EatSure, the D2C platform of online restaurant company Rebel Foods, on Thursday announced the launch of a new feature allowing users to order from multiple restaurants in one order. With this, the firm has become the first food delivery app in India to do so.
Swiggy and Zomato, which corner the lion’s share of India’s food delivery market, had earlier introduced group ordering features allowing several users to add items to one cart. Zomato also allows users to make up to 4 separate carts at one time.
The company said that all the members of a group would be able to add their preferred items from any restaurant, while having full visibility into the shared cart and order progress.
“The host, responsible for finalising the order and payment, can effortlessly share a unique invite link, making it simple for others to join the group via app or website,” it said. It is live in the platform’s Android app and website.
Founded in 2011, Rebel Foods has repeatedly expressed its desire to own the full stack and offer a multi-brand experience to consumers. This strategy is different from that of Zomato and Swiggy, which allow users to order only from one restaurant at a time.
“It’s more than just ordering food, it’s about connecting people through a shared culinary journey,” said Sagar Kochhar, co-founder and CEO, EatSure, Rebel Foods.
EatSure operates over 15 cloud kitchen brands, including Faasos, Wendy’s, Behrouz Biryani, OvenStory Pizzas, Sweet Truth, and Lunchbox brands, across over 80 cities. The group ordering feature is now available across over 75 cities including Mumbai, Delhi, Bengaluru, and Hyderabad.
Backed by the likes of KKR and Peak XV Partners, Rebel Foods is also looking to list on the Indian markets by 2026. It has recently secured $210 million in funding led by Tamasek, valuing the startup at $1.4 billion.
The cloud kitchen operator is also aiming to extensively expand its dark kitchens (waiters and sitting) network from currently 450 to 800 by 2029. From currently 80 cities, the company aims to reach 200 cities by then. It also operates in UK and UAE.
Rebel has also joined the ONDC network, aiming to create multiple consumer touchpoints.