“With due respect [to Zomato and Swiggy], who play a vital role, their strength lies in logistics irrespective of what they deliver, but Rebel Food’s key strength lies in food,” — Sagar Kocchar, CEO of EatSure by Rebel Foods.

Even as Kocchar defended Rebel Foods’ moat after the launch of QuickiES, the company’s own take on quick food delivery services, the reality is that now India’s OG cloud kitchen startup is now playing on the turf of Zomato and Swiggy.

For instance, Rebel Foods promises a complete refund if the delivery isn’t made within 15 minutes – a claim never seen before — but largely built around figuring out the logistics behind each delivery.

Of course, at this moment, the quick food delivery model is immature and therefore a lot more has to be figured out. Even Swiggy Snacc, Bistro by Blinkit and Zepto Cafe are proceeding with caution in this space, despite having a clear advantage in some ways.

So in the meanwhile, there’s room for others. Here’s how Rebel Food is building QuickiES to take on the three biggest players right now.

Rebel Foods Takes On Quick Delivery Giants

Food delivery is seeing a mini renaissance in India with the success of quick commerce unlocking new consumer behaviour in the metro and opening up insights into the execution of a similar models for other categories.

Swiggy Instamart, Zepto and Blinkit spent billions to perfect this model for grocery deliveries, and now it’s being extended to everything. All three themselves have quick food delivery apps, and others such as Bengaluru-based Swish and Delhi-based Zing have also looked to attract first adopters.

While Swish raised $2 Mn from Accel, the advantage is clearly with Swiggy and Zomato, and to some extent Zepto, which has enough capital to outlast new players.

So how is Rebel going to compete against Swiggy and Zomato, who not only have more restaurant partners, but also dark stores set up in every corner of Tier I cities and metros? And what advantages can it count on in this fight?

Currently, QuickiES is only running as a pilot in Mumbai and this will serve as a test bed to refine the product before........

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