Executive Summary
A fast-growing cloud kitchen brand engaged Redseer Strategy Consultants to validate its growth roadmap of reaching US$ 200 million in annual recurring revenue (ARR) within two years. Redseer identified critical success levers across brand acquisition, city expansion, kitchen rollout, and consumer funnel refinement. This has enabled the brand to rework its business plan for an accelerated scale-up.
About the Client
The client was a multi-brand cloud kitchen operator in India with a portfolio of digitally native brands. The brand is changing India’s online food landscape through formats designed around health-conscious and convenience-centric consumers.
The Strategic Imperative
The online food services sector in India is one of the fastest-growing markets. The challenge lies in scaling a digitally led food brand because of diverse eating patterns, limited spending on meals outside the house, and lower usage frequency. Curefoods was aiming to grow from approximately ~US$ 30 million to US$ 200 million ARR within two years, requiring a clear validation of its growth assumptions.
Key questions addressed included:
• Can existing brands scale fast enough?
• Which cuisines and brands offer the most potential for acquisition?
• What city and kitchen expansion strategy is optimal?
• Which customer cohorts will drive sustainable order volumes?
Redseer’s Strategic Engagement
How We Solved
- Business Plan Assessment
Benchmarked brand performance against industry trends and identified a revenue gap that existing brands could not bridge. Mapped whitespace spanning multiple cuisine categories to evaluate acquisition potential. - Consumer Segmentation and Targeting
Mapped the transacting user base through primary research. Prioritized young quality-focused adults as the core growth driver based on product and lifestyle fit, frequency and loyalty. - City and Kitchen Expansion Blueprint
Identified high-potential urban clusters and built a kitchen rollout plan across metro and select Tier 1 cities, considering demand intensity and operational viability. - Brand Positioning and Funnel Optimization
Conducted consumer perception analysis across EatFit and CakeZone to diagnose major positioning gaps and improve top-of-funnel conversion.
Outcomes & Impact
- Sharpened user acquisition playbook by focusing on young, quality-conscious urban consumers with high frequency and platform stickiness.
- Informed network expansion with a demand-led rollout plan spanning metro cities and top-tier expansion markets.
- Strengthened category differentiation by aligning brand narratives with consumer expectations, resulting in higher repeat purchases from first-time trials.
The Indian food services space is rapidly evolving with changing food habits and increased online consumption. However, given the heterogenous nature of this market, scaling requires the brands to identify the right consumer mix & market whitespaces and have an operationally efficient expansion plan. Through this engagement, we helped the client develop a clear roadmap to reach the desired scale by providing actionable and attainable insights.- Rohan Agarwal, Partner, Redseer
What This Means for the Industry
India’s food services ecosystem is entering a new phase. As consumer expectations evolve and digital adoption deepens, growth will hinge on a brand’s ability to balance product-market fit with scalable infrastructure, differentiated positioning, and precision-led customer acquisition. The next wave of leaders will be those who move beyond transactional scale to build frequency-driven, cohort-led food platforms with strong operational discipline and brand equity. This shift calls for sharper insights, faster decision-making, and localized strategies that reflect the diversity and complexity of India’s food habits.
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