On New Year’s Eve, quick commerce platforms saw a surge in orders, with chips, cold drinks, fruit beer, ice cubes, and grapes topping the list, as revealed by Zomato-owned Blinkit and Swiggy Instamart. Along with the usual snacks like chips and soda, essentials like paneer and milk were also frequently searched by users.
The Demand for Grapes
What stood out, however, was the overwhelming demand for grapes. This spike in orders was tied to the viral tradition of eating 12 green grapes at midnight, a custom believed to bring good fortune for the year ahead. Originating from Spain, this tradition has become a global phenomenon, and social media buzzed with people sharing their grape-eating moments.
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Both Blinkit and Swiggy Instamart kept their followers updated on order trends via posts on X (formerly Twitter). Blinkit’s CEO, Albinder Dhindsa, shared that the platform hit its highest-ever number of orders on December 31. Along with record-breaking sales, grapes and chips were among the best-sellers.
Swiggy Instamart’s Genius Marketing
Swiggy Instamart added a playful note to their update, posting, “ye rahe aaj ke top 5 trending searches: milk, chips, chocolate, grapes, paneer. Tum log kitna bhi grape grape karlo agle saal tumhara katne hi vala hai.” On the same night, Swiggy Co-founder Phani Kishan shared live insights about the highest order from Goa—a jaw-dropping Rs 70,325—and the quickest delivery of tonic water in just four minutes.
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Zomato’s 2024 food ordering report also highlighted that Delhi-NCR led the charge with 12.4 crore orders, surpassing the combined total of Uttar Pradesh, Punjab, Rajasthan, and Haryana (10.5 crore).
