According to a recent report, online food delivery platforms experienced a moderate 7 percent increase in orders throughout the recently concluded Indian Premier League (IPL) season. The findings were revealed on Friday.
The report highlighted that during IPL-2020, online food delivery platforms, led by popular names like Zomato and Swiggy, achieved an impressive 50 percent growth in food orders.
A report conducted by Redseer Strategy Consultants indicated that online food delivery platforms (OFD) took a relatively subdued approach during IPL-2023, leading to a modest upturn in their business.
From 2017 to 2020, the giants of online food delivery (OFD) made a notable impact on prime-time television with their advertisements during the IPL seasons.
“They enticed viewers with attractive discounts ranging from 50-60 per cent at a wide array of restaurants. Additionally, they integrated their offerings with OTT platforms and created customised advertisements for maximum impact,” said Kushal Bhatnagar, Associate Partner, Redseer Strategy Consultants.
As a result of these efforts, the IPL 2020 season witnessed a substantial increase of over 50 percent, attributed to the impactful presence of online food delivery (OFD) giants.
However, the approach noticeably changed during the 2023 IPL season.
Although the engagement from OFD platforms was limited, the IPL-2023 season generated significant online food ordering activity among consumers in tier 2 cities and beyond. In these markets, the spike in food orders was nearly 2.5 times higher compared to more mature consumers in metro and tier 1 cities.
“This hints towards the ability of spike events to drive habit formation among not-so-mature-users in India,” said the report.