What's The Group Ordering Feature Being Adapted By Popular Apps?

This month Swiggy rolled out a Group Ordering feature and new reports suggest another major food delivery brand Zomato is also considering something along these lines. Swiggy’s Group Ordering function will now let up to 40 customers place orders simultaneously and add various items to a single cart. This makes it easier for a big group of people to add items to a single cart since they can do so from their respective phones, using a QR code.

The feature is already quite popular with Swiggy’s customer base as 6% of all orders were made using the new feature, on the first weekend of its. The company wrote on social media, “Group Ordering on #Swiggy went live a few days ago and we saw 6% of all orders on the first weekend of release being made via the feature. The maximum number of users joining one cart so far was 17 (that must have been quite the fun little party). And the best part? The average order value via Group Ordering was 3.7x of our usual orders.”

Zomato announced on Sunday that it’s set to announce a new feature for group orders. Company founder and CEO, Deepinder Goyal shared the update on LinkedIn, saying users can share a link with their friends so “everyone can add to the cart seamlessly, making ordering together faster and easier.

“We’re gradually rolling it (the group ordering feature) out to all customers as we speak. In case the feature is available to you, please use it for your house party tonight, and tell us how it goes,” Goyal shared on social media. Moreover, Zomato has announced the launch of a new app and brand called “District” aimed at catering to ‘going-out’ businesses or local activities such as movies, sports ticketing, live performances, shopping, staycations etc.

Chances are Zomato wants to explore cross-selling opportunities with District. Taking inspiration from Blinkit’s success story, Zomato plans to launch the going-out business as a new brand. During its earnings call earlier this month, Zomato has shared that the company plans to leverage the traffic on its app for District, similar to how it developed Blinkit as a separate brand with its separate app.