Cure.Fit opened its first Eat.Fit QSR (Quick Service Restaurant) in Bengaluru’s popular hub, Church Street.
Eat.fit began with a subscription model on the Cure.fit app, which was open to users and consumers. It followed it up with a model for corporate consumers, and soon it was available to all.
While Ankit Nagori, Co-founder Cure.Fit admits that it is a difficult business, he says that it is already are in a “high growth” process.
“The central kitchens are set, all we need is a temperature-controlled transport system, small assembly line, we have been able to build. By December 2019, we will be in 50 centres, and I see this as a 500 centre play. We will be present in airports, food courts, and malls. Wherever you think you need to grab a meal, we want to be there.”
Cure.fit is a pure health company, which includes its indoor gyms – Cult.fit, yoga and meditation centres – Mind.Fit, its primary care centres- Care.fit, and the healthy food platform – Eat.Fit.
“It has been more than two years since we launched and the vision has been to create a single platform for an individual’s health needs. For us, “healthy” is three or four categories and healthy habits. Most importantly – working out regularly, this could even be walking 10,000 steps everyday, next is eating healthy, followed by mental wellness and getting a regular checkups. There also is seven hours of sleep and hydrating yourself,” says Ankit.
He says they realised that many aren’t able to keep up with this routine thanks to their busy schedules.
“We realised that healthy habits can be formed with the nudge, but the problem is the supply. You need a good gym instructor, you need healthy food options, you don’t know where to find a psychologist in India. We started out by solving vertical by vertical. The first one was fitness, we now have 80 fitness centres. We think that we have solved a problem for a large part of society. Cult itself has various formats, which are far reaching,” says Ankit.
With food, they realised that corporate meals are the worst category. Starting with company subscriptions, it moved to healthy meal subscriptions at home and setting up kiosks.
“There is a huge section of the corporate segment that travels a lot. For example, I personally spend 50 hours at the airport waiting for flights, in those cases if I get a healthy meal at the airport – which you can do in other parts of the world,’ I’d be happy. This was the missing piece – we have a large vision for QSRs,” says Ankit.
To ensure that quality of the food remains the same, there are a few processes the team has set in place. The first is ingredients, for which the team has set an onboarding process to ensure that the best quality of fresh foods that come in. The team has tied up with local sources, farmers and a few other players.
“Everyone who joins Eat.fit has to unlearn what they have learnt when it comes to cooking. They go through over 100 hours of classroom training. Also we bring in technology. Our cooking is automated, there are screens that instruct the steps, there are figure and photobooks. There are apps where the chefs need to check out each process. We will compromise on anything but the food. There have been times where we have even cancelled the meal,” says Ankit.
Last month, the startup had raised $120 million in a round led by Accel Partners, Kalaari Capital and Chiratae Ventures (formerly known as IDG ventures). The total funding raised by Curefit now stands at $170 million. The idea is to get people to eat healthier and for that an offline presence helps.
Currently, Eat.Fit is exclusively available on Zomato, where it claims to get 40 percent of its volumes from. It is at 16,000 orders a day, which will touch 50,000 by the end of this year.
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