Swiggy - Dabba: Customized Weekly and Monthly Meal Plans

Objective

The project aims to increase customer loyalty, retention, and acquire new customers by introducing a new feature called "Dabba." Dabba allows users to book weekly or monthly meal plans and pre-order customized food items. This feature provides customers with convenience and control over their meal choices, encouraging sustained engagement with Swiggy.

Key Results and Success Criteria

• Customers pre-order customized food plans through Dabba.
• New users join Swiggy attracted by the Dabba service.
• Increase in bulky orders linked to meal plans.
• Growing customer satisfaction and preference for weekly/monthly meal plans.
• Establish partnerships with cloud kitchens to cater to the feature.

Problem Statement

To offer nationwide delivery of customized pre-order meal plans, Swiggy requires significant logistical capabilities and operational scale. Maintaining consistent food quality and timely delivery while scaling operations poses challenges.

Opportunity

• Empower customers to customize and pre-order meals with optional notes for restaurants.
• Enhance the perception of receiving fresh and personalized food.
• Attract new users looking for meal-planning convenience.
• Boost customer loyalty by simplifying meal ordering.

Target Audience

• Customers conscious about their diet and meal choices.
• Users specifically seeking pre-planned meal subscriptions.
• Consumers requiring reliable, hassle-free meal solutions.

Scope

• The feature could attract and retain more customers via meal subscriptions.
• Potentially launch Dabba as a standalone service akin to Swiggy's Genie or Instamart offering.
• Expand Swiggy's product portfolio, diversifying revenue streams.

User Flows (Conceptual)

• Users select a meal plan (weekly/monthly).
• Customize items and add special instructions.
• Add to cart and checkout within the app.
• Order is sent to the respective restaurant or cloud kitchen.
• Scheduled, recurring deliveries managed automatically.