scorecardSwiggy plays matchmaker for singles with similar food tastes
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Swiggy plays matchmaker for singles with similar food tastes

Swiggy plays matchmaker for singles with similar food tastes
IndiaIndia2 min read
  • Swiggy has released a YouTube show where it sets up blind dates between singles, who connected with their ideal match by bonding over their Swiggy orders.
  • Swiggy matches people on the basis of their comfort food, revenge food, first-date dishes to mid-night cravings.
  • The show is divided into three segments - ‘Order Order’, ‘Let’s Ketchup’, and ‘Plating The Date’.
Bonding with someone over your favorite dish can be one of the best icebreakers. And it looks like Swiggy, one of India’s largest online food delivery startups also believes this. Because Swiggy is assisting singles in finding their ideal date based on their food preferences, in a recently released YouTube show ‘Plate Date’.

Produced by media and entertainment agency Only Much Louder (OML) Entertainment, the two-episode-long show sets up blind dates between singles, allowing them to connect with their ideal match by bonding over their order history on Swiggy.

According to Tinder Year in Swipe Report 2022, young singles in India are opting for coffee dates, stand ups, picnics, and cooking as ideal dating activities.

There were increased mentions of "picnic" (15%), 'stand up" (10%) and “coffee dates” (26%) in Tinder India bios this year, suggesting that singles are meeting for more than just dinner and drinks these days, Tinder revealed. Street food was also among the top 10 global interests on the dating app.

‘Plate Date’ featured one protagonist and four contenders engaging in conversations around their favorite food picks and restaurants, informs Swiggy.

Swiggy shared that the show is divided into three segments - the first one was called ‘Order Order’, the second ‘Let’s Ketchup’, while the third was titled ‘Plating The Date’. With each progressing segment, the protagonist has to eliminate potential matches based on their order history and food preferences.

“Rooted in an insight that hits home instantly - food connects people, ‘Plate Date’ is a fun blend of real people, real conversations, real connections,” Devarshi Shah, Sr VP and business head-Branded Content Division, OML Entertainment, said.

From comfort food to revenge food, first-date dishes to mid-night cravings, the show took all types of orders into account when matching people’s ‘food horoscope’, revealed Swiggy. The online delivery company plans to upload the next episode within the next week, making it a two-episode show.

“Combining this love for food with dating, Swiggy created a new series called Plate Date that's exciting and relatable to millennials and Gen Z. This series brings together food- loving strangers and lets them decide on who they date based on their food ordering history, and nothing else, ” Saurabh Nath, AVP - Brand Marketing, Swiggy said.

The online food delivery market is expected to reach ₹1,845.76 billion by the end of 2027, expanding at a CAGR of 30.00% during the 2022 – 2027 forecast period, states a report by market research firm, Netscribes.

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