Rebel Foods

About Rebel Foods

Rebel Foods is an Indian online restaurant company which operates 11 cloud kitchen brands including Fassos, Behrouz, Mandarin Oak, Sweet Truth, Lunch Box, The Good Bowl, Firangi Bake, The Biryani Life and Oven Story. It is the largest cloud kitchen restaurant chain in the world, operating more than 450 cloud kitchens in ten countries. It was founded in 2011 by Jaydeep Barman and Kallol Banerjee as a physical restaurant chain with an online ordering facility and launched its first cloud kitchen in 2015, before becoming a cloud kitchen-only business in 2016. In 2018, the company started the Rebel Launcher Program for outsourcing its cloud kitchen platform to other restaurant chains, and in 2020, it launched EatSure, a food delivery service for its brands and partner restaurant chains. That same year, Rebel Foods partnered with Wendy’s to start and operate 250 cloud kitchens for it in India. Rebel Foods operates in 75 cities in India, Indonesia, the UAE, UK, Singapore, Malaysia, Thailand, Bangladesh, Hong Kong, and Philippines. It also operates food trucks known as EatSure Express and sells at its cafeterias, lounges and kiosks. In December 2024, US investment firm KKR invested in Rebel Foods. Barman said: “We are happy to welcome KKR as a strategic partner in our journey. Its investment is a testament to the inroads we have made towards our vision of building a stronger platform, expanding our portfolio of brands, scaling our omnichannel presence, and achieving operational excellence on a global scale. We look to tap into KKR’s deep experience and global expertise to supercharge our continued growth.”

Why franchise with Rebel Foods

• ✓Rebel Foods is seeking food operators who want to start delivery-only brands, or existing food aggregators wanting to build cloud capabilities. Franchisees must manage all capital and operating expenses to set up a business based on its blueprint and manage its day-to-day operations. They must have capital and resources available and a good understanding of the local F&B landscape. The company will provide a complete operating manual; kitchen set up; infrastructure; manpower; tech support; software; culinary counsel to help adapt to the local market and resources to help set up kitchen operations for two years. Its model takes away a lot of restriction which restrict growth, helping franchisees scale their business faster and in a more capital-efficient way. Its operating systems can be used flexibly to suit the right products or brands for different markets. It will assist with long term and sustainable ideas for business growth; offers a higher return on investment than traditional formats; and allows for swift adaptability to new trends and seasonal demands. Its franchise model is not restricted to any particular territory or country, while a fixed license fee is for three years, with royalty fees at 3% of cart sales and transaction fees of $0.15 per transaction. Responsibility for finding the location and setting up the supply chain lies with the partner, as is coming up with the food brands, based on market research. However, it will help identify the right vendors, processes and culinary for the locality. There is no limit on scale, and franchisees can expect an operating margin of around 20%, with potential for more upside. Staff training will be provided, and it will take an estimated four to five months to open a location, depending on the market and partner. Rebel Foods will not help with financing but can discuss the specific terms of the commercials and will help with end-to-end operational and management support.