FastMeal Foods (Ahamadabad, Surat, and Rajkot)

About FastMeal Foods

FastMeal Foods raised capital to scale aggressively in three cities with a portfolio of 11 virtual brands. Rapid growth magnified small leaks into large profit drains.

Challenges faced before RanceLab:

• ₹7+ Cr annual drag from discount stacking, unprofitable menu bundles, and unmanaged commissions
• Decisions on new hubs and brands taken using GMV, not unit economics
• No unified way to compare brand performance across cities
• Idle capacity during afternoons and late nights, fixed costs still high

Solution implemented by RanceLab:

• Unit economics cockpit with per hub–brand–channel profitability
• Discount and bundle rules re-engineered using simulator to ensure minimum contribution margin
• City and brand benchmarking to decide where to launch new hubs and which brands to replicate
• Time-band-specific utilisation and promo engine

Measurable outcomes achieved:

• Discounts rationalised; GMV fell slightly in first month but contribution margin grew sharply
• Overall contribution margin improved by 5.4 percentage points within two quarters
• Afternoon and late-night capacity utilisation improved by 37% via carefully targeted offers
• Two underperforming hubs exited; three high-performing hubs received new brands, improving ROCE

Testimonial from Group CEO:

"We shifted from 'GMV at any cost' to 'unit economics or we don't launch'. The system made that shift measurable and enforceable."