If you also think of ordering lunch while sitting in the office, but get discouraged after seeing a bill of Rs 400-500, then this news is useful for you. Big food delivery companies like Swiggy, Zomato are now preparing to grab your daily lunch order. His focus is now not on expensive food, but on ‘value meal’ i.e. affordable thali of Rs 200. The aim of these companies is that ordering food online should not become a special occasion thing, but it should become your daily habit.
Companies keep an eye on every day’s lunch
Satish Meena, founder of market monitoring firm Datum Intelligence, says that the intention of these companies is no longer just to make you order once. She wants you to become completely dependent on her for your daily office lunch. People associated with the industry believe that this will happen only if your final bill including delivery charges and other taxes remains between Rs 200 to Rs 250.
If online food is much more expensive than the nearby dhaba or restaurant, then young office goers will not order it. In view of this huge demand, now fast-food companies are also including cheap food options in the menu.
Swiggy-Zomato tighten their belts
To make its presence felt in this market of cheap food, Swiggy is making many changes. The company has started ‘Value Store’ in its main app. Apart from this, a separate app called ‘Towing’ is also being tested for low budget customers. Swiggy CEO Shriharsh Majeti clearly says that now the next growth of food delivery will not come from expensive orders, but from food at affordable prices. However, not all of Swiggy’s experiments were successful. Due to lack of sufficient demand, they had to close their ‘snack’ platform.
On the other hand, Zomato does not currently intend to launch any separate ‘Sasta App’. The company believes that it is not yet clear which problems of customers or restaurants will be solved by such a model. Zomato charges the same platform fee from all customers, but they are offering special discounts in areas where demand is expected to be high. Apart from this, Zomato’s ‘Bistro’ model is also still in its initial stages.
New players are also trying different tricks
Meanwhile, Rapido’s backup company ‘Ownly’ has adopted a completely new approach. This company does not take any commission from restaurants, so they can decide the price of their food themselves. In this, customers will pay separately for food and separately for delivery.
However, Rebel Foods, a company running cloud kitchens, has a slightly different thinking. According to their co-founder Kallol Banerjee, cheap food alone is not a guarantee of long-term growth. People order food according to their mood and occasion. Sometimes they want premium coffee, sometimes they want cheap cafe food. Curefoods has also created different brands like Eatfit, Sharif Bhai Biryani and Cakezone under the same strategy, which fit every budget.
Online food market will be worth 27 billion dollars
According to the report of Investec Equities, India’s online food delivery market has now reached its next growth phase. This growth is coming more from the addition of new customers than from repeat orders from existing customers and increasing demand in small cities. It is estimated that this market of $9.1 billion in 2024 will increase to $27 billion by 2030. As urbanization is increasing, people’s eating habits are also changing rapidly.
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