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Rebel Foods: Managing the Brand Portfolio
內容大綱
Rebel Foods, the world's largest internet restaurant company, had operations globally and launched multiple cuisine brands to satisfy consumers' taste buds. Among them were Faasos, Behrouz Biryani, Oven Story, Mandarin Oak, Lunch Box, and many more under the Rebel umbrella.1 Over time, only three brands-Behrouz Biryani, Oven Story, and Faasos-became the highest contributors to the bottom line. Rebel also started offering cloud kitchen space services to early-stage food entrepreneurs and distribution of well-known established brands such as Wendy's. However, Rebel's revenue slipped in FY2021 to INR 405.1 Crore (USD 52.11 million) compared to FY2020, which was approximately INR 558.7 Crore (USD 71.87 million). Rebel Foods' frequent launch of multiple brands, many new initiatives, and slipping financials left many unanswered questions. How should the company manage its brand portfolio? Should it launch new brands or collaborate with established brands? Was there a need for Rebel to change its brand portfolio?