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Toters, the local and internationally expanding providers of food – and other items – delivery service has won the match in its fierce competition with the international unicorn Zomato. Zomato has announced that, as of December 15 2021, it will cease its operations in Lebanon, at a time when each of the two companies was racking millions of dollars in sales thanks to growing investor funding, geographical expansion, user-friendliness, convenience, and adaptability to merchant needs. The multiplying number of bike drivers with a green (Toters) and red (Zomato) backpacks has been remarkable over the last two years. Consumer dependence on these platforms is increasing and the merchant’s subscription to such platforms has become essential.
Throwing in the towel
In a farewell statement, Zomato announced it is retiring from Lebanon, but hinted it may come back: “We’ll be seeing you!” A message by Toters read: “We are sad to see Zomato leave Lebanon. Competition is always healthy for promoting quality products in the market. We understand the effect this announcement will bring, and are dedicated to minimizing any disruptions to the community through the services we offer,” read a message by Toters published on social media after Zomato’s goodbye letter. Toters also published a post announcing their support for the team behind Zomato Lebanon. It said that it is making available new vacancies to back office employees and delivery personnel. Toters wished Zomato the best of luck and thanked them for the ‘good ride’.
Green versus Red
Zomato and Toters dominate ‘ondemand’ food delivery platforms. The Zomato platform is accessible through an app or a website. Toters’ services are accessible to smartphone users through an app. Zomato is headquartered in India and operates, Lebanon Branch Manager at Zomato. Toters is a local corporation co-founded by and in 2017. Toters’ operations have expanded overseas through partnership agreements. The company now operates in Iraq, Saudi Arabia, and the United States.
