Swiggy Unveils Suite To Facilitate Restaurants With Influencer, Social Media Marketing Solutions

Just a few days after launching a data tool for its restaurant partners to gauge their marketing performance against peers, foodtech major Swiggy has now rolled out another suite to facilitate eateries with influencer and social media marketing solutions.

The IPO-bound company’s new marketing solution suite will help its restaurant partners collaborate with a network of influencers to promote their services as well as assist them in putting up advertisements on social media platforms like Instagram and Facebook and sending push notifications for WhatsApp customers, it said in a statement.

Swiggy’s latest move is a part of its efforts to boost online presence of restaurants and deepen their customer engagement by driving more traffic to menu pages on the foodtech’s app.

“Our new set of marketing services helps brands grow their customer base by combining the reach and engagement of channels like influencer marketing, social media and WhatsApp and the ability to acquire new users through the Swiggy platform,” said Swiggy’s assistant vice president Ajit Panigarhi.

Swiggy has been on an experiment spree lately with its restaurant centric growth solutions.

Last month, the company rolled out ‘Staffing Support’, an initiative to assist its restaurant partners with staff recruitment.  

In April, the foodtech major launched ‘Smart Links’ to enable restaurants to redirect customers straight from social media posts and advertisements to their menu pages on the food delivery app.

Apart from expanding solutions for its restaurant partners, the company has also been undergoing some other major changes.

For instance, recently, Swiggy reportedly hiked its platform fee to INR 6 per order in its key markets, including Delhi and Bengaluru.

Not just this, Swiggy’s early backers including Prosus, Accel and Elevation Capital are reportedly selling shares and partly diluting their stakes in the food tech company.

All this comes at the heart of Swiggy’s upcoming IPO worth INR 10,414.1 Cr ($1.2 Bn), for which the company received a nod from its shareholders in April. 

The IPO will include fresh issue of shares worth INR 3,750.1 Cr (about $449 Mn) and an offer-for-sale component worth INR 6,664 Cr (around $799 Mn), as per regulatory filings.