Food delivery apps in India are set to allow restaurants access to basic customer information, mainly phone numbers, following explicit user consent. Zomato has reportedly agreed to this change after long-standing demands from the National Restaurant Association of India (NRAI), which has argued that platforms have historically restricted restaurants from connecting directly with their own customers. With access to contact details, restaurants can address order issues more efficiently, send personalized offers, and understand ordering patterns. NRAI also confirmed discussions with Swiggy, indicating that the trend could soon extend across the entire food delivery industry.
While restaurant owners hail this as a significant win, privacy advocates and netizens have expressed concern. Even with consent mechanisms, critics worry about the responsible use of the data and the potential for customers to receive excessive promotional messages. The Competition Commission of India has previously investigated whether platforms misuse collected data, and regulators are closely monitoring the developments. There is also apprehension about private-label promotions by platforms like Zomato and Swiggy, which some restaurant groups argue could create an uneven competitive environment if data is not handled carefully.
For consumers, the impact may be mixed. Those who opt in could enjoy more relevant offers and direct engagement from their favorite restaurants, while others may view it as an unwanted intrusion. NRAI president Sagar Daryani noted that restaurants have previously been “blindsided” by lack of access to customer ordering patterns, limiting marketing effectiveness. With Zomato taking the lead, industry experts expect other delivery platforms to follow, potentially reshaping how customer data is handled in India’s food delivery sector. This shift brings both new opportunities for restaurants and greater responsibilities for user privacy protection.