Charcoal Eats
Biryani, North Indian, Rolls, Kebab
Managing Scale at Enterprise Level
Managing Scale Without Margin Leakage
Brand Rating
Within a Year
Revenue Growth
Within a Year
Stores Expansion
In 3 Cities
User Retention
Within a Year
Structured Growth Playbook
Diagnostic & Stabilisation
Conducted complete outlet-wise audit analysing ratings, AOV, and ad efficiency. Restructured discounts into high-margin combos and fixed low-rated outlets.
Growth & Margin Optimization
Shift from discount-led growth to AOV-driven expansion by introducing strategic combos, add-on bundling, and targeted campaign participation based on ROI. Strengthen organic ranking through keyword optimisation and rating protection while improving ad efficiency. The objective is to increase order volume and repeat frequency without compromising contribution margins.
Scalable Expansion
Standardise successful playbooks across all outlets and replicate high-performing strategies in new locations with controlled CAC and strong rating seeding. Gradually reduce aggregator dependency by building repeat retention, CRM activation, and direct ordering incentives. The goal is to create a scalable, margin-protected growth engine that supports long-term brand equity and expansion.
The Challenge
Managing 100+ Restaurant IDs across multiple cities presents unique challenges in balancing aggressive growth with sustainable profitability. Maintaining visibility without over-relying on deep discounts in a crowded biryani market requires precise analysis. Ensuring consistent ratings and adapting to algorithms across a massive network added complexity.
The Solution
We implemented a structured framework that reduces discount dependency while strengthening organic performance. Outlet-level dashboards track ratings, preparation time, and contribution margins in real time. Standardised operational SOPs protected rating consistency across locations, while campaign participation was calibrated based on ROI rather than visibility alone.