Swiggy launches marketing services for restaurants

Food and grocery delivery platform Swiggy on Tuesday launched marketing solutions to drive customer engagement for restaurant partners.

This offering, accessible to partners pan-India, aims to support restaurants to boost their online brand presence by leveraging social media platforms, such as Facebook, Instagram, and WhatsApp. The services include influencer marketing, social media ads on Facebook and Instagram, and WhatsApp marketing.

These strategies aim to drive traffic to restaurant menu pages on the Swiggy app, leveraging hyperlocal and behavioural targeting.

"This initiative is now live across India. Interested restaurant partners can participate by accessing this service via the restaurant services icon on the Swiggy Owner app," Swiggy stated.

Recently, Swiggy developed an in-house text-to-SQL AI tool named Hermes. The tool is currently in its second iteration. Hermes V1 was similar to existing enterprise solutions with minimal modifications specific to Swiggy's needs. Based on the insights gained from V1, the company has now launched Hermes V2, which features a more compartmentalised structure for different business units, referred to as charters.

Hermes V2 allows users to input their queries into Slack. These queries are then processed through AWS Lambda, which serves as an intermediary between the user input and the Generative AI (GenAI) model, to reformat the input. After this, a Databricks job is initiated to fetch the relevant charter’s AI model, generate an SQL query based on the input, and execute it.

The company has also created a knowledge base and employs Retrieval-Augmented Generation (RAG) to ensure Swiggy-specific context, enabling GPT-4o to select the appropriate tables and columns.