- February 13, 2020 / 5 min readThe food ordering and delivery aggregator has collaborated with some restaurants on its platform for creating delivery-only brands, with a separate identity from the parent eatery.
Swiggy has launched a new initiative 'BrandWorks' to co-create delivery brands with its restaurant partners. BrandWorks provides a different menu, images, packaging and pricing from the restaurant's usual menu.
The food ordering and delivery aggregator has collaborated with some restaurants on its platform for creating delivery-only brands, with a separate identity from the parent eatery. The company’s move is aimed towards catering a gap in the food delivery requirement of particular areas.
Currently, the Bengaluru-headquartered firm has 100 BrandWorks brands across 13 cities. Swiggy is planning to triple the number by the end of the year.
Vishal Bhatia, Chief Executive of New Supply Business at Swiggy, said, “We approached these restaurants with consumer need gaps, knowing their (restaurants’) culinary capabilities. We said that let us co-create a brand in terms of menu, images, pricing, packaging. The brands are operated out of the partner's existing kitchens, so it’s an asset-light, minimalistic, incremental expenditure for the partner to do more out of their existing kitchens, while consumer needs are getting met.”
Swiggy’s partnership with restaurants
Swiggy says that delivery-friendly Chinese food continues to be a gap in Delhi. Therefore, the food delivery platform has tied up with Delhi-based Chinese and Thai food chain Bercos to develop a delivery-only brand, called ‘House of Chow’.
Kabir Advani, Managing Partner of Bercos Restaurant, stated, “It will be the same team and the existing kitchen (of Bercos). The packaging and some different products are the only extra cost for this brand. The portion sizes are also different; we have meals for one, individual meals and so on. We’ve also kept this as an independent brand, as we don’t want to cannibalise the Bercos brand.”
Presently, the House of Chow is available at six Bercos outlets. The restaurant looks to expand it to 15.
Swiggy Access initiative
Swiggy Access was started three years earlier. It involved taking on lease on a property, refurbishing into small, shared, kitchens and sub-letting to restaurant chains.
There are some restaurant owners who are considering extending the brands into dine-in formats as well. Brands like ‘Kitchens of Punjab’ and ‘Kitchens of China’, co-created with Bengaluru-based Gilly’s Restobar, will likely introduce a physical dine-in location soon, while expanding through Swiggy Access kitchens.
Gurupreet Singh Bali, Managing Partner at Gilly’s Restobar, added, “An incredibly innovative and effective idea. Our kitchens at the dine-in restaurants are fully equipped and run by experienced chefs, trained in multiple cuisines. We realised growth could come out of the negligible additional investment, leading to better utilisation of our existing resources through delivery. It is not just about the idea; Swiggy’s insights on consumer needs in the locality and expertise in brand creation have been crucial.”
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