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.