Updated: Oct 25
foodpanda and Rebel Foods just announced that they will roll out more than 10 virtual brands in more than 2,000 outlets in Asia, starting in six markets: Singapore, Malaysia, Bangladesh, Thailand, Hong Kong and the Philippines.
A virtual brand is one that exists digitally, has no dine-in presence and offers food through delivery or pick-up from the outlet.
What makes this partnership interesting is that both companies are quite established in the food and beverage (F&B) industry. foodpanda is Asia's largest food delivery platform outside of China, while Rebel Foods is the world's largest internet restaurant company and has developed iconic food brands like Faasos, Behrouz Biryani and the Biryani Life.
According to foodpanda Chief Operating Officer Pedram Assadi, the partnership will change the way that F&B is going to upgrade and expand going forward. As a result of this partnership, customers will be able to enjoy more variety and diversity in cuisine choices. For F&B businesses, they will receive more opportunities to grow.
"As part of the partnership, Rebel Foods brings their culinary expertise, efficient SOPs and iconic ready-to-deploy brands that are easily customisable for local preferences in any region. Meanwhile, foodpanda enables hundreds of thousands of restaurant partners and cloud kitchen operators to plug-and-play virtual brands into their current operations to grow additional revenue streams, at little to no start-up costs," foodpanda and Rebel Foods wrote in a press release.
"Smaller SMEs and restaurant partners on the foodpanda platform can adopt new recipes and utilise their spare capacity to grow additional revenue streams while creating diversity in their menu offerings."
Restaurant partners on foodpanda can receive several benefits with foodpanda and Rebel Foods' plug-and-play model. For one, they can find new ways to capture market opportunity quickly through the aforementioned model. Aside from that, foodpanda provides restaurant partners with back-end and marketing support as well as training. According to foodpanda restaurant partner and Owner of Rocket Foods Ng Chin Hui, staff from foodpanda and Rebel Foods train his team. Ng feels that this training is crucial if the Rocket Foods team wants to scale up as quickly as possible.
Since virtual food brands operate from the kitchen of an existing restaurant or through cloud kitchens, the preparation of food can be done more efficiently and with a lower operating cost as this process is carried out from a single kitchen.
Considering that the pandemic has changed the way people dine and how restaurants operate, it's great to see that innovations are being carried out to make it easier for consumers to explore cuisine options and for F&B entrepreneurs to scale their businesses efficiently.
foodpanda and Rebel Foods did not mention the rollout will happen.
Written by Sophia Lopez