Swiggy launches Smart Links to boost orders for restaurants with digital presence

Swiggy, announced the launch of ‘Smart Links’, an innovative tool, designed to empower restaurants of all sizes to enhance their online presence and drive growth.

The Indian F&B industry is vibrant and thriving but extremely competitive. The restaurant industry typically spends anywhere between 3 to 6 percent of its revenue on advertising, including online platforms like Meta (Instagram, Facebook, WhatsApp), Google, and traditional media such as TV, print, and radio.

While advertising on online platforms is a great channel to reach consumers, it is not always easy to track its impact on their business. Despite having a social media presence across various platforms, many restaurants struggle to translate engagement into actual business. To address this need, Swiggy has launched Smart Links- free, customised links that restaurants can share on their social media profiles on platforms like WhatsApp, Instagram, and Facebook to direct customers straight to their menu page on Swiggy, stated a company release.

This personalised approach enables restaurants to drive orders through their online presence while engaging with a broader audience. For customers on the other hand, it is a one-click experience to order from restaurants they have discovered online or on social media platforms, the release said.

The power of Smart Links also lies in the insights they offer into customer behaviour. A key challenge for restaurants is assessing a customer's actions after clicking on an ad, such as whether they have placed an order, what they have ordered, and when. Smart Links gives an insight into this, including whether the customer is a new user, it said.

By enabling this tracking, Smart Links help restaurant partners assess the performance of their social media campaigns more effectively. This data allows them to optimise future campaigns, ultimately leading to more efficient and successful marketing strategies.

Smart Links has proven to be a powerful tool for gaining new users, with almost 60% of all Smart Links orders for a restaurant coming from new consumers. Since its inception, Smart Links has driven over 4 million menu sessions, covering 35,000 restaurant partners. Brands running Smart Links have seen ~25 percent of their menu sessions. In fact, during campaign days, brands using Smart Links have seen upwards of 80 percent of menu visits, leading to disproportionate gains in building brand visibility, the release added.

Swiggy is committed to empowering small and upcoming restaurants, providing them with the tools they need to thrive in a competitive market. Smart Links are a key part of this support, offering these establishments a way to enhance their online presence and reach a wider audience. For these brands, Smart Links offer a way to build relevance and break through the clutter. On average, newly launched brands using Smart Links as a marketing tool have seen a 120 percent increase in menu visits compared to others. Additionally, they are twice as likely to receive a rating within the first 15 days of operation when using Smartlinks.

Commenting on Smart Links, Deepak Maloo, AVP – supply, Swiggy stated, “Social media is a great boon and an unmissable part of any business’ marketing strategy. But many restaurants, especially the smaller brands struggle to see the social media excitement translate to business without the right tools. Smart Links, which Swiggy is customising for free for all restaurant partners, will be a game-changer by giving restaurants the power to easily access and customise these links. This allows them to measure individual channel performance and compare all in the owner app, thereby promoting themselves effectively, driving actual orders, and gaining a better understanding of their customers as well as spend on online platforms and social media”.