Rebel Foods challenges Zomato, Swiggy with 15-minute food delivery service
What's the story
Rebel Foods, a popular cloud kitchen firm backed by Temasek and KKR, has announced its entry into the fast-paced food delivery sector.
The company will be competing with established players like Zomato, Swiggy, and Zepto.
Rebel Foods is launching a 15-minute food delivery service called 'QuickiES.' The move capitalizes on their existing infrastructure of multiple cloud kitchen brands including Behrouz Biryani, Oven Story, and Faasos Wraps.
Consumer needs
Rebel Foods's CEO highlights consumer demand for quick delivery
Sagar Kochhar, co-founder and CEO of EatSure at Rebel Foods, highlighted the consumer demand for quick food delivery.
He said when consumers are hungry, they want food immediately.
"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," Kochhar told TOI.
Service expansion
QuickiES to cater to all meal occasions
Kochhar also emphasized that while light snacking meals will initially drive quick food ordering, consumers will eventually use it for all meal occasions if the quality of food is good.
He clarified that their decision to launch QuickiES was not influenced by competition or investor pressure but was entirely based on consumer insights.
Operational details
QuickiES to operate exclusively through EatSure app
Rebel Foods will run its new service only through its in-house app, EatSure.
The company intends to leverage customer data from the app to predict demand and customize its menu accordingly. This gives an edge over traditional restaurant brands that don't have such insights.
The quick food deliveries will be handled through Rebel Foods' existing cloud kitchens, providing fresh food deliveries to consumers every few hours.
Launch details
QuickiES service launches in Mumbai today
The QuickiES service has launched in Mumbai today, marking Rebel Foods' official entry into the quick food delivery space.
The move is a major step for the company as it looks to cater to the growing consumer demand for fast and convenient meal options.
Notably, the launch also highlights Rebel Foods' focus on using its existing infrastructure and data insights for business growth.