The steaming biryani, piping hot pizza, or box meal that you order on a food-delivery app often comes to you from commercial kitchens set up solely for the purpose of cooking food for home delivery.
Known as cloud kitchens in industry parlance, these businesses have become one of the hottest investment themes over the last year as digital adoption rose amid the Covid-induced lockdowns. Ordering food online became an indulgence and a necessity as people stayed in, and the habit is likely to stick even post-pandemic.
A house of food brands
Cloud kitchen startups such as Rebel Foods, CureFoods, Biryani by Kilo, and EatClub (formerly known as Box8), which are at the forefront of this industry, are now building house of food brands. This strategy is similar to the one followed by US-based breakout startup Thrasio,