.