Unexpectedly, Zomato, the largest food delivery company, has requested that its patrons refrain from placing their orders during the busiest afternoon hours. The extreme heatwave conditions that several Indian states are currently experiencing prompted this request.

Zomato’s request was to avoid requiring its delivery executives to ride their bikes in the intense heat in order to deliver orders. Yet, a lot of internet users are debating the company’s strategy in light of this move.

The response to Zomato’s request went viral on the internet. A lot of users brought up the oddity of a food delivery service advising clients not to place orders during lunch. They contended that Zomato could easily care for its delivery executives if it really did.

“Bro, you are in the food services industry and people order food when it is absolutely necessary,” remarked one user. You would be posting something like, “Our services are unavailable during peak afternoon hours,” if you genuinely cared about your staff.

While some users expressed gratitude to Zomato for showing concern for its delivery executives, others offered different ideas. A user suggested, “Please close the business for 4 hours, 12–4 PM; that would be the right approach.”

“Wow, a food delivery app asking its customers not to order in the afternoon; what about those who stay alone?” remarked a different user. You already charge a platform fee on every order to cover Goyal’s expenses, so if you’re really that worried about the welfare of the delivery guys, boost their incentives.”

It’s still unclear how Zomato will react to user feedback as the discussion rages on. Whatever the result, this episode should serve as a reminder of the difficulties faced by delivery executives, particularly in inclement weather.

Watch this space for additional updates on this story and other business news.