In a bold move to expand beyond its grocery delivery roots, Blinkit, owned by Zomato, has launched a new 10-minute food delivery service called Bistro. This marks Blinkit’s entry into the fast-growing instant food delivery market, despite Zomato’s past attempt at a similar service called Instant, which was eventually discontinued.

Bistro is introduced as a standalone app, offering customers a quick and convenient food delivery option. While the exact locations where Bistro is available remain unclear, the app promises to serve up fast food in just 10 minutes, tapping into the growing demand for ultra-speedy deliveries.

The competitive landscape in the quick-commerce sector is heating up as more companies race to capture various market segments, such as groceries, apparel, medicines, and now food. Swiggy, for example, recently launched its 10-minute food delivery service called Bolt, while Zepto is also working on a separate app for its Café service.

In addition to established players, new startups are emerging to compete in the space. Swish, a Bengaluru-based 10-minute food delivery startup, raised $2 million in its maiden funding round last month, led by venture capital firm Accel.

Blinkit’s strategic decision to enter the rapid food delivery space is a key step in Zomato’s broader efforts to solidify its position in the increasingly competitive quick-commerce market. As both consumer demand and investor interest in this sector continue to rise, companies are focusing on improving delivery speeds and diversifying their offerings to stay ahead of the curve.

With Bistro, Blinkit is positioning itself to become a significant player in the race to meet the needs of the modern consumer, who demands instant gratification in nearly every aspect of their life, including food delivery.