Online food aggregator Swiggy, on Wednesday (February 12), announced that it is tying-up with a few restaurant partners to launch exclusive delivery-only food brands on the mobile platform.
The company said that these food brands are available on the Swiggy BrandWorks platform. Restaurant partners with unutilised kitchen capacities will help Swiggy in co-creating these brands. On the other hand, Swiggy shares its data to these restaurants which will help them to understand the market needs. The new platform is helping partnered restaurants to work as cloud-kitchens as well.
According to the company, Swiggy BrandWorks is an asset-light and low investment model as these restaurants already have the capability to cook additional meals that can be sold on this newly launched platform. It also claims that the dine-in operations of the restaurant partners are negligibly impacted. At the same time, the restaurants can increase their presence locally by selling products under the co-created brand.
As of now, restaurants such as Berco’s Restaurant, The Story of a Chinese Chef, Baba Yega Burgers, Burger it Up, among others have been selected by the company for Swiggy BrandWorks. Overall, Swiggy has around 100 such food brands co-created with 95 restaurant partners which are currently served across 13 cities.
CEO of new supply at Swiggy Vishal Bhatia said that the company has created over 1,000 Access kitchens for its restaurant partners and now the company is co-creating delivery brands through its BrandWorks initiative. “The goal is to co-create hundreds of such brands with multiple restaurant partners across the country by the end of 2020,” Bhatia added.
Based on the similar concept of cloud kitchen, Swiggy had launched Swiggy Access in November 2017. Explaining how both these brands will complement each other, Bhatia said that Swiggy Access facilitates the easy expansion of restaurant brands across other locations while BrandWorks helps restaurant partners expand their brand portfolio using existing kitchen space and culinary abilities. “As the investment required in BrandWorks model is lower, Swiggy expects to scale this faster across markets,” he added.
In the pilot launch of Swiggy BrandWorks, the company noted that some of the restaurants were able to earn more from these co-created brands as compared to the restaurant itself.
Explaining how customer insights of Swiggy are helping restaurant partners as part of this programme, Kabir Advani, managing partner of Bercos Restaurant, said that Swiggy’s consumer insights have helped channelise the company’s in-house culinary abilities to cater to precise consumer needs in terms of variety, portioning, and price points. “It also enabled us to co-create our new delivery brand – House of Chow,” he added.