On that note, to increase business Food aggregators like Zomato and Swiggy have extended their business to small towns and are witnessing considerable growth in their revenue in the past few months. The delivery companies are also increasing their partnership with cloud kitchens to keep up with the changing scenario.

Due to the work from the home condition, most of the city dwellers have moved to their hometowns during this pandemic and it has been found that one in every five users opens their app from small towns. One-third of the relocated individuals have started ordering from their new locations.

The report also found that the delivery time is found to be three minutes earlier in small towns when compared to buzzing cities due to less traffic in smaller towns. At first, people were very much concerned about safety and sanitation but due to the company’s contactless delivery and strict safety measures, the orders started to pick up.

In this pandemic, around 10% of the restaurants have been shut permanently and only 17% are allowing dine-in options. So, this partnership of cloud Kitchen ventures with food aggregators has increased its profits in recent times.

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Due to quarantine people are restricted to step out and even dine-out at their favorite spots. This has taken a great toll on the revenue of the restaurant chain. So Swiggy has launched this IG filter to help people revisit their fond memories at their favorite restaurants. By using this filter, people can tag their favorite spot and talk about the memories they created there. The initiative’s main motto is to be there for the restaurants during these tough times. 

“Our restaurant partners are at the core of Swiggy and we have been working very hard to bring most of them back online. Even during the lockdown, we were able to deliver consumers’ favorite dishes to them at the convenience of their homes. While we didn’t give them a chance to miss their preferred dishes, we realized they did miss their favorite eateries and the memories associated with it – birthdays, salary days, family get-togethers, personal milestones, etc. That’s when we ideated ‘Foodoshop’ and are amongst the first brands in the food space to seamlessly use AR to help discover many restaurants across India,” said Ashish Lingamneni, AVP-Marketing of Swiggy.

“The brief asked for connecting customers and restaurants in a way that’s novel and engaging for both, while people were stuck at home. With the ease and advantages that come with using an IG filter, the campaign has users teleporting themselves to their favorite eatery or café, and ultimately extending support to their favorite restaurant. Apart from getting entries where they foodoshopped themselves with Pani Puri and Burgers, users have started using custom pop culture backgrounds, Reels and IG Music showing the kinda fun people are having with the campaign,” said P.G Adithya, NCD, Dentsu.

Various celebrities like Zakir Khan, Dolly Singh, Sejal Kumar have promoted this filter by sharing their favorite restaurant memories and the filter has got 20,00,000 impressions and 23,000 + shares on Instagram in the last five days.

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Pepsi has announced that it will contribute a part of the proceeds from each soft drink added by their customer in their order to the NRAI COVID-19 Relief Corpus Fund. The soft drink could be of any brand offered in the restaurant, it could be even their packed beverages, no restrictions regarding it is mentioned by the company. The fund will be directly used to feed the workers suffering in these tough times. They have planned to serve approximately 2.5 Million meals.

In his recent statement, PepsiCo India Spokesperson said, “The restaurant industry is an integral part of our ecosystem and the ongoing health changes had severe impact on it. Both restaurants and workers are struggling in this process.” He also said that this endeavor is to find meaningful ways to contribute to the ecosystem and support restaurant families and workers who are in distress which is a timely intervention and need of the hour. 

This selfless action of Pepsi is similar to what Lifebuoy did. They recommended people to wash their hands regularly and keep themselves clean using any brand soaps and disinfectants. This shows how big brands with social responsibilities can help make a difference in this critical situation.

On seeing this initiative, Burger King has also extended their support to Pepsi through their twitter page saying that they are proud to support Pepsi India in their new initiative and also encouraged their customers to grab a Burger King Combo for the cause.

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The campaign also shows how, restaurants have done their part of maintaining health and hygiene for their customers and its totally safe to visit these outlets and spend time with family and friends, The pandemic has brought with itself some very serious effects with laying off 1100 employees due to the pandemic.

Swiggy’s recently launched campaigns have been intended to build trust within their services. They recently aired a  campaign that features Chef Ranveer Brar, which gives out a message of how to maintain hygiene and safety by disposing off containers, heating the food before consuming, and maintaining hygiene while ordering in.

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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.

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