“Good Food is Good Mood”
Food is an innate part of human emotions.
Not just biological, we as humans enjoy food. It has a psychological effect on us!
Today we have two leading food brands that have already created history since their inception. Very similar digital marketing structure, target audience & superb social media promotions Zomato & Swiggy have created havoc on their own right.
BACKSTORY
Zomato
Initially named as Foodiebay, this brand started its journey around 2008 by Mr. Deepinder Goyal. They changed their name to Zomato in 2010, to increase their reach & brand awareness.
When launched, Zomato was a site aiming to be the best restaurant search and discovery platform. It had the names of various restaurants, their menu, their prices, reviews, and other details.
Over the years it became an online food delivery platform & rest is history!
Swiggy
Started in 2014 by Nandan Reddy, Sriharsha Majety, and Rahul Jaimini, Swiggy secured $2 million funding from Accel Partners and SAIF Partners within 8 months of its launch.
It became a prime competitor to Zomato, with thousands of delivery executives delivering foods from top restaurants.
With their simple yet on-point marketing campaign & extremely responsive customer service the brand quickly grabbed the limelight.
MARKETING STROKES
Zomato
As per Ubersuggest data, Zomato ranks in India for 898,891 organic keywords as of July 2019. Its organic traffic is 7112,813 users per month.
Zomato puts a lot of effort into SEO. It takes the top keywords & creates its own URL from them. An extremely efficient strategy to make sure that you have the maximum traffic on your website.
Their marketing vision has only one goal: to tap their customers from across the globe. And trust us, they use every tool in digital marketing to make sure of that!
Zomato has a unique social media game. It engages with the audience on trendy, funny, current topics. The brand understands the audience’s nature.
One of their most noteworthy post was during the 2016 Olympics when they posted:
Or their take on Game of Thrones
Another prime example was during demonetization when they posted this:
These are only a few of them among hundreds of such relatable funny posts.
Amazing right?
Zomato makes sure that they stay at the top of their game with their innovative marketing strategy.
Other than this Zomato makes sure to run ads using Google Adwords. It targets people who want their food delivered to them.
Swiggy
Although very similar strategies, Swiggy focuses on people’s desire & hunger to plan their entire marketing strategies.
The famous line “Craving Something?” has become sort of synonymous to Swiggy!
As of 2019, Swiggy has over 167k followers on Instagram. How did that happen?
For Swiggy, they have their own way to connect with their audience. Some of their campaigns which you may have heard about include “Eat Your Veggies” “Super Swiggy”.
Their page has enticing food pictures that make people crave for more food!
Their marketing strategy has a simple target: people want delicious food, they will deliver in no time!
Along with that, they have created amazing email marketing strategies. They have lots & lots of coupons which makes their customers happy & satisfied.
GROWTH & REVENUE
Zomato
Zomato has over 90 million users every month & it is growing at a rapid pace. Zomato now has branched overseas in the regions of the Philippines, New Zealand, Qatar, South Africa, Sri Lanka, the United Arab Emirates, and the UK as well.
According to Yourstory, Zomato reports having earned $206 million in 2019 financial year which is almost three times the growth rate from 2018!
It has literally built an empire of food!
Swiggy
For Swiggy the journey has been incredible.
According to Economic Times within such less time, the brand has earned over Rs.442 cr from Rs 133 cr in 2017.
According to various sources, for Swiggy their order volumes doubled in the last four months of 2018 alone. Swiggy ended September with more than 21 million orders in absolute terms.
This is remarkable for a company that started about 5 years ago!
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As you know that we have started “Battle of the Brands” as a miniseries where we pitch two brands of the same genre together & discuss their unique marketing strategies.
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Disclaimer: All the above information is not to defame or promote any particular brand. This is just for reading purpose & do not have any unethical intention.
