Repeat-order share from 18% to 43% — without a single extra rupee in ads.
"Every good meal was a one-night stand with a first-time buyer on Swiggy. We made the second order the goal — not the first."
The Challenge
A two-kitchen operator sold through Swiggy and Zomato, where 80% of orders came from first-timers hunting discounts. No direct channel, no brand memory, no way to reach a customer after the aggregator pocketed the data. Every month reset to zero. Discount dependency was eating the margin.
Our Approach
- Launched a mobile-first direct-order landing page with WhatsApp-pay enabled and a loyalty perk not available on aggregators — free sides on every third direct order. Packaging inserts drove first-time aggregator buyers to the direct channel on order #2.
- Built a four-step post-order flow: day 1 thank-you with a short menu backstory, day 3 review request with a photo prompt, day 10 re-order nudge with a personal note from the head chef, day 21 menu-drop teaser.
- ORM layer replied to every Swiggy and Zomato review within 6 hours — positive and negative — in the voice of the chef, not a support template. Rating deltas on individual dishes were fed back to the kitchen within 48 hours.
- A weekly Reels cadence showing kitchen craft — not food-porn loops, but the specific humans cooking. Used organically in the WhatsApp re-engagement flow.
What Changed
18% → 43%
Repeat-order share in 5 months
<1% → 17%
Direct-channel share of revenue
3.9 → 4.4
Average aggregator rating
Tell us your blocker
Show us the number that's stuck. We'll tell you if we can move it.
Thirty minutes, no deck, no pitch. You walk us through the constraint — CAC, CPL, organic traffic, repeat rate, whichever. If we see an opening we'll propose a diagnostic. If we don't, we'll say so.