Shalimar
Mughlai, North Indian, Biryani
Breakthrough Growth Case Study
Inconsistent Performance Across Locations
Brand Rating
within a year
Revenue Growth
within a Year
Profitability
within a Year
User Retention
within a Year
Structured Growth Playbook
Performance Stabilisation
We conducted an outlet-wise audit analysing ratings, AOV, discount depth, keyword rankings, and ad ROI. Listing hygiene was optimised and flat discounts were restructured.
Growth & Margin Optimisation
Strategic combo engineering and add-on bundling increased AOV while reducing reliance on heavy platform discounts. Campaign participation was aligned with ROI benchmarks.
Scalable Expansion
Standardised operational SOPs protected rating consistency, enabling predictable scaling across outlets. The focus shifted to repeat-driven growth.
The Challenge
For Shalimar, the primary challenge lay in translating strong legacy brand recall into consistent delivery performance within a highly competitive, discount-driven aggregator ecosystem. Despite high demand for Mughlai offerings, growth was constrained by unstructured menu listings, heavy reliance on flat discounts, and limited optimisation of average order value (AOV). Visibility fluctuations further impacted organic ranking, while margin pressure increased because of inefficient campaign participation.
The Solution
The solution focused on a structured, data-led optimisation approach. Menu engineering was implemented to prioritise high-margin combos and strategic add-ons instead of blanket discounts. Listing hygiene was enhanced through keyword optimisation and improved visual presentation to strengthen organic discoverability. By aligning discount strategy with ROI benchmarks and standardising operational SOPs, Shalimar shifted from reactive growth to a sustainable, repeat-driven delivery model.