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· Tell us a bit about your professional/entrepreneurial journey.
I joined Rebel Foods as the founding team member and the journey in the food industry has been driven by a passion for food and technology. At Rebel Foods, we’ve always believed in disrupting traditional food service models by leveraging cloud kitchens, technology, and data-driven insights. Over the years, we’ve expanded from a single brand to a multi-brand powerhouse, operating some of the most recognized food brands globally. Our goal has always been to create a scalable and efficient food ecosystem that delivers high-quality cuisine at speed and convenience.
· When did you start Rebel Foods? How has the experience been so far?
Rebel Foods was founded in 2011 with the idea of revolutionizing the food delivery industry through cloud kitchens. Over the past decade, we’ve grown exponentially, partnering with global brands and launching our own proprietary food brands across multiple geographies. The journey has been both challenging and rewarding—pioneering a new business model, scaling operations across countries, and constantly innovating to meet changing consumer preferences. Overall, it has been quite fulfilling by looking back at what we have achieved in the last decade and the impact we have created in the lives of our employees. Even today it feels like day 1 and we operate with great energy to challenge the status quo.
· Why did you decide to become Wendy’s master franchisee? How has the experience been so far?
Wendy’s is one of the most iconic QSR brands in the world, known for its fresh, high-quality ingredients and strong brand equity. Partnering with Wendy’s aligned with our vision of bringing global food experiences to Indian consumers in a way that’s scalable and tech-enabled. Our expertise in cloud kitchens, coupled with Wendy’s strong product lineup, presented an exciting opportunity. The experience so far has been fantastic—we’ve been able to rapidly expand the brand’s presence in India, and we see tremendous potential for growth in the years ahead.
· What are Wendy’s expansion plans for FY26?
We have an aggressive expansion roadmap for Wendy’s in India. Currently, we operate over 150 outlets, and we aim to scale this number to 400 outlets in the next three years, with a mix of cloud kitchens and physical stores. This expansion will be fueled by ₹100-150 crore investment, focusing on increasing accessibility in metros as well as deeper penetration into Tier II and Tier III markets.
· How have you integrated technology for your brand’s growth and expansion?
Technology is at the core of our business model. At Rebel Foods, we have built a full-stack technology platform that optimizes everything from demand forecasting and kitchen operations to delivery logistics and customer engagement. With Wendy’s, we have leveraged AI-driven insights for menu optimization, dynamic pricing, and hyperlocal marketing strategies. Additionally, our proprietary kitchen management system ensures consistency, efficiency, and speed across all outlets.
· How do you plan to cater to the growing markets of Tier II and Tier III cities?
The next wave of growth in India’s F&B sector will come from Tier II and Tier III cities. We plan to expand Wendy’s presence in these cities through a hybrid model of cloud kitchens, small-format stores, and high-footfall locations like malls and highways. Our goal is to offer the same premium QSR experience while making it more accessible and affordable for consumers beyond metro cities.
· Three key trends in the F&B industry right now?
- Hyperlocal & Regionalization – Consumers are increasingly seeking local flavors and regionalized menus, even within global brands.
- Tech-Driven Convenience – AI, automation, and data analytics are playing a crucial role in streamlining operations and enhancing customer experience.
- Health & Sustainability – There’s a growing demand for cleaner, healthier food options and sustainable packaging solutions.
· How important is influencer marketing for F&B brands? Any case study that has helped your brand escalate?
Influencer marketing is a game-changer in the F&B space. Authentic storytelling and social media engagement drive brand recall and customer trust. We have successfully leveraged UGC (User-Generated Content) and macro-influencers to build buzz around our brands. For instance, our QuickiES 15-minute food delivery launch saw high engagement through influencer-led campaigns, which significantly boosted app downloads and trial orders.
· How important has the business model of franchising been in the F&B industry? How do you envisage it in the future?
Franchising is a key growth enabler in the QSR industry, allowing brands to scale rapidly while maintaining consistency. At Rebel Foods, we are actively working on a tech-enabled franchising model, where partners benefit from AI-driven demand forecasting, centralized supply chain management, and digital marketing support. The future of franchising will be more data-driven, asset-light, and flexible to adapt to evolving consumer preferences.
