Swiggy unveils Toing, a budget-friendly app providing a variety of food choices in the city of Pune
In a strategic move, Bengaluru-based food delivery company Swiggy has launched a new app called Toing. The app is aimed at budget-conscious diners and is positioned as a destination for small but proper meals, sourced from local restaurants rather than cloud kitchens.
Toing's menu includes a variety of options such as burgers, sandwiches, fries, rolls, shakes, coffee, mini meals, cakes, and desserts, all priced between Rs 100 and Rs 150. This makes it an affordable choice for those looking for a quick bite without breaking the bank.
One of the standout features of Toing is the free delivery offer for orders above Rs 99. This is slightly lower than the platform fee for Swiggy's main service, making it an attractive option for cost-conscious consumers.
Swiggy's founder, Sriharsha Majety, has confirmed that the app is currently available on Google Play Store and the App Store in select areas of Pune, including Kothrud, Hinjewadi, Wakad, Aundh, and Pimple Saudagar. However, Swiggy has not outlined immediate plans to expand Toing beyond Pune.
The pilot of Toing in Pune underscores Swiggy's focus on segmenting its delivery businesses through standalone apps, similar to the path it has taken with Instamart and Snacc. The move to position Toing as a destination for small meals from local restaurants is a strategic shift from Swiggy’s 10-minute canteen-style service, Snacc.
It's worth noting that Swiggy's rival Rapido entered the food-delivery space last month with lower restaurant commissions through their app Ownly. Reports suggest Swiggy is preparing to divest its stake in Rapido for as much as Rs 2,500 crore, a move that could reshape competitive dynamics between the two firms.
In July, Swiggy introduced the "99 Store" within its main app, offering meals priced between Rs 49 and Rs 149 across more than 175 cities. This move, along with the launch of Toing, indicates Swiggy's commitment to catering to a wider audience with varying budgets.
With Toing, Swiggy aims to tap into the market of budget-conscious diners, particularly students and early-career professionals with limited disposable incomes. The choice of Pune for the pilot of Toing was strategic, given the city's dense concentration of these demographics.
As Toing continues to grow and evolve, it will be interesting to see how it impacts the food delivery landscape in India and whether it inspires similar moves from other players in the industry.
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