Customers at the new Gujarat outlets can enjoy Wendy’s globally famous Frosty dessert, along with the brand’s globally inspired menu featuring one of the widest flavour ranges in the Indian gourmet QSR segment. From Argentina’s Chimichurri and Louisiana’s Cajun to Korean fiery Buldak, American BBQ, India’s Tandoori, and Mexico’s Nachoburg, Wendy’s offers a truly global burger experience under one brand.

Commenting on the expansion, Ankush Grover, Co-founder & Global CEO, Rebel Foods, said, “Gujarat continues to be a strong growth market for us, driven by a young consumer base and increasing demand for global food experiences. The launch of dine-in restaurants in Ahmedabad and Anand reflects our commitment to expanding Wendy’s presence in Gujarat while offering formats that align with evolving consumer preferences.”

As Wendy’s continues to scale across India, the brand remains focused on Gen Z and Millennial consumers who seek bold flavours, authenticity, and globally relevant dining experiences. Through its flavour-led innovation, contemporary store formats, and strong cultural resonance, Wendy’s is well-positioned to expand this fast, evolving consumer segment not only in urban but also in emerging markets.

Rebel Foods is steadily increasing Wendy’s presence in India by using a hybrid model of conventional restaurants and cloud kitchens, and thus leveraging its technology-driven operating platform. Over the span of just a little more than five years since the market entry in India, Wendy’s has reached 200+ locations all over the country, thus consolidating its presence in Tier 1 and Tier 2 cities.

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As part of this restructuring, Rebel Foods has closed its offices in Gurugram and Bengaluru, consolidating teams in Mumbai. The company described the move as a strategic step aimed at “deeper collaboration and faster decision-making” in preparation for its next phase of growth.

Rebel Foods had acquired its majority stake in Smoor in April 2022, valuing the brand at over $50 million. At the time, the company announced plans to invest up to $150 million in a strategy to aggregate and invest in food and beverage brands. However, it has not disclosed how much of this capital has been deployed to date.

Smoor was initially projected to triple its revenue in FY23 and reach an annual revenue of $100 million by 2026. According to financial data from Tracxn, Smoor posted Rs 149 crore in revenue in FY24, marking a 16% year-on-year increase. However, net losses widened to Rs 19 crore, up from Rs 17 crore in FY23 and Rs 10 crore in FY22.

A Rebel Foods spokesperson stated that the company has made “significant long-term investments in Smoor” over the past six months, including the commissioning of a new state-of-the-art manufacturing facility. The spokesperson also reaffirmed Rebel Foods’ ongoing support for the brand.

Smoor continues to underperform in certain markets, including Mumbai, while Rebel Foods appears to be refining its brand portfolio ahead of a potential public listing.

This restructuring comes amid increased activity in the cloud kitchen space. Curefoods, backed by Binny Bansal and operator of EatFit and other brands, has recently filed draft papers for a Rs 800 crore IPO. Curefoods is considered the second-largest internet-first cloud kitchen company after Rebel Foods.

In a recent LinkedIn post, Rebel Foods CEO Jaydeep Barman stated that the company will continue to pursue acquisitions, investments, or partnerships with restaurant brands that have achieved a “minimum scale.”

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The Rajkot EatSure Smart Foodcourt introduces a unique dining experience where customers can place orders using self-service kiosks or through the EatSure app. Notifications are sent via digital screens or WhatsApp once the order is ready, ensuring a hassle-free process with no waiting in long queues. Apart from the unique digital ordering experience, the EatSure foodcourt is home to celebrate brands across popular food missions.

EatSure revolutionizes the way Rajkot dines by enabling customers to order from multiple top-rated brands in a single digital transaction. With this launch, food lovers in the city can now enjoy favourites from Wendy’s, Behrouz Biryani, Faasos, Oven Story Pizza, Lunchbox, Sweet Truth, The Good Bowl, Firangi Bake, The Biryani Life, and ES Café — all in one seamless order. From biryanis, burgers, and pizzas to wraps and desserts, the EatSure platform simplifies the entire dining experience with unmatched variety and convenience.

Speaking about the launch, Sagar Kochhar, Co-Founder and CEO, EatSure, Rebel Foods, said, “With the launch of EatSure’s first-ever vegetarian-only smart foodcourt in Rajkot, we’re thrilled to bring a one-of-a-kind, tech-powered dining experience to a city that truly celebrates vegetarian cuisine. This marks a major milestone in our offline growth journey as we merge culinary innovation with a fully digital ecosystem. Category-leading, much-loved brands like Behrouz Biryani, Faasos, Wendy’s, Oven Story, Sweet Truth, and more, are coming to Rajkot — all under one roof. With this launch, we aim to redefine everyday dining by delivering unmatched convenience, variety, and trust through a seamless, smart experience.”

