How Rebel Foods is Leading Wendy’s Expansion Across India

Tell us a bit about your professional journey.

My work experience has been a story of growth, learning and challenges. Over the years, I've had the privilege of leading in various roles—from VP of Product to Category Head, and now as Chief Marketing Officer. One lesson that stands out is the importance of keeping the customer at the heart of every decision. While we have to juggle margins and organisational constraints, prioritising the customer has always been key, and it's something we've ingrained in every team at Rebel Foods.

Innovation and agility have been crucial in this journey. I've embraced experimentation, rapid iteration, and continuous learning, all of which have helped us push forward. Managing a diverse portfolio of brands across different consumer segments has deepened my understanding of consumer behavior and how to communicate effectively across multiple channels. This has greatly influenced my strategic approach to marketing and advertising.

I started by rebuilding Rebel's D2C play and later transitioned into building brands. Developing Wendy's in India, repositioning Faasos with a sharper brand identity, scaling the desserts portfolio with Sweet Truth, and creating unique offerings in categories such as pizza and biryani have all been rewarding milestones. Each of these experiences has given me valuable insights and the ability to drive meaningful impact in our dynamic industry.

When did you join Rebel Foods? How has the experience been so far?

I joined Rebel Foods in June 2019, and the experience has been nothing short of transformational. The journey has been driven by a customer-first approach, constant innovation, and agility, which has kept me energised and excited every step of the way. What stands out is the opportunity to tackle challenges that have never been solved before, which has pushed me to grow both personally and professionally.

I've had the chance to learn the art of building from 0 to 1 and scaling initiatives that have achieved product-market fit. Throughout this journey, I've been fortunate to learn from exceptional leaders, peers, and countless others who have contributed to my growth and understanding of the industry.

Why did you decide on Wendy’s as your master franchisee? How has the experience been with Wendy’s so far?

Wendy's began its journey with Rebel Foods in India in 2021. We started carefully, focusing on key aspects such as menu adaptation, input costs, communication, and brand awareness, all tailored specifically to the Indian market while leveraging Wendy's global strengths. Since then, we've introduced several category-first innovations, such as Cheeseblast Burgers, Crispy Fries and Flavour Fresh Burgers and we're continuing to develop more customer-centric innovations.

Our momentum really picked up in 2022 with the launch of our first-ever ATL campaign centered around the "Refresh Your Burger" positioning. The past two years have been a thrilling ride, marked by rapid expansion and pioneering menu innovations. We've seen numerous successes along the way, making Wendy's journey an exciting one.

What are Wendy’s expansion plans for FY25?

Our focus for FY25 is to make Wendy’s more accessible by deepening our presence in Tier 1 cities and expanding further into Tier 2 and Tier 3 cities. We're already serving up deliciousness in places such as Tiruppur, Mysore, Nagpur, Bhillai, Kanpur, Prayagraj, and Kolkata, and we plan to reach even more cities. The expansion strategy is omnichannel, combining both offline stores and delivery platforms, with a key milestone being to surpass 200 stores in the near future.

How have you integrated technology for your brand’s growth and expansion?

The use of technology to solve customer problems has always been the core principle at Rebel Foods since the start. With Wendy’s, we are harnessing our technology to revolutionise the customer experience and provide a greater array of choices to Indian consumers. One of the key ways they are achieving this is through the Rebel Operating System – which allows the launch of multiple brands from one kitchen using technology. Additionally, with EatSure, India’s first smart foodcourt on an app, we use a hybrid of collaborative and content-based filtering to provide real-time recommendations on checkout pages, which helps us save precious time of the customer and subsequently has a direct impact on the up-sell of our products.

Our platform uses multiple third-party delivery services, consolidates order and behaviour data, and employs data science for demand forecasting and inventory planning. Real-time personalisation and efficient order processing, from cooking to delivery, rely on historical data. We also make use of data analytics and customer feedback for data-driven decisions to adapt to changing Indian market preferences.

How do you plan to cater to the growing markets of tier II and tier III cities?

