Swiggy, one of India’s leading food delivery platforms, has introduced an innovative feature named ‘Drops,’ designed to give users access to exclusive, limited-edition dishes created by top chefs and popular eateries. This fresh concept blends culinary creativity with the thrill of flash sales, offering unique food items available only for a short period and in limited numbers.
The ‘Drops’ feature allows customers to enjoy specially curated meals not found on regular menus. These creations are crafted by well-known culinary brands like Le15 Patisserie by Pooja Dhingra, Smash Guys by AB Gupta, Aubree, Ciclo Café, Louis Burger, Good Flippin’s Burgers, TwentySeven Bakehouse, and Espressos AnyDay, among others.
Here’s how it works: participating restaurants come up with exclusive recipes, and Swiggy announces the drop date and time via social media. Users can then log into the app to express their interest and book a slot. If slots run out, a waitlist is opened. Notifications are sent through the app and WhatsApp as the launch time approaches, and dishes are sold on a first-come, first-served basis.
Swiggy’s Chief Business Officer, Sidharth Bhakoo, explained that ‘Drops’ was created to inject excitement into the food delivery space while helping restaurants connect more meaningfully with their audience. It offers chefs the chance to test new recipes and generate buzz, while customers get to experience rare and exciting dishes, enhancing both loyalty and engagement.
