FreshMenu is an online food delivery service that operates in several cities in India, including Bangalore, Mumbai, Delhi NCR, and Pune. The company was founded in 2014 by Rashmi Daga, and it has quickly become one of the most popular food delivery services in India. In this case study, we are going to analyse a company’s business model, marketing strategies, and competitive advantage. 

Business Model: 

FreshMenu’s business model is based on offering a range of fresh, healthy, and tasty meals to customers. The company uses a cloud kitchen model, which means that it does not have any physical restaurants or storefronts. Instead, it operates several central kitchens across different cities, where chefs prepare the food. Once an order is received, the food is packaged and delivered directly to the customer’s doorstep.

Marketing Strategies: 

FreshMenu has implemented several effective marketing strategies to reach its target audience. They have focused more on social media marketing and digital advertising to increase brand awareness. They also provide discounts and referral programs, to encourage more customers to order from their platform. FreshMenu also uses its mobile application to improve customer engagement and retention. The app allows customers to browse the menu, place orders, and track their delivery in real-time. 

Competitive Advantage: 

Unlike other food delivery services that rely on third-party restaurants, FreshMenu controls the entire supply chain, from sourcing ingredients to preparing and delivering the food. It allows the company to maintain high-quality standards and offer a same experience to its customers. FreshMenu also offers a diverse menu, which includes a range of global and regional cuisines. 


Overall, FreshMenu is a popular food delivery service in India due to its focus on delivering fresh and healthy meals, effective marketing strategies, and unique value proposition. By providing customers with a consistent and high-quality experience, FreshMenu has built a loyal customer base and is well-positioned for continued growth and expansion.

We help organizations ride on the next wave of digitization where Artificial Intelligence, Machine Learning and Data Science will play a pivotal role. Our solutions help organizations deliver faster, smarter and actionable insights.



Don’t miss our future updates! Get Subscribed Today!

Scroll to Top