Behrouz Biryani and Faasos Owner Rebel Foods Joins the Quick Food Delivery Race

After Swiggy and Zomato, cloud kitchen startup Rebel Foods, which owns food brands like Behrouz Biryani, Faasos and Oven Story, has now joined the quick food delivery race.

It has integrated 15-minute food deliveries with QuickiES on their app EatSure in Mumbai. 

Taking a leaf out of Domino’s playbook, the company is promising free orders if deliveries exceed the set time limit, marking its aggressive entry into the ultra-fast food delivery segment.

“In the India market, quick food delivery is the new reality…We anticipate that we should be able to fulfil a majority of our orders within that (15-minute) time frame. We have piloted it for the last few months and were operating at a 90 percent plus success rate, which gave us a lot of confidence,” said Sagar Kochhar, Co-founder of Rebel Foods.

Kochhar is also the chief executive of EatSure which has surpassed 10 million app downloads. 

“With a presence in over 75 cities across India and a network of more than 450 kitchens, EatSure is also available on ONDC, further expanding its reach and accessibility.”

The move comes as several players are vying for dominance in the fast-expanding quick commerce space. Over the next month, Rebel Foods plans to evaluate the demand and operational feasibility of 15-minute deliveries in Mumbai before potentially scaling the service to other metro and Tier 1 cities. However, the broader food delivery market is showing signs of slowing growth. In Q3 FY25, Swiggy’s gross order value (GOV) increased by just 3.4 percent quarter-on-quarter, while Zomato’s grew by 2.3 percent.

While Kochhar did not disclose sequential growth figures for Rebel Foods, he highlighted consistent gains in same-kitchen revenues on both a monthly and yearly basis. Riding on this momentum, the company expects to achieve profitability next year—well in time for its anticipated initial public offering (IPO).

Speaking to Outlook Business, Kochhar emphasized the role of data science and analytics in kitchen operations. Predictive analytics help forecast orders and optimize preparation, ensuring efficiency. Kochhar reiterated Rebel Foods’ commitment to quality, stating, “No founder would ever compromise on quality. Diluting the product means losing the customer’s trust. Just as a parent safeguards their child, a business owner ensures excellence in every dish. In the end, great taste and consistency are what keep customers coming back.”

They operate kitchens, undergo stringent third-party and government audits using AI, data analytics, and forecasting. Rebel Foods has optimized its kitchen workflows by integrating new interfaces, equipment, and forecasting modules to enhance operational efficiency.

In 2021, Rebel Foods introduced EatSure, aligning with its vision to redefine convenience in the F&B industry. Rebel Foods sees rapid food delivery as the next logical step in the industry’s evolution, similar to how QSRs have reduced service times and e-commerce has transitioned to quick commerce.

The company strongly believes that 10-15-minute food delivery will become the new norm, much like grocery and e-commerce sectors. While certain food items with longer preparation times may not fit this model, Rebel Foods argues that innovation often meets initial skepticism before becoming widely accepted. Currently, QuickiES is operational in Mumbai, with expansion plans underway for other cities.

Rebel Foods has been considering an IPO as a natural milestone in its growth journey. Kochhar confirmed that the company is planning to go public within the next 18 to 24 months. The company has been focusing on product-market fit, consumer retention, and sustained revenue growth while optimizing operational costs.

Financially, Rebel Foods has demonstrated strong performance. The company reduced its losses from ₹657 crore in FY23 to ₹378 crore in FY24. Kochhar stated that at a kitchen level, the company is already profitable. With year-on-year growth exceeding 20% across its kitchen network, Rebel Foods is leveraging operational efficiencies to drive profitability.

As pioneers of cloud kitchens since 2014, Rebel Foods has built a business model centered around delivery, driven by consumer convenience. “Convenience rewires customer behavior. Even in 2014, 70% of our customers were shifting to delivery, and 67% had never even seen the storefront,” he explained.

This data-backed insight validated the decision to expand the cloud kitchen network, which now accounts for nearly 90% of Rebel Foods’ operations.

Despite a strong cloud presence, Rebel Foods is also exploring offline formats, including food courts and vending stores. “At a kitchen level, we are already profitable. As we continue to grow at 20% year-on-year, operational leverage will ensure long-term profitability,” he noted.

When asked about media reports stating that Rebel Foods raised funds from KKR and Temasek In September at a valuation of $1.4 billion, he stressed that the company is on the right track, as reflected in its reported numbers and refrained from confirming specific details.

“If at all there is something that comes up, we will certainly be in search of that,” he said.

He added that any future fundraising would be well-planned, as the company has a proven business model. “It's all about focused execution, and we need to keep driving that forward,” he noted.

In September 2024, Rebel Foods reportedly raised funds at a valuation of $1.4 billion. While Kochhar did not confirm further fundraising plans, he said that the company is focused on disciplined execution and scaling its operations. Rebel Foods aims to expand its brand portfolio, introduce new product innovations, and acquire complementary businesses to strengthen its market position.

Additionally, the Competition Commission of India (CCI) approved a proposal in December 2024 for KTR to acquire a stake in Riverswood. Kochhar sees such investments as a strong validation of Rebel Foods’ business model.