Rebel Foods, which leads the direct-to-consumer revolution in online dining, is bringing this to life through EatSure’s virtual food court model. The Rajkot launch replicates the ease of a physical food court, enabling consumers to order from top brands in a single order. EatSure has also partnered with IRCTC to transform train travel dining. With the ‘Order Food on Train’ feature on its app, passengers can now easily order from a range of restaurants and have it delivered right to their seats as they travel across the Indian Railway Network.

With its growing omni-channel presence, the EatSure app has already captivated over 20 million users in 75+ cities across India.

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The lineup includes the Korean Fried Chicken Burger, Kimchi Nuggets, and Kimchi Tenders – each delivering a deliciously unique twist and resonating well with consumers across the country.

Nishant Kedia, CMO – India, Rebel Foods said, “This isn’t just a food launch. It’s a full-blown cultural moment. We’ve brought the K-wave to the Indian table – combining explosive flavors with equally exciting content. From anime-inspired visuals to ASMR mukbangs, the Korean Range is not only a delight to eat, but a vibe to experience. And customers are absolutely loving it.”

The launch campaign goes far beyond taste – tapping into the spicy, energetic personality of the food. The creative roll-out spans a rich mix of content formats:

• Heat as a hook: Every asset highlights the fiery, bold flavor profile of the Korean menu
• Anime-style storytelling: Inspired by the rising love for Korean animation
• ASMR & Mukbang content: Designed to recreate the Korean food experience as seen online
• Platform-native reels & memes: Trendy, snackable content that’s made for today’s scroll culture
• Cultural moments: Pre-launch teasers with a Korean twist – from K-beauty to fashion

With this launch, Wendy’s and Rebel Foods are not just serving great food – they’re creating a K-wave movement in the fast-food world. The Korean Range is now available across all Wendy’s India outlets and delivery platforms.

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Attributed to the city’s growing enthusiasm for new food missions, coupled with a growing appetite for pizza, Oven Story’s Moradabad outlet covers an area of 1,600 square feet, designed to provide an inviting dine-in experience, with takeaway and delivery services too built in. This launch marks a milestone for Oven Story, bringing its delicious and innovative pizza offerings to one of the fastest-growing markets in India.

Commenting on the launch of the outlet, Raghav Joshi, Co-Founder, Rebel Foods, stated, “We are delighted to open our third flagship store in Moradabad after Patna and Anand.  Our vision is to create spaces where Indians come together to enjoy our unique topping pizzas and make Oven Story the go-to place for gatherings. This store marks further growth of our expansion plan, and we look forward to bringing Oven Story to over 200 stores across India soon.”

The Moradabad Oven Story store has many exciting offers, such as free garlic bread and a free cheese burst upgrade for dine-in customers. Staying true to its commitment of quality and freshness, customers of this outlet too will witness pizzas being served hot in a pan. With its commitment to growth strategy and aim to open over 200 stores over the next two years, Rebel Foods’ focus is sharp on Tier I & Tier II cities. The ambitious expansion plan reflects the firm’s dedication to making its delectable pizzas accessible to more consumers across India. With this launch, Oven Story also plans to bring an enhanced customer service experience with diverse topping options such as Dragonfire, Feta, Pesto, Veggie Fantasy and an extra burst of cheese.

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Rebel Foods has introduced QuickiES, a new ‘15-minute or free’ food delivery service, launching first in Mumbai, Maharashtra. The app guarantees freshly prepared meals delivered within 15 minutes of placing an order—or the meal comes free.

QuickiES is designed to meet the growing demand for fast yet high-quality food, building on Rebel Foods’ well-established delivery model. The service extends the reputation of EatSure, ensuring customers receive food from their trusted brands with greater speed and convenience.

According to ET Hospitality, the platform allows users to order from multiple restaurants in a single transaction, offering both variety and ease of access.

Sagar Kochhar, Co-founder & CEO of EatSure, emphasized the strategic significance of QuickiES, stating,”This initiative stems from the insight that urban Indian consumers seek instant delivery of freshly made, high-quality food. We already deliver over 25,000 wraps (Faasos), 10,000 kg of dum biryani (Behrouz, The Biryani Life), and 18,000 burgers (Wendy’s) every day. With our infrastructure and expertise, executing QuickiES seamlessly was the next step. “Powered by AI, data science, and predictive forecasting, QuickiES ensures top-tier restaurant brands can fulfill the ‘15-minute or free’ promise. This marks a milestone in India’s Quick Commerce evolution, and we look forward to expanding beyond Mumbai soon.”

The success of QuickiES is driven by AI-based forecasting, an advanced full-stack operating system, and hardware innovations such as hot holding zones and speed ovens, ensuring seamless and efficient deliveries.

The post Rebel Foods launches QuickiES, a ‘15-Minute or Free’ food delivery app in Mumbai appeared first on Business of Food.

In a video interview, Piyush Kakkad, Chief Financial Officer of Rebel Foods, stated, “We’re planning our IPO in the next 18- to 24-month time frame. We’re looking to schedule it at an opportune time.”

