In a strategic move to bolster its events and ticketing business, food delivery giant Swiggy has launched a new service called “Scenes” under its out-of-home vertical, Dineout. This feature enables users to book parties, events, and live music at Swiggy’s partner restaurants.
“Scenes” is currently live in Delhi-NCR, Bengaluru, and Mumbai. In Delhi-NCR, users can access approximately 55 events, including New Year celebrations, Christmas parties, and live music shows. Similarly, Bengaluru offers around 48 events. Dineout, Swiggy’s dining platform, previously facilitated live event ticketing through collaborations with platforms like BookMyShow.
When contacted, Swiggy did not reply to FE’s queries.
This launch closely follows Zomato’s introduction of its ticketing platform, District, last month. Analysts believe competition between Swiggy and Zomato is poised to escalate further, as both companies now compete across multiple verticals. Zepto, another player in the market, is also vying for a share in these segments.
Swiggy’s quick-commerce service, Bolt, rivals Zomato-owned Blinkit’s pilot initiative, Bistro, as well as Zepto’s offering, Café. In August, Zomato expanded its footprint in the events space by acquiring Paytm Insider, an event-ticketing platform, followed by the November launch of its District app for dining, live events, and ticketing. The only other significant player in the event ticketing market is BookMyShow.
“Swiggy and Zomato are positioning themselves as default platforms for consumers spending on everyday conveniences,” said Satish Meena, an analyst at Datum Intelligence. He emphasised that both companies are focusing on cultivating loyal user bases through membership programmes. Swiggy’s loyalty offerings include One, One Lite, and One Black, while Zomato’s membership program operates under the Gold banner.
“These verticals are interconnected, catering to the same consumer base. Diversification allows the companies to compensate for segments nearing saturation,” another analyst noted.
However, Zomato continues to maintain an edge over Swiggy. According to a Macquarie report published in October, Swiggy lags Zomato by 4-6 quarters in the food delivery and quick-commerce segments.