Indian Food Delivery Platforms Deliver 6.5 Million Orders on New Year's Eve

A report revealed that on New Year's Eve 2023, online food delivery platforms such as Zomato, Swiggy, and others processed a record-breaking 6.5 million orders, marking an 18% increase in volume compared to New Year's Eve 2022. The average order value (AOV) on that day was also at least 30% higher than on other days throughout the year, as reported by the market research firm Redseer Strategy Consultants.

“Spike days like the IPL, Cricket World Cups, Diwali, NYE etc. are critical for online food delivery services as customers order more and spend more,” said Abhijit Routray, Associate Partner at Redseer. It is also important for the brands and platforms to be able to serve the increased load on these days as customer experience cannot be hampered on these celebratory occasions, he added.

The day commenced with the gross merchandise value (GMV) during breakfast hours (orders placed between 6 a.m. to 11 a.m.) reaching 1.5-2 times the daily average throughout the year. The GMV reached its peak during dinner and late-night orders, registering 2.5-3 times the average seen on other days. “Another dimension to premiumization was people ordering from premium restaurants to treat themselves on the day", the report noted.

In response to the exceptionally high demand, platforms successfully enhanced their services to deliver a superior customer experience on that day. Customers from various city tiers expressed elevated satisfaction with factors such as food quality, packaging, delivery time, and in-app discounts.