SWIGGY

Overview

1) Founded in 2014
2) Swiggy was founded in 2014 by a squad of three friends, Nandan
Reddy, Rahul Jaimini, and Sriharsha Majety.
3) Swiggy focused on simplicity and transparency
4) They created an easy-to-use Swiggy app, an on-demand food
ordering and delivery platform where you get a host of nearby
restaurants to choose from and can get your food delivered in
30-40 minutes with just a tap. The icing on the cake is that you
can track your order and know exactly how long it will take to
get delivered.
5) Swiggy spent Rs 778 crore on advertising and marketing in FY19
as compared to Rs 130 crore in the previous financial year. The
power of Swiggys marketing strategy emerges from certain
sharp marketing principles:
6) Target Segment: Swiggy sharply targets the 18-35 demographic,
which has easy access to smartphones, is digitally savvy, and
looks towards online platforms to satisfy their daily needs.
These include students who cannot cook independently,
working professionals who order during office hours, and
families who prefer to skip cooking on certain days.
7) Segment Attitudes: The sharpness of their target group
understanding is well reflected in the desi pop attitude reflected
in their breezy and humorous communication.
8) Communication Task: Further despite being a late entrant and
till recent years a #2 to Zomato, Swiggy has always been clear
that their Brand Task is to grow the Home Delivery Category.
They have achieved this brand task by focusing on sharp entry
barriers that their TG faces and activating them with hard-
hitting campaigns.
 9) TG Passion Points: The brilliance of Swiggy’s marketing
strategy is even more evident as they have clearly identified
Cricket as a clear segment passion point and invested heavily in
IPL through snackable films that leverage the cricket mood
without interrupting the consumers’ viewing experience.
10) Digital Marketing: Swiggy is one of the foremost examples
of a Digital-first brand and has a clear Digital strategy that we
will cover next.
11) Innovation: Lastly, Swiggy has turned every crisis into an
opportunity and even during and before the pandemic, has
launched innovative services with efficient execution.

When looking at what’s in store for the food delivery industry,

it’s important to understand the two basic types of online food
delivery: Meals and Groceries. Together they make up the total
food delivery market which according to Grand View
Research had an impressive global market size of $354.28 billion
in 2022. What’s even more amazing is the projected growth of
over 25% per year, which is expected to reach a difficult-to-
fathom $2.15 trillion in 2030.

While the pandemic was the catalyst for the massive growth in
online food ordering, food delivery services have now become a
de facto standard for both the grocery and restaurant
industries.

Over the next few years, we believe the following 5 trends will
influence the food delivery industry:

1. Online food delivery has become a must-have

 2. Increased third-party food delivery options

3. Growth of in-house food delivery platforms

4. Demand for groceries surpasses meals

5. Data is the key to customer satisfaction

Increased Third-Party Food Delivery

Options

It may seem contradictory at first, but in-house food delivery

management and third-party delivery are both poised for
significant growth.

Except for the major chains, most players in the restaurant

industry partner with third-party food delivery service providers,
which are essentially online food delivery platforms where
different types of meals from many different restaurants can be
ordered.

Some of the leading third-party delivery services include

Grubhub, Uber Eats and DoorDash. It’s interesting to note that
while most of these companies were created specifically for
online food delivery, some of them, for example, Uber Eats are
leveraging their existing infrastructure to transport meals
instead of people.

Third-party delivery continues to grow as restaurant chains are

increasingly partnering with multiple third-party fleets in order
to expand their delivery footprint and expand operating hours.
Likewise, leading third-party delivery services have an
established customer base, which can bring a significant amount
of new customers with minimal investment. While this tactic
expands the chain’s geographic reach and pool of potential
customers, it also means that a significant chunk of its delivery
operations is not under its control anymore.

Some food companies are mitigating this situation by

implementing their own online food ordering platform but then
using third-party providers for the actual delivery. Food delivery
management platforms provide them with much-needed
visibility and control over their delivery operations even for data
that originated with third parties.

Growth for In-House Platforms

Third-party delivery options might be growing, but so are the

number of restaurants and grocery stores that are leaving third-
party food delivery service providers and setting up their own in-
house food delivery management platforms.

The main reason for doing this is to take back control over food
delivery. Grocers understand that delivery is a key part of the
customer experience, and a bad delivery – even if it’s the fault of
a third-party provider – will always be blamed on the grocer.
Therefore, it makes sense to bring operations in-house to
ensure the consistency and quality of the customer journey.

