Mapping the Food Trail for the New Foodie in the City
The busy workaholic of twenty-six years has just shifted to a metropolitan city from his native place. He feels lost in this big new city. He is figuring things out for himself at a new flat in an unfamiliar locality, like the furnishings of his house and the gas and water supply in the kitchen. The new job takes up most of his time but he still wants to explore the local cuisine as he’s a passionate foodie.
One of the primary target mindsets for hyperlocal food ordering and delivery platforms is the migrant away from home, waiting for a hot meal at the end of the day but unaware of what the town has to offer. He doesn’t have a family whom he stays with and is around 18 to 35 years of age. Companies like Swiggy is reaping huge profits by connecting with this audience.
Even locals would much rather have food delivered to their doorstep than going through the trouble of dressing up and going out. Swiggy’s USP is convenience; with Swiggy you can enjoy food from the best restaurants at home. It eliminates the hassle of going out and is much less time-consuming.
Additionally, one can combine dishes from different restaurants.
What differentiates Swiggy from its competitors is that it does not require a minimum order as it has its own fleet of delivery boys. One can order anything from a single cupcake to a meal for 4. Each delivery boy has the app on his phone enabling customers to track their orders and leave specific feedback for their delivery personnel. These features make it one of the most efficient and convenient food delivery apps.
When asked how they manage meals, a student of twenty interning in a media agency in Mumbai and staying in a PG accommodation says, "When time permits, I make sabzi or an egg curry on weekends and call for kulchas or chapatis from Swiggy. Otherwise, usual late nights at office mean ordering two main meals of the day at the workplace itself. There is not much time to spend at home. " Another thirty-year-old working bachelor says, “I have switched to salads and fruits, trying to bring a healthy change. So keeping a cook doesn’t make much sense. When I have time I get fruits and vegetables and prepare a salad mix myself but work keeps me occupied. Swiggy is a saviour.”
The loyalty of such consumers only proves how Swiggy has got its target mindset mapped perfectly, catering to their needs and interests.
Swiggy POP is a new service targeted specifically at these young professionals. As part of this new service, the company offers a periodically changing curated menu of single-serve wholesome combo meals in the range of Rs. 99- 200 from neighbouring restaurants. No delivery charge is placed on these orders. That is a huge advantage for bachelors looking for a quick single serve. Swiggy has managed to partner with over 35,000 restaurants across fourteen cities in the last four to five years.
To quote Anuj Rathi, VP, Product, “POP was conceptualized keeping in mind the time-pressed working professionals who do not have access to a kitchen and need a hassle-free and foolproof fix to their daily meals.”
Food trails were also recently organized by the food delivery giant in Mumbai and Chennai. This is something which foodies who are new to the city crave; exploring the foodscape of the city with someone who knows the city well.
Food delivery chains like Swiggy ensure that customers are not going hungry at any point of time no matter where they are situated, even if they don’t know the city well.
The ‘Your Food Will Find You’ Campaign Perfectly Elevates Our Brand Positioning: Swiggy’s Srivats TS, AdAge India; 2017. Swiggy Launches POP, Medianama; 2018. Here's How Swiggy Plans to Change the Way India Eats, AdAge India; 2017. Swiggy- Digital Marketing Strategy for Swiggy, IIDE; 2017