Rebel Foods (Faasos)

The problem

Faasos began as a wrap brand with small outlets. By 2014 it had almost 40 of them. When the team looked at the numbers, around 70% of orders were coming through delivery. They were paying for dining space that most customers never used.

What they did

They moved to delivery-only kitchens. Faasos grew to about 160 locations between 2014 and 2016 and became India’s largest wrap operator. They then asked why each kitchen should sell only one brand. Customers link a brand to one kind of food, so the company started separate brands for separate needs, such as Behrouz Biryani for group orders. Several of these brands are cooked in the same kitchen.

What changed

The company renamed itself Rebel Foods. By April 2022 it ran more than 450 cloud kitchens in 10 countries with over 45 brands. It also took the master franchise for Wendy’s in India.

What you can learn

• Follow your order data, not your floor plan. If most of your sales are delivery, ask whether the dining room is earning its rent.
• One kitchen can sell several brands. A second brand that uses the same ingredients and stations adds sales without a second rent.
• Each brand needs one clear promise. “Biryani for the group” is easier to choose on an app than a menu that tries to cover everything.

Planning a cloud kitchen or a second brand? We work through the numbers and the kitchen setup in our growth partnership.