Rebel Foods, a leading online restaurant company, has joined the Open Network for Digital Commerce (ONDC) as part of its strategy to strengthen its direct-to-consumer (D2C) presence across the country. This collaboration comes at a time when transactions related to food orders are rapidly growing on the ONDC platform.
Sagar Kochhar, Co-Founder of Rebel Foods, said, “Our collaboration with ONDC is in line with our vision of expanding the reach of our portfolio of brands to new touchpoints across multiple networks. ONDC fundamentally democratises the way one is able to reach the end user. Hence, this move will enable the unlocking of new business opportunities and access the network to fulfil the need gaps of the end consumers.”
“By being the only internet restaurant company at this scale to integrate on the ONDC seller app, we’re innovating with new touchpoints and delivering a convenient delivery experience for our customers,” he added.
The cloud kitchen company announced its intention to directly expand its own direct-to-consumer (D2C) platform, EatSure, to integrate its various restaurant brands into ONDC. This encompasses well-known brands such as Behrouz Biryani, Oven Story Pizza, Faasos, Sweet Truth, LunchBox, The Good Bowl, Firangi Bake, The Biryani Life, and Wendy’s.
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Shireesh Joshi, Chief Business Officer, ONDC, said, “ From our perspective, this is an important milestone as Rebel Foods is the first cloud kitchen company of this magnitude to join the ONDC Network. It will not just strengthen accessibility but also grow the number of choices for food ordering on the network. As trusted and well-known brands get onboarded, it also helps in strengthening the trust in the network.”
Rebel Foods manages over 450 kitchens spanning across 80 cities. Kochhar further noted that the company’s array of brands will capitalize on the extensive reach of the network to attract new users who are engaging in transactions on ONDC.
Joshi pointed out that food is one of the biggest retail segments on the Network. “Last year in April-May, food’s share of overall transactions was at nearly 90 per cent. Now, we are doing transactions of more than a lakh a day, and food still remains the biggest segment while other categories are also growing,” he added.