Swiggy Case Study: What to Eat?

Index -
1. Problem Statement
2. Analysis & Ideation
3. User Journey
4. PR / FAQ

Team Members:
1. Aditya Krishna
2. Faizan Khan
3. Hari Gowinth
4. Kartik Benageri
5. Vignesh B
Problem Statement
The user does not know what they want to eat or what they prefer. There are too many choices
available which leads to a paradox of choices. Intimidated by the options, they abandon their cart.

“When you give a lot of options to the user, the time taken to
decide also increases” - The Hick’s Law

User Persona
From our research and interviews, we found that based on the food intake behavior and daily
life pattern, we can categories our customers into two personas stated below

Age 17 - 22, Age 22-35

● Home, College and School ● New to the Area

● Updated and aware with technology
● Believe that study hard will pay off later
● Spends a lot of time on mobile phone
● Shops online all the time
● Coupons, Voucher and Discount lover
● Try everything when it comes to food.
● Doesn’t like going out or crowded
places, Introvert
● Home and Office.
● User with tight work schedule
● Late night working profession
● Food lover and loves to eat out
● Wants to try different types of Cuisine
● Shops online all the time
● Need good food supply support for
home parties
● Cooking daily is not fun
Analysis & Ideation -
1. Who are the users? How will the solution influence these users?
With this solution, we are trying to solve problems for users who don’t know what to
eat. Our solution will help them to make better food choices while reducing the overall
time taken in the entire process.

2. Is the solution viable? Introducing a change in an app with tens of millions of

users creates multiple ripple effects, some known and many unknown. Is the
solution likely to create positive ripples or negative ripples? How can the odds of
positive ripples be maximized and the odds of negative ripples be minimized?

This feature will only be visible to users who frequently spend more than 10 mins in the
app and don’t add anything to their cart. Based on the trigger, a user from this cohort will
be prompted to opt-in for membership and only after taking their consent would it be
visible within the app.

3. Will solving for one cohort (“Users who do not know what to eat”) impact the other
cohort (“Users who do know what to eat”)?

Since the feature is hidden for all users, it won’t affect the users “who know what to eat”.
Only after we have seen success with the target cohort will it be rolled out to the other
cohort.

4. Will the solution have a negative impact on some of Swiggy’s restaurant partners?
If yes, which ones and how can the negative impact be mitigated?

We are expecting a slight impact on restaurant partners as people will create their meal
plans for a week. But again it would be minimal as we are focusing on users who were
not ordering in the first place.

5. What metrics must be tracked to know whether the solution is working as

expected? What quantifiable goals and improvements are expected in these
metrics for the next six months?

- Number of memberships sold

- Average revenue per user from the cohort
- Total number of orders from the cohort
6. What metrics have to be tracked to know if something has gone drastically wrong?
What are the thresholds for these metrics that signal alarm bells for a massive
miss in assumptions?

- Revenue is growing at the same rate.

- Number of new memberships added in a month < Number of memberships cancelled in
the same timeframe
- Restaurants are unable to fulfil the demand due to an increase in membership (Good
problem to solve)
- Delivery partner shortage at peak time (Good problem to solve)
- CAC > LTV

7. Are there other applications of the newly developed solution beyond Swiggy food
delivery?

It can be added to InstaMart later, where users can create their daily/ weekly baskets for
groceries and household supplies.
User Flow & Journey Visualization
User Flow - Meal Subscription
Case 1 - User Subscribing a Past Order &
Recommendations:

The user clicks on Swiggy’s Choice

User’s past order comes up. The user can either order one meal or make it a subscription meal.
Case 2 - User subscribing to pre-defined meal plans

Users click on Swiggy’s Meal Plans curated just for you.

A list of options that can be customized appears. The user can either place a single order or create a
subscription meal.
Case 3 - User creating a custom subscription plan

User clicks on Create your own meal plan

Users can either upload their meal plan or answer a few questions to create one. Once done, Swiggy will
suggest the dishes, and they can be easily made into a subscription meal.
Swiggy Launches AMMA to revolutionize
how urban Indians eat.
With this launch, Swiggy expects its users living in metropolitan cities away from family to have a better
food ordering experience. It is estimated that, on average, a user will be able to save up to 23% more
than current food expenses with the new feature.