A good example is Giant Food, a grocery with over 160 stores

that works with third-party food delivery provider Instacart, but
insists on having its own in-house online food delivery service to
maintain its branding and control over the customer
experience.

To smoothly manage these operations in-house, restaurants

need a delivery management platform, which uses automation
to assign drivers to each order. When delivery happens at scale,
with tens of thousands of orders each day, the logistics behind it
become increasingly complex, which is why chains managing
delivery across multiple restaurants get the most value out of
using a delivery management platform.

Demand for Groceries Surpasses a

Gourmet Meal

Interestingly enough, while meal delivery increased at a higher

rate during the pandemic, it’s actually grocery delivery that will
grow more rapidly in the coming years, reaching two-thirds of all
food deliveries by 2030.

For grocers looking to scale up their delivery operations and

maintain customer loyalty with new fulfillment experiences, the
biggest challenge will be competing with the two leading players,
Walmart and Amazon who dominate the market.

As most businesses in this traditional market have minimal

delivery automation, and often rely on a single delivery provider
to reach their customers, this will not be simple. On the flip
side, however, brick-and-mortar grocers can offer competitive
service offerings by using their neighborhood stores as
fulfillment centers.
Larger chains are also opening ghost supermarkets in urban
locations, which are not open to the public but are available to
online customers providing faster and more convenient
fulfillment options such as buying online with home, curb-side
or in-store pickup options.

Online food ordering and delivery is here to stay for delicious

meals and weekly grocery shopping. It is part of a greater trend
in ecommerce, where customers are demanding more
convenience and control over how and when they order their
food.

Data is the Key to Customer

Satisfaction

As digitization enables measuring delivery performance and its

correlation to increased revenues, food retailers now
understand the importance of using customer data to improve
efficiency, cut costs and most importantly improve the customer
experience.

With such a large part of the delivery flow in the hands of third
parties, it’s not surprising food providers are turning to data
collection and analysis to better understand their delivery
operations.

Having these insights into your own delivery operations is

invaluable and the benefits stretch across everything from
relations with external fleets and aggregators, to providing
flawless deliveries, to enabling other arms of your business, like
customer care, marketing and branding.
Summary

With online orders growing at a faster pace than ever, both

restaurants and grocery stores have an unprecedented
opportunity to reach new customers and increase revenues. The
challenge is how to balance customer demand for fast,
convenient and transparent delivery with the operational
complexity and expenses required to meet these demands.

Food delivery industry professionals like UberEats, Just Eat, Grubhub, and Deliveroo have
gained huge market serving with marketing goodies and fantastic innovations. To withstand
the competition and save up with ever-changing customer needs, food delivery owners should
mind the most modern trends and technological advancements. The wealth of choices available
for apps to compare and pay with discount price from the Online Food Ordering App, which
preserves time and money.
On-demand Food delivery Mobile app is a modern trend and the Future of the Food Delivery
Industry will majorly rely on it. In fact, it has been determined that there will be a 65% hike in
a delivery request. With the arrival of the internet and on-demand solutions, it has made
feasible for the customer to order their favourite food from their preferred restaurants in the
convenience of their homes. If you are running the food industry or the restaurant business,
you should leverage the modern trends in this area that can help you to raise the ladders. Things
like on-demand food delivery app development and food delivery tracking system will be at
the influence of the present synopsis.
North America has already hosted to above 10 online food delivery businesses with Grubhub,
the biggest player, accounting for above a one-third share of the market.

Europe also has above 10 providers; with Dutch company, Just Eat has an appearance in eight
countries in the region and an up 83% share of the U.K. market.

Asia values for a huge 55% share of the global online food delivery business.

China only a single registered over $34 billion in online food delivery revenues in 2018,
including two of its biggest players, Ele.me and Meituan Dianping divvying up around 10
billion deliveries between them last year.
 9 Things to Take Care of while Building a Food
Delivery App
Click to know more

7 Trend Will Change the Future of the Food Delivery

Industry
The trend of online food delivery and order is growing at an effective price. The concept of the
food industry and take away counters, now, exist online as well. Naturally, ordering of food
simply in a few single clicks has become the new fashion.

