Key Highlights :
Swiggy introduces DeskEats, which has its sights set on office-goers in 30 Indian cities
Provides handpicked food packs through more than 200,000 restaurants
Sees momentum in corporate participation after swift uptake of Rewards Program
Key Background :
Swiggy’s entry into the corporate food delivery segment with DeskEats is a calculated move into the segment, aiming to service the daily dining requirements of India’s growing working population. With workdays being ever more hectic and structured, the platform is hunting for a time-sensitive customer segment that values speed, convenience, and variety.
DeskEats has been rolled out across more than 7,000 offices in Indian metros. The platform’s selection of meal packs are strategically divided into various phases of the office day. “Stress Munchies” and “Deadline Desserts,” for example, address snack attacks during work stress, while “Healthy Nibbles” and “One-handed Grabbies” cater to health-conscious professionals or those who eat on the job.
Interestingly enough, close to 30% of the orders so far for DeskEats have been from the “One-handed Grabbies” category, a strong indicator of a penchant for fast, cutlery-free food. Metro-level data indicates diverse tastes, Chicken Popcorn was the favorite in Bengaluru, Fries were most ordered in Mumbai, and Garlic Breadsticks saw maximum orders in Gurugram. Salads were the favorites in the Healthy Nibbles category across the metros.
DeskEats leverages the steam Swiggy built with its Corporate Rewards Program, a workplace offering that allows companies to provide food and delivery perks for employees. Within just 90 days, it onboarded more than 150,000 employees at 14,000 companies, reflecting tremendous demand for tailor-made workplace food solutions.
Swiggy’s leadership has said that the company is envisioning food delivery not only for homes, but also for professional spaces. Embedded food delivery in the workplace is envisioned as the next level of convenience one that demands minimal directions, no waiting time, and easy fit into an office commuter’s routine.
While Swiggy seeks to diversify and grow in spite of operational problems, DeskEats is a timely intervention. As the hybrid and in-office way of work in India becomes increasingly robust, Swiggy positions itself as a reliable lunchtime and snacking partner for the modern workforce.
About the Author
Abhishek Roy
Abhishek Roy is a Managing Editor at Business Minds Media India.
