Swiggy is using data analytics to individually curate the customer landing page—list of restaurants—to each user's taste preferences rather than just curating on the basis on the customer's location. According to him, food is a personal choice, and cannot be generalized on the basis of the location of the customer alone. The company said that it's building a concept known as "food graph" which breaks down a food dish by recipe, cooking style, ingredients used, calorie value, and variations of the dish.
By combining the food graph with a customer's previous food preferences, Swiggy is able to derive a personalized restaurant feed at the app homepage itself. "For example, a user may prefer an Andhra style biryani over a Lucknowi style biryani… so we are trying to get to that level of precision in our understanding of the customer," Says Swiggy
