Zomato, India’s food ordering and delivery platform has launched the Healthy High-Five Challenge, designed for the moment when New Year's motivation starts to fade but the intention to eat healthier remains.
Now live only on Zomato's Healthy Mode, the challenge operates on a habit-building loop. To participate, customers must order dishes that meet specific nutritional criteria: a minimum of 20g of protein and a high Healthy Score. Healthy Score evaluates dishes on protein, complex carbs, fibre, and micronutrients, and not just calories.
- Every qualifying order once delivered, earns the customer a ‘High-Five’
- 4 High-Fives unlocks a free dish from a curated menu of high-nutrition options listed under the Healthy Mode.
Consumer data universally shows a sharp decline in health-conscious decision-making during February, often called the 'February Slump.' Addressing this drop-off, Zomato is utilizing gamification to bridge the critical gap between intent and action.
Healthy Mode launched late last year with nutritional tags and simple Healthy Scores, helping users make more informed food choices. The challenge builds on that foundation, adding engagement-led design and tangible rewards to help people stay engaged beyond the initial weeks of good intentions.
The challenge runs through February across seven cities: Delhi, Mumbai, Bangalore, Hyderabad, Kolkata, Pune, and Chennai, accessible via Healthy Mode on the Zomato app, is designed for the gap between fading motivation and lasting intention.
