When Indian diners order biryani online from Rebel Foods, they’re greeted with a culinary record of the fragrant, slow-cooked rice dish. The recipe becomes misplaced forever whilst King Cyrus laid siege to Behrouz till it changed into located amongst the ruins,” the story reads in part. “With this Biryani, we’ve brought lower back to existence this misplaced recipe. Diners are invited to study the entire account, which extends to fourteen chapters and describes a long battle among historical Persian kingdoms.
The entire issue is made up — a canny exercising in fantasy-making that has helped flip the meal (named Behrouz after the fictional conflict) right into a pinnacle-seller and the primary branded model of India’s unofficial national dish. Rebel Foods calls itself the World’s Largest Internet Restaurant Company, a boast it’s tough to disprove due to the fact there are not many chains that quite love it. Founded by a McKinsey & Co. Alumnus named Jaydeep Barman, the business enterprise serves a dozen distinctive menus with the whole lot from cheese-loaded Italian pizzas to ninety-nine variations the dosa, a popular south Indian lentil-and-rice crepe.
Rebel Foods calls itself the World’s Largest Internet Restaurant Company, a boast it is hard to disprove because there aren’t many chains pretty adore it. Founded using a McKinsey & Co. Alumnus named Jaydeep Barman, the corporation serves a dozen special menus with the whole lot from cheese-loaded Italian pizzas to 99 variations of the dosa, a famous south Indian lentil-and-rice crepe. All of the food is cooked in extra than 200 cloud kitchens, so-called due to the fact those centralized operations serve far-flung clients who’ve no idea where their meals are coming from-just like cloud computing services.
It’s turn out to be the move-to commercial enterprise version for meal shipping corporations seeking to aspect-step the fees of jogging conventional eating places with seating and wait staff. Backed with Sequoia Capital’s aid, Mumbai-based Rebel Foods in July acquired a $125 million injection from Coatue Management, Goldman Sachs, the Indonesian delivery provider Gojek and others.
What are ‘cloud kitchens’?
They are known as cloud kitchens because these centralized operations serve long way-flung clients with no concept in which their food is coming from — just like cloud computing offerings. The corporation, which is valued at $525 million, says it greater than doubled sales closing year and is now increasing into Southeast Asia and the Middle East. Over the subsequent 18 months, Rebel and Gojek will construct 100 Indonesian cloud kitchens dispensing biryani, pizza, Chinese meals, and local fave Nasi Goreng. Rebel plans to open 20 kitchens within the United Arab Emirates by yr-quit.
Cloud kitchens are crimson warm because they add a quick-shipping layer on top of eating place brands, allowing them to scale quickly,” says G.V. Ravishankar, the Bangalore-based totally dealing with director of Sequoia Capital India. He says Rebel Foods is properly placed because young diners in India and the past are keen to attempt new ingredients and flavors. If it’s fine wines and great food that you live for, then it’s all about Food and Wine Magazine.
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