Social Commerce: Swiggy Zomato leverages Instagram
Instagram here brings to its users another new feature, now users can order food online from Zomato and Swiggy with the help of Instagram app. The feature was introduced earlier in US and Canada in April this year and now it is all set to be introduced to Indian users.
Instagram has made up its mind that it would roll out the food order sticker in India in order to support small businesses, restaurants, and also help its users with quick and faster delivery.
The mechanism involved is that the food order stickers can be used by restaurants, who have the latest version of the Instagram app and they should also have an Instagram business or creator account. They can add one of the partner’s links, either Zomato or Swiggy, for food orders to their Instagram profile. They will have to link the sticker to their products page on either Swiggy or Zomato. After creating the ‘Food Order’ stickers, restaurants can share them in their Instagram stories or can also add an ‘Order Food’ button in their profiles.
Not only that the stickers will also help small business to stay well connected with their customers and reach new customers
We want to do our part in helping small businesses stay open, keep in touch with customers, and be informed on how to navigate this crisis. For the food industry in particular, we’re rolling out the food order sticker, which will aid order discovery and spur engagement, and we’re glad to have partnered with Swiggy and Zomato for the same,” said Nitin Chopra, industry head, e-commerce and retail, Facebook India.
Supporting the small business ecosystem, especially the restaurant business, which is severely affected, is a huge priority for us. As physical distancing continues and businesses innovate with online models, features like the food order sticker from Instagram will aid engagement between customers and their favorite food businesses, and ideally have a positive impact on increasing online food delivery order volumes,” said Srivats TS, vice president – marketing, Swiggy.
At Zomato, we are focused on the overall development of the food delivery sector and have been working with restaurants to design different growth models. Instagram’s food order sticker will not just help restaurants introduce themselves to more customers, improve their engagement but also add a new growth avenue for their businesses,” said Sandeep Anand, chief marketing officer – growth marketing, Zomato.
This move was primarily made in order to regain the business and make up for the losses. As per the government instructions there was a nation-wide lockdown, to curb Covid-19 cases in India. During this period, most of the restaurants were shut, facing massive losses and it seems very difficult to recover anytime soon.
Vice president of the Federation of Hotel & Restaurant Associations of India (FHRAI) Gurbaxish Singh Kohli said that the hospitality industry was going through the roughest period and this includes both cloud kitchens and restaurants.
