BrandWorks: Swiggy partners eateries to launch exclusive delivery brands

Food ordering and delivery aggregator Swiggy has partnered some restaurants on its platform to create delivery-only brands, with a separate identity from the parent eatery.
 
The aim is to cater to a gap in the food delivery requirement of particular areas. The initiative, called ‘BrandWorks,’ offers a different menu, images, packaging and pricing from the restaurant's usual menu.
 
Run experimentally over five-odd months, Bengaluru-headquartered Swiggy now has 100 BrandWorks brands across 13 cities. It plans to triple the number by the end of the year.
 
“We approached these restaurants with consumer need gaps, knowing their (restaurants’) culinary