Online restaurant company Rebel Foods is planning to extend its services to 120 cities in India up to 2026 as part of its expansion plan, the Financial Express has reported.
The startup’s growth plans include a focus on Tier 2 cities such as Patna and Amritsar, where it observes significant demand.
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The media publication quoted Rebel Foods India and MENA co-founder and CEO Ankush Grover: “We are planning to double down on Tier 2 cities. With mobile penetration and digital awareness, we see cities like Patna, Banaras and Amritsar doing very well. While Tier 1 is obviously a growing market, due to habit changes, in terms of food consumption, Tier 2 is also doing really well.”
“And again, we are not a brand. We are a platform that hosts multiple brands. So we can expand different brands to different locations.”
Rebel Foods hosts brands including Faasos, Behrouz Biryani, Oven Story Pizza, Lunch Box and The Good Bowl.
Through its omnichannel approach, the company aims to cater to between 550 and 600 catchments by next year.
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By GlobalDataIts EatSure app, launched in 2020, provides customers with a “foodcourt-on-an-app” experience, enabling them to order from multiple restaurants simultaneously.
Commenting on the omnichannel strategy, Rebel Foods EatSure co-founder and CEO Sagar Kochhar said: “We fundamentally believe that with what we have built in the last decade, we can solve many problems in the offline world. For instance, from a consumer standpoint, there is a need to have a smart foodcourt ecosystem.
“Also, an omnichannel play helps you to build your equity as consumers get to see and experience different brands.”
Reports recently emerged that the company is in advanced talks with Singapore’s sovereign wealth fund Temasek to secure an investment ranging between $100m and $150m.
In 2023, Rebel Foods collaborated with quick-service restaurant chain Wendy’s to introduce both cloud kitchens and physical locations across India.
The company is now in discussions with several additional international brands to further expand its portfolio.
“The talks are in the early stage. But the way we have executed Wendy’s in India has led to a lot of interest,” stated Grover.
The could kitchen startup, which is backed by Peak XV, presently operates more than 450 cloud kitchens across India, the Middle East and North Africa (MENA), Indonesia and the UK.
