KOZHIKODE: Ordering food online and enjoying it in the comfort of one’s home, has become a popular way of life for many people living in big cities. The trend is now emerging in smaller towns, as well. This has given eateries of all sizes and serving various types of cuisines, an opportunity to scale their businesses and grow their customers while providing them this unique service.
E=MC^2 in Kozhikode is one such example. When the food industry went into limbo, Junaid Jabbar and Krishnapriya Hariharan, two culinary graduates, found themselves in the same situation. However, once the two enthusiastic chefs returned home, they decided to start their own venture making fresh Nashville-style fried chicken burgers. While they started as a temporary kitchen operating out of their respective homes, the plan got extended when they reached out to their followers on Instagram. Following a drastic dip in business, E=MC^2 was onboarded with Swiggy, in the first half of 2021. Since then it has come a long way to become one of the most popular eateries in town.
Junaid and Krishnapriya recount, “With fresh and tasty ingredients our food was on the mark, but business wasn’t. Swiggy helped us overcome this challenge with organic and inorganic levers. We began with a few basic checks and new growth plans that included features such as cost-per-click ads and discounts. Within a month, we started seeing improvements and an increase in business. We also changed our menu description, added new food images and combos, and offers. The platform helped us harness our huge Instagram followers to bring in more customers. We opted for the “Order Food” option on Instagram that directs customers to E=MC^2’s page on Swiggy.”
Partnering with Swiggy has helped the restaurant in more ways than one. They are now aware of the sales they are making and have a better understanding of their customers and the best part is that delivery is taken care of. Over the last two years, E=MC^2 has expanded its menu to include a lot of things. Additionally, they launched another brand, Burg 99, exclusively for Swiggy. E=MC^2 won the Swiggy Star reward in November 2021, for customer experience.
Over 448 restaurant partners are currently listed on Swiggy in Kozhikode. Through valuable partnerships with the platform, various small eateries across the beautiful coastal city have changed the way Kozhikode eats. E=MC^2 is one such example.
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