Hyderabad, Feb 3 (UNI) Zomato, a restaurant discovery and food ordering and delivery platform, on Tuesday announced the launch of its ‘Healthy High-Five Challenge’, a strategic, engagement-led initiative aimed at driving sustained demand for healthier food options during the post- New Year consumption slowdown.
Rolled out exclusively on Zomato’s Healthy Mode, the challenge uses gamification to convert health intent into repeat action. 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, which assesses dishes based on protein, complex carbohydrates, fibre, and micronutrients rather than calorie count alone.
Under the program, four completed High-Fives unlock a free dish from a curated, high-nutrition menu.
From a business standpoint, the reward-based structure is designed to increase order frequency, improve customer stickiness, and deepen engagement within the growing health-conscious consumer segment.
Consumer data indicates a sharp dip in health-led food choices during February, often referred to as the “February Slump”.
By launching the challenge during this period, Zomato aims to counter demand fatigue while reinforcing its positioning in the wellness-driven food discovery space.
The initiative builds on Healthy Mode, introduced late last year with nutritional tags and simplified health scores.
The added layer of incentives and engagement-driven design marks Zomato’s continued focus on feature-led differentiation beyond discounts, as it seeks to monetise evolving consumer preferences around nutrition and mindful eating.
The Healthy High-Five Challenge will run through February across seven major cities—Delhi, Mumbai, Bengaluru, Hyderabad, Kolkata, Pune, and Chennai—accessible via the Healthy Mode section on the Zomato app.
