FreshMenu Case Study – Business Model, History, How It Started?

FreshMenu Business Model

Introduction

In the early days, food lovers visited new and different places to taste delicious foods around the country. But now the process has changed, you can taste more than thousands of delicious dishes from the different states and countries at your home with just a few clicks on your  smartphone.

There are hundreds of food startups competing to serve delicious food to the customers. FreshMenu is one of them who’s constantly providing  a great service to the customers with their delicious food.

Let’s discuss about FreshMenu in detail,

How FreshMenu Started?

Image Source: Forbes India

Freshmenu was started by Rashmi Daga in 2014 in Bangalore. The idea behind the Freshmenu is to deliver food from the new menu everyday.

When she moved from Frazer Town to Sarjapur in Bangalore, she struggled to get the quality food in their nearbuy. At the same time, she became a new mother and after juggling from a long day job, it’s difficult to cook food. Because the good restaurants were fairly far away. 

The size of the opportunity and love for good food got her super excited about a food start-up. and a Freshmenu started.

Food Categories in FreshMenu

FreshMenu divided it’s menu in the following categories,

  • Breakfast
  • Match Day Combos
  • Wok Station
  • Continental
  • Fit N Fab
  • Big Biriyani Co.
  • Indian / Thalis
  • Snacks
  • Appetizers
  • Wander Crust Pizzas
  • Dessert

Funding Rounds of FreshMenu

DateStageAmountInvestors
February 2015Series A$5MLightspeed Venture Partners
January 2016Series B$17MZodius Capital
October 2017Series BBrand Capital
July 2018Venture RoundInnoVen Capital
January 2019Series B$2.9MLightspeed Venture Partners
August 2019Venture Round$500KLightspeed India Partners
May 2020Venture RoundRs.30M

FreshMenu Business Model

FreshMenu operates on a full-stack business model. They manage the complete day to day operations from getting raw material to the finished dish to the table. All things are managed by the FreshMenu team. This helps them to maintain high-quality food and service. 

They serve food within a radius of 4 to 5km from their local kitchens and also have a take away option.

FreshMenu Take Away Restaurant
Source: Internet

FreshMenu also provides gift cards, attractive offers, and rewards to its customers on a daily basis on their website/app. Also, their cloud-based restaurants are available on zomato, swiggy, and uber eats. They get around 60% orders from these food aggregators and 40% from their app/website.

FreshMenu also earns from it’s membership named “Freshclub”. This membership offers a savings of up to Rs.3000/month with just Rs. 69. Currently FreshClub has more than 3 lakh members and the counting goes on. With this membership, you will get free delivery, cashbacks, reward points, exclusive promotions, etc.

Also check out how Wow! Momo (India’s Fastest QSR Business Model) Earns.

FAQ’s

Who owns FreshMenu?

Rashmi Daga is the founder of FreshMenu.

What are the food portions like?

The meals are planned to serve an adult.

How does FreshMenu work?

The process of ordering is very easy.
1. Choose your favourite food and add it to the cart from the App.
2. Once done, click on “check out”, when you’re about to order.
3. There are multiple payment options, such as e-wallets and COD.

When does FreshMenu deliver?

FreshMenu takes about 35-40 minutes to get freshly prepared food delivered on your doorstep from its nearest kitchen. Also, it provides an ‘all day’ menu to serve your food cravings.

The timing of the restaurants are as follows,
1. Breakfast: 9 am to 11 am
2. Lunch: 11 am to 3:30 pm
3. Snack: 3:30 pm to 6 pm
4. Dinner: 6 pm to 11 pm

How do I contact FreshMenu?

Customer Care Number: 9019245000
Complaint Number: 080-4042-4242
Customer Helpline Email-ID: [email protected]

Aryan Jalan