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Home > Digital Marketing Blog > Just Swiggy It: Marketing Checklist of the Leading Food Delivery Service of India

Just Swiggy It: Marketing Checklist of the Leading Food Delivery Service of India

The Marketing Checklist of the Leading Food Delivery Service of India - Swiggy
June 1, 2021

Just Swiggy It: Marketing Checklist of the Leading Food Delivery Service of India

Jun 01, 2021
Devyani Paliwal
Devyani is an ACJ graduate with a bachelors in English Literature. A voracious reader since her school days, cinema aficionado and music enthusiast, she has been doing content writing for some time now.

Do you know the word that is synonymous with not wanting to eat home-cooked food? That’s right, it’s Swiggy. Founded in the year 2014 with just six delivery boys who were serving food cooked by 25 restaurants, it has now become a household name in all the major cities of the country.

The founders - Nandan Reddy, Rahul Jaimini, and Sriharsha Majesty, studied the growth of companies such as Uber and Ola and understood the potential of the hyperlocal market. Cut to today, and the delivery service is connecting consumers with over 1 lakh restaurants across 200 cities. 

Source: Verzeo

While the business acumen of the three founders had a massive role to play in the meteoric rise of Swiggy over the years, after facing numerous challenges, the marketing of the brand is what put it on the map. Today, we’ll be looking into the role marketing has played in their growth.

Swiggy’s Vision

The mission statement of Swiffy is to “change the way India eats”. By this, the company means that they want to improve or enhance their eating experience. They planned to do so by delivering quality food at their doorstep and offer unmatchable convenience to them. 

Now we all know that such an app, which delivers food from outside vendors, is not something that will be appreciated by the older generation. However, the younger generation, on the other hand, thrives on such apps.

Source: Medianama

Therefore, they always had the younger generation as their primary target audience and all their marketing strategies were planned accordingly. College students, bored teenagers, working professionals (in their 20s), were some of the categories they targeted since they were most likely to order food as a quick fix.

While we have implied that their main audience is the millennials, the age group ascertained by the company is 18-35 years. The convenience that it brings to the people belonging to this age group, in the urban areas, is what has helped them become what they are today. 

Major Marketing Channels of Swiggy

Search Engine Optimization (SEO)

Starting from their meta title, which has all the required keywords carefully included in their meta description, the company has taken their SEO seriously. With the usage of the H1 tag on the homepage, they have ensured that the search engines are able to gather the main topic.

Their backlink score is pretty impressive as well, with the correct mix of outbound as well as inbound links, and it shows that they regularly go over their website since there are absolutely no broken links.

Further, the site-map is always updated which further simplifies the work of the search engines because they are always aware of the layout of the company’s website. All these factors combined prove that Swiggy has ensured that their website is search engine friendly.

Social Media Marketing

Over the years, Swiggy has amassed quite a following on various social media platforms. One key factor that has helped them in gaining traction and helps them in standing out are the amazing campaigns that they organize.

In their journey till now, they have come up with some pretty interesting ones that have immediately struck a chord with the audience owning their humorous puns and delightful one-liners. Some examples have been given below:

1. #WhatTheFalooda

Taking a stand for their executives who are on the receiving end of abuses many times due to certain dissatisfied customers. They wanted to sensitize their customers to their plight as well. Kudos to them for doing it in a manner that was effective and delivered in a manner that didn’t hurt anyone’s sentiments. 

2. #WhatsInAName

To spread awareness about the obstacles faced by their delivery partners and emphasize the dignity of labor, they launched this campaign. It focuses on how these delivery partners deliver food and bring smiles to people’s faces. 

3. #DiwaliGharAayi

In order to leverage the importance of Diwali in the country and increase their sales during the festive period, Swiggy came out with this campaign to spread festive cheer around the country. 

On Instagram, they take the help of delicious and enticing images of food to keep their followers invested. Also, they are even using social media optimization services to make sure that they reach their target audience. Basically, they have left no stone unturned to optimize the effectiveness of their marketing strategies.  

Email Marketing 

They have unleashed their creativity and made the best use of email marketing as well. Using catchy subject lines and interesting written content supported by gorgeous visuals, the emails that they keep sending out to their registered users are always stunning.

Each email that they send out has a specific purpose, with the most recent ones stressing the safety protocols they are following to maintain the hygiene standards of the company. Their emails also include content based on current affairs as well as events, delivered humorously.  

Key Values that drive Swiggy

They didn’t just want to deliver food but wanted to establish themselves in such a way that they became an extended arm of the restaurant whose food they were delivering. And it is safe to say that they have been able to achieve that.

Swiggy has been operating since day one with only one goal in mind: to cater to their target audience and deliver food to them whenever they want and wherever they want. They have delivered on this to a degree that no one can now doubt their abilities. 

Source: Banking Frontiers

Some core values of the company that has always helped them in performing so well over the years have been listed below:

  • Consumer comes first

  • Be humble

  • Strive for excellence

  • Act like an owner

  • Always be curious, always be learning

Final Thoughts

Swiggy is an excellent example of how high a dynamic start-up can truly soar. They have made the best use of all the tricks of the trade that exist in the current digital marketing industry, and continue to maintain the quality of their content.

From a single city delivery business to a food-delivery giant, the journey that they have been through is a truly fascinating one. The way their business strategies, marketing strategies, as well as social media strategies, all come together has transformed the company in just 6 years. 

For more such content, don’t forget to go over our Blog section. Further, you can also check out the various digital marketing courses that we offer and take your first step towards becoming a digital marketer. 

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