Why Curefoods is dead set on expanding its menu beyond salads

When the Bengaluru-based Cloud kitchen operator Curefoods went ahead and acquired the distribution rights for the American donut and coffee brand Krispy Kreme in December last year, a lot of people were naturally quite surprised. 

Given the company’s roots in the fitness startup Cult fit, you would assume that it would be in Curefood’s best interest to promote all things “healthy”. Even its flagship brand up until now, Eatfit, is popular on delivery platforms for its healthy, clean food options. 

But turns out, that’s not the path this cloud kitchen operator wants to walk down anymore. It is now dead set on expanding its menu beyond just salads. And the only way to do that is by giving people what they really want — junk food.

Tune in.

Daybreak is produced from the newsroom of The Ken, India’s first subscriber-only business news platform. Subscribe for more exclusive, deeply-reported, and analytical business stories.

The Ken is hosting its first live subscriber event! Join two long-term and contrarian CEOs, Nithin Kamath of Zerodha and Deepak Shenoy of Capitalmind, as they discuss the mental models, decision making frameworks, and potential outcomes related to a very real possibility: an extended stock market winter that lasts 24 months or more. Click here to buy your tickets.