IPO-bound cloud kitchen unicorn Rebel Foods has made a bold move into the highly competitive 15-minute food delivery segment with the launch of its new app, QuickiES.
The initiative pits Rebel Foods against industry giants such as Zomato, Swiggy, and Zepto, which have been aggressively expanding their rapid food delivery services.
Sagar Kochhar, co-founder and CEO of EatSure, Rebel Foods’ direct-to-consumer (D2C) platform, announced the launch of QuickiES via LinkedIn.
Describing the service as the “world’s first ’15-minute or free’ quick food delivery app,” Sagar Kochhar expressed enthusiasm about revolutionizing the way customers experience fast food delivery.
Pilot Phase in Mumbai
Currently in its pilot phase, QuickiES is operational in select pin codes of Mumbai.
The app promises to deliver food from more than 45 brands under the Rebel Foods umbrella, including Faasos, Wendy’s, Oven Story Pizza, LunchBox, and Behrouz Biryani.
Additionally, users can order cafe-style snacks such as poha, idli, medu vada, puffs, and Maggi.
Rebel Foods’ Growth and Market Expansion
Founded in 2011 by Kallol Banerjee and Jaydeep Barman, Rebel Foods began as a delivery-only brand with Faasos.
Over the years, it has evolved into a multi-brand quick service restaurant (QSR) powerhouse, managing a portfolio of brands such as Mandarin Oak, Sweet Truth, The Good Bowl, Firangi Bake, and The Biryani Life.
To date, the company has raised $773 million in funding from marquee investors such as KKR, Temasek, Lightbox, and Evolvence.
In October 2024, reports suggested that Rebel Foods was eyeing a public listing within the next 12-18 months.
Despite its ambitious expansion, Rebel Foods reported a net loss of INR 378.2 crore in FY24, marking a 42% improvement from the INR 656.5 crore loss in the previous fiscal year.
Meanwhile, its operating revenue surged 19% year-on-year to INR 1,420.2 crore.
Intensifying Competition in Quick Food Delivery
Rebel Foods’ entry into the 15-minute food delivery segment comes at a time when major players are heavily investing in quick commerce.
Zomato’s Blinkit launched its 10-minute food delivery app, Bistro, in December 2024, while Swiggy and Zepto offer similar services under the brands SNACC and Zepto Cafe, respectively.
Quick commerce is rapidly transforming consumer behavior in India, with services expanding beyond food and grocery to include electronics, apparel, skincare, and even jewelry.
E-commerce giants Flipkart and Amazon have also ventured into the instant delivery space, further heating up competition.
