Currently swiggy is collaborating with select top-rated restaurants including Berco's Restaurant, Impresario Group, Bar Stock Exchange and Gilly’s among others to co-create exclusive delivery-only brands on its platform. Meanwhile swiggy promises restaurants that it will share data on supply gaps in the area, closely work with menu designing, packaging, pricing and eventually co-promote the brands on its platform in exchange for exclusivity, a variable consulting commission, and delivery fees.
Furthermore swiggy told in a statement this consulting commission that swiggy charges range between 5-8%. “We work closely with these top restaurants, and take joint accountability for the success of a brand launched under this program," vishal Bhatia, CEO of New Supply. Perhaps swiggy currently has 100 such brands on its platform that were co-created with 95 restaurant partners across 13 cities. The company plans to scale this initiative to at least 300 brands by the end of the year.
Moreover as food delivery scales, building supply of delivery-only brands is critical to offer choice at all price points and cuisines. swiggy has aimed at solving this supply gap with a bunch of initiatives including developing infrastructure for delivery-only brands to operate with a lower capital investment, introducing private label brands, as well as co-launching brands.
