CASE STUDY 04 / MENU STRATEGY
Increasing revenue through the menu.
Andhra meals restaurant
- Market
- Chennai, India
- Platforms
- Zomato · Swiggy
- Year
- 2026
- Clients
- Names withheld
- Revenue growth in July +125%
- Of revenue from four dishes ~65%
- Orders a month by September 475
- Long-tail items identified 16
WHAT THE NUMBERS SHOW
Zomato item sales report, Jun–Jul 2026 · revenue indexed to June
Zomato item sales report, May–Jul 2026 · share of revenue, after merging duplicate categories
Annual run-rate = the latest full month's orders × 12. It shows the scale each business reached, not a forecast. These results relate to this India engagement; outcomes vary by restaurant and market.
THE STARTING POINT
A closer look
at the work.
An Andhra meals and biryani restaurant in central Chennai, open for lunch, selling on Zomato and Swiggy.
The challenge
A long menu where a handful of dishes did the work and many sold almost nothing, with duplicate categories splitting the same items across the storefront.
What we did
- Cleaned three months of item-level sales and merged duplicate categories so every dish was counted once.
- Mapped each top dish to its commercial role: entry-price driver, group order anchor, signature dish, everyday vegetarian staple.
- Identified the long tail of 16 items selling one to three units a quarter and separated dishes customers did not want from good dishes buried in a crowded price band.
The results
- Revenue rose 125% in July, driven by two dishes: a ₹909 group meal and a newly launched ₹199 single chicken dum biryani.
- Four dishes carried about 65% of revenue, giving the menu a clear core to build around.
- By September it was taking 475 orders a month across both platforms, an annual run-rate of about 5,700 orders.
What we'd look at next
Build add-ons around the ₹199 entry dish to lift order value, and fix kitchen throughput before scaling ads, since ratings on two top dishes dipped in the same month volume doubled.
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