Tata Cliq

Understanding the Issue

To analyze the 30% drop in Swiggy orders in Bangalore, the first step is to determine whether the decline was sudden or gradual:

• If gradual, it could indicate long-term market trends or shifting consumer preferences. Historical data and competitor trends should be analyzed.

• If sudden, it suggests an immediate trigger, such as technical glitches, operational disruptions, or external factors. Identifying when the decline started and correlating it with potential changes will help narrow down the root cause.

Identifying Internal Factors

If the decline was sudden, internal factors should be examined first:

Technical Issues

• Recent app updates or website changes causing ordering difficulties.

• Bugs or performance issues affecting order completion.

• Checking engineering logs and user complaints to detect anomalies.

Customer Service & User Experience

• Increase in customer complaints about order fulfillment, delivery times, or technical issues.

• Negative feedback on social media or app store reviews.

Changes in Restaurant Availability & Pricing

• Removal of popular restaurants from the platform.

• Increase in food prices or delivery charges affecting customer retention.

• Sudden changes in restaurant commissions leading to service disruptions.

Marketing & Promotional Adjustments

• Reduction in discounts, cashback offers, or loyalty programs.

• Decrease in targeted advertising efforts leading to lower customer engagement.

Identifying External Factors

If internal factors are ruled out, external influences must be considered:

Competitor Activity

• Entry of a new food delivery platform in Bangalore.

• Aggressive discounting, promotional campaigns, or better service offerings by competitors.

• Analyzing market share trends and customer switching patterns.

Consumer Behavior & Local Events

• A major festival or public event encouraging dine-in over online ordering.

• Economic downturn, inflation, or local regulations affecting disposable income and online food purchases.

• Comparing order trends in nearby cities to determine if this is a Bangalore-specific issue.

Negative PR or Social Media Impact

• Bad press, viral social media complaints, or food quality concerns.

• Regulatory or compliance issues affecting brand perception.

Implementing Solutions

Once the root cause is identified, the appropriate solutions must be implemented:

If Technical Issues Are Found

• Immediate bug fixes and app optimizations.

• Performance enhancements and stress testing.

If Restaurant or Pricing Changes Are the Cause

• Renegotiating partnerships to bring back popular restaurants.

• Adjusting pricing strategies or offering temporary discounts to regain customer trust.

If Competitor Activity Is Affecting Orders

• Launching aggressive marketing campaigns with better deals.

• Enhancing delivery speed, customer service, or loyalty programs.

If the Decline Is Seasonal or Temporary

• Monitoring trends and preparing for a post-event rebound.

• Strategizing long-term customer retention efforts.

Communication & Monitoring

• Internal alignment: Keeping all stakeholders informed about the issue and resolution strategies.

• Customer transparency: If necessary, communicating with users via app notifications or social media.

• Continuous monitoring: Tracking key performance metrics, such as:

  • Order Volume: To measure recovery.

  • Customer Retention Rate: To track returning users.

  • Revenue Trends: To evaluate overall business impact.

By following this structured approach, Swiggy can systematically identify the root cause, implement effective solutions, and prevent similar issues in the future