In a conversation with IMPACT Magazine, Nishant Kedia, Chief Marketing Officer of Rebel Foods, outlines the company’s marketing strategy as it navigates a dynamic 2025 landscape. Managing over 45 brands, Rebel Foods is guided by three key pillars: creating genuine brand love through superior experiences, hyper-personalising consumer interactions, and producing relevant content that builds communities. “We prioritise which brands should be pushed in a particular year and for what objectives. This allows us to allocate marketing budgets brand-wise first, and then optimize across channels based on performance, salience, and ROI,” Kedia says. Flagship brands like Wendy’s, Faasos, Behrouz, and Lunchbox receive sustained investment, while smaller or seasonal campaigns are activated selectively.
Kedia explains that the company’s marketing is predominantly digital, with 90-95% of the budget directed to online and social platforms, split between performance (60%) and salience (40%), while OOH and print account for only 5-10%. Cultural and experiential campaigns, such as Wendy’s 5th birthday roast series on LinkedIn or Lunchbox’s Onam Sadya offering, combined product differentiation with strong customer inclusivity, further enhanced by AI-driven personalisation. He also highlights how AI has improved targeting and creative optimisation, boosting ROI by 30-40% and enabling Rebel Foods to reach 2-3x more customers with the same budgets.
Kedia also talks about QuickiES, the 15-minute delivery model launched in February, and how it revealed that consumers increasingly expect all food, meals, snacks, pizza, all to be delivered fast. Repeat order rates increased 70-80% and monthly frequency rose 30-40%. Moving forward, Rebel Foods is refining QuickiES to ensure large variety, hot and fresh food, and unit economics efficiency, while broader kitchen operations are being revamped to reduce delivery time across all brands. The company aims for 20-30% improvement in CAC and ROAS in the coming months, through targeted campaigns, AI personalisation, and community-driven content.
For a detailed breakdown of Rebel Foods’ marketing strategy, the campaigns in focus, and insights from Kedia himself, watch the full video below, to see how the company is aiming to shape the future of food delivery in India.