Tier II and Tier III cities have a growing aspiration and demand for high-quality food from global brands, and we see immense potential in these markets. To cater to them effectively, our focus will be on building a robust supply chain and ensuring seamless delivery experiences. Providing high-quality food with the same brand experience that customers in larger cities enjoy will be crucial to our growth strategy in these regions. This approach will help us meet the expectations of these evolving markets while expanding our footprint.

Key trends according to you in the F&B industry right now?

Overall growth in F&B is promising, with strong consumption in multiple large categories. Key trends:

1. High Demand for Occasion-Based Offerings: Consumers are increasingly seeking festive and occasion-specific food options, but there is a lack of high-quality supply in this segment. Brands that can deliver unique, occasion-themed offerings have a strong growth opportunity.

2. Innovation in Developed Categories: Even in well-established categories like burgers and pizza, innovation remains essential to stay competitive. Consumers expect fresh takes on familiar favourites, so constant reinvention is key to winning in these segments.

Supply Constraints in High-Quality Food: Across India, but especially in Tier II and III cities, there is still a shortage of consistent, high-quality food supply. Addressing this gap is critical for expanding the reach of global food brands.

3. Shift from Traditional to Digital Marketing: With the rise of digital channels, the industry has seen a significant shift from traditional TV advertising to mobile and online platforms. The need for diversified marketing strategies to capture consumer attention on digital mediums is becoming increasingly important, as consumer habits continue to evolve.

4. Need for Quick, Impactful Messaging: As attention spans decrease, capturing the consumer's interest within the first few seconds of content is crucial. Sharp, creative, and engaging digital assets that quickly convey the brand's value and entertain the audience are essential in this digital age.

How important is influencer marketing for F&B brands, any case study that has helped your brand escalate?

Influencer marketing has become a crucial part of the strategy for F&B brands, especially as consumers increasingly rely on social proof and recommendations from trusted voices. It allows brands to reach a larger, more engaged audience and build authentic connections. A recent case that highlights the effectiveness of influencer marketing for us is the launch of our Nawabi Handi Dum Biryani campaign.

For this launch, we collaborated with a diverse set of food influencers and bollywood pages, leveraging their reach to create buzz and excitement around the new product. The campaign aimed to showcase the rich, authentic flavors of the Nawabi Biryani, and we crafted content that highlighted its premium ingredients, slow-cooked preparation, and indulgent experience.

We planned a multi-layered marketing strategy around the launch, combining influencer content with digital ads, social media promotions, and email campaigns. Influencers were given exclusive first looks and tasting sessions, which they shared through engaging videos, reels, and stories. This generated anticipation among their followers, who trust their opinions on food-related content.

The activities helped the campaign gain traction in both tier 1 and tier 2 cities. It also amplified brand awareness and positioned us as a leader in delivering premium biryanis through the cloud kitchen model.

How important has been the business model of franchising in F&B industry? How do you envisage it in the future?

Franchising has been a key enabler for growth in the F&B industry, offering brands the opportunity to expand rapidly without significant capital investment. It allows for quicker market penetration by leveraging local partners who have in-depth knowledge of their regions. While there are multiple franchising models, their adoption is evolving based on the success and challenges faced by various brands.

At Rebel Foods, we see franchising as an important growth lever, and we are actively exploring this route for our pizza brand, Ovenstory. This model allows us to scale efficiently by partnering with franchisees who share our vision and commitment to delivering high-quality experiences.

Looking ahead, we believe franchising will continue to play a pivotal role in the F&B industry's growth, particularly as more brands look to expand in tier 2 and tier 3 cities. It provides a win-win situation, where franchisees benefit from established brand recognition, and brands gain from local expertise and reduced capex.

Quick fun facts:

Your favourite restaurant - Wendy’s, love the flavour fresh range which are my go-to for occasional lunch and snacking

Your favourite dish – Zaikerdaar Paneer Biryani from Behrouz Biryani

Most elite f&b brand –Behrouz Biryani

An f&b brand for the masses – Lunchbox