Hyderabad, Feb 3 (TNT): Zomato, a restaurant discovery and food ordering and delivery platform, on Tuesday announced the launch of its Healthy High-Five Challenge, a gamified initiative aimed at sustaining consumer interest in healthier food choices during the post–New Year slowdown in motivation.
Launched exclusively on Zomato’s Healthy Mode, the challenge is positioned at the intersection of consumer wellness and platform engagement.
Customers earn a ‘High-Five’ for every qualifying order that meets defined nutritional benchmarks, including a minimum of 20 grams of protein and a high Healthy Score—a proprietary metric that evaluates dishes based on protein content, complex carbohydrates, fibre, and micronutrients rather than calories alone.
Under the program, four High-Fives unlock a free dish from a curated menu of high-nutrition options, creating a reward-led habit loop designed to encourage repeat healthy ordering.
The initiative is timed to counter the widely observed “February Slump,” a period when health-conscious consumption typically drops after the initial momentum of New Year resolutions fades.
From a business perspective, the challenge builds on Zomato’s Healthy Mode, launched late last year, which introduced nutritional tags and simplified health scores to guide consumer choice.
By layering gamification and incentives on top of this feature, Zomato is looking to deepen user engagement, increase order frequency within the health-focused segment, and strengthen its value proposition beyond convenience and price.
The Healthy High-Five Challenge will run throughout February across seven key urban markets—Delhi, Mumbai, Bengaluru, Hyderabad, Kolkata, Pune, and Chennai—signaling Zomato’s continued focus on urban, health-aware consumers as it expands its platform-led differentiation strategy.
TNT TS
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