Section 01Site selection framework.
Every site is scored on an 11-point framework before we approve it. The minimum acceptable score is 7. Below 7, we recommend a different site — even if you've already negotiated.
- Footfall density (peak hour, peak day)
- Visibility from primary commute axis
- Adjacent-anchor strength (chains, ATMs, transit)
- Competition density and type within 500m
- Vehicular access and parking proximity
- Power, water, drainage availability
- Rent burden as % of projected revenue
- Lease term, renewal terms, escalation clause
- Local-authority comfort with cart format
- Catchment income mix
- Dwell-time / commute pattern fit
We will not build a cart on an unapproved site. This is the single most decision-protecting rule we have.
Section 02The launch ladder.
A 14-day launch ladder, sequenced for maximum first-month visibility:
Pre-launch tease
Locality social posts, billboards near site, "coming soon" countdown.
Influencer seeding
Local food creators get a private tasting; content embargo lifts D0.
Soft open
Friends, family, vendors. Pacing test for kitchen and POS.
Grand opening
Geo-ads live. Aggregator listings active. Influencer content drops. Free first-100 burgers.
Combo blitz
"Founder's combo" launch with two-week limited offer.
Loyalty live
App-based wallet promo, referral codes, return-customer offers.
Section 03Geo-targeted campaigns.
Most cart revenue comes from a 5km radius. We optimise for that — not for vanity reach.
| Channel | Reach radius | Cadence |
|---|---|---|
| Meta geo-ads | 3–5 km | Always-on, refreshed weekly |
| Google Local | Walk-in proximity | Always-on |
| Aggregator paid placement | App radius | Tactical, week-on-week |
| Local influencer drops | Catchment-tuned | Bi-monthly |
| Society / RWA partnerships | Direct catchment | Quarterly |
Section 04Loyalty & referrals.
Loyalty is run on the GRILZO Customer App — partners benefit without running their own programme.
- Wallet credit. Customers earn 5% back on every order, redeemable network-wide.
- Referrals. ₹50 credit to both the referrer and the new customer.
- Streak rewards. 5 visits in 30 days unlocks a free signature item.
- Birthdays. Auto-trigger free combo on customer's birthday.
Section 05Festival & combo playbooks.
Eight festival drops a year, calibrated to local relevance. Network-wide creative refresh, partner-level deployment.
- Republic Day · classic combos
- Holi · colour