The world of food is increasingly driven by speed and convenience. Rebel Foods, which pioneered the cloud kitchen model in India in 2015, has now entered the Q-commerce space with a ‘hot and fresh food in 15 minutes—or free’ offering.
“There was a clear gap in the market. Some players deliver food in 10 minutes, but it’s not fresh and hot. Others provide fresh and hot food, but it takes too long to arrive,” says Mihir Wakharkar, Business Head of D2C and Q-commerce at Rebel Foods. “Our platform intends to give consumers the best of both worlds.”
QuickiES is a sub-offering within Rebel Foods’ delivery app, EatSure. Currently operational in Mumbai, it features popular offerings from their home-grown brands Faasos, Behrouz Biryani, Oven Story Pizza, and Sweet Truth. The 15-minute delivery menu ranges from wraps and pizzas to coffees and milkshakes, including biryanis and Indian meals.
The Evolution Of Food Delivery
When quick-service restaurant (QSR) brands revolutionised the food industry, their backend operations consisted of semi-cooked, frozen food items and an assembly line of workers. Food was systematically cooked and assembled upon ordering, taking a few minutes for each step, including packaging.
Customers could get quick meals in 10-15 minutes, but they had to be physically present at the outlet. Delivery was the next big leap in the food business. Once food was prepared and packed, a fleet of delivery staff would pick it up and transport it to customers’ homes. Factoring in navigation, traffic and distance, this process could take another 15-20 minutes—bringing the total time to 30-40 minutes. Not quite fast enough.
Behind The Scenes
What worked in Rebel Foods’ favour was its strong operational structure, allowing it to process orders quickly across channels. Having pioneered the cloud kitchen concept in India, only minor tweaks in infrastructure were needed to enable the 15-minute delivery service.
To fulfill orders in 15 minutes, restaurant staff cannot start preparing food only after receiving an order. Instead, predictive algorithms anticipate customer preferences at specific times of the day, allowing food to be prepared in advance.
“For example, from October to December, biryanis, pizzas and party foods see a surge in orders. During the fasting season, sales of our lunchbox brand, which serves vegetarian meals, increase significantly,” explains Wakharkar.
Competing In An Established Market
For Wakharkar, the key question is: What do you bring to the table? “If you’re just going to be a ‘me-too’ player, it will be difficult to succeed.” Existing Q-commerce players have built a loyal customer base, strengthened by exclusive loyalty programs.
The unique edge that QuickiES offers is freshly prepared food with a guaranteed 15-minute delivery—or it’s free. Many delivery app users experience delays beyond the estimated time of arrival (ETA). QuickiES’ guarantee builds trust, a critical factor in consumer choice.
Keeping Customers Engaged
The assumption is that once customers experience seamless, fast service, they will keep coming back. QuickiES by Rebel Foods is designed to meet evolving consumer expectations shaped by Q-commerce. “Consumers are driven by convenience. Today, they expect everything, including food, to arrive in 10-15 minutes,” says Wakharkar.
This expectation is especially strong in food delivery, where customers typically order when they are already hungry, reducing their patience for long wait times. The goal is to ensure food reaches customers hot, fresh, and on time—creating a positive experience that encourages repeat orders, even without incentives.
Scaling Strategy
QuickiES is currently being tested in Mumbai, with plans to expand to Delhi, Pune and Bangalore. “We are fine-tuning operations on our home ground before scaling up,” says Wakharkar. Marketing efforts highlight the unique benefits of QuickiES while staying ahead of competitors.
Additionally, an omnichannel strategy—integrating offline stores—enhances brand presence by offering customers both digital convenience and an in-person experience. “A walk-in store acts as both a customer touchpoint and a marketing tool, reducing the need for traditional billboards,” he adds.
