Swiggy targets office goers with newly-launched category 'DeskEats'

The customers can access offering by searching for "Office" or "Work" to find a collection of nearly 700,000 food items from across 200,000 restaurants live on platform, company said in a statement

Online food delivery platform Swiggy is sharpening its focus on specific customer segments to drive growth in its food delivery business.

 

After introducing a ‘high-protein’ category last month, the platform on Monday rolled out DeskEats, a curated food collection aimed at office-goers across over 7,000 workplaces, including tech parks, corporate hubs, and business centres.

 

It currently covers 30 cities, including Delhi, Mumbai, Bengaluru, Chennai, Gurugram, Pune, and Kolkata.

 

The company said that both the offerings —the High Protein and DeskEats categories —reflect the changing consumer needs, whether that’s eating healthier or eating smarter during a busy workday.

 

 

Under the DeskEats category customers can access the offering by searching for “Office” or “Work” to find a collection of nearly 700,000 food items from across 200,000 restaurants live on the platform, the company said in a statement.

 

It includes collections such as Value Combos, Stress Munchies, Deadline Desserts, One-handed Grabbies, Healthy Nibbles, and Teamwork Bites that resonate with office goers. 

 

Prior to the official launch, the company did a pilot test of the initiative. In that phase, in the stress munchies category, chicken popcorn topped the list in Bengaluru, whereas fries were the go-to in Mumbai, and garlic breadsticks were most popular in Gurugram.

 

For the healthy nibbles category, salads were the favourite among office-goers across all cities.

 

Overall, Mumbai emerged as the top city for DeskEats; while ‘One Hand Grabbies’ proved to be the most popular offering.

Even as ‘high-protein’ was launched the category saw over 1.8 million users discovering healthier options during the pilot phase itself and is now live across 30 cities, said the company.

 

Maloo said, “Whether it’s a quick bite between meetings or a team treat after a deadline, DeskEats is built to match the rhythm of an office day. We understand that there is a need for a team-order-friendly selection that is available without the need to spend a lot of time on the app. DeskEats aims to address such use cases and redefine the experience of, quite literally, having a meal at your desk.”

 

According to Swiggy, the initiative builds on the success of Swiggy’s Corporate Rewards program, which offers value to verified working professionals as part of workplace incentives or wellness initiatives of their respective companies. Within three months of the launch, the initiative has scaled to 14,000 companies, with 150,000 employees.