MUMBAI: Food-delivery platform Swiggy is testing waters in the fastgrowing corporate catering market as it seeks avenues to improve its frequency of orders and strengthen customer stickiness.
The Naspers-backed firm has begun piloting a business-to-business food-aggregation offering loosely called Swiggy Café or Swiggy Food Court that digitises corporate cafeterias, according to three people aware of the development. The offering is being tested at two corporate parks in Bengaluru, including one that houses Swiggy’s headquarters. The pilots began over three months ago.
Swiggy Café/Food Court allows employees to use the Swiggy app to order lunch from select corporate catering market where the pilots are on. Swiggy Café/Food Court works with vendors to map the flow of incoming orders and intimates customers when their order is ready, thus cutting waiting queues and making the order flow more manageable.
“This is currently being run as an experiment for Swiggy, which is looking to use this offering mainly as a customer acquisition channel for its larger (business-to-consumer) delivery business, and also to create stickiness,” said one of the persons cited above.