Rebel Foods, known for its network of cloud kitchens and digital brands, is making a significant investment in the offline channel. Having achieved unicorn status in 2021, the company is growing its leading brand, Oven Story Pizza, through franchising in the offline market. This strategic decision aims to capture a larger market share in the rapidly expanding pizza sector and challenge global pizza chains in the region.
Ankit Jindal, the Business Head at Rebel Foods, stated, “Franchising is a key initiative we are prioritizing this year. Our goal is to establish Oven Story Pizza as a leading brand in its category, and we are accelerating its offline expansion to achieve this. We plan to launch 250-300 outlets over the next 2-3 years, which we believe is a significant milestone to compete effectively with global chains.” The company is also recognized for its brands such as Faasos, Behrouz Biryani, Mandarin Oak, and Firangi Bake, among others.
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He further mentioned that the franchising model aligns perfectly with the brand’s current stage and will also facilitate the company’s access to a network of similarly minded individual entrepreneurs.
“Our emphasis will be on launching these stores in tier-2 and tier-3 cities. We see immense untapped potential in these areas. As disposable incomes rise and consumer awareness increases, people in these markets are increasingly spending on dining out and ordering food. There’s also a growing preference for national food brands, and consumers are open to trying new offerings. From a real estate cost standpoint, we believe our franchise partners will find profitable opportunities in these markets,” added Jindal.
In 2024, the company plans to launch 40-50 offline outlets for the brand.
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The company is optimistic about the pizza category. Jindal highlighted that in recent years, the category has gained momentum in tier 2, 3, and 4 markets, with numerous local brands emerging and attracting more consumers to the category.
Discussing the growth trends for FY24, Jindal stated, “We have seen robust year-over-year growth across our 75 locations, spanning Tier-1 and Tier-2 markets in India and the UAE. The EatSure Food-Court App has played a key role in driving this growth by catering to consumers’ needs for multiple restaurant options in one order.”
Rebel Foods is also the exclusive franchise holder for the American fast-food brand Wendy’s in India.
We are also growing Wendy’s offline presence. In Delhi-NCR, we now operate three to four restaurants, and we’re working on opening a few more,” Jindal continued.
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