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Rebel Foods aims to expand in 100 cities by 2023, plans to be present in all food categories

Cloud kitchen unicorn Rebel Foods plans to expand to 100 cities across India by the end of 2022-23, strengthening the brand’s global reach, according to Karan Singla, VP and Head of operations (India Business).

Regarding the company’s global expansion goals, Singla stated that the brand is currently present in 10 countries and over 70 cities, with plans to expand to over 20 countries in the coming year.

“While expanding globally, we want to keep on growing brands other than geographical reach. So in these 20 countries, we look forward to adding almost 250 to 300 additional locations in the coming year,” Singla said.

Speaking about the growing online food industry, Singla said, “We are part of cloud kitchen industry where online food industry is something which is disrupting the traditional offline food industry.”

As the offline market has yet to recover from the covid impact, he believes that increased online delivery demand has resulted in a shift in customer behaviour.

The brand saw these trends of online food ordering long back. Talking about their initial years, Singla said, “We were growing on top line, but we were not growing on bottom line, we were bleeding.”

According to Singla, delivery accounts for roughly 70% of the brand’s orders, therefore they came up with the cloud kitchen concept. Because, in Western countries, this competes with offline businesses and home kitchens. It also alleviates the cost of renting outlets in various expensive places. 

Singla added that they focus on strengthening their operating system, which includes culinary knowledge, supply chain backward integration, and technology expertise for full-stack inventory solutions, to grow their business.

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