Swiggy introduces ‘Drops’ for food lovers to order limited-edition dishes on first-come, first-serve basis

Food delivery and quick commerce company Swiggy announced the launch of its ‘Drops’ programme, that will let users order limited-edition, chef-curated dishes that are available exclusively on its platform.

Unlike regular orders that are available almost always, ‘Drops’ are only available for limited time intervals and will go to customers who order them on a first-come, first-serve basis. ‘Drops’ is meant to be a fun, new way for food lovers to engage with their favourite eateries and try new dishes and experiences that they can snap up online, if they’re quick enough.

“Since the quantities are limited and orders are on a first-come, first-serve basis, users need to act fast to grab these exclusive dishes. Drops brings a sense of discovery and excitement and gives customers another reason to come back to the app- again and again, to see what’s new in ‘Drops’. It also makes them feel privileged to have access to exclusive dishes that are not available anywhere else,” said Swiggy in a press release.

Social media will play a big role as brands promote their respective Swiggy ‘Drops’ through their official handles and direct fans to check out Swiggy for more information. There is also a waitlist for those who aren’t fast enough to book their slots in time.

Swiggy will send a reminder to users 10 minutes prior to the drop so they can place their orders before the items on offer are sold out.

Some businesses and popular players in the food industry who are taking part in the programme include Le15 Patisserie by Pooja Dhingra, Smash Guys by AB Gupta, Aubree, Ciclo Café, Louis Burger, Good Flippin’s Burgers, TwentySeven Bakehouse, Espressos AnyDay, and others.

“With the launch of this new feature, Swiggy reinforces its commitment to transforming food delivery from a service into an exciting, culturally relevant experience. Drops is designed for urgency and exclusivity. With Drops, we’re turning food ordering into something exciting, rare, and delicious. It gives our users a chance to try something completely new, created by the chefs and brands they love, and available only on Swiggy. For our restaurant partners, it’s a powerful way to generate buzz, test innovative food recipes, and create lasting connections with their communities in a fresh, memorable way,” said Sidharth Bhakoo, Chief Business Officer, Swiggy Food Marketplace.