• Wednesday, Dec 01, 2021
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foodpanda and Rebel Foods launch Asia’s largest virtual brands partnership

  • Published at 08:47 pm October 21st, 2021
Foodpanda
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Through this partnership, 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

Asia’s largest food and grocery delivery platform, foodpanda, 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 F&B industry, according to a press release.

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 customizable 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-digitalized economy and 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,” he added.

Virtual brands: revolutionizing 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.

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 specially 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 of Rebel Foods.

Enabling growth in digital deliveries 

Globally, the online food delivery market is worth more than $35 billion annually.

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%. 

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. 


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