Ordering food at social gatherings has long been a challenge. Whether it's a family celebration, an office lunch, or a casual get-together, one person typically takes on the role of coordinating everyone's food preferences, special requests, and last-minute changes.
This process often leads to confusion, stress, and the common occurrence of missing or incorrect orders.
The product manager and the team are featured as one of Upraised's top 50 Game Changers in 2024.
The Problem: Consider a scenario where an individual hosts a birthday gathering with eight close friends. The atmosphere is lively, with everyone engaged in conversation and snacking on appetizers. Then, the moment arrives to place the main food order.
Choosing a trusted option like California Burrito seems like a straightforward decision. However, as soon as the ordering process begins, requests start pouring in:
- “Extra guac for me!”
- “Wait, can I get mustard AND chipotle?”
- “Actually, make mine a bowl.”
Before long, the host finds themselves struggling to manage multiple customizations, transforming an enjoyable evening into a chaotic ordering experience.
The Solution: Group Ordering
Swiggy developed Group Ordering to reduce the stress of collective food orders. This feature enables a more organized and efficient ordering experience through the following steps:
- Pick a restaurant- Choose from Swiggy’s vast selection of partner restaurants.
- Invite the group- Share a link, allowing participants to add their own items to the cart.
- Customize and review- Each person selects their preferences, ensuring accuracy.
- Place the order together- A single, hassle-free checkout process.
With Group Ordering, the responsibility of remembering and managing individual requests is distributed, making the process more enjoyable for everyone involved.
Impact & Results:
The introduction of Group Ordering has led to significant improvements:
- Increased Order Value: The feature has contributed to a 0.25% increase in Swiggy’s Average Order Value (AOV), as users tend to add more items when ordering collectively.
- Enhanced User Engagement: Group Ordering has demonstrated an 85% higher activation rate than Business As Usual (BAU), reactivating previously dormant users.
- Fun Fact: The largest group order placed through the feature contained 72 items!
The Team Behind This Feature:
Aditya Narayanan- Senior Product Manager
Aditya and team realized that coordinating orders for a group was hectic and required a mediator. They launched a group ordering feature, allowing multiple users to collaborate within the app and place an order together, streamlining the process for everyone involved.
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