Swiggy unveils digital marketing tools for restaurant partners

Swiggy, an indigenous food and grocery delivery platform, has introduced a suite of marketing solutions aimed at enhancing the digital presence of its restaurant partners. Available to restaurants across India, these tools are designed to boost customer engagement through popular social media channels, including Facebook, Instagram, and WhatsApp.

The services enable restaurants to collaborate with prominent local food influencers, utilise targeted ads on social media, and leverage WhatsApp for direct marketing. This combination of influencer partnerships, hyper-local and behavioural targeting, and social media advertising ensures restaurants is expected to drive traffic to their Swiggy menu pages and achieve higher returns on advertising investments compared to traditional methods.

India's food services market, valued at INR 5.5 lakh crore, is expected to soar to INR 9 lakh crore to INR 10 lakh crore by 2030, driven by an expanding customer base and increased dining occasions. Online food delivery, projected to grow at 18% annually, will account for 20% of the market. These insights come from the 'How India Eats' report by Bain & Company and Swiggy.

However, eateries face fierce competition and the challenge of maintaining foot traffic. While influencer marketing has been a go-to strategy, its effectiveness in driving conversions is waning. Restaurants must now find innovative ways to stand out in a crowded market and retain loyal customers.

Swiggy's initiative includes comprehensive marketing packages that feature Instagram promotions, Facebook ads, and WhatsApp marketing, providing a versatile approach to reaching potential customers. The company has made these services accessible to all restaurant partners through the Swiggy Owner app, allowing them to easily participate in the program.

Ajit Panigrahi, assistant vice president of restaurant marketing and growth at Swiggy, emphasised the need for restaurants to go beyond offering great food to stand out in a competitive market. He highlighted that these new marketing services combine the expansive reach and engagement of social media with Swiggy's platform capabilities, empowering even the smallest restaurants to grow their customer base and succeed in the industry.

In September 2023, Swiggy unveiled Learning Station, a digital academy on the Swiggy Partner app designed to help restaurant partners thrive. The platform offers engaging video content that covers tech tools, data-driven business growth, and operational insights. From crafting effective menus to strategic advertising and discounts, it equips restaurant partners with the skills needed to succeed.