Rebel Foods started as a quick service restaurant and eventually morphed into a cloud kitchen provider. The company launched multi-brand cloud kitchens, leveraging the same food preparation space and delivery infrastructure to serve a variety of food missions. Its technology stack included software for inventory management, kitchen management and delivery, as well as kitchen automation and robotics. They partnered with third-party food brands to leverage Rebel Foods’ kitchen infrastructure, supply chain and logistics, and software platforms. The case study examines various business model innovations and strategic shifts the company has undergone over the years and raises questions about their future strategy.