Swiggy, India’s leading food delivery platform, has unveiled a new feature called ‘Drops’, offering customers exclusive, limited-edition dishes curated by top chefs and restaurants. This initiative aims to transform food ordering into an exciting and culturally relevant experience by introducing time-sensitive culinary creations.
What is Swiggy ‘Drops’?
‘Drops’ is a feature that presents users with chef-curated dishes available for a limited time and in limited quantities. These exclusive offerings are not part of regular menus and are designed to create a sense of urgency and exclusivity among customers
How Does ‘Drops’ Work?
- Announcement: Participating restaurants announce upcoming ‘Drops’ on their social media platforms, directing fans to the Swiggy app.
- Registration: Users can register their interest in advance through the app. Once all slots are filled, a waitlist becomes available.
- Reminders: As the drop time approaches, Swiggy sends out push notifications and WhatsApp messages to remind users.
- Ordering: Orders are fulfilled on a first-come, first-served basis, emphasizing the limited availability of these exclusive dishes.
Participating Chefs and Restaurants
The ‘Drops’ feature has debuted with collaborations from renowned chefs and popular gourmet brands, including:
- Le15 Patisserie by Pooja Dhingra
- Smash Guys by AB Gupta
- Aubree
- Ciclo Café
- Louis Burger
- Good Flippin’s Burgers
- TwentySeven Bakehouse
- Espressos AnyDay
These collaborations aim to provide customers with unique culinary experiences that are not available elsewhere.Business Today
Impact on Restaurants
Participating restaurants have reported significant benefits from the ‘Drops’ feature:
- Aubree: Founder Kishore Kumar noted a 58% increase in orders compared to the same day the previous week, attributing the surge to the buzz created by ‘Drops’.
- Smash Guys: Co-founder AB Gupta shared that they received over 100 orders within the first 10 minutes of their drop, highlighting the excitement and engagement generated among customers.
Conclusion
Swiggy’s ‘Drops’ feature introduces a novel approach to food delivery by combining exclusivity, limited availability, and culinary innovation. By collaborating with top chefs and restaurants, Swiggy aims to enhance the customer experience and redefine food ordering as an exciting event.The Times of India