The following are the 7 new trends that food delivery service providers should be
knowledgeable of: –
Technology Will Involve in the Food Delivery Industry

1. To provide modern users’ digital expectations and creative usage of technology is the only
method to achieve. That’s why, an expanding number of restaurants and food sectors are
investing in the latest technologies like mobile apps, online food ordering, and so on. It’s
suspected that 2017 will bring a few more innovations that will improve food delivery brands
to make a remarkable growth
2. Conclusively, there are food delivery apps, which efficiently provide the shifting choices of
time-starved consumers. On the other hand, these apps serve the customers with a greater
and larger variation of on-demand food; they serve restaurant owners to gain good returns.

Multi-delivery Channel

2. Multi-delivery channel User-friendly service has now grown a need to maintain customers.
Customers suffering from poor experience abandon food delivery apps and takeout services.
Food delivery platforms are required to simplify the food-ordering manner and improve the
user experience by implanting new delivery channels.
o Food ordering via Smart TV
o Food ordering via Car
o Food ordering via Tweet
o Food ordering via Smartwatch
Food Waste Apps

3. Research shows that — One-third of the food offered around the world makes waste. In such
situation apps are of excellent advantage, as the food waste apps tackle this condition and
support to save the planet. With such apps, the restaurants and grocery markets acquire rid
of leftovers and supply the needy with low-priced food.
4. For instance, Food for all is a related app giving unsold meals from local restaurants, cafes with
a 50% discount. It’s an excellent way to grab a yummy dinner for $3. Here, the user needs to
place an online order and pick up the food in a delivered time.
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Environment for Eating

4. Eating delivered has expected to be essentially a separate profession for customers in 2030.
The majority of respondents prefer the food to be deliver, largely at home, while the workplace
is also increasing in prevalence.
5. Key features for online food Delivery applications businesses: delivery at home is the usual
popular modern trend while there might be an enhanced demand for corporate delivery.

Driving Performance through Big Data

5. This year will mark food delivery services utilizing big data for their last-mile delivery software
and work running a business efficiently. Most of these food app owners collect the following
data to analyse the extent of delivery. Real-time road travel and traffic, Weather and its
influence on food and Customer’s order history, collecting such layered knowledge will
improve food delivery businesses to come up with specific delivery time, director customers’
loyalty and happiness, response to complaints, food offer personalization and much more.
6. Big data in the food delivery business is exacted to redefine 2020 by converting the process of
how such food delivery systems served until now.

Mobile Apps with a Virtual Kitchen

6. The virtual kitchen sounds exciting and this is a different concept offered by Uber. UberEats is
serving restaurants to avoid the expensive operating prices of beginning a unique physical
place by providing service to partnering restaurants to use their kitchen area to serve more
meals.
7. Augmented Reality (AR) and virtual reality (VR) have grown magic rods for driving new
consumers to several food delivery services. Companies use AR to renew their marketing
campaigns, increase brand awareness, boost sales traffic, and even catch virtual training for
their employees. In the coming times, we’re foreseeing to see delivery brands not only
leveraging mobile apps and social media to take customer orders but also looking into using
AI solutions and robots to streamline their delivery processes.
Advertisement Services

7. Now Eat launched an expanded presence feature to promote food offerings uniquely and
funnily. This feature was accessible through Facebook Messenger. Customers could use their
cameras to see burgers, pizza, and other foods drifting into their mouths.
8. For instance; over 100,000 communications, 10% of which resulted in orders.

Grocery Delivery App Development Cost in 2020

(On-Demand Solution)
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Conclusion
The food delivery industry is growing non-stop. Not all advances we have noticed are just
modifying the process we eat, they are also improving the process cafes and restaurants
serve. On-demand food delivery mobile app development will always make usage of
technology to achieve and to match the needs of modern-day customers who are looking
for freedom. The third-party delivery services, mobile apps, and online ordering systems
are just the opening.
Deorwine Infotech is one of the best on-demand solutions that provides an readymade
and on demand food ordering app development with the full of support. We are best
mobile app Development Company in USA. We are supporting delivery-developing apps
with Real-time Tracking and helps to track and manage your delivery services and
operations easily.

