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Food delivery platforms , restaurants, and quick commerce platforms are expected to witness a spike in demand on New Year's Eve, driving the need for additional delivery partners and temporary workers, company executives and staffing agencies said. ET Year-end Special Reads How India's political landscape changed after assembly polls in eight states Trent, Zomato among 33 biggest wealth creators this year. What will make money in 2025? Telcos investment recovery in limbo, price war with satcom services likely in 2025 For food delivery platforms, New Year's Eve is among the best days in a year in terms of food orders, while quick commerce and dining out categories clock a surge in consumption too.
Food delivery platforms such as Zomato and Swiggy are expected to see a 30-40% surge in demand for delivery partners during the six-hour window up till 12 am on January 1, said Balasubramanian Anantha Narayanan, senior vice president at manpower solutions firm Teamlease. “There will definitely be a spike, especially around New Year's Eve, as people host house parties and celebrations..
.it's likely to occur on New Year's Eve during the six hours from 6 pm to midnight,” he said. Delivery platforms also typically offer incentives for gig workers to operate during high-demand periods.
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From 7-10 pm, we will increase it to 50%, and from 10 pm to midnight, we will likely make it 100% higher than their current per-order average,” he said. BigBasket's quick commerce platform BBNow is expecting a 30-35% rise in orders above the normal run rate, with a 50-60% surge later in the evening. “We expect a significant spike in sales of snacks and beverages, and accordingly, we have stocked up based on what we observed during previous festivals and events when demand increased for certain items.
We have used our analytics engines to forecast expected demand, and for all such categories, we are expanding our assortment to ensure we can maximise our ability to fulfil customer orders,” Balakumar told ET, saying that the platform is expecting 100% growth compared to last year. The demand for gig and temporary workers usually spikes around days of high consumption and orders. In August, ET had reported that during the festive season, the demand for gig work riders for quick commerce platforms went up by 40% on peak demand days, from the usual level of around three to four lakh riders, as per industry executives.
Food delivery and ecommerce platforms on the other hand usually see a 20% increase in demand for gig riders during the festive period, though they employ a much larger base of between 40-50 lakh delivery personnel. Surge in orders An executive at a quick commerce firm said that demand for products such as snacks, beverages, barbeque equipment, and other party products starts increasing post 4 pm on December 31. In the run-up to New Year's Eve, these platforms have created a special section on their apps, featuring items such as drinks and mixers, gifts, chocolates and desserts, travel essentials, snacks, party games, and decorations.
A spokesperson for Swiggy Instamart said, “Our data also shows a rise in large orders as customers prepare for gatherings. Additionally, we anticipate increased demand for puja essentials—flowers, fruits, and sweets—as many celebrate with traditional rituals. To meet these diverse needs, we’ve stocked our Instamart dark stores with a wide variety of products, and our large delivery fleet is ready for fast, reliable service.
” Food delivery firms and cloud kitchens are also expecting a similar spike. “For all festivals and key occasions, our teams plan ahead and work hard to ensure our customers have the best experience through our restaurant partners, delivery partners and our product flows. NYE is one such occasion and we are set to deliver a great experience to our customers,” said a spokesperson at the Gurugram-based Zomato.
Ankush Grover, cofounder and India CEO at cloud kitchen firm Rebel Foods, said that it is expecting a fivefold surge in sales compared to business as usual on New Year’s Eve, while Ankit Nagori, founder of Curefoods, said the firm is expecting a 40% increase in demand compared to last year and three times the usual demand. Rebel Foods’ online food ordering app EatSure, which aggregates all its brands such as Faasos, Oven Story Pizza, Behrouz Biryani and Wendy’s, has also recently rolled out a 15-minute food delivery service in some locations. In terms of dining in, too, restaurants are expecting higher footfall, multiple managers at restaurants told ET.
“Compared to last year, we expect two to three times higher footfall on New Year's Eve, and we have started preparing accordingly, as this is a time when people like to go out and celebrate,” said Ajeet Sharma, general manager at Connaught Place-based fine dine restaurant Kwality..
