Swiggy, one of India’s top on-demand food and convenience platforms, has launched a brand-new feature called ‘Drops’. This exciting addition brings exclusive, limited-edition dishes straight from popular chefs and restaurants to yo
ur doorstep. These special dishes are available only for a short time and in limited quantities.
Swiggy has teamed up with well-known names in the food industry to kick off this unique feature. Brands like Le15 Patisserie by Pooja Dhingra, Smash Guys by AB Gupta, Aubree, Ciclo Café, Louis Burger, Good Flippin’ Burgers, TwentySeven Bakehouse, and Espressos AnyDay are part of the first wave. The ‘Drops’ food items are not every day menu items—they’re special recipes made just for this feature and can only be ordered on Swiggy.
How ‘Drops’ works
Before the dish is made available, the restaurant announces the drop on its social media handles, asking fans to check the Swiggy app and register their interest. If all the slots fill up, users can still join a waitlist. As the drop time approaches, Swiggy sends out a reminder via push notifications and WhatsApp.
The food is sold on a first-come, first-served basis, so customers need to act fast to grab their favorite items before they’re gone.
Creating buzz for restaurants: Swiggy
Sidharth Bhakoo, Chief Business Officer, Swiggy Food Marketplace, said, “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. It gives our users a chance to try something new, created by the chefs and brands they love.”
He added, “For our restaurant partners, it’s a powerful way to generate buzz, test recipes, and build lasting customer connections.”
Excitement among customers: 100 orders in just 10 minutes
Kishore Kumar, Founder of Aubree, said, “Teaming up with Swiggy has been a total game-changer for us. The ‘Drops’ feature created serious buzz—it got people talking, ordering, and sharing. We saw a 58% increase in orders compared to the same day the previous week.”
He added, “Thanks to Swiggy, every drop feels like a celebration. So, what’s next? Bigger, bolder drops! Think exciting collabs, surprise menus, and limited-time treats.”
AB Gupta, Co-founder of Smash Guys, shared a similar experience: “The response to ‘Drops’ was phenomenal—we got over 100 orders in the first 10 minutes! It wasn’t just about food. It became an experience.”
He continued, “We see a lot of potential in the Drops feature. It’s a great tool to build excitement and loyalty among our core customers.”