Zomato, Swiggy seek a route to reach bottom of the pyramid

economictimes.indiatimes.com:

Online food delivery platforms Zomato and Swiggy are exploring innovative strategies to attract value conscious, bottom-of-the-pyramid consumers amid a sluggish expansion in customer acquisition.

Bengaluru-based Swiggy has launched a pilot called ‘Pockethero’ in about 15 cities in late November that will mainly target students and freshers looking for more affordable food delivery options. The platform has tied up with specific restaurants to offer higher discounts and free deliveries to onboard new customers.

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“Pockethero aims to make food delivery accessible to a set of users who today may find online food delivery less value for money. True to its name, Pockethero delivers the best of discounts from our partner restaurants and gives free delivery on top of it to give our customers a taste of convenience without having to think much about their pockets,” said Sidharth Bhakoo, vice president, national business head at Swiggy.

Meanwhile, Zomato has rolled out its ‘Everyday’ programme to provide affordable home-cooked meal options.

“We believe we’re at a stage where we need to push 20 different arrows and see which one helps us do better…On the value side, we have partnered with a certain set of restaurants to do ‘Everyday’ meals. That is something we are continuing to hold and scale because we believe affordability with high quality food is the way to grow the overall restaurant industry,” said Rakesh Rajan, food delivery CEO at Zomato.

According to analysts, while food