Food aggregator Swiggy has launched ‘The Bowl Company’ its own kitchen in select areas in Bangalore, reports the Economic Times. The company will run its kitchen in collaboration with popular restaurants to offer some items in areas where the restaurant does not have a physical presence.
Swiggy will take care of the payment and deliveries. The items offered from partner restaurants will be listed under ‘The Bowl Company’ a Swiggy spokesperson told MediaNama, although it’s not clear how items from different brands will be marked. The company mentions that it will scale up the program to other cities soon. We have asked Swiggy for further details on the program and will update when we hear back.
This is an interesting initiative by Swiggy, offering a kitchen and a platform to sell food online to restaurants that do not have presence in a specific area. If the company is able to replicate the authenticity of the original restaurant, then it should help foodies order their favourite meals from different areas. For restaurants, they can expand without having to set up physical infrastructure, or gauge interest in areas before setting up new outlets.
Note that Swiggy had raised $15 million in funding in September last year, for upgrading its technology, on boarding new restaurants and increasing deliver efficiency. Last month, the food delivery service started charging a delivery fee of Rs 25 on all orders below Rs 250 in Pune, although it was not clear if the company would do the same in other cities it’s present in.