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zomato: Food-delivery firms saw orders spike to 6.5 million on New Year’s Eve: Redseer report

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Food-delivery platforms reported a surge in orders on New Year’s Eve 2023 to 6.5 million, an 18% rise from the 5.5 million orders placed on the same day a year ago, according to a report by market research firm Redseer.

Orders were in high volume throughout the day, experiencing a peak during the night. The gross merchandise value (GMV) in the morning was 1.5-2x the daily average for the year, climbing to 2.5-3x at night, the report said.

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“Another dimension to premiumisation was people ordering from premium restaurants to treat themselves on the day,” Redseer said. The average order value saw a 30% surge compared to other days, it added.

On January 1, ET reported that Blinkit, Swiggy Instamart and Zepto experienced a higher order count on New Year’s Eve as compared to December 31, 2022.

Food-delivery platforms Swiggy and Zomato also observed early spikes in the delivery of certain food items. For Zomato, the number of times users opened its app on Sunday surpassed that on Christmas Day.

Zomato had started preparing for the increased demand over a week before. Platforms even offered additional pay-outs to attract more delivery partners to meet the heightened order demand. In specific areas, quick-commerce platforms saw a 30-35% surge in the number of delivery partners servicing orders as compared to other days.

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Abhijit Routray, associate partner at Redseer, said, “Spike days like the IPL (Indian Premier League), Cricket World Cups, Diwali, New Year Eve etc. are critical for online food delivery services as customers order more and spend more. It is also important for the brands and platforms to be able to serve the increased load on these days as customer experience cannot be hampered on these celebratory occasions.”Food-delivery and quick-commerce platforms have consistently pushed high-volume seasonal products, including significant purchases throughout the year, particularly cricket matches, festivals, and other occasions.

On November 19, ET reported that Zepto, Swiggy Instamart and Blinkit were on course to record their highest daily sales for Indian jerseys during the Cricket World Cup finals between India and Australia. By late evening, Swiggy had witnessed a notable increase in food orders, surpassing the previous records set during New Year’s Eve and Diwali within the same timeframe by a substantial margin.

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Food-delivery platforms reported a surge in orders on New Year’s Eve 2023 to 6.5 million, an 18% rise from the 5.5 million orders placed on the same day a year ago, according to a report by market research firm Redseer.

Orders were in high volume throughout the day, experiencing a peak during the night. The gross merchandise value (GMV) in the morning was 1.5-2x the daily average for the year, climbing to 2.5-3x at night, the report said.

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Indian School of Business ISB Product Management Visit
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“Another dimension to premiumisation was people ordering from premium restaurants to treat themselves on the day,” Redseer said. The average order value saw a 30% surge compared to other days, it added.

On January 1, ET reported that Blinkit, Swiggy Instamart and Zepto experienced a higher order count on New Year’s Eve as compared to December 31, 2022.

Food-delivery platforms Swiggy and Zomato also observed early spikes in the delivery of certain food items. For Zomato, the number of times users opened its app on Sunday surpassed that on Christmas Day.

Zomato had started preparing for the increased demand over a week before. Platforms even offered additional pay-outs to attract more delivery partners to meet the heightened order demand. In specific areas, quick-commerce platforms saw a 30-35% surge in the number of delivery partners servicing orders as compared to other days.

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Abhijit Routray, associate partner at Redseer, said, “Spike days like the IPL (Indian Premier League), Cricket World Cups, Diwali, New Year Eve etc. are critical for online food delivery services as customers order more and spend more. It is also important for the brands and platforms to be able to serve the increased load on these days as customer experience cannot be hampered on these celebratory occasions.”Food-delivery and quick-commerce platforms have consistently pushed high-volume seasonal products, including significant purchases throughout the year, particularly cricket matches, festivals, and other occasions.

On November 19, ET reported that Zepto, Swiggy Instamart and Blinkit were on course to record their highest daily sales for Indian jerseys during the Cricket World Cup finals between India and Australia. By late evening, Swiggy had witnessed a notable increase in food orders, surpassing the previous records set during New Year’s Eve and Diwali within the same timeframe by a substantial margin.

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