When Indian diners order biryani online from Rebel Foods, they’re greeted with a culinary records of the fragrant, slow-cooked rice dish.
“The recipe changed into misplaced forever whilst King Cyrus laid siege to Behrouz until it become discovered among the ruins,” the tale reads in part. “With this Biryani, we have brought back to lifestyles this misplaced recipe.”
Diners are invited to study the whole account, which extends to 14 chapters and describes a protracted war between two historical Persian kingdoms.
Myth-making exercise
The entire issue is made up — a canny exercise in fantasy-making that has helped flip the meal (named Behrouz after the fictional battle) into a top-vendor and the first branded model of India’s unofficial national dish.
Tasty tasty, clean fresh, it is why Rebel is first-class first-rate.
– Chant Rebel Foods cooks scream 3 instances a day as component pf crew-constructing sports
Rebel Foods calls itself the World’s Largest Internet Restaurant Company, a boast that’s difficult to disprove because there are not many chains quite like it.
Founded by means of a McKinsey & Co. Alumnus named Jaydeep Barman, the enterprise serves a dozen special menus with the whole lot from cheese-loaded Italian pizzas to 99 versions of the dosa, a popular south Indian lentil-and-rice crepe.
Rebel Foods
Rebel Foods calls itself the World’s Largest Internet Restaurant Company, a boast it is difficult to disprove because there are not many chains quite find it irresistible.
Founded through a McKinsey & Co. Alumnus named Jaydeep Barman, the organisation serves a dozen distinct menus with everything from cheese-loaded Italian pizzas to ninety nine variations of the dosa, a popular south Indian lentil-and-rice crepe.
All of the food is cooked in extra than 200 cloud kitchens, so-referred to as because those centralized operations serve farflung clients who’ve no idea wherein their food is coming from-much like cloud computing offerings.
Two hundred
Number of “cloud kitchens” of Rebel Foods
It’s become the move-to enterprise model for food transport organizations looking to aspect-step the charges of running conventional eating places with seating and wait workforce.
Backed by means of Sequoia Capital, Mumbai-based Rebel Foods in July obtained a $one hundred twenty five million injection from Coatue Management, Goldman Sachs, the Indonesian shipping provider Gojek and others.
What are ‘cloud kitchens’?
They are called cloud kitchens due to the fact those centralised operations serve some distance-flung clients who’ve no idea wherein their food is coming from — similar to cloud computing services
The enterprise, that’s valued at $525 million, says it more than doubled sales closing yr and is now expanding into Southeast Asia and the Middle East.
Over the subsequent 18 months, Rebel and Gojek will build one hundred Indonesian cloud kitchens shelling out biryani, pizza, Chinese meals and local fave Nasi Goreng. Rebel plans to open 20 kitchens within the United Arab Emirates through yr-quit.
“Cloud kitchens are red warm due to the fact they upload a fast-transport layer on pinnacle of eating place brands, permitting them to scale speedy,” says G.V. Ravishankar, the Bangalore-based totally coping with director of Sequoia Capital India.
He says Rebel Foods is properly placed because young diners in India and beyond are keen to try new ingredients and flavoors.
Cloud kitchens are pink hot due to the fact they upload a fast-transport layer on pinnacle of eating place brands, permitting them to scale speedy
– G.V. Ravishankar, Bangalore-based totally handling director of Sequoia Capital India
Around the sector in latest years, a crop of meals transport corporations like Munchery, Sprig, Maple and SpoonRocket raised tens of hundreds of thousands of greenbacks handiest to fail.
There turned into no shortage of call for for their services; many millennials could instead order in than cook dinner at home, and UBS’s Evidence Lab predicts the worldwide meals transport marketplace will grow tenfold through 2030 to $35 billion. The first wave of food shipping startups have been felled via steep operational charges and profit-gobbling discounts.
Barman, who is 45, runs Rebel Foods from an workplace park inside the Bhandup West vicinity of Mumbai and grew up inside the meals-mad city of Kolkata.
Career
His career took him to Switzerland, the U.K. And France, and he realized that, no matter the farflung popularity of the delicacies from his domestic united states, there is not a single international Indian meals emblem.
The victorious 2010 IPO of the Indian operator of the Domino’s pizza chain was a sign that it become time to go back. He give up McKinsey only some months from becoming a full companion.
Back in India, Barman teamed up with INSEAD commercial enterprise college classmate Kallol Banerjee in 2012 and started a brick-and-mortar eating place chain called Faasos that bought kebab wraps. With Sequoia as an early backer, they opened approximately 50 locations.
But crippling rents brought about the duo to shut down the operation 3 years later and switch to cloud kitchens.
“We went completely dark and noticed the mild,” Barman says.
