How can a leading food delivery service extend its brand?

Swiggy, India’s favourite food delivery app, was launching its new Stores service. The product and backend was in place for the pilot test in Gurgaon. All that remained was to arrive at the most impactful value proposition – i.e. a powerful enough pitch to launch Swiggy Stores and explode growth for its nascent category.

Our job was to investigate the emerging new ‘app lifestyle’ mindset to define Swiggy Stores’s value proposition and launch message. We began by getting restaurant delivery app users to download and use new store delivery apps. Their experiences helped us mine for a fresh bank of insights, propositions, emotional / functional benefits, and RTBs (reasons to believe) for the category. Then we used these as fodder for design thinking workshops with delivery app users and non-users, to get to answers for Swiggy.

Our report was a key input into the Swiggy Stores launch strategy in 2019. The launch advertising has been a great start, with its slice of life portraits of the new mindset that we investigated.

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www.livemint.com