Hyperlocal e-commerce firm magicpic on Monday announced that its quick food delivery vertical ‘magicNOW’ contributes nearly 13% of all food delivery orders on the platform. The company aims to scale this share to 20% in the coming months, positioning itself as a serious contender in the quick commerce food space.
magicNOW has also now increased its footprint from six metros to 20 top cities across India and has scaled its restaurant and merchant restaurants network from 3,000 to over 21,000 including brand stores such as including McDonald’s, Taco Bell, Chaayos, Wendy’s, Faasos, Burger King and local eateries.
“With magicNOW-15 minute quick delivery vertical already contributing 13% of our total food delivery orders, we are well on track to scale this to 20% by the end of the financial year. Our rapid expansion from six metros to 20 high-density cities is a strategic step in building a sustainable and hyperlocal quick delivery network, focused on freshness, speed, and cuisine integrity,” said magicpin founder and CEO Anshoo Sharma.
Its data shows that burgers, momos, rolls, pizza, and biryani consistently rank among the top five most ordered dishes in 70% of locations. Biryani sees peak demand in Bengaluru and Hyderabad, while burgers remain a metro staple in markets like Delhi-NCR and Mumbai. Kolkata stands out with momos as its top local favourite.
Launched in November 2024, magicNOW delivers freshly prepared meals from partner restaurants within a 1.5 km–2 km radius, ensuring cuisine integrity, temperature control, and ultra-fast turnaround without relying on dark stores.
This rapid growth has been enabled by magicpin’s proprietary logistics platform,magicFleet, which now handles a significant share of magicNOW orders.
magicFleet is an AI-powered logistics SaaS solution that is helping MSME delivery partners to connect their rider fleet to the ONDC ecosystem and also catering to magicpin food delivery orders.
