According to the Zomato-backed company, the service is designed to meet the growing demand for ultra-fast delivery of popular, quick-to-prepare dishes.
The new service, which will deliver food within a 1.5 to 2 km radius, is set to initially launch in Bangalore, Hyderabad, Mumbai, Chennai, Delhi-NCR, and Pune.
The development comes at a time when food delivery and quick commerce platforms, having rapidly expanded 10 to 15-minute grocery delivery services in urban markets, are now extending the ultra-fast delivery model to food as well.
According to cofounder and chief executive Anshoo Sharma, the platform will not operate using a dark store model. Instead, it will deliver freshly prepared food from restaurants located within a specified radius.
“During the pilot phase, MagicNow successfully completed 75,000 deliveries from a network of over 2,000 food brands and more than 1,000 non-branded local restaurants, including Chaayos, Faasos, Wendy’s, Burger King, McDonald’s, and Taco Bell,” said Sharma.
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MagicNow’s deliveries will be facilitated by Magicpin’s Velocity which is an aggregator of third-party logistics (3PL), the company said.Ola Consumer, led by Bhavish Aggarwal, has also re-entered the food delivery space and is piloting 10-minute food delivery in parts of Bengaluru through the Open Network for Digital Commerce (ONDC). It will deliver foods from nearby restaurants. It was first reported by Inc42.
Last week Zomato-owned Blinkit launched a standalone app Bistro, marking its foray in the 10-minute food delivery space. Currently, the service is available in a few localities in Gurugram.
In 2022, Zomato also experimented with a 10-minute food delivery service in Gurugram through its main offering but later discontinued the pilot program. It later introduced Zomato Everyday, which provides meals prepared by home cooks from centralised kitchens in relatively shorter timeframes.
Other food delivery and quick commerce platforms like Swiggy and Zepto also have their 10-minute food delivery offerings under Swiggy Bolt and Zepto Cafe. Earlier this month, Swiggy announced that it has expanded Bolt to over 400 cities which already makes up 5% of its total food deliveries.
Zepto is also set to launch a standalone app for its 10-minute food delivery service. It is adding over 100 Cafe outlets a month. According to its chief executive Aadit Palicha, the new service is clocking over 30,000 orders per day.
Similarly, Bengaluru-based 10-minute food-delivery startup Swish, which raised $2 million recently, covers a variety of categories including indulgences, snacks, beverages and meals. It operates several cloud kitchens in Bengaluru’s HSR Layout and Bellandur areas and is expanding to Koramangala and Sarjapur.