When we talk about the formulation Swiggy is a private limited company whereas Zomato is Publicly Traded. Swiggy focuses on the delivery ecosystem it offers to the customers whereas Zomato is very much determined to deliver great food. Swiggy positions itself to deliver food the fastest than any competitor along with guaranteed ease of payment methods. Zomato on the other hand believes in positioning themselves as the thought leader or so as to say an encyclopedia of restaurants, highlighting ratings, average cost, menus, etc. Swiggy’s mobile app was strategically designed to bombard users with lucrative offers and coupons right at the login page, before even signing up or signing in. Zomato Crowd sources data by giving options to log in via Facebook, Google or Email and targets them based on their social media activity. The interface of Swiggy’s mobile application reflects locations at the stacking interface as a reminder of the ease of ordering at different locations. Zomato provides interesting facts about food while loading different pages maintaining its identity as a thought leader.
Swiggy recently introduced a new feature called ‘Genie’ where you book a delivery person to run pick and drop errands. Followed by Zomato launching ‘food@work’ where they try and push a contactless office/corporate dining experience in offices. Two different brands, different positioning, different innovations. Can you spot the only similarity other than being competitors in the same industry? The answer lies in how they utilize the power of social media. Even though Swiggy and Zomato have a different approach of delivering food and offering similar services, they do look in the same direction when it comes to how they attract youth with funny content. The two brands do not leave any chance they get to capitalise on trending memes, hot topics in the media and entertainment industry and things Gen Z & Millennials binge on. These brands understand that staying relevant to and exciting the youth will reap them brand loyalty and kickstart a chain reaction of brand advocacy. So, the place where the two competitors’ paths cross is where they use the power of youth to their advantage and like how.