Zomato & Swiggy into heavy advertisement to restore lost demand. Online food platforms Zomato. And Swiggy have launched aggressive advertising campaigns. Which have offers aimed at convincing customers to start ordering again.
Zomato and Swiggy both announced job cuts. Therefore, in May as lock downs resulted in a huge drop in restaurant listings. And food deliveries. Order volume dropped by 60-70% during the lockdown having a huge impact on their revenues.
Zomato, in its new ad, shows a mother approving safety levels of the food delivery. By the platform and allowing her son to order online.
“Therefore, it is important for us to have mother’s stamp of approval on the multiple layers. Which are of safety nets. And hygiene protocols we have established to ensure safety of food”. Mohit Sardana, chief operating officer-food delivery at Zomato added.
Also, in April, Zomato launched Zomato Gold Support Fund. Which was saying all proceeds from subscription fee in April will go. Hence, towards helping the restaurant staff.
Zomato & Swiggy Demand Offers
Swiggy has also launched multiple discounts and offers. In June, the food ordering platform in collaboration with the National Restaurant Association of India (NRAI) launched a campaign #AtYourService, urging customers to support their favourite restaurants by ordering or dining in.
Srivats T.S., vice-president – marketing, Swiggy, said the platform is focused on supporting the restaurant community in every way possible. “We hope to help restaurant workers with an intent to stabilize their lives,” he added.
The hope that consumers who are spending hours more at home. Which will help revive demand and get the food and catering business up and running again. Advertising experts said consumer confidence building initiatives will build brand loyalty at a time when the industry is in a slow-down.
“Swiggy took a slightly wider appeal of getting patrons. Into the outlets and supporting businesses”. Said Naresh Gupta, co-founder. And chief strategy officer at advertising agency Bang In The Middle. “Today, for every eatery. The question is of survival. And they can’t survive by just taking orders and delivering. Both brands need to build traction for the eateries.”
Moreover, experts are of the view that demand will restore post-COVID. Furthermore, with increased attention on hygiene and safety criteria. Urban areas like cities of Mumbai, Delhi, Bangalore has shown considerable recovery. Therefore, in demand patterns in June and a rising trend is expected.