Date - 2nd October 2022

Place - Pune

At Swiggy, we have been innovating how Indians order their food over the past 8+ years. While we have
been a preferred choice for more than a million people every day for food ordering, grocery shopping,
and package delivery, we found out that a large chunk of our users are finding it hard to decide what
they want to eat.

We are going to change this with Swiggy AMMA. The platform will now allow users to plan their meals
beforehand and save time and money. Swiggy AMMA is the best way people can leverage food
subscriptions.

Main features of Swiggy AMMA -

1. Make a month’s meal in less than 15 minutes.

With more than 1000s restaurants and 100s food options available on the platform, it becomes
challenging for users to choose. Swiggy AMMA will help these users curate their meals better by
leveraging our in-house AI and preparing a plan for an entire month in less than 10 minutes.
Users can also handpick their meals using our recommendations built based on their profile*.

2. Get fresh food delivered to you when you’re hungry.

Gone are the days when you had to order lunch every day and wait till it arrived. With Swiggy
AMMA, we ensure timely deliveries of your favorite food from your preferred restaurants. No need
to check the Swiggy app for partner locations every time.

3. Customise your meals according to your taste and lifestyle

Swiggy AMMA also allows users to customize their meals based on any health or lifestyle goals
that they have. Looking to get in better shape? Swiggy AMMA will ensure your meals are in
accordance with your plan. Just upload your diet plan or answer a few questions, and Swiggy
AMMA will give you a list of curated options to pick from.

“We have been working on Swiggy AMMA for the last year, and we are 100% sure that this will change
how urban India eats. I have faced these challenges first-hand, and I just want to tell our users that
cooking a healthy and delicious meal takes time; ordering it shouldn’t.” - Ashwin Goyal, Director,
Swiggy.
The feature will be rolled out slowly to all users. With a simple, 1-click opt-in process, users can plan
their meals in less than 15 minutes and save significant amounts of money.

“I have been living in Bangalore for more than three years, and ordering food daily has been a
headache. I have tried some tiffin services, but the food quality isn’t up to the mark, and I end up
ordering on Swiggy. I am looking forward to Swiggy AMMA as it claims to solve not only the quality of
food but also the effort and time that it takes to order 2-3 meals in a day.” - Anuranjita Bardhan, Learning
Experience Designer, Stoa.

Frequently Asked Questions -

1. What is Swiggy AMMA?

Swiggy AMMA is a customized membership plan that helps users to plan their meals for a month.
AMMA stands for All Meals Made Available. You can plan up to 5 meals daily and schedule the
delivery timings in one go.

2. How can I be sure that I am going to save money with Swiggy AMMA? Also, I don’t want to
commit for a month, are there daily or weekly plans available?

Yes, you can opt for weekly memberships as well. With the monthly membership, we are
expecting our users to save up to 23% on their total bills as compared to 30 single orders in a
month.

3. Are there any additional fees I have to pay for the membership?

No, there’s no membership charges as of now. However, if in future we plan to add additional
features, a minimal cost will be added.

4. What's the payment method and will I be charged every month?

All the payment methods that are available for normal food delivery are applicable. It is a
recurring membership and users will be prompted before renewal.

5. Will I be able to use Swiggy coupons and discounts on my meals?

No, coupons and offers are only available for single orders. To ensure you get the maximum
benefit from the membership, your food delivery charges are reduced by a maximum of 40%
when you opt for a monthly plan.

6. Is the membership also available for InstaMart?

No, this is only available for food ordering as of now. We will let you know if in future this is rolled
out to InstaMart.

7. I don’t order lunch and dinner at the same address. How will this membership work then?

You can select up to 4 different addresses under Swiggy AMMA for different meal deliveries.. For
example - Weekday lunch - office address, Dinner (all 7 days) - Home address, Weekend Lunch -
 Home address.

8. I want to cancel my meals for the day but I have already paid the price. What can I do?

Swiggy AMMA allows you to reschedule up to 5 meals in a month. The meal needs to be
cancelled at least 4 hours before the delivery. The money is added to your App Wallet and can
be used for future food orders.

To know more about Swiggy AMMA, go to www.swiggy.com/AMMA