MUMBAI: Temasek and KKR-backed Rebel Foods is foraying into the quick meals delivery area, stepping up competitors in a market the place gamers like Zomato, Swiggy and Zepto are spending closely to get forward of the sport. The Mumbai-based firm is betting on the truth that customers who are sometimes pushed by comfort will more and more change to 10-15 minute meals delivery if they’re catered properly. For Rebel Foods, which already runs a number of cloud kitchen manufacturers corresponding to Behrouz Biryani, Faasos Wraps and has infrastructure in place, the launch of the 15-minute meals delivery service branded as QuickiES comes with out incurring important prices.
“When consumers get hunger pangs, they crave for food then and there itself. Why should 15-minute food delivery not happen? The underlying demand is there, the consumer need is there, it is just about plugging that need gap,” Sagar Kochhar, co-founder and CEO, EatSure at Rebel Foods informed TOI, claiming that the transfer didn’t come amid competitors or investor stress.
“We certainly keep an eye on competition but it was completely backed by consumer insights,” Kochhar mentioned. He added that the demand for mild snacking meals would be the preliminary driver of quick meals ordering amongst customers, however they are going to ultimately shift to it for all meal events if the standard of meals is sweet.
Rebel Foods has all its manufacturers listed on Swiggy and Zomato’s meals delivery apps moreover its personal in-house app EatSure. But for the 15-min service, all buyer orders will probably be fulfilled solely via EatSure. The agency already has entry to buyer knowledge via its app EatSure which it might leverage to foretell shopper demand and craft its menu proper, advantages that conventional restaurant manufacturers usually should not have.
Besides, the quick meals deliveries will probably be serviced via its current cloud kitchens which make meals in batches each couple of hours, enabling recent meals deliveries to customers.
This is the place, Kochhar mentioned, the corporate will get an edge amid considerations over the standard of meals delivered in 10-15 minutes. “All the new entrants have to make the food. It’s not just about the tech stack. Quick food delivery is going to be the new reality of food delivery and the winners will be the players which can offer great brands to consumers,” Kochhar mentioned.
Zepto (Café), as an illustration, sources elements and able to eat meals gadgets from native distributors and makes use of a community of kitchens stationed inside its darkish shops to cook dinner and warmth up the product earlier than deliveries. Swiggy and Zomato which have forayed into quick meals delivery via the aggregator mannequin are additionally promoting personal labelled meals via separate apps Snacc and Bistro (through Blinkit) respectively.
Rebel Foods’ QuickiES is rolling out a brand new collection of café fashion snacks together with samosa, idli and noodles for the service which may even characteristic meals from all its cloud kitchen in addition to accomplice manufacturers like Wendy’s Burgers.
The service which is able to go reside in Mumbai in the present day. It will probably be expanded to greater than 20 cities over the 12 months. Amid a aggressive market, the corporate’s technique will probably be to not cost clients if it fails to ship meals in 15 minutes.
