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How to transform the catering equipment industry
Introduction: In India, the traditional restaurant model is too heavy, including high rents and salaries from dishwashers, chefs to waiters. With the gradual formation of take-away industry rules, for online catering platforms, maintaining order volume is the most important indicator to measure performance.

In India, a new model "cloud kitchen" has emerged quietly. These restaurant owners can share kitchen facilities with others and reduce many other expenses.

The "cloud kitchen" mode is a new type of mini-kitchen, which has no in-store consumption and no customers, and only provides online booking service. Similar to the pure take-away business that once prevailed in China, it has gradually become popular in India.

Faasos is one of the best companies in India to do "cloud kitchen". Founded in 2004, it was formerly Faasos Food Services, and its two co-founders were Jaydeep Barman and Kallol Banerjee.

At first, they hoped to open a fast-food restaurant, but later decided to transform to the cloud kitchen mode, and launched seven different types of catering projects such as pizza, meat and dessert. The catering mode of cloud kitchen only accepts online orders and does not provide catering facilities, which is being accepted by more and more young consumers.

At present, Faasos has covered 15 Indian cities such as Delhi Capital Region, Bangalore, Hyderabad and Mumbai, and has about 1 100 independent catering service outlets. And completed a new round of financing of 300 million rupees (about 4.2 million US dollars), which was led by Alteria Capital. The participants included Lighbox and Sequoia Capital India, which had previously invested in the company.

Advantages of "cloud kitchen" mode

On the demand side, this model reduces the overall marketing cost of enterprises, and it will bring more profits by serving various dining scenes (convenience, gluttony, single meal and group ordering) through different brands. At the same time, having complementary brands can bring orders beyond the standard lunch and dinner in one day. One-room kitchen means a great improvement in supply efficiency, and can also optimize the cost of kitchen staff and distribution. "

In fact, this is to optimize the profit model of the third party, that is, to pass on the cost to the third party, or to obtain income from the third party, that is, as advertised on the Internet, "the wool is on the pig, and the dog pays the bill".

The cost here is different from the transaction cost generated in the transaction process, but the real internal cost of the enterprise-including the variable cost that increases with the increase of output and the fixed cost that does not change with the change of output.

Development of "Cloud Kitchen"

In China, the same model has also landed. Typical cases are Panda Star Chef in Beijing and Jike Alliance in Shanghai. The mode of two * * * kitchens is to attract catering businesses to "carry bags" and provide space and kitchen equipment. Merchants only need to pay rent, and kitchen decoration and going to the regulatory authorities for review can be completely handed over to * * * to enjoy the kitchen brand. The settled merchants only provide take-away food, not in-store food. This is much more efficient than those brands that make both in-house meals and take-out.

In addition, it seems that the "Urban Storage System" company in charge of this project is not limited to the kitchen market. It tries to acquire poorly managed real estate, such as idle shopping centers and parking lots, and then transform them to explore business opportunities of directional leasing and subletting non-performing assets. In the future, its role may be an incubator, which can provide various additional services such as law and marketing at the same time.

Summary: The "cloud kitchen" model is actually based on the optimization of the third-party profit model. Just like "garbage is a misplaced resource", your cost is likely to be the benefit of others; Your expenses are probably other people's wealth. Cloud kitchen saves costs by enjoying space, and also greatly improves the efficiency of space use. Optimize the cost of kitchen staff and distribution. So once it was launched in India, it was warmly welcomed by the capital.

At present, in addition to Faasos, its main competitor, InnerChef, recently announced the completion of the A+ round of financing of US$ 6.5 million, with the total publicly disclosed financing reaching US$ 6.5438+0.24 million.