In the increasingly competitive realm of food delivery, Swiggy, a foodtech startup, has introduced an innovative feature called WhatToEat. This new addition empowers users to explore a wide range of food options tailored to their specific moods and cravings.
Available directly on Swiggy’s food ordering page, WhatToEat offers users a convenient way to explore diverse food categories. Once a category is selected, the app generates a curated list of ten restaurant options that specialize in serving dishes from the chosen category. The company emphasizes that the list is organically populated, meaning that the restaurants included do not pay for their placement.
“With WhatToEat, Swiggy wants users to bid farewell to the time-consuming process of scrolling through endless restaurant options, checking numerous menus, and juggling multiple carts… The goal is to offer users a streamlined and efficient experience in discovering and choosing their meals,” said Rohit Kapoor, CEO of Swiggy’s food marketplace vertical, in a LinkedIn post.
The move is likely part of Swiggy’s broader strategy to offer an enhanced and personalized food ordering experience to its users. This initiative aims to focus on driving revenue growth while also increasing customer stickiness and loyalty.
Surprisingly, the new announcement comes mere hours after Zomato introduced the multi-cart feature on its app. Notably, Swiggy, a rival company, has also recently unveiled their own analytics platform called ‘Zomato Food Trends,’ claiming to empower restaurant partners with data-driven decision-making capabilities.
Read More: Zomato’s new platform, Zomato Food Trends, equips restaurants with valuable insights for success
As the food delivery industry approaches saturation and a slowdown, both Swiggy and its competitor Zomato are striving to secure incremental market share, leading to a series of recent launches.
The Indian foodtech industry, dominated by two major players, Zomato and Swiggy, has witnessed intense competition as they strive to establish their dominance. Despite operating at a loss, the recent funding challenges have compelled these industry giants to reevaluate their approach and prioritize profitability.
As a result, both Zomato and Swiggy have undertaken a range of initiatives to drive revenue and spur growth. Last month, Swiggy’s Co-Founder and CEO, Sriharsha Majety, disclosed that the company had achieved profitability in its food delivery business, without offering any further insights.
Read More: Swiggy’s strategic initiatives pay off as food delivery business turns profitable
Shortly thereafter, Zomato unveiled its financial results, highlighting that its various business verticals, with the exception of the quick commerce platform Blinkit, had achieved positive adjusted EBITDA in Q4 FY23, primarily driven by the food delivery segment.
As the rivalry intensifies between Swiggy and Zomato, both companies persist in investing in inventive features and strategies to claim a larger share of the burgeoning Indian food delivery market. According to Statista, this market is estimated to reach a substantial size of $33.36 billion in 2023, providing a compelling incentive for both Swiggy and Zomato to vie for dominance.
