Cloud kitchen unicorn Rebel Foods is making its space into the 15-minute food delivery segment to compete with foodtech giants like Zomato and Swiggy.
In a LinkedIn post, EatSure co-founder and CEO Sagar Kochhar announced that Rebel Foods has launched its 15-minute food delivery app, QuickiES.
How It All Began: A Struggling QSR Chain
Founded in 2011 by Jaydeep Barman and Kallol Banerjee, Rebel Foods started as Faasos, a high-street QSR chain focused on selling wraps. The founders aimed to build an Indian equivalent of McDonald’s, but soon encountered major challenges:
• High rental costs in prime locations
• Fierce competition from established players
• Thin profit margins in the QSR business
By 2014, it was clear that scaling a traditional restaurant business was neither sustainable nor profitable. Instead of shutting down, the company pivoted to the cloud kitchen model, abandoning physical outlets and focusing on delivery-only brands.
The Cloud Kitchen Model: A Game Changer
The shift to cloud kitchens allowed Rebel Foods to operate multiple brands from a single kitchen, optimizing costs while increasing variety for consumers. Today, Rebel Foods owns several popular QSR brands, including:
• Behrouz Biryani – A premium biryani brand
• The Biryani Life – A mass-market biryani alternative
• Oven Story – Specializing in gourmet pizzas
• Sweet Truth – A dessert-focused brand
• Mandarin Oak – Asian cuisine
• Firangi Bake, LunchBox, The Good Bowl, Wendy’s, and more
This multi-brand strategy allows Rebel Foods to serve different customer segments without additional infrastructure costs. The same kitchen produces meals for different brands, with automated cooking systems ensuring consistency.
Technology and Automation: The Backbone of Growth
Rebel Foods is not just a food company; it is a tech-driven food enterprise. The company has implemented automation and AI-based solutions to streamline kitchen operations, enhance efficiency, and reduce costs.
• Automated Cooking Systems: Machines replicate chef techniques, ensuring precise ingredient proportions and cooking methods.
• AI-Driven Demand Forecasting: Predicts customer preferences based on data, optimizing inventory and reducing food waste.
• Direct-to-Consumer Apps: Platforms like EatSure allow customers to order directly, reducing reliance on aggregators like Zomato and Swiggy.
Scaling Beyond India: Global Expansion
Rebel Foods now operates in over 75 cities across India and multiple international markets, including the MENA region, Indonesia, and the UK. The company’s financials reflect its growth, with FY24 revenue reaching ₹1,420 crore, while losses narrowed by over 42% to ₹378 crore.
Backed by investors such as KKR, Temasek, Lightbox, and Evolvence, Rebel Foods has raised $773 million to date, fueling its aggressive expansion and technological advancements.
Entering the 15-Minute Delivery Race
With the rise of quick commerce, Rebel Foods is now competing directly with Zomato, Swiggy, Zepto, and Blinkit in the instant food delivery space. Platforms like Zepto Cafe, Blinkit Bistro, and Swiggy SNACC have already entered this market, promising 10-15 minute meal deliveries.
To stay ahead, Rebel Foods has launched QuickiES, a dedicated 15-minute food delivery service. This move aligns with shifting consumer preferences, where convenience and speed are becoming as important as food quality.
The Future of Rebel Foods
With cloud kitchens, automation, and quick commerce, Rebel Foods is setting new benchmarks in the food-tech industry. As India’s food delivery market is expected to double by 2025, reaching a $13 billion valuation, companies like Rebel Foods are leading the way in redefining how food is prepared, delivered, and consumed.
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