Lucknow, Kochi, Indore and Coimbatore are ‘small markets’. Content services will continue.

Zomato’s online food ordering business, launched in April 2015 is being scaled down with Lucknow, Kochi, Indore and Coimbatore, the first to go.

“The size of the market is in these cities is small right now and is growing with time. We will re-launch when the time is right,” said Pankaj Chaddah, co-founder, Zomato.

Despite Zomato’s recent marketing efforts, including television ads, it didn’t see a significant increase in the order volumes in these few cities.