Shiprocket’s fastrr Expands into Food Commerce with New Restaurant Partnerships

Shiprocket’s AI-powered commerce platform, fastrr, has entered the food commerce market through partnerships with Vegorama Group, the operator of Punjabi Angithi, and Bikkgane Biryani. The collaboration aims to help restaurant brands strengthen their direct ordering channels, improve customer engagement and manage local deliveries more efficiently.

Restaurants Look to Build Direct Customer Relationships

The partnerships come as restaurant businesses increasingly seek to generate orders through their own websites and digital channels instead of depending entirely on third-party food delivery platforms. Direct ordering can help restaurants gain better access to customer information, build stronger relationships with diners and encourage repeat purchases.

As part of the collaboration, Punjabi Angithi and Bikkgane Biryani will use fastrr’s technology for customer identification, order management and marketing activities.

Fastrr Identity and fastrr Signals will help the brands identify customers who are more likely to place orders, recognise returning buyers and assess potential risks associated with return-to-origin (RTO) orders and cash-on-delivery (COD) transactions before orders are placed.

The platform’s advertising solution, fastrr Ads, will support performance-based campaigns that measure results against successfully delivered orders. Its WhatsApp tools will also help restaurants reconnect with customers who abandon their orders, share promotional offers and send reminders encouraging customers to order again.

Hyperlocal Deliveries and Digital Marketing Support

Shiprocket Quick’s network of delivery partners will manage local deliveries from individual restaurant outlets. Customers ordering through the brands’ direct channels will also be able to track their orders in real time.

Beyond technology and delivery services, the partnership includes influencer-led marketing campaigns for Vegorama Group, along with packaging and design assistance for both restaurant businesses.

The companies are also exploring opportunities to sell food products directly to consumers through their own websites and quick-commerce platforms. This could allow the brands to expand beyond prepared meals and explore additional digital sales channels.

Speaking about the initiative, Gaurav Mangla, CEO of Ads and Checkout at Shiprocket, said the next stage of food commerce would depend on restaurants building lasting customer relationships that encourage repeat business.

He noted that each order gives restaurants an opportunity to understand customer preferences, improve familiarity with their brands and provide reasons for diners to return. According to Mangla, businesses should be able to develop these relationships directly rather than relying entirely on third-party platforms.

He added that fastrr brings together the tools restaurants need to strengthen their digital presence and explore new growth opportunities.

WhatsApp Ordering and D2C Food Products

For customers, the brands’ direct ordering channels will provide access to menus, special offers and reorder reminders through WhatsApp. The planned introduction of direct-to-consumer (D2C) food products will further expand the range of offerings available through their own digital channels.

Shiprocket intends to extend its food commerce services to additional restaurant chains, quick-service restaurants and cloud kitchens. It is also evaluating opportunities in adjacent categories, including bakeries, desserts, beverages and packaged foods.

The company is considering several features to support this expansion, such as menu-based checkout, customer loyalty programmes, automated reorder reminders and more efficient delivery allocation during peak demand.

Through these partnerships, fastrr is positioning itself as a technology and commerce partner for food businesses looking to improve their digital ordering experience, strengthen customer retention and reduce their dependence on external platforms.