Barely months after their much-hyped launch, the partnership between Swiggy’s rapid delivery platform, Snacc, and the popular specialty coffee roasters, Blue Tokai Coffee Roasters, has abruptly come to an end. What went wrong with this seemingly perfect blend of swift service and premium coffee? Insiders hint at disagreements over crucial aspects that led to this unexpectedly early separation.
The collaboration, which was announced with considerable fanfare in January 2025, aimed to provide Snacc users with the convenience of enjoying Blue Tokai’s curated coffee selection delivered within a swift 15-minute window. Coffee aficionados were excited about the prospect of getting their favorite brews, from Americanos to Vietnamese Styled Iced Coffees, with unprecedented speed.
However, this promising brew seems to have turned bitter behind the scenes. According to a Moneycontrol report, the dissolution of the partnership stemmed from irreconcilable differences concerning fundamental aspects like pricing strategies, the specific assortment of products offered to Snacc users, and the overall execution plans.
Sources familiar with the matter suggest that a lack of agreement on a common framework for pricing and menu optimization proved to be a significant hurdle. “The two sides couldn’t decide on a common framework for pricing and menu optimisation,” a source told Moneycontrol, indicating the core issues. “While Blue Tokai pushed for certain items on the menu, Swiggy would have wanted to follow a different strategy. The partnership became difficult to scale or sustain after that.”
A quick check on the Snacc app now confirms the absence of Blue Tokai’s offerings, a stark contrast to the platform’s initial promise. While Blue Tokai has declined to comment on this development, Swiggy is yet to issue an official response to queries.
Despite the initial optimism surrounding the rapid delivery model for Blue Tokai, as highlighted by co-founder Matt Chitharanjan in January, the partnership proved to be short-lived. This development occurs amidst increasing competition in the ultrafast delivery sector, with players like Zepto’s Café and Blinkit’s Bistro gaining traction with their own in-house food and beverage offerings. Zepto Café, in particular, has witnessed rapid scaling, boasting over 100,000 daily orders.
Industry experts speculate that Snacc’s split with Blue Tokai could indicate a strategic pivot towards emulating its competitors by focusing on proprietary offerings from its dark stores. This approach would grant Swiggy greater control over margins and consistency. However, the rise of platform-owned brands has also drawn criticism from restaurant industry bodies, who have raised concerns about potential anti-competitive practices related to private labeling.
As the battle for 15-minute delivery intensifies, Snacc’s recalibration signals a potential move towards vertical integration for Swiggy in this rapidly evolving and highly competitive market.
Summary:
- Swiggy’s rapid delivery platform, Snacc, and Blue Tokai Coffee Roasters have parted ways just months after their launch.
- The dissolution reportedly resulted from disagreements over pricing models, menu curation, and execution plans.
- Blue Tokai’s offerings are no longer visible on the Snacc app.
- Industry experts suggest this move could indicate a strategic shift for Snacc towards a model focusing on proprietary dark store offerings.