Swiggy is one of the leading food delivery platforms in India, and it has a strong
brand awareness among its target audience. Here are some of the ways that Swiggy
creates brand awareness:

• Social media marketing: Swiggy has a strong presence on social media, with
over 30 million followers on Facebook and over 10 million followers on
Instagram. The company uses social media to share funny and engaging
content about food, as well as to promote its latest offers and features.
• Celebrity endorsements: Swiggy has partnered with a number of celebrities to
endorse its brand, including Ranveer Singh, Alia Bhatt, and Deepika
Padukone. These endorsements help to raise awareness of Swiggy among a
wider audience.
• TV and print advertising: Swiggy also runs TV and print ads to reach a wider
audience. These ads typically feature catchy slogans and visuals that are
designed to stick in people's minds.
• Partnerships with other brands: Swiggy has partnered with a number of other
brands, such as Uber and Amazon, to offer its services to a wider audience.
 These partnerships help to increase brand awareness for both Swiggy and its
partners.
• Word-of-mouth marketing: Swiggy's satisfied customers often recommend the
service to their friends and family. This type of word-of-mouth marketing is
one of the most effective ways to create brand awareness.

Overall, Swiggy uses a variety of channels to create brand awareness among its
target audience. These channels include social media, celebrity endorsements, TV
and print advertising, partnerships with other brands, and word-of-mouth marketing.
As a result of these efforts, Swiggy has become one of the most well-known food
delivery platforms in India.

Here are some additional examples of how Swiggy creates brand awareness:

• Using topical marketing: Swiggy often uses topical marketing to create brand
awareness. For example, during the 2018 FIFA World Cup, Swiggy ran a
campaign called "Swiggy Goals." The campaign featured a series of videos
that showed people using Swiggy to order food while watching the World Cup.
• Creating memorable experiences: Swiggy also creates memorable
experiences for its users. For example, in 2019, Swiggy launched a campaign
called "Swiggy Surprise." The campaign involved delivering food to users in
unexpected ways, such as by dropping food from drones or by delivering food
to users' doorsteps in custom-made cars.
• Using data-driven marketing: Swiggy uses data-driven marketing to create
brand awareness. For example, the company uses data to identify its target
audience and to create content that is relevant to that audience. Swiggy also
uses data to track the effectiveness of its marketing campaigns.

Swiggy's brand awareness is a result of its effective use of a variety of marketing

channels. The company's use of topical marketing, memorable experiences, and
data-driven marketing has helped to create a strong brand that is well-known among
its target audience.

Consideration

wiggy encourages consumers to consider ordering by using a variety of marketing

strategies. These strategies include:

• Promoting discounts and offers: Swiggy regularly offers discounts and offers
to its users. These discounts can be in the form of free delivery, discounts on
food items, or cashback. Swiggy also offers subscription plans that offer users
discounts and other benefits.
• Personalizing the user experience: Swiggy uses data to personalize the user
experience for its users. For example, the company shows users restaurants
that they are likely to be interested in based on their past orders. Swiggy also
 sends users notifications about deals and offers that are relevant to their
interests.
• Making it easy to order: Swiggy has a user-friendly app that makes it easy for
users to order food. The app is available on both Android and iOS devices.
Swiggy also offers a website that users can use to order food.
• Providing excellent customer service: Swiggy has a team of customer service
representatives who are available to help users with any problems they may
have. Swiggy also has a help center where users can find answers to
frequently asked questions.

These are just some of the ways that Swiggy encourages consumers to consider
ordering. The company's use of a variety of marketing strategies has helped to make
Swiggy one of the most popular food delivery platforms in India.

Here are some additional examples of how Swiggy encourages consumers to

consider ordering:

• Using social media: Swiggy uses social media to promote its services and to
share deals and offers with its users. The company has a strong presence on
Facebook, Twitter, and Instagram.
• Running advertising campaigns: Swiggy runs advertising campaigns on TV,
radio, and in print media. These campaigns typically feature catchy slogans
and visuals that are designed to make people hungry.
• Partnering with restaurants: Swiggy partners with restaurants to offer
exclusive deals and discounts to its users. These partnerships help to attract
new customers to Swiggy and to encourage existing customers to order more
often.

Swiggy's marketing strategies are effective because they are targeted at the
company's target audience. Swiggy understands what its users want and need, and
it uses its marketing strategies to meet those needs. As a result, Swiggy has been
able to grow its business and become one of the most popular food delivery
platforms in India.

