Rebel Foods Joins the Fast Delivery Group with a 15-Minute Service Goal

Nitin Konde, Varun Bhardwaj

27 Feb 2025 — 2 min read

Rebel Foods Enters Fast Delivery Race with 15-Minute Service Goal

The craze of joining the quick commerce bandwagon is as real as it gets, as is the sprint to reach a netizen's doorway with a platter full of goodies at unprecedented speeds. With its 15-minute meal delivery service, QuickiES, IPO-bound cloud kitchen unicorn Rebel Foods has also entered the ultra-fast food delivery market. However, Rebel Foods' list of competitors may be overwhelming to many at a time when smaller competitors like Swish and Zing have already begun to attract attention with their 10- to 15-minute food delivery endeavours. The cloud kitchen startup intends to compete with Zepto, Swiggy, and Zomato in their home market by offering speedy delivery. In addition, the three delivery giants have repeatedly invested millions of dollars to expand their delivery business, sifting through minutes to service clients at their beacon call.

Logistics Vs Quality of Food

Rebel Foods, on the other hand, appears unconcerned, and CEO Sagar Kocchar believes that while Swiggy and Zomato excel at logistics regardless of what they provide, Rebel Foods' unique selling point is food. This faith appears to be further bolstered by the company's previously unheard-of promise of a free delivery or one in 15 minutes. Dominos was an early adopter with a similar offer; they also guaranteed 30 min or free delivery, and the entire market knows how sustainable that was in the long run.

Has Rebel Foods Really Cracked the Code?

Given that the quick meal delivery model is still in its infancy and many things need to be worked out, the market believes that Rebel Foods has truly mastered the ultra-fast food delivery code because of the brand's confidence. Would it be sufficient to defeat Swiggy and Zomato, who have a stronger brand recall?

When consumers experience hunger pangs, they immediately seek food, Sagar Kochhar, co-founder and CEO of EatSure at Rebel Foods, stated to a media outlet, asserting that the decision was not prompted by competition or investor pressure. Why shouldn't food be delivered in 15 minutes? The only thing left to do is to close the gap between the underlying demand and the consumer requirement. The brand was fully supported by consumer insights, but it is undoubtedly monitoring the competition.

He went on to say that consumers' initial preference for light snack meals will push them to order quick food, but if the cuisine is good, they will eventually switch to it for all meal occasions. Apart from its own proprietary app EatSure, Rebel Foods has all of its brands listed on the meal delivery apps Swiggy and Zomato. However, EatSure will be the sole way to fulfil all consumer orders for the 15-minute service. Through its EatSure app, the company already has access to user data, which it can use to forecast client demand and properly design its menu—a capability that traditional restaurant brands frequently lack.