What is this big controversy about Zomato’s 10-minute delivery plan?

Ever since Deepinder Goyal, the CEO of Zomato, recently announced the pilot launch of “Zomato Instant” in Gurugram, there has been all-round criticism. In addition, the 10 minute promise has also become the favourite whipping boy for the media. It has also become the subject of a variety of memes and trolls. The idea of Zomato Instant is to deliver food orders in 10 minutes flat, against the normal 40-45 minute that it currently takes.

Most critics pointed to the traffic hazards it would create and the consequent risk to lives. The new approach of Zomato will be to focus on densely located network of food "finishing stations". As of now, the model is still work in progress and perhaps the trolls were trying to simply jump the gun. However, a lot many things have become quicker and substantially more efficient in the last 25 years and nobody is really complaining.