How Zomato’s MCP Server Shows the Future of AI-Driven Customer Journeys

Zomato has released an official MCP server.

And the implications for brands are much larger than ordering food through ChatGPT or Claude.

This move reflects a broader transformation that is reshaping the future of discovery, customer support, and conversion journeys. As an agency focused on both SEO and GEO (Generative Engine Optimisation), we studied this update closely. What Zomato is doing today is a preview of how businesses will operate tomorrow.

What Exactly Is MCP?

MCP (Model Context Protocol), created by Anthropic, is an open framework that allows AI systems to securely access real-time data and perform controlled actions. Instead of relying only on training data, an AI assistant can pull fresh information from a connected service and execute tasks with permission.

For Zomato users, this means you can now:

• Search for restaurants through natural language
• Filter by cuisine, location, budget, or preferences
• Add items to the cart
• Track orders
• Generate a QR code for payment

All of it happens inside ChatGPT or Claude. No manual app navigation. No tapping through menus. A single conversation replaces the entire user journey.

This is not a simple integration. It represents a shift from app-first experiences to AI-first experiences.

Why This Move Is Significant

The industry has reached a point where discovery no longer starts with search alone. AI engines like ChatGPT, Gemini, and Claude are becoming starting points for product research, recommendations, and even transactions.

Zomato’s adoption of MCP shows what this future looks like:

1. Natural language becomes the interface

Users describe what they want. The AI does everything else.

This removes friction and reduces decision fatigue.

2. AI handles complex workflows end-to-end

A dozen taps get replaced by one prompt.

The AI handles filtering, personalisation, and sequencing actions.

3. Brands must prepare for a world where apps aren’t the primary touchpoint

Users may never land on your app or website.

They will complete their journey inside an AI engine.

This is exactly the market reality DualRank was built for.

How Zomato Is Using MCP Today

The MCP server allows authenticated access from ChatGPT and Claude.

Users who set it up can:

• Ask for restaurant recommendations
• Browse menus
• Build a cart with prompts
• Compare items or cuisines
• Track delivery
• Pay through QR-based checkout

Early testers have already demonstrated scenarios like:

“Find something spicy under ₹300 near MG Road.”

“Compare North Indian options with good ratings.”

“Add two items from X restaurant and show final total.”

Claude or ChatGPT then handle the entire flow intelligently.

Payment remains manual because automating payments introduces risk, but every other step is fully handled.

Why More Indian Brands Are Exploring MCP

Zerodha and Razorpay have also released official MCP servers.

Their use cases highlight why enterprises are investing early:

• Zerodha enables portfolio checks, alerts, and insights through natural language
• Razorpay enables instant payment link creation and sharing
• Startups are using MCP to simplify onboarding, service queries, and account management

The appeal lies in one core idea: AI as a front-end.

Instead of designing heavier interfaces, brands expose functionality through structured actions that LLMs can execute. This creates a smoother experience without clutter or cognitive load.

What This Means for Brands in 2025

Zomato’s update is not an isolated event.

It is part of a larger shift:

• Users will increasingly start journeys in AI engines
• LLMs will become intermediaries between brands and customers
• Natural-language workflows will replace traditional UI flows
• Discovery will depend on your brand’s visibility in AI answers
• Conversion will depend on how well your services integrate with these models

For brands, this raises a critical question:

If users ask ChatGPT about your brand, product, pricing, or features, how often do you appear?

This is the core challenge DualRank solves.

Where DualRank Fits Into This

Zomato’s MCP move reinforces the value of GEO (Generative Engine Optimisation).

The same principles apply whether you’re a food delivery giant or a D2C brand.

DualRank, Envigo’s unified SEO + GEO framework, prepares brands for this shift by:

• Strengthening your entity presence
• Building citation signals across trusted sources
• Structuring content for AI-friendly parsing
• Increasing prompt surface coverage
• Testing visibility across ChatGPT, Claude, Gemini, and Perplexity
• Ensuring your brand is referenced as a reliable data source
• Creating content and schema that AI engines can interpret accurately
• Benchmarking and improving AI-answer inclusion rates

Zomato is building a direct integration.

Most brands won’t need to create MCP servers immediately.

But all brands need to ensure they are discoverable in AI conversations.

This is now as important as ranking on Google.

The Bottom Line

Zomato’s MCP server signals a future where AI becomes the interface. Not the app, not the website, not the search engine.

Brands that prepare early will own this new discovery layer.

Brands that wait will lose visibility long before they realise it.

If you want your brand to appear in AI-powered journeys, just as reliably as it appears in Google, this is the time to build your GEO foundation.

Envigo’s DualRank framework helps you achieve exactly that.