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Swiggy approaches customer retentivity in a number of ways, including:

 • Providing excellent customer service: Swiggy has a team of customer service
representatives who are available to help users with any problems they may
have. Swiggy also has a help center where users can find answers to
frequently asked questions.
• Offering discounts and offers: Swiggy regularly offers discounts and offers to
its users. These discounts can be in the form of free delivery, discounts on
food items, or cashback. Swiggy also offers subscription plans that offer users
discounts and other benefits.
• Personalizing the user experience: Swiggy uses data to personalize the user
experience for its users. For example, the company shows users restaurants
that they are likely to be interested in based on their past orders. Swiggy also
sends users notifications about deals and offers that are relevant to their
interests.
• Making it easy to order: Swiggy has a user-friendly app that makes it easy for
users to order food. The app is available on both Android and iOS devices.
Swiggy also offers a website that users can use to order food.
• Incentivizing repeat orders: Swiggy offers a number of ways for users to earn
points and rewards for repeat orders. These points can be redeemed for
discounts, free delivery, or other benefits.
• Building relationships with users: Swiggy engages with its users on social
media and through email marketing. The company regularly shares news and
updates about the platform, as well as deals and offers. Swiggy also uses
these channels to collect feedback from users and to improve the platform.

These are just some of the ways that Swiggy approaches customer retentivity. The
company's focus on customer satisfaction and its use of data-driven marketing has
helped to make Swiggy one of the most popular food delivery platforms in India.

Here are some additional examples of how Swiggy approaches customer retentivity:

• Using loyalty programs: Swiggy offers a loyalty program called Swiggy Super.
Members of the program earn points for every order they place. These points
can be redeemed for discounts, free delivery, or other benefits.
• Tracking user behavior: Swiggy uses data to track user behavior on the
platform. This data helps the company to identify patterns and trends that can
be used to improve the user experience.
• Testing new features: Swiggy regularly tests new features on the platform.
These features are tested with a small group of users before being rolled out
to the wider user base. This helps to ensure that the features are effective and
that they meet the needs of users.

Swiggy's approach to customer retentivity is effective because it is focused on the

needs of the customer. The company understands what its users want and need,
and it uses its marketing strategies to meet those needs. As a result, Swiggy has
been able to grow its business and become one of the most popular food delivery
platforms in India.

Case study: How Swiggy received 11,000 plus

new orders each month with Snapchat’s ad
format
BI INDIA PARTNER
APR 30, 2020, 10:00 IST

Swiggy has been using Snapchat’s ad platform for over a year now.

▪ Swiggy entered into a partnership with Snapchat for six months last
year to increase their user base, cater to a new set of audience and
explore new ways of marketing.

▪ Tarika Soni, Head of Commercial Strategy and Ad Monetization for

India, Snapchat, shares how Snapchat helped Swiggy deliver the
right messaging to Gen Z, what parameters were applied while
choosing the ad formats on Snapchat, and why the delivery giant
chose to extend the partnership with the platform.
Swiggy, an online food delivery platform, wanted to increase its user base and
cater to a new set of audience. In a 6-month-partnership with Snapchat in
2019, Swiggy explored its ad format that helped it deliver 11,000 plus new
food orders each month at the lowest cost per customer acquisition.

Explaining why Swiggy chose Snapchat, Sudeep Bansal, AVP - Marketing,

Swiggy, said, "At Swiggy, we are always on the lookout to test new platforms to
expand our customer base. By partnering with Snapchat, we were successfully
able to reach incremental Gen Z's in densely populated urban areas resulting in
a higher number of new users from this super relevant user segment. Snapchat
Story and Snap ads proved to be an effective and efficient platform allowing us
to boost our performance campaigns and showcase our creative prowess."

Campaign duration: June 2019 to Dec 2019.

Client’s filters:

Swiggy tests and invests in partners based on the performance of a publisher

through various parameters such as average order value, frequency of order,
coupon redemption and type of restaurant chosen for delivery.

Sharing why Snapchat is a good bait for advertisers, Tarika Soni, Head of
Commercial Strategy and Ad Monetization for India, Snapchat, said, "We are
excited to partner up with Swiggy and find innovative ways to engage with
their core audience by delivering the most relevant message at the right time
through our story and snap ads. Snapchat has an inherent advantaged to drive
recency and relevance by maximizing the number of opportunities in a given
day that can deliver a message because our users open our app 20 times per
day on average and spend over 30 minutes from when they wake up, to when
they commute, to when they’re shopping and going to sleep — these all
represent opportunities to deliver the right ad message."

Campaign results:

Swiggy has been using Snapchat’s ad platform for over a year now and are still
live with ‘always on’ programmatic performance campaigns using ‘Story and
Snap ad placements’ to deliver positive results.

Impact:

• Swiggy witnessed an 18% growth in 1st orders during June 2019 to

December 2019 and approximately 49% increase in 1st orders when
compared to June 2018 to December 2018.
• A minimum of 11k+ new orders were delivered each month.