Image Source: Entrepreneur
Swiggy, a top food ordering platform in India, has introduced a revolutionary new feature called 'Drops'—the first-of-its-kind experience that delivers limited-edition, expertly crafted dishes by India's top chefs and cult-favourite restaurants directly to customers. Aimed at adding a dash of excitement and exclusivity to food ordering, 'Drops' provides food enthusiasts an opportunity to enjoy creative dishes that are not part of regular menus, but for a limited period and in limited numbers.
What is 'Drops'?
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A new product on the Swiggy app providing exclusive, chef-designed dishes for a short period and in small quantities.
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Foods are designed specifically for 'Drops' and do not feature on the standard restaurant menu.
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Aim to make food ordering more exciting, scarce, and culturally significant.
How Does 'Drops' Work?
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Recipe Creation: Partner restaurants and chefs design unique, innovative recipes specifically for 'Drops'.
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Announcement: Launch time and dates for every 'Drop' are pre-announced on Swiggy's social media handles, inviting users to check the app.
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Booking Slots: Users can book slots and register interest for future Drops. If all slots get booked, a waitlist is activated for more users.
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Reminders: Swiggy provides timely push alerts and WhatsApp reminders as the Drop time nears to ensure that users do not miss it.
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Order Fulfilment: Orders are fulfilled on a first-come, first-served basis, adding to the exclusivity and sense of urgency of the experience.
Who Are the Partner Restaurants and Chefs?
The launch slate includes:
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Le15 Patisserie by Pooja Dhingra
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Smash Guys by AB Gupta
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Aubree
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Ciclo Café
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Louis Burger
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Good Flippin's Burgers
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TwentySeven Bakehouse
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Espressos AnyDay
Why 'Drops' Makes a Difference
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For Customers: Creates early exposure to trial and innovation dishes, making ordering food an event to anticipate.
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For Restaurants: Provides a platform to pilot new dishes, create buzz, and enhance deeper customer loyalty in a crowded marketplace.
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For the Food Industry: Establishes a new standard for exclusivity and interaction, turning food delivery into an active, discovery-based experience.
Availability and Expansion
Currently available in a limited number of cities, with future expansion dependent on customer demand and restaurant involvement.
“Drops is designed for urgency and exclusivity. With Drops, we’re turning food ordering into something exciting, rare, and delicious. It gives our users a chance to try something completely new, created by the chefs and brands they love, and available only on Swiggy.”
— Sidharth Bhakoo, Chief Business Officer, Swiggy Food Marketplace
Sources: Economic Times, NDTV, Times of India, Mathrubhumi, Passionate in Marketing, Curly Tales, Business Today
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