Exclusive: On the lines of Zomato Treat, Swiggy Super introduces 'Delight'

Integrating value-added subscription programmes have been the core fundamental of Zomato’s online ordering vertical. Almost 18 months ago, it introduced Zomato Treat to avail free dessert with every online order.

Following the success of Treat and Gold, the Alibaba-backed company has introduced Piggybank that lets users 10 percent cashback on every online order.

While Zomato kept experimenting with a subscription that essentially drives loyalty, its rival Swiggy has been trying to catch on quickly through integrating various subscription programmes into one - Swiggy Super.

Priced at Rs 49 a month or Rs 149 for a quarter, Swiggy Super was offering limited benefits including free unlimited delivery and exemption from surge pricing. However, now it also includes ‘Super Delight’ that promises free dessert or beverages at selected partners at Swiggy every time a Super member order through it.

According to a notification sent by Swiggy to users, Super Delight is exclusive to Super subscribers and applicable on all deliveries above Rs 99.

Zomato had introduced Treat, a subscription (priced at Rs 249) that lets subscribers avail a free dessert with every meal they order in April last year. As of now, Treat has about 2,50,000 subscribers.

Paid subscription: Zomato Vs Swiggy

Of late, food delivery business has been dominated by Swiggy. However, a rather latecomer Zomato caught up quickly and recently claimed lead over the Bengaluru-based rival. With a mere 3.5 million deliveries a month at the beginning of this year, Zomato had claimed 21 million monthly order run rate.

Although Swiggy hasn’t given any fresh figure, it’s estimated to have monthly order run rate of over 20 million.

Over the past 18 months, Zomato has a stellar ride with subscriptions including Gold and Piggybank. Within two months, Piggybank has been able to attract 1 million members who placed over 2 million orders using Z coins. Meanwhile, Gold also sold like a hotcake.

Unlike Zomato that has been rolling out separate subscription programmes, Swiggy tends to bundle several programmes into one - Swiggy Super. Preliminary, it seems to be an apt strategy as managing a single subscription is easy for users than multiple ones.

Ultimately, with Delight, Swiggy Super would be in better position to counter Zomato’s multiple subscription programmes - Treat and Piggybank.