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Foodpanda in brand building mode

In an aggressive brand building exercise, Foodpanda signed up actor Shah Rukh Khan to endorse its brand, as the online food delivery startup looks to regain the market share it has lost to competitors such as Zomato and Swiggy, said sources,adding that the endorsement deal has been signed at a time when Foodpanda’s German parent, Delivery Hero, is planning to spend a major chunk of the $431 million funding it received from South African Internet and media group Naspers. Foodpanda is looking to compete aggressively on technology and delivery with the bigger rivals. However, Foodpanda India chief executive Saurabh Kochhar remained tightlipped, however sources said adding that Foodpanda is looking to gain bigger traction in the bigger food game and delivery business. Delivery Hero bought Foodpanda in last December from Rocket Internet, which owned a stake in the German online food delivery platform as well. The deal was done after the Indian operations reported losses. In a related development, elsewhere in the world on the northern fringe of downtown Tampa, two historic buildings are being transformed into the hottest retail trend in the U.S. Food halls, which bring together different restaurateurs in one communal space, are under construction in the Armature Works building on the Tampa Heights waterfront and at 1701 N. Franklin St., where the Hall on Franklin is slated to open in June. Each features an array of Tampa Bay restaurateurs; the Hall on Franklin has seven vendors with food that ranges from grilled cheese sandwiches and milkshakes to poke bowls. The Armature Works food hall has wood-fired pizza and a local ramen restaurant, among other vendors. Locale Market, which combines multiple food stations — from burgers to sushi to charcuterie — from celebrity under one roof, opened in St. Petersburg in 2014.

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