Birdy's, Mumbai's legacy chain of bakery stores, has entered into a tie up with Titbit.com, one of the fastest growing online food ordering services in India. This is the first tie up entered into by Birdy's as part of its new aggressive marketing initiative. Taj Group of Hotels founded Birdy's in 1993; though it changed hands later and is currently under the umbrella of Wah Restaurants Pvt. Ltd.

The bakery market in India, currently sized at Rs. 3,800 crores is expected to grow to Rs. 4,500 crores by 2015. Birdy's currently has 56 outlets that are active now for online ordering through birdys.co.in and titbit.com. Customers can pick the nearest outlet to order some exotic, appetizing cakes, chocolates, pastries, sandwiches and many more irresistible dishes.

This IPL season Titbit.com has noticed a sudden internet ordering preference with cakes and pastries taking a top spot, followed by sandwiches and pizzas. Chinese and Mexican food rounded the list.

Vikas Verma, CEO of Birdy's says, "Technology has impacted every sphere of life including food habits and indulgence in rapidly growing urban India. The only way to establish a rapport with this new genre of tech savvy urbanites is to resort to technology. Titbit addressed lot of our pain points in this area. There are many online food ordering solutions but only Titbit provided us the ability to centralize the systems for our pickup and delivery business as well as gave us the flexibility to communicate with our clients much more effectively."  

Commenting on this tie-up, Ameya Hete, founder CEO of Titbit Interactive Systems says, "Birdy's is a trusted brand in our city known for its high quality cakes, chocolates, and sandwiches. Most of us who grew up in Mumbai have had a taste of Birdy's as children. I'm personally very excited to work with them and make it easier for Mumbaikars to celebrate their special occasions with Birdy's. Our goal is to create a significant jump in business for Birdy's over next few months and further enhance the ordering experience through technology."

Consumers have complete access to the Birdy's menu for online ordering through Birdy's website and Titbit.com, where they can customize their orders as well as pre-order for festivals and special occasions. Credit cards and 'Cash on delivery' payment options are also available.

With quick penetration of internet and 3G mobile internet in India, a service like Titbit.com brings the simplicity of accessing menus of hundreds of restaurants to the consumers. An additional benefit of earning loyalty points and seasonal discounts is quickly making Titbit a darling of hungry surfers.

Technology is quickly becoming a key driver and a differentiator in many industries, and the food & beverages industry is not far behind. A brand like Birdy's going digital forebodes a lot of activity in this area.