1. © 2023 RedSeer Consulting confidential and proprietary information
Bangalore. Delhi. Mumbai. Dubai. Singapore. New York
Solve. New
IPL Report
Newsletter
May 2023

2. 2
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In their continued stride towards profitability, onlinefooddelivery (OFD) giants
resorted to muted campaigns in IPL-2023
2023 season
2017-2020 seasons
1. Prime time
television
advertisements
2. Discounts: value
and restaurant
coverage
Swiggy Sixes
Discounts: Flat 60% off after every size
Reach: Wide restaurant coverage
Swiggy Match Day Mania
Discounts: Flat INR 125 off on orders above INR 199/250
Reach: Limited restaurant coverage
3. OTT integrations
4. Customized
Advertisements
Zomato 2019 campaign
Swiggy 2019 campaign
Zomato 2018 campaign
Zomato 2018 campaign
Swiggy 2023 campaign
Swiggy 2018 campaign

3. 3
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OFD Spike in IPL
% spike in OPD in IPL period (vs equal preceding period), 2017-2023
This resulted in a modest 5-10% spike in OFD business in this IPL season, much
lowerthan the 2018-2020period
2018
IPL-11
2020
IPL-13
2017
IPL-10
2019
IPL-12
2022
IPL-15
2021
IPL-14
2023
IPL-16
19%
43% 44%
52%
1%
6% 7%
IPL event
hampered
due to COVID
Growth Phase Profitability Phase
Biryani
Dessert
North Indian
Snacks
Others
Cuisine share in 2023 spike

4. 4
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IPL 2023 OFD spike by citysegments
% spike in OPD in IPL period (vs equal preceding period), 2023
Despitethe limited action, IPL created an additional spike among nascent OFD
consumers (typically in tier 2+ markets)
6%
14%
Metro/Tier 1 Tier 2+
~2.5x
“During IPL we go to our relatives’ house which is nearby
and watch the match together. Since there are so many of
us, we order some snacks to eat while watching the match.”
- Tier 2 consumer
“My wife is an avid IPL fan and a few times during an IPL
season she asks us to order food from outside as she is
engrossed in the match.”
- Tier 2 consumer
“I order from outside as any other day while watching
an IPL match as well, there’s no special reason to
order just because of IPL.”
- Metro consumer
Creation of new use cases among
nascent OFD users during IPL
Limited impact of IPL discounts
on mature ordering behaviour

5. 5
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OFD Spike Events in Tier 2+ Markets – Key CampaignIngredients
Targeting them effectively via spike event campaigns, coulddrive OFD habit
formation among such users
1. Family-centric
Campaigns
2. Bulk Order Discounts
3. Complementary
Cuisine Focused
Nascent OFD
consumers’
outside food
occasions typically
involve group
orders (e.g. relative,
friends, family
visits)
Complementary
cuisines such as
dessert and snacks
are preferred by
these consumers,
and they can be
tapped viafocused
campaigns & right
supply.
Tier 2+ consumers
largely stay in
traditional families,
wherein food
eating and
ordering behavior
is governed at a
family level