Food-tech unicorn, Swiggy on Wednesday announced the launch of 'Brandworks', a platform that co-creates delivery brands. As of now, Swiggy has on-boarded 100 such brands on its platform that were co-created with 95 restaurant partners across 13 cities.
Megha Vishwanath caught up with Vishal Bhatia, CEO New Supply, Swiggy along with Kabir Advani, Managing Partner of Bercos restaurant to talk about this launch, decode this model and their partnership.
She also asked Vishal about Swiggy's foray into the cloud kitchen business with Swiggy Access, a move that has received a lot of backlash from traditional restaurant players who believe that like players like Swiggy, who are essentially food delivery aggregators should not be in the business 'creating food'. Turns out Kabir Advani of Bercos, who is also the Vice President, NRAI - the national restaurant association of India, agrees.
Vishal Bhatia said, “Brandworks basically expands your portfolio, Swiggy Access helps you expand into the new markets. The combination of Brandworks and Swiggy Access is where the business model of the future is going to lie with. Out of a Bercos kitchen comes House of Chow which is a delivery brand that comes out of Brandworks. So there is Bercos and there is House of Chow operating out of the same kitchen."
Kabir Advani said, “Swiggy told us exactly what products to put in the menu, what kind of prices to bring in the menu, and they helped us with the branding, creating the brand & packaging so there were a lot of learnings from this whole exercise.”