Soon after the foodtech platform Zomato started its subscription-driven playbook to bolster the food technology market, Swiggy also followed the same path and has now rolled out its first-ever membership program under the name ‘Swiggy Super’.
The Bengaluru based food startup has forayed into the paid subscription-based offerings space in which the membership will provide the facility of reduced delivery fees on the platform for customers.
Under this subscription, Swiggy Super will offer the customers unlimited free deliveries across all 35,000 restaurants listed on the platform, irrespective of the distance or time of day. Also, the program will ensure no surge fee (applicable during peak hours or rainy days) for the user and a quicker resolution mechanism through a dedicated customer care team.
“Swiggy Super is the result of understanding some of (customers’) biggest pain points when it comes to food delivery and making it more convenient, affordable and simple,” Anuj Rathi, Vice President of Product at Swiggy said. “In the coming months, we will continue to bring more value through ‘Super’ by adding more benefits and growing the existing offerings on this service.”
The monthly subscription of Swiggy will be priced between Rs 99 to 149. The company also has plans to offer a quarterly subscription, but the pricing for the same is yet to be decided. Swiggy seems to take inspiration from rival Zomato’s subscription ‘Piggybank’, which was launched a few weeks ago.
Talking about Zomato’s program, it lets users save 10 percent every time they order. Subscription-based services and food delivery together have become the key sources of revenue for Zomato which at present forms about 60% of its revenue pie.
It seems that with Swiggy Super, Zomato’s Piggybank will get some serious competition, and the ongoing battle between the two is expected to become more fierce and interesting.