Product

If you find yourself craving late-night food with nothing available at home to eat, or if your cook is on leave and you lack the energy to prepare a meal, or perhaps you wish to treat your friends or family but don't have the time to cook, or you are new to the city and want to taste the best local specialties—worry not!

There's no need to take a single step; simply have your food delivered to your doorstep with a single click on Swiggy.

Place your order and receive your food within minutes.

What swiggy offers?

wiggy is currently known for discovery and ordering food, grocery and dining out. They also have genie ( pickup & drop ) and Minis but currently the adoption for them is very low.

Swiggy offers on demand deliveries with convenience, affordability, variety and predictability( in time, service and quality )

Ideal ICPs ( New Customers )

ICP 1 ICP 2
Type of ICP Campus Buddie New to City
Gender Male/Female Male/Female
Age 18-22 23-32
Native City Tier-1 & Tier-2 Tier-2 & Tier-3
Current City Tier-1 & Tier-2 Tier-1 & Tier-2
Occupation Student Internship/Job
Education Background Tier A & B Campuses Tier B & C Campuses
Source of Money Parents Internship/Job
Salary 10-25k per month : Pocket Money 5-20LPA
Marital Status Single Single/Married
Kids No Depends
Lives With Friends at Campus Flatmates in City, Family or Alone
Household members 3-10 members 3-10 members
Most Used Apps Instagram, YouTube, Snapchat, Whatsapp, BGMI, LUDO, Amazon, Myntra, Flipcart, Jio Cinema & Hotstar Instagram, YouTube, Facebook, Netflix, primevideo, Hotstar, Quora, Myntra, Nykaa, Amazon, Flipcart & Whatsapp
Content Consumed Animies, movies, Reels & Memes & IPL Movies, Series, TV Shows, Reels & Memes
Money Spent Food and Shopping Rents, Travelling, Food, Theatre Movies, OTT Platforms, Comedy Shows, Pubs, Restaurants, Shopping & Emergency Savings
Time Spent Classes, Games, Shopping, Reels & Movies Work, Theatre Movies, Reels, Series, Travelling, Shopping & OTT
Money vs Time Money. Money.
Interests Games, Video Games, Reels, Movies, Food and Shopping Shopping, Travel, Series & Theatre Movies
Food Preferences Pizza, Burger, Brownies, Biryani & Cakes KFC Chicken, Pizza, Burger & Parata, Biryani, Thali, Chole batore, Desserts, Snacks & Cakes or City Specials.
How do they get food? 1. Campus Mess
  1. Campus Food Courts
  2. Delivery Apps | 1. Self Cooking
  3. Hires a Cook
  4. PG Food
  5. Nearby restaurants or stalls
  6. Delivery Apps | | How do they know about food delivery app? | Friends Referred ( Referral Program ) | Friends Suggested ( WOM ) | | When they starting using food delivery apps? | While at Campus | When new to City | | Avg. Order Value | INR180 | INR220 | | Order Frequency | 5 per Week | 3 per Week | | Which food app they use most? | Swiggy and Zomato ( Depends on what provides best offers ) | Primarily Swiggy & Zomato ( Depends on what provides best offers ). Occasionally Dominos. | | When do they feels like needing a food delivery app? | 1. When feels craving in the night
  7. When feeling lazy and can't go outside for food.
  8. When hostel gates are closed and can't go outside for food.
  9. When friends meet for spending time or during late-night studies.
  10. When they want to give birthday or festive treats to parents & friends.
  11. When families gather together to spend good time. | 1. When feels craving in the late nights.
  12. When came back tired from work.
  13. When cook is on leave.
  14. When PG food is not good.
  15. When they are not feeling good to cook for themselves.
  16. When friends gather at home.
  17. When they want to watch a movie on OTT.
  18. When they want to take some rest from cooking (typically weekends).
  19. When working from home and craving snacks. 10.When feeling lazy and can't go outside for food. | | What do they like in Swiggy? | Offers | 1. Delivery from distant restaurants
  20. Delivery in rainy and surge conditions
  21. Offers | | What do they dislikes in Swiggy? | N/A | N/A | | What features they use most? | 1. Repeat Order
  22. Search ( Restaurant name & dish name )
  23. Filters ( Price & Distance ) | 1. Repeat Order
  24. Search ( Restaurant name & dish name )
  25. Filters ( Price & Distance )
  26. Try new ( feature ) | | How much time it takes them to order food? | 10-15mins | 10-15mins <5 mins for repeat order |

Customer Journey Map

Exploration Consideration Purchase Habit Formed
Searches for nearby restaurants Downloads Swiggy Orders 2-3 times a week Repeats the same food items ( 2-6 in a week )
Searches for favorite food items Checks top rated food items Orders from new restaurant Tries new food items
( 2-4 in month )
Goes to nearby restaurants by walk/bike/car Checks/Filters top rated restaurants Takes SwiggyOne subscription Tries new restaurants
( 2-4 in month )
Tries local food items in the restaurants Checks Less distant restaurants Orders for friends & family
Asks friends about best food items Checks known restaurants Refers friends ( Referral or WOM )
Asks friends about best restaurants Checks High quality food pictures Gives feedback
Filters Veg/Non veg preferences
Checks for personalised food items
Checks Understandable food names
Searches previously known food items
Checks Night time delivery options
Checks Faster delivery options
Searches for food items that satisfy hunger & cravings
Checks high discounted food items
Checks top rated restaurants for experimentation
Checks Food items for group orders
Compares same food item price in different restaurants
Compares same food item price in different food apps
Checks multiple varieties for same food item
Checks healthy food options
Checks weather conditions for delivery availability
Checks surge periods for delivery availability
Checks payment methods
Orders food item
Tracks the food item
Checks the Delivery on time
Gives good feedback for good delivery
Gives bad feedback for bad delivery & expects faster resolution
Satisfies with delivery and food item.

Note: The actions highlighted in the "Consideration" column have not been adequately addressed for customers. We will focus on resolving these issues in conjunction with activation metrics.

(Based on feedback from 15 user calls)