Restaurant India News: Swiggy Expands Beyond Delivery with New CEO for Dineout and Scenes

Swiggy has appointed Swapnil Bajpai as Chief Executive Officer of its Dineout and Scenes businesses, indicating a sharper focus on dining-out, restaurant engagement, and consumer experience-led revenue streams beyond its core food delivery operations.

The move reflects Swiggy’s strategy to expand into adjacent segments such as restaurant bookings, in-venue services, and nightlife experiences, as competition intensifies and platforms look to diversify revenue sources. Bajpai has been part of Swiggy in various leadership roles across business operations, supply, sales, and monetisation.

Prior to this appointment, he served as Senior Vice President and Business Head for Dineout, Assure, and Lynk, where he led initiatives related to restaurant partnerships, growth, and platform monetisation. His elevation comes as Swiggy continues to integrate Dineout more closely into its ecosystem after acquiring the platform in 2022. Initially, the company retained Dineout’s founding team to maintain continuity in merchant relationships, but the current leadership shift indicates a transition toward direct operational control under Swiggy.

Swiggy’s dining-out vertical has expanded beyond restaurant discovery and table reservations to include in-restaurant payments, offers, memberships, and advertising opportunities for restaurant partners. Through its Scenes platform, the company has also entered the events and nightlife segment, targeting a larger share of discretionary consumer spending.

This signals a growing convergence between technology platforms and offline dining experiences. Unlike food delivery, dining-out and experiential services rely less on logistics and offer monetisation through commissions, advertising, prepaid deals, and event-driven revenues. These segments are increasingly being viewed as margin-accretive and critical for improving customer engagement.

Bajpai’s experience aligns with these priorities, particularly in advertising and monetisation strategies across both delivery and dining-out businesses, along with supply and sales management. Before joining Swiggy, he held roles at Reckitt and Procter & Gamble, where he managed regional sales operations and go-to-market strategies.

The appointment comes at a time when competition in the dining-out segment is increasing, with platforms investing in restaurant commerce, memberships, and experience-led offerings to drive growth beyond delivery. For restaurant operators, this shift is expected to create additional channels for customer acquisition, engagement, and revenue generation through platform-led ecosystems.