Singapore – In one of Asia’s largest virtual brands partnership, online food and grocery delivery platform foodpanda and Indian restaurant company Rebel Foods have partnered to roll out Rebel Foods’ flagship brands and new jointly-created offerings in more than 2,000 outlets within Asia through an initial five-year partnership, starting in six markets.
Through the partnership, Rebel Foods will extend its culinary works, standard operating procedures and food tech innovations to F&B outlets in Asia through foodpanda. With a brands-as-a-service (BaaS) model, the partnership allows foodpanda’s restaurant partners to easily plug-and-play Rebel Foods iconic brands to grow additional revenue streams.
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.
“This foodpanda-Rebel Foods partnership introduces a new digital-first F&B format to Asia. foodpanda is always seeking new, innovative ways to change the way F&B businesses operate in a hyper-digitalised economy — we want to push our ecosystem further into the future,” said Pedram Assadi, COO at foodpanda.
He added, “Most importantly, these virtual brands will give our restaurant partners, especially SMEs, new opportunities to earn additional revenue.”
In the first phase of the partnership, which began in December 2019, Rebel Foods introduced four brands across six markets — Singapore, Malaysia, Bangladesh, Thailand, Hong Kong and the Philippines through the foodpanda network.
“Over the years, we have built some category leading brands in its current markets and a full-stack operating system which integrates culinary expertise, efficient SOPs and technological innovations together. 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 at Rebel Foods.