Shiprocket has entered the food commerce segment through its AI-powered commerce platform, fastrr, partnering with restaurant brands Punjabi Angithi and Bikkgane Biryani. The move aims to help restaurants build direct relationships with customers, increase repeat orders and reduce their dependence on third-party food delivery platforms.
The partnerships cover Vegorama Group, which operates Punjabi Angithi, and Bikkgane Biryani. Both brands will use fastrr’s tools for customer identification, order management, digital marketing and customer engagement to strengthen their online ordering channels.
Fastrr Identity and fastrr Signals will help identify potential and returning customers, while also flagging possible return-to-origin (RTO) and cash-on-delivery (COD) risks before orders are placed. Fastrr Ads will support marketing campaigns focused on delivered orders. WhatsApp-based tools will help recover abandoned orders and send personalised offers and reorder reminders.
Reducing Restaurant Costs
The move comes as restaurants seek to retain more revenue from online orders. Commissions, taxes, discounts and promotional expenses associated with food aggregators can together account for up to 40% of an order’s value, according to reports. Direct ordering could help restaurants reduce these costs while gaining greater access to customer data and repeat business.
Shiprocket Quick will support hyperlocal deliveries through its network of third-party delivery partners. The service includes live order tracking, allowing restaurants to offer doorstep delivery without having to maintain their own delivery fleets.
The partnerships also include influencer-led campaigns for Vegorama Group and packaging and design support for both brands. The companies plan to explore direct-to-consumer food products through their websites and quick-commerce platforms.
Expansion Plans
Shiprocket plans to extend fastrr’s food commerce offering to more restaurant chains, quick-service restaurants and cloud kitchens. It is also exploring adjacent categories, including bakeries, desserts, beverages and packaged foods.
The platform’s planned features include menu-based checkout, loyalty programmes, automated reorder reminders and delivery allocation during peak hours. These tools are intended to help food businesses improve customer engagement and encourage repeat purchases.
With this expansion, Shiprocket is extending its commerce and logistics capabilities into food delivery, a market dominated by established aggregators such as Swiggy and Zomato. Its direct-ordering model seeks to give restaurants more control over customer relationships while providing marketing, ordering and delivery support through a single ecosystem.