Jaydeep Barman, Co-founder and CEO of Rebel Foods, emphasized the company’s growth vision, saying, “This funding reinforces our vision to keep strengthening our platform, thereby enhancing our portfolio of brands, scaling our omnichannel presence, and driving operational excellence globally. As we enter this next phase of growth, we remain steadfast in our commitment to innovation, sustainability, and creating lasting value for our customers and stakeholders.”

Rebel Foods expects to achieve profitability at the adjusted EBITDA level by FY25, with its cloud kitchens already operating profitably at the unit level. The company has set its sights on a public listing in the Indian stock market, as confirmed by Sagar Kochhar, Co-founder and CEO of EatSure, a Rebel Foods brand.

Looking ahead, the company plans to expand its presence to 150-200 cities in India by 2028. This includes deeper penetration into tier-1 cities while making its brands more accessible in tier-2 and tier-3 cities.

Rebel Foods’ ambitious growth plans highlight its commitment to scaling operations, maintaining profitability, and catering to the evolving demands of its diverse customer base.

The post Rebel Foods Secures $210 Million in Series G Funding, Plans IPO in 18-24 Months appeared first on Business of Food.

Currently, Wendy’s operates across 175 touchpoints in India, comprising 165 cloud kitchens and 10 casual dining outlets. The company aims to increase this number to 200 by the end of the current fiscal year and to 500 by 2026. Out of these, 350 will operate through cloud kitchens, while 100 will adopt an omnichannel model. Among the planned omnichannel outlets, 60 stores will be situated in metro and Tier I cities.

Wendy’s, presently available in 35 cities, contributes to nearly 50% of Rebel Foods’ overall network. The brand has been experiencing steady growth, with an annual recurring revenue (ARR) of $30 million. Grover highlighted that achieving profitability for Wendy’s by March 2025 is a key target for the company.

The average Wendy’s outlet spans 1,000 to 1,200 square feet, with an estimated capital expenditure of Rs. 1 crore per store. Offline sales currently contribute 8% to the brand’s total business, while same-store sales growth stands at an impressive 45%. Rebel Foods, which maintains a same-kitchen sales growth (SKSG) rate of 20%, expects to sustain this trajectory in the future.

This expansion aligns with Rebel Foods’ strategy to leverage the growing QSR market in India and reinforce Wendy’s presence through a mix of cloud kitchens and physical outlets.

The post Rebel Foods to Invest Rs. 200 Crore for Wendy’s Expansion in India appeared first on Business of Food.

New Delhi has become the largest market for Wendy’s® in India, prompting this new addition. The V3S Mall outlet features self-ordering kiosks for a seamless and personalized experience and offers signature Wendy’s products such as the OG Spicy Aloo Crunch Burger, Flavor Fresh Premium Burgers, and the globally renowned Frosty. The new outlet is designed to cater to both take-away and dine-in customers, accommodating a diverse range of consumer needs.

Commenting on the new launch, Ankush Grover, Co-founder and CEO-India and MENA, Rebel Foods,  said, ‘‘As we celebrate the launch of Wendy’s dine-in store at V3S Mall, Laxmi Nagar in New Delhi, we are excited to further expand our reach across the region. With our tech-driven approach to delivery and dining, we aim to make Wendy’s a household name across India, and we are in the right direction to achieving that. The new store represents a significant step forward in our mission to make Wendy’s India’s newest burger obsession.” 

Currently, Wendy’s operates in over 100 locations across 20+ cities in India.

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The infusion of funds saw Alteria Capital’s Fund II and Fund III contributing INR 30 crore and INR 35 crore respectively, both orchestrated through Orbis Trusteeship. InnoVen Capital India Fund poured INR 45 crore into the debt round via Vistra ITCL.

This funding round comes on the heels of Rebel Foods’ previous debt financing endeavors. In April 2023, the company secured INR 75 crore ($9.1 million) from Northern Arc and Stride Ventures. Before that, in 2022, it secured INR 55 crore ($6.6 Million) in debt financing from InnoVen Capital and Trifecta Capital.

Founded in 2011 by Kallol Banerjee and Jaydeep Barman, Rebel Foods is the home to renowned Quick Service Restaurant (QSR) chains including Faasos, Behrouz Biryani, Ovenstory Pizza, Mandarin Oak, The Good Bowl, and SLAY Coffee. Its operational footprint spans more than 450 kitchens scattered across 80 cities.

In addition to its stronghold in India, Rebel Foods’ brands have made significant strides in international markets such as the United Arab Emirates (UAE), Saudi Arabia, and the UK.

In a bid to bolster its direct-to-consumer (D2C) offerings nationwide, Rebel Foods recently joined the open network for digital commerce (ONDC).

Despite registering an operating revenue of INR 1,195.2 crore in FY23, signaling a robust 39% year-on-year (YoY) growth, the company witnessed a widening of losses by 23% YoY, totaling INR 656.5 crore in the same fiscal year.

Undertaking an organizational restructuring initiative, Rebel Foods trimmed its workforce by approximately 2% in early 2023.

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