Business

To support local businesses, Indian firm launches Whatsapp menu discovery platform ‘Bro Eat!’

NEW DELHI: To support and promote local businesses and chef entrepreneurs, an Indian company has come up with a Whatsapp menu discovery platform. ‘Bro Eat!’– founded by Ghost Kitchens founder Karan Tanna and Pawan Shahri of One Hospitality–will put the power back into the hands of small and local food businesses, they believe.

The platform will let restaurants choose the third party delivery vendor they want to work with and also get direct access to their customer base. The customer, on the other hand, will order food and get rider details and an invoice over WhatsApp.

The founders say the restaurants also take back charge of their own discounting, and can choose to discount when it is feasible only.

The Covid-19 pandemic has hit restaurateurs hard. The industry has been witnessing restaurant closures and uncertainty as ordering in has drastically reduced. India has about five lakhs restaurants in the organised category which generate employment for 75 lakh people.

Tanna says this will help restaurants retain jobs as they will need to pay fewer commissions to third party food-tech platforms.

A high-end restaurateur told ET under conditions of anonymity that her business is drowning with the cost of high commission fee it pays to food-tech platforms for its deliveries. “Even if we’re dispatching five orders a time through the same aggregator, we end up paying five separate commission fees, and this is threatening the feasibility of our business,” she said.

For now, the app has inked agreements with about 1000 restaurants across the country including brands like Goila Butter Chicken, Cheelizza Pizza, Shiv Sagar Group of restaurants etc.,.

The company targets to have around 10,000 merchants on its system in the next six weeks, before going live to take customer orders. For now, it will not charge any transaction fee from restaurants for the first 100 days of operation.

Chef Saransh Goila who intends to use the platform says any cost-saving measures at this time would be great for his business.

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