look news india
Swiggy, the leading platform in the world of online food delivery, has introduced a revolutionary ‘Multi-Restaurant Ordering’ feature to completely change the customer experience. Till now, the biggest problem with food delivery apps was that if four different people sitting at home or office wanted to eat food from different restaurants, then each person had to order separately, make separate payment and had to pay platform fees and delivery charges again and again. Finding a solution to this big problem, Swiggy has now started the system of giving customers the experience of virtual ‘food court’ in their living room. Under this new feature, consumers will be able to order their favorite dishes from up to 5 different restaurants in a single transaction by adding them to the cart. From popular food hubs like Hazratganj and Gomti Nagar in Lucknow to Delhi-NCR, Mumbai and Bengaluru, this new update is going to make food ordering with friends and families extremely easy and affordable during the festive season and weekend parties.
The biggest advantage of this new feature of Swiggy is that users will no longer have to empty their cart again and again while switching between different restaurants. According to their choice, consumers can choose a starter from one restaurant, main course from another, biryani from the third and dessert or ice cream from the fourth or fifth. All these items can be collected in a single master cart. When users go to the checkout screen, they will see the total of all the restaurant items together and can make the entire payment in one go (Single Checkout & Payment) through UPI, Credit Card, Debit Card or Net Banking. This will not only save a lot of time, but will also completely eliminate the hassle of repeated payment failures or deducting money from different accounts.
Normally when a customer placed 3 or 4 orders from different restaurants, the platform fee, delivery charge and GST would be added separately to each order. Many times the burden of these extra charges would be more than the total cost of the meal. The facility to bundle orders into a single transaction in Swiggy’s multi-restaurant ordering system will provide great relief to customers from recurring platform fees and additional delivery costs. Especially during office lunches or at home get-togethers and kitty parties where each member has different food choices, this feature will prove helpful in keeping the bill much lower. Food lovers can now order their favorite dishes from the city’s famous outlets without worrying about spoiling their budget.
On the technical front, Swiggy has made this complex logistics very easy and transparent. Even though the order and payment is made in one go, there will be no compromise on the quality of food preparation and delivery. After the order is placed, each restaurant will be notified separately to prepare its food. After this, under Swiggy’s algorithm, nearby delivery partners will independently pick up food from those restaurants. The user will see a single consolidated tracking dashboard on their app screen, where through different tabs it can be clearly seen which restaurant’s food is being prepared and which delivery partner is coming to their address via which route. This ensures that the food remains hot and fresh, as the food will not get cold after visiting one restaurant or another.
This step of Swiggy has been taken as part of its strategy to gain technical and service edge over its rival company Zomato in the Indian food-tech market. Recently, both the platforms had started experiments like Large Order Fleet for big orders and events, but for retail users, Swiggy has directly addressed the everyday need of the consumer by allowing customized orders from 5 restaurants simultaneously. The company believes that this innovation will lead to a significant increase in the average order value (AOV) and will rapidly increase the number of customers who were earlier hesitant to order food from different restaurants and would settle for the usual menu of a single outlet. In the coming days, this feature will be completely rolled out in a phase-wise manner in all Tier-1 and Tier-2 cities across the country, due to which the trend of online food ordering is sure to reach a new level.