QSR brands launch customized products for quick commerce

Quick service restaurant (QSR) brands in India are quickly adapting to the rise of online delivery by launching customized products on quick commerce platforms. Notable brands like Wow Momo, Chaayos, and Blue Tokai are using services like Blinkit, Zepto, and Swiggy Instamart to meet the increasing customer demand for fast delivery. The quick commerce market in India is expected to grow significantly, reaching $75 billion by 2032. Brands are introducing special versions of their most popular items. For example, Chaayos is selling bottled coffee and tea bags, while Blue Tokai offers ready-to-drink coffee beverages. Executives say sales on these platforms are growing quickly. Chaayos reports that its portfolio is seeing a large increase in sales, with expectations to expand offerings on 10-minute delivery services. Wow Momo has also embraced quick commerce, selling items like frozen momos and newly launched packaged noodles. The company reports that a significant portion of its sales—52%—comes from quick commerce, leading to an expected increase in annual revenue. They plan to introduce their Wow Kulfi ice cream brand this summer, responding to rising demand for ice cream through these platforms. The trend of moving to quick commerce is similar to what larger fast-moving consumer goods companies are doing. A recent report highlighted that quick commerce contributes up to half of online sales for some firms. As consumer preferences shift towards faster delivery options, many businesses across various sectors are focusing on enhancing their presence on quick commerce platforms.