How a novice intends to enrage Swiggy and Zomato.
Last weekend, Domino’s Pizza, India’s largest fast service company with 1,625 locations, introduced several “free rewards offers” for delivery, takeout, and dine-in orders on its mobile app.
In contrast to those offered by aggregators, large restaurants have increased the number of discounts and promotional offers on their applications by 15-20%. As a result, business executives suggested that Swiggy reduce reliance on the aggregators’ high commissions and search optimization fees.
Last weekend, Domino’s Pizza, the country’s largest fast food chain with 1,625 locations, unveiled a series of “free rewards offers” through its app for delivery, takeout, and dine-in orders.
New tech platforms Google-backed DotPe and ThriveNow only charge 3-5 per cent commissions on each order, in contrast to Zomato and Swiggy, which capture 15-30 per cent commissions. In addition, these food technology platforms let eateries set up their digital services.
“We’ve grown 40% this quarter over the previous quarter, enabling restaurants to set up their own direct ordering platform; we expect to see further escalation in demand in the upcoming festive season,” said Dhruv Dewan, operator of ThriveNow, and the founding father of Hashtag Loyalty.
Jubilant Foodworks, the Indian master franchise for Domino’s Pizza, purchased a 35 per cent share in Hashtag Loyalty in late 2021.
According to Dewan, Thrive charges a 5 per cent commission and seeks to expand from its current scale of 11,300 eateries. Street foods of India, Social, Punjab Grill, deGustibus Hospitality, Domino’s, McDonald’s, Wow!Momo. Among those with the highest discounts on their apps are Momo and Pizza Hut.
Although smaller companies still heavily rely on the collectors for scale, executives said that orders via their apps are averaging between 10 and 25 per cent for large manufacturers.
“Our focus is to increase promotions and give more value through our delivery platforms to entice customers to transact and reduce dependence on more expensive aggregators,” said Rohit Aggarwal,” operator of Punjabi Grill and supervisor of Lite Bite Foods.
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