What is Swiggy's 99 store for Gen Z and price-conscious users?
As Rapido gets set to enter the food delivery segment starting in Bengaluru, Swiggy has rolled out a new segment on its platform called the ‘99 store’, aimed at attracting price-conscious users and high-frequency Gen Z consumers.
This comes at a time when Rapido, in which Swiggy is an investor, is launching its own food delivery service and has asked its restaurant partners to ensure 4–5 menu items are priced below Rs 150 — as it plans to run a sub-Rs 150 offering on its soon-to-be launched food delivery app, Ownly. ETtechexplains what’s happening.
What is the 99 store?
Swiggy’s 99 store is a new segment offering single meals priced at Rs 99. It is available in over 175 cities, including Bengaluru, Ahmedabad, Kolkata, Hyderabad, Delhi, Pune, and Chennai.
Previously, users could avail of free delivery on orders above Rs 199 with Swiggy One membership. Under the 99 store, users can now get free delivery for orders worth Rs 99 via the ‘eco saver’ delivery mode, which groups multiple orders together to reduce trips.
Who is this for?
Swiggy says this segment is “specially curated to meet the needs of price-conscious users and provide affordable options for high-frequency Gen Z consumers.”
“The 99 store is our way of making sure daily meals don’t burn a hole in your wallet,” said Rohit Kapoor, CEO of Swiggy Food Marketplace. “Whether you’re on a college budget or just looking for a fuss-free lunch, this is Swiggy’s most value-driven offering yet.”
In May, Swiggy also launched an exclusive discount program for students, offering Swiggy One and One Lite subscriptions at discounted rates.
What is available at the 99 store?
The segment features quick-prep dishes at a flat Rs 99. A look at the app shows items such as snacks (french fries, sandwiches, momos, pizza), single meals (thalis, burgers, biryani), beverages, and desserts.
While Swiggy highlights Rs 99 pricing, some items are available for Rs 49, and certain meal combos are priced at Rs 149.
Who is Swiggy partnering with?
Swiggy has partnered with local restaurants and quick-service chains like KFC, Pizza Hut, La Pino’z Pizza, Taco Bell, and more.
“We have worked closely with our restaurant partners and delivery teams to make everyday meals more affordable without cutting corners,” Kapoor said.
Why launch now?
This marks Swiggy’s continued expansion into new food delivery use cases. Beyond standard delivery, Swiggy offers 10-minute meals under Bolt and has an in-house rapid food delivery segment called Snacc.
The 99 store launch comes as Rapido prepares to roll out its own food delivery pilot, Ownly, in Bengaluru over the next 8–10 days, starting with Koramangala, HSR, and Sarjapur. Rapido is challenging the Swiggy-Zomato duopoly by offering lower commission rates of 8–15% to restaurants, compared to the 16–30% charged by the incumbents.
This comes at a time when Rapido, in which Swiggy is an investor, is launching its own food delivery service and has asked its restaurant partners to ensure 4–5 menu items are priced below Rs 150 — as it plans to run a sub-Rs 150 offering on its soon-to-be launched food delivery app, Ownly. ETtech
What is the 99 store?
Swiggy’s 99 store is a new segment offering single meals priced at Rs 99. It is available in over 175 cities, including Bengaluru, Ahmedabad, Kolkata, Hyderabad, Delhi, Pune, and Chennai.
Previously, users could avail of free delivery on orders above Rs 199 with Swiggy One membership. Under the 99 store, users can now get free delivery for orders worth Rs 99 via the ‘eco saver’ delivery mode, which groups multiple orders together to reduce trips.
Who is this for?
Swiggy says this segment is “specially curated to meet the needs of price-conscious users and provide affordable options for high-frequency Gen Z consumers.”
“The 99 store is our way of making sure daily meals don’t burn a hole in your wallet,” said Rohit Kapoor, CEO of Swiggy Food Marketplace. “Whether you’re on a college budget or just looking for a fuss-free lunch, this is Swiggy’s most value-driven offering yet.”
In May, Swiggy also launched an exclusive discount program for students, offering Swiggy One and One Lite subscriptions at discounted rates.
What is available at the 99 store?
The segment features quick-prep dishes at a flat Rs 99. A look at the app shows items such as snacks (french fries, sandwiches, momos, pizza), single meals (thalis, burgers, biryani), beverages, and desserts.
While Swiggy highlights Rs 99 pricing, some items are available for Rs 49, and certain meal combos are priced at Rs 149.
Who is Swiggy partnering with?
Swiggy has partnered with local restaurants and quick-service chains like KFC, Pizza Hut, La Pino’z Pizza, Taco Bell, and more.
“We have worked closely with our restaurant partners and delivery teams to make everyday meals more affordable without cutting corners,” Kapoor said.
Why launch now?
This marks Swiggy’s continued expansion into new food delivery use cases. Beyond standard delivery, Swiggy offers 10-minute meals under Bolt and has an in-house rapid food delivery segment called Snacc.
The 99 store launch comes as Rapido prepares to roll out its own food delivery pilot, Ownly, in Bengaluru over the next 8–10 days, starting with Koramangala, HSR, and Sarjapur. Rapido is challenging the Swiggy-Zomato duopoly by offering lower commission rates of 8–15% to restaurants, compared to the 16–30% charged by the incumbents.
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