India: Swiggy to co-create delivery-only brands with dine-in restaurants

Food delivery startup Swiggy will partner with dine-in brands and restaurants to co-create delivery-only menus. The startup on Wednesday launched a new cloud kitchen brand name ‘BrandWorks’, which Swiggy said will serve “unmet consumer needs” by co-creating new kitchens within a restaurant partner’s existing dine-in facilities.

BrandWorks will largely target big dine-brand chains such as resto pubs, bars, and fine-dine restaurants, said a Swiggy spokesperson over the phone. By allying with dine-in restaurants, the delivery startup is targeting those brands that may not be able to cater to online orders, since such kitchens focus on making money from dine-in or fine-dine options.

BrandWorks will further plugin its capabilities such as menu intelligence, brand development and data analytics to its restaurant partner, the startup said in a statement. Based on previously accumulated history of orders and consumer data available with Swiggy, restaurants can cater to cuisine and dish choices within hyper-local geographies.

Swiggy already has 100 such brands set-up under the new ‘BrandWorks’ business through a partnership with 95 restaurants in 13 cities. The startup already works with New Delhi-based Bercos Restaurant, to co-create Thai and Chinese ‘brand House of Chow’, and other brands such as ‘Kitchens of Punjab’ and ‘Kitchens of China’ co-created with Bangalore-based Gilly’s Restobar.

Gilly’s will additionally look to expand delivery-only brands—Kitchens of Punjab and Kitchens of China—into a dine-in brand sooner, the spokesperson added.

Swiggy said that the new business proposition “does not cannibalize the restaurant’s existing dine-in business” since the restaurant partner gets incremental revenue from new delivery-only brands.

Furthermore, BrandWorks partners will partner only with those restaurants and brands which according to Swiggy has “ability to create great culinary experiences”.

Since its launch, BrandWorks has been experimenting with cuisines such as Chinese, American and North Indian with food varieties like burgers, pizzas, rolls/wraps and desserts among others. Swiggy currently has 100 such brands on its platform that were co-created with 95 restaurant partners across 13 cities.

Swiggy is also lining new brands such as ‘The Story of a Chinese Chef’ from Chennai, ‘Baba Yega Burgers’ from Jaipur In addition, brands like Burger it Up from Bangalore and Royal Handi from Udaipur are looking at intercity expansion through BrandWorks, Swiggy said.

On the launch of BrandWorks, Vishal Bhatia, CEO – New Supply, Swiggy, said that the startup aims to co-create hundreds of new delivery-only brands with multiple restaurant partners across the country by the end of 2020.

“Both models offered by Swiggy complement each other – Swiggy Access (cloud kitchen business) facilitates the easy expansion of restaurant brands across locations while BrandWorks helps restaurant partners expand their brand portfolio using existing kitchen space and culinary abilities. Additionally, the BrandWorks model can be scaled faster across markets to create more high-quality food choices for consumers due to its low entry barriers,” Bhatia said in a statement.

“Swiggy’s insights on consumer needs in the locality and expertise in brand creation has been crucial. They have helped create a strong line of revenue that did not exist a year ago and it wouldn’t have been possible without Swiggy’s support. Today, Kitchens of Punjab is already amongst the top 5 North Indian delivery brands in Bangalore,” Gurupreet Singh Bali, Managing Partner, Gilly’s Restobar said in a statement.

This article was first published on livemint.com.

Singapore Reporter/s

In Singapore, we are looking to double our reporting team by this year-end to comprehensively cover the fast-moving world of funded startups and VC, PE & M&A deals. We want reporters who can tell our readers what is really happening in these sectors and why it matters to markets, companies and consumers. The ability to write precisely and urgently is crucial for these roles. Ideal candidates must have to ability to work in a collaborative, dynamic, and fast-changing environment. We want our new hires to be digitally savvy and ready to experiment with new forms of storytelling. Most importantly, we are looking for hard-hitting reporters who work well in a team. Collaboration and collegiality are a must.

Following vacancies can be applied for (only in Singapore).

Following vacancies can be applied for (only in Singapore).   

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  • A reporter who can get behind the scenes and reveal how funding rounds are put together, or why they’ve failed to materialise. She/he in this role will largely focus on long-format stories. 
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Singapore Reporter/s

In Singapore, we are looking to double our reporting team by this year-end to comprehensively cover the fast-moving world of funded startups and VC, PE & M&A deals. We want reporters who can tell our readers what is really happening in these sectors and why it matters to markets, companies and consumers. The ability to write precisely and urgently is crucial for these roles. Ideal candidates must have to ability to work in a collaborative, dynamic, and fast-changing environment. We want our new hires to be digitally savvy and ready to experiment with new forms of storytelling. Most importantly, we are looking for hard-hitting reporters who work well in a team. Collaboration and collegiality are a must.

Following vacancies can be applied for (only in Singapore).

Following vacancies can be applied for (only in Singapore).   

  • A reporter to track companies/startups that have raised private capital, and have the potential to become unicorns. SEA currently has over 40 companies with a valuation of over $100 million and under $1 billion.
  • A reporter who can get behind the scenes and reveal how funding rounds are put together, or why they’ve failed to materialise. She/he in this role will largely focus on long-format stories. 
  • A journalist to track special situations funds, distressed debt and private credit (from the PE angle) across Asia.