Rebel Foods bets on robotics, A/B testing to scale food biz – Mint

Soumyadeep Barman, chief product officer, and co-founder said that the firm currently has 10 different robotics units across its kitchens, and more than 35 different in-house tech products such as IoT enabled deep-fryers and a sensor-enabled quality check station which helps keep consistency and taste profiles at check.

Apart from tech integrations across its kitchens, it also employs a comprehensive research and development process for its 15 food brands from biryanis to coffee.

Barman said in an interview that Rebel Foods has adopted the standard A/B testing format used by online software giants such as Facebook and Google, and implemented the testing strategy for its food brands to increase customer satisfaction.

Since 2011, the cloud kitchen brand has grown from just five QSRs in Mumbai to more than 3,000 kitchen locations across the country.

Rebel Foods grew from its earlier avatar ‘Faasos’ to a multi-brand food firm which currently houses more than 15 brands such as Behrouz Biryani, Oven Story Pizza, Sweet Truth, Slay Everyday, Firangi Bake, Mandarin Oak, and others. The startup also has overseas presence in the United Arab Emirates, Indonesia and London.

According to Tina Mansukhani Garg, chief executive of marketing and branding agency Pink Lemonade, the cloud kitchen model allow startups to experiment at a lower cost and gradually build scale multiple food brands in line with market expectations. This has helped Rebel Foods in customizing its food brands ensuring local palate and taste preferences are being met across
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