From special campaigns to tie-up with Hotstar, food delivery apps have warmed up well to score big this Indian Premier League season. The efforts are bearing fruit as daily orders for the food delivery apps have scored close to 20% gain this IPL season. Zomato and Swiggy are the main gainers.
The apps are not just offering IPL-linked special discounts, but they have also integrated and weaved around their campaigns around IPL to garner business from cricket fans who do not want to miss the live action.
Daily orders on food service digital platforms are up by 18.2% since the IPL 2019 season has started on March 23, national daily Times of India has reported quoting RedSeer Consulting. With the league, to run till May 12, heading for the more intense knockout phase, the companies are expecting more business.
Match timings from 8 pm onwards created occasions to order food to enjoy uninterrupted match action.
Companies too are pleasing the customers with special offers. Swiggy has integrated with the Hotstar to offer the IPL fans the service to order food while streaming the Indian Premier League (IPL) 2019 action live.
“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,” Srivats T S, VP (marketing) at Swiggy, is quoted as saying by Times of India.
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.
As the ICC World Cup, to be played in England and Wales from May 30 to July 14, will also have late evening matches for Indian audiences, the food delivery brands are expecting the momentum to grow further.