Foodpanda, Rebel Foods team up to launch virtual food brands

Foodpanda, a global food and grocery delivery platform, is teaming up with Indian cloud kitchen unicorn Rebel Foods for a long-term partnership targeting restaurant partners and cloud kitchen operators.

Running for an initial five years, the team up will see at least 10 virtual food brands from the two firms jointly reaching 2,000 outlets in Asia. They will first start with six markets – Singapore, Malaysia, Bangladesh, Thailand, Hong Kong, and the Philippines – where there are already four brands launched in more than 200 outlets.

Foodpanda COO Pedram Assadi / Photo credit: Foodpanda

These virtual food brands will have no dine-in presence, operating instead through existing restaurants or cloud kitchens to cater to customers through take-out and delivery.

The partnership follows a brand-as-a-service model, where food business owners can offer as many brands as they can under a single kitchen. Both firms will also provide franchise-like support to make sure the products are consistent across different markets.

“These virtual brands will give our restaurant partners, especially small and medium enterprises, new opportunities to earn additional revenue,” said Pedram Assadi, COO of Foodpanda.

Rebel Foods co-founder Kallol Banerjee / Photo credit: Rebel Foods

Some of the virtual brands to be rolled out across Asia includes Rebel Foods’ own flagship brand Faasos, which specializes in wraps. Foodpanda and Rebel Foods will also have a new joint offering in Honest Bowl, which will serve global and local flavors in food bowls.

“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