Swiggy's One BLCK Launch Sparks Confusion as Restaurants Claim Unawareness of Membership

Swiggy recently introduced the One BLCK membership, an exclusive, invite-only subscription service aimed at enhancing the user experience with premium benefits. However, its rollout has met with significant confusion among Mumbai’s restaurant industry, leaving many establishments unaware of the program and its associated perks.

Mumbai Restaurants Report Unawareness of Swiggy One BLCK Plan

Restaurants in Mumbai, including popular names such as Yuhi Lounge in Powai, Roude Lounge, Kubec Bistro, and True Tramm Truck, have denied any knowledge of Swiggy’s newly launched One BLCK membership. This lack of communication has led to the denial of benefits like complimentary drinks during dine-outs, creating confusion and dissatisfaction among customers.

One instance of this occurred at Yuhi Lounge, where a customer was initially refused free drinks due to the restaurant manager’s lack of awareness about the program. Swiggy later issued an apology for the miscommunication and confirmed the benefits were available for eligible members.

What Is Swiggy’s One BLCK Membership?

Launched on December 11, 2024, Swiggy’s One BLCK membership is priced at ₹299 for a 3-month plan. It is positioned as an exclusive offering with a host of benefits, including:

• On-time delivery guarantees.

• Faster food delivery services.

• Complimentary cocktails or desserts at partnered restaurants during dine-outs.

Members also enjoy perks beyond dining, such as access to exclusive offers from Amazon Prime, Hotstar, Hamleys, Cinepolis, and other top brands. To celebrate the launch, Swiggy is providing a complimentary Yatra Prime membership to One BLCK users.

The subscription aims to elevate Swiggy’s offerings across food delivery, quick commerce, and dining-out services, providing a seamless premium experience for its users.

Restaurant Concerns Over Lack of Communication

Several restaurant managers have expressed frustration over being uninformed about the membership program. According to reports, restaurant staff were not briefed about the benefits they were expected to provide to One BLCK members. This led to hesitation in honoring offers like free drinks, creating confusion for both restaurant staff and customers.

Swiggy responded to one such incident at Yuhi Lounge, clarifying that the customer had opted for a different pre-booking benefit, which led to the misunderstanding. The company apologized for the confusion and assured that efforts are being made to improve communication.

Phased Rollout and Upgrades for Existing Members

Swiggy has adopted a phased approach to rolling out the One BLCK membership. Existing subscribers of Swiggy One are eligible for an upgrade, allowing them to access the additional benefits of the premium membership. Swiggy emphasized that it is actively working to raise awareness among both users and restaurant partners to streamline the experience.

Swiggy’s Response to the Controversy

Swiggy addressed the situation by stating that it is unnecessary for restaurants to be fully aware of membership programs as long as the deals are pre-booked by customers. The company acknowledged that One BLCK is still in its early stages and highlighted its commitment to improving communication and collaboration with restaurant partners.

“BLCK is still in its early stages (about ten days old), and we are continuously working to raise awareness among users and restaurant partners to improve the overall experience,” Swiggy stated.

The Value Proposition of One BLCK Membership

The One BLCK membership offers significant value to users through its blend of dining, delivery, and entertainment benefits. By combining faster food delivery, on-time guarantees, and exclusive offers from premium brands, Swiggy aims to cater to a growing audience seeking convenience and luxury.