Indian food-tech players, including Zomato and Swiggy, are currently batting on a good wicket on the back of the ongoing Indian Premier League (IPL).
The average number of daily orders on food-tech platforms has jumped by 18.2% till now from pre-IPL days due to numerous consumption occasions created by the league, revealed data from RedSeer Consulting. The 50-day league hosts at least one match everyday.
With final rounds of IPL and the ICC Cricket World Cup to follow, the momentum gained by the food-tech majors is expected to pick up pace, helped by none other than thousands of restaurant partners on their platforms that have menus curated especially for the IPL.
“During IPL 2018, snackable items like pizza, french fries, and ice-creams witnessed a 50% increase in orders compared to the previous year. This year too, the trend has been similar. While local cuisine has been quite popular during the matches, snackable items have witnessed a considerable increase in orders from last year during both snack and dinner hours. Some of the top 10 dishes ordered during the season this year are chicken biryani, paneer butter masala, pav bhaji and samosa,” said Srivats T S, VP (marketing) at Swiggy, which is the associate sponsor of India’s biggest cricketing league.
Bangalore has taken the lead in the total number of orders placed during the first fortnight of the IPL, followed by Mumbai, Hyderabad, Chennai and Delhi, according to the Swiggy. Even for Swiggy’s arch rival Zomato, the order frequency, as well as early dinners and evening snacks, have shot up significantly. “This IPL season we have witnessed some relatively newer food delivery trends. Dinner (7-11pm) hours are usually busiest but with the IPL matches starting at 8 pm every day (and at 4pm on the weekends) our order frequency for early dinners and evening snacks has increased,” said Sandeep Anand, CMO, food delivery at Zomato.