Shiprocket Enters Food Delivery With Direct-Ordering Model
Due to food-aggregator fees, taxes, discounts, and promotional costs potentially taking up to 40 percent of an order’s worth, Shiprocket is experimenting with a direct-ordering approach alongside two restaurant chains in Delhi-NCR, Punjabi Angithi and Bikkgane Biryani.
The fastrr platform assists restaurants in leveraging customer data to create repeat orders, while Shiprocket Quick provides doorstep delivery via third-party riders at promotional rates beginning at Rs.10 per km.
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The transition signifies Shiprocket's foray into food commerce as restaurants aim to preserve higher earnings. The average commissions for aggregators rose from 9.6 percent in 2019 to 24.6 percent in 2023, as per a December 2025 NCAER study carried out with Swiggy investor Prosus.
At the average rate for 2023, restaurants would incur a cost of Rs.24.6 lakh for every Rs.1 crore in commissionable orders, not including extra expenses.
“We believe brands should have the ability to build that relationship directly, rather than have it mediated entirely by third-party platforms,” says Gaurav Mangla, CEO, Ads and Checkout, Shiprocket.
Through the collaborations, fastrr Identity and fastrr Signals will assist Vegorama Group, which runs Punjabi Angithi and Bikkgane Biryani, in recognizing potential and repeat customers. Focused advertising, WhatsApp notifications, and customized deals will promote repeat buying and retrieve unfinished purchases.
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The network of Shiprocket Quick, which includes Ola, Porter, Borzo, and Shadowfax Local, will manage deliveries from various outlets with real-time tracking. The service provides consistent pricing among partners and eliminates surge fees, allowing restaurants to outsource delivery rather than manage their own fleets.
“Our association with Fastrr by Shiprocket will support our digital growth through new marketing initiatives and a stronger online ordering experience,” says Deepak Chadha, founder of Vegorama Group.
The agreements include packaging, influencer marketing, and packaged foods offered via brand websites and quick-commerce platforms.
Shiprocket partners with DotPe and uEngage, which provide restaurant ordering applications and marketing solutions. EatClub and Rebel Foods' EatSure run direct-ordering platforms for their restaurant brands, whereas ONDC offers a different option. Punjabi Angithi and Bikkgane are already utilizing apps developed by uEngage, enabling Shiprocket to enhance current channels with marketing and delivery features.
Direct ordering may assist restaurants in substituting ongoing aggregator fees with reduced expenditures on marketing, payment processing, and delivery, especially for loyal customers. Aggregators, nevertheless, continue to play a crucial role in drawing in new customers.
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Shiprocket intends to extend fastrr to quick-service eateries, cloud kitchens, bakeries, and packaged food sectors, incorporating loyalty programs and peak-hour delivery distribution. The potential exists in transforming customers gained via aggregators into direct repeat purchasers, enabling restaurants to keep more revenue from future orders.
“For restaurants, every order is an opportunity to build familiarity, understand what customers value and give them a reason to return,” says Mangla.