Brand Works -The initiative will facilitate the restaurant partners of Swiggy to co-create delivery brands.
Swiggy, India’s largest and most valuable online food ordering and delivery platform, founded in 2014, announced on Wednesday the launch of “BrandWorks”, an initiative that will help Swiggy create delivery brands with it’s restaurants, that will operate out of the restaurant partner’s dine-in facilities.
Swiggy, in a statement, told that this model is an asset-light low-investment model that can scale rapidly and generate revenue for restaurants from day one with negligible capital investment, a win-win for all stakeholders. “Having created over 1000 access kitchens for our restaurant partners, we are now meeting unmet customer needs by co-creating delivery brands through our BrandWorks initiative.” Told the Swiggy new supply CEO, Vishal Bhatia. He further added that is a much helpful and important step in bridging supply gaps, creating customer delight, and offering restaurants unmatched growth opportunities through an innovative business model.
Swiggy currently has a 100 such brands on its platform that were co-created with 95 restaurant partners in 13 cities. The platform provides its partners with Swiggy’s capabilities in-menu intelligence, brand development and data analytics, the first set of brands co-created. Some of their partners include House of Chow from New Delhi, The Story of a Chinese Chef from Chennai, and Baba Yega Burgers from Jaipur. In addition, brands like Burger it Up from Bengaluru and Royal Handi from Udaipur are looking at intercity expansion.
Swiggy Access, launched in 2017, and BrandWorks are complementary. While the former facilitates easy expansion of restaurant brands across locations, the latter helps restaurant partners expand their brands.
Vishal Bhatia, CEO, New Supply, Swiggy, said, “We look at the insights, consumer behaviour, and create enough lead indicators to understand what consumers want and like in terms of food preferences. This helps us give the restaurant partners data to understand what kind of brands they can create to serve the consumer better.”