Obituary: Rest in Peace, Biryanchi بریانچی
I founded you to hit a certain number in profits each day
to carve a niche from KFC and Savour at the same time
I was wrong
you were premium Biryani
but I came to know, commodities are never premium
CAC for 1 user via fb ads was Rs 1,500
and LTV spread over a year was Rs 5,000
and to service a single delivery the cost was Rs 120
and margins were in teens
every time I will eat Biryani or Biryani will be mentioned
I shall remember you as the case which taught me that alchemy doesn’t work in the food commodity business
perhaps it does in cosmetics for Maybelline Cosmetics
perhaps it does in apparel for Supreme
perhaps it does for Ogilvy in advertising
it doesn’t work, in food commodities
rest in peace for you a business as good as Uber and Airlift
folks, pay your respects here https://lnkd.in/dG_2FaBZ
and remember, don’t hang on to lukewarm business cases
Usman Gondal 