According to a report in The Economic Times, Coca-Cola is planning to purchase a minority stake in Thrive, a food ordering platform. This would mark the first investment in a startup for the company, which is known for producing Coca-Cola, ThumsUp, and Minute Maid juice. The move is expected to provide Coca-Cola with a strategic advantage over its competitors by enabling it to encourage consumers to order only Coca-Cola beverages along with their food orders on the Thrive app, while also offering customisation options, package deals, meal combinations, and loyalty codes. Coca-Cola has traditionally focused on global partnerships, such as its collaboration with fast food chain McDonald’s, which exclusively sells Coca-Cola beverages at its outlets. In late 2021, Jubilant Foodworks acquired a 35% stake in Thrive for around Rs 24.75 crore.
