GoGrill Premium Brand Scaling
F&B Growth Strategy & Performance Marketing
Menu Engineering
Retention CRM
Hyper-Local Marketing
Bangalore
2025
To drive sustainable post-launch revenue growth and brand equity for a premium QSR, transitioning the business from initial market entry to long-term customer retention and market share dominance in a competitive urban locality.
Brand Elevation & Competitive Product Intelligence
We executed a data-driven brand refinement phase, utilizing direct customer feedback and competitive taste profiling to solidify GoGrill’s "Premium" positioning. By benchmarking against global giants (like KFC) and local competitors, we identified a specific flavor advantage ("Spice Depth") and adjusted the brand narrative to focus on "Taste-Forward" storytelling. This involved upgrading packaging for sustainability and fine-tuning the product itself (e.g., oil reduction) to align with the health-conscious preferences of our urban demographic.
Revenue Architecture & Menu Engineering
To maximize unit economics, we implemented a dynamic pricing strategy and segmented menu structuring. By analyzing purchasing behaviors, we created distinct value ladders for "Solos" vs. "Family Combos," which successfully drove a 15% increase in Average Order Value (AOV). Furthermore, we optimized margins on high-demand premium SKUs (like Garlic Infused Chicken), balancing volume growth with increased profit per unit.
Omnichannel Acquisition & CRM Retention
We deployed a high-frequency performance marketing engine across both digital aggregators (Zomato/Swiggy) and direct channels. A key innovation was the implementation of a WhatsApp-based CRM strategy for retargeting cart abandoners, which achieved a 15% conversion rate. Complemented by hyper-local offline activations (college festivals/sampling) and influencer "Brand Ambassador" programs, this holistic approach drove a 25% MoM increase in total orders and secured a 30% repeat purchase rate, proving high customer lifetime value.
