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Swiggy launches BrandWorks to co-create delivery brands with partners
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Saturday, 15 February, 2020, 08 : 00 AM [IST]
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Our Bureau, Bengaluru
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Swiggy, India’s largest food delivery platform, has launched BrandWorks. It enables restaurant partners having superior culinary capabilities and unutilised kitchen capacities to co-create delivery brands powered by Swiggy’s insights so as to serve unmet consumer needs.
This, according to the company, after the success of Swiggy Access, Swiggy’s cloud kitchen initiative that these delivery brands operate out of the restaurant partners' existing dine-in facilities.
It is an asset-light, low-investment model enabled purely through Swiggy’s intelligence and insights. The model, according to the company, can scale rapidly and generate revenue for restaurants from Day 1 with negligible capital investment.
Moreover, this arrangement does not cannibalise the restaurant’s existing dine-in business. It gives the restaurant partner a completely incremental revenue stream and enables them to expand their reach to new consumers in the same neighbourhood.
BrandWorks partners with all kinds of restaurants, and chooses restaurants only on their ability to create great culinary experiences. Swiggy currently has 100 such brands on its platform that were co-created with 95 restaurant partners across 13 cities.
According to Vishal Bhatia, chief executive officer, New Supply, Swiggy, said, “Having created over 1,000 Access kitchens for our restaurant partners, we are now meeting unmet consumer needs by co-creating delivery brands through our BrandWorks initiative.”
“This is an important step in bridging supply gaps, creating consumer delight and offering restaurants unmatched growth opportunities through an innovative business model,” he added.
“Our goal is to co-create hundreds of such brands with multiple restaurant partners across the country by the end of 2020. Both models offered by Swiggy complement each other to create more high-quality food choices for consumers due to its low entry barriers,” he added.
Equipped with Swiggy’s capabilities in menu intelligence, brand development and data analytics, the first set of brands co-created have been highly successful, with some driving more revenues than their parent brand.
Newly-created brands such as House of Chow from Bercos, New Delhi, The Story of a Chinese Chef from Chennai and Baba Yega Burgers from Jaipur have all seen early success and plan to expand to newer outlets.
In addition, brands like Burger It Up from Bangalore and Royal Handi from Udaipur are looking at intercity expansion.
The restaurant owners are also exploring extending these brands into dine-in formats as well. Brands like Kitchens of Punjab and Kitchens of China, co-created with Bangalore-based Gilly’s Restobar is set to launch a physical dine-in location soon, and is also expanding through Swiggy Access kitchens.
Since its launch, BrandWorks has been bridging gaps in cuisines, such as Chinese, American and North Indian with food varieties like burgers, pizzas, rolls/wraps and desserts, among others.
It is also enabling the creation of innovative dishes and concepts that have limited supply, such as the ice cream sandwich by Frosty Crumble co-created with restaurant partner Art of Delight.
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