magicpin enters 15-minute food delivery space with ‘magicNOW’; to rival Zomato's Bistro and Swiggy's Bolt
Gurugram: Hyper-local e-commerce platform magicpin has entered the quick commerce space for food delivery with the launch of its 'magicNOW' brand, which will initially partner with over 2,000 food brands and 1,000 merchants, the company announced on Tuesday.
The move follows Zomato-owned Blinkit's launch of Bistro and Swiggy's introduction of Bolt as their quick food delivery services.
Newly-founded Swish and Zepto Café are also set to compete in this increasingly competitive segment.
magicNOW will offer fast food delivery within a 1.5–2 km radius and will initially roll out in Bengaluru, Hyderabad, Mumbai, Chennai, Pune, and the National Capital Region, the company stated.
Unlike other quick commerce services, magicpin stated that ‘magicNOW’ will not use dark stores for food delivery.
The new service will use ‘Velocity’, magicpin's logistics aggregator vertical.
Under ‘Velocity’, magicpin consolidates third-party logistics services from partners like Shadowfax, Dunzo, Rapido, Porter, OLA, and Zypp for supply chain support.
magicpin currently offers ‘Velocity’ to multiple brands, including KFC, Burger King, and IGP gifting.
"Our mission with magicNOW is to only deliver fresh food prepared by the restaurants and not operate via any dark stores, hence to maintain freshness and cuisine integrity, service is dedicated only to food delivery and will operate only within a 1.5km-2km radius of the consumer for 15 minutes quick delivery," said magicpin co-founder and CEO, Anshoo Sharma.
magicNOW recently completed a four-week pilot programme between November 14 and December 15, recording approximately 75,000 food deliveries across select areas in Delhi-NCR and Bangalore.
"magicNOW will deliver from over 2,000 brands like Chaayos, Faasos, Wendy's, Burger King, McDonald's, Tacobell, Barista and more than 1,000 non-branded local restaurants," the statement added.
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