The cloud kitchen startup seems to have hit a wall, and is going big on brick-and-mortar restaurants, all while cutting costs amid intensifying competition.
It looks like Rebel Foods has gone back to the drawing board.
Founded in 2011 as Faasos—a fast food chain selling mainly rolls—it pivoted in 2014 to become a cloud kitchen startup, operating a number of food brands with no physical storefront. Seven years later, in 2021, it became the only cloud kitchen startup in India to cross a valuation of $1 billion (a unicorn in venture capital speak).
Now, the 12-year-old company is going offline again.
In January this year, it opened a 3,000 square foot food court in Pune, with counters from across Rebel’s 45-plus brands and partner …
Samiksha covered all things startups at The Morning Context. She joined us from The New Indian Express, where she wrote stories on the retail and food sectors. Prior to that, she had covered startups and written various business features in the Deccan Herald.
Writer
samiksha@mailtmc.com
Bengaluru