- In this new digital-first
F&B format in Asia, foodpanda will roll out Rebel Foods' flagship brands
and new jointly-created offerings in more than 2,000 outlets within Asia
through an initial five-year partnership, starting in six markets
- Rebel Foods will extend its
culinary expertise, efficient SOPs and food tech innovations to F&B outlets
in Asia through foodpanda, Asia's largest food delivery platform outside of
- With a Brands-as-a-Service
(BaaS) model, the partnership allows foodpanda's restaurant partners to easily
plug-and-play Rebel Foods iconic brands to grow additional revenue streams
SINGAPORE - Media OutReach - 22
October 2021 - foodpanda, Asia's
largest food and grocery delivery platform, today announced a long-term,
multi-market partnership with Rebel Foods to enable restaurant partners and
cloud kitchen operators to grow additional revenue streams, at little or no
start-up costs. Rebel Foods is the world's largest internet restaurant company
headquartered in India. The new digital-first F&B format sees foodpanda and
Rebel Foods joining forces for the benefit of local and small players in the
Through this partnership — for an initial five years — both
companies will aim to launch more than 10 virtual brands in over 2,000 outlets
across the region, making this the largest virtual brand partnership in Asia,
and the first of its kind in the region at this scale.
As part of the partnership, Rebel Foods brings their culinary
expertise, efficient SOPs and iconic ready-to-deploy brands that are easily customisable
for local preferences in any region.
Meanwhile, foodpanda enables hundreds of thousands of restaurant
partners and cloud kitchen operators to plug-and-play virtual brands into their
current operations to grow additional revenue streams, at little to no start-up
costs. Smaller SMEs and restaurant partners on the foodpanda platform can adopt
new recipes and utilise their spare capacity to grow additional revenue streams
while creating diversity in their menu offerings.
In the first phase of the partnership, which began in December
2019, Rebel Foods introduced four brands across six markets — Singapore,
Malaysia, Bangladesh, Thailand, Hong Kong and the Philippines through the
foodpanda network. Orders for Rebel Foods' brands on the foodpanda app on
average grew 40% month-on-month in the past six months, with more than 200
outlets across the six markets signed up to add virtual brands to their
existing food and beverage (F&B) offerings.
"This foodpanda-Rebel Foods partnership introduces a new digital-first
F&B format to Asia. foodpanda is always seeking new, innovative ways to
change the way F&B businesses operate in a hyper-digitalised economy — we
want to push our ecosystem further into the future," said Pedram Assadi, COO,
foodpanda. "Most importantly, these virtual brands will give our restaurant
partners, especially SMEs, new opportunities to earn additional revenue."
Virtual brands: revolutionising the food ecosystem
for a digital-first future
A virtual brand is an
online-only food concept where a brand exists digitally, with no dine-in presence, and offers food that is available for
delivery or pick-up from the outlet. Virtual brands can operate from the kitchen of an
existing restaurant or through traditional cloud kitchens.
Through this partnership, customers across Asia can enjoy great
food options from these virtual brands:
- Faasos: Rebel Foods' flagship brand that offers an exciting variety of
wraps that stand true to its philosophy, 'Surprises under wraps'.
- Behrouz Biryani: A category leading royal biryani brand that makes
every moment special with its choicest spices and premium ingredients.
- The Biryani Life: Offering value biryani options as part of daily
meals with consistently elevated flavours.
- Lunchbox: Lunchbox celebrates local food with the motive to evoke a sense of
familiarity and nostalgia with fresh ingredients and homestyle cooking.
- Honest Bowl: A newly jointly-developed localised offering by foodpanda and
Rebel Foods that offers a selection of food bowls with global and local
In addition to introducing Rebel Food's iconic brands to foodpanda
customers in Asia, both companies have also worked together to co-develop new
offerings under Honest Bowl. The
Honest Bowl menu was especially created to suit the taste buds of customers in
Asia, building on Rebel Food's culinary expertise and foodpanda's insights on
customers' preferences in the region.
"Over the years, we have built some category leading brands in its
current markets and a full-stack operating system which integrates culinary
expertise, efficient SOPs and technological innovations together. We are glad
to partner with foodpanda and scale our iconic brands with localized offerings
across their network in Asia", said Kallol Banerjee, Co-founder, Rebel Foods.
Enabling growth in digital deliveries
Globally, the online food delivery market is worth more than USD
35 billion annually, according to the ASEAN Post. In its H1 2021 Trading
Update, foodpanda's parent company Delivery Hero reported that orders in Asia
doubled year-on-year, as GMV for the region grew 175%, surpassing the EUR 10
billion mark. foodpanda alone reported more than 70 million orders completed
each month — sure signs that food delivery will continue to grow.
Beyond activating virtual brands, foodpanda restaurant partners
are also able to tap into a variety of digital growth tools to attract new
customers, boost exposure and visibility on the app to drive sales and reward
loyal customers. This includes new merchant-growth features like pandabox, pandaclicks and pandapicks —
restaurant partners can take control of their business growth by easily
activating these growth tools via foodpanda's self-service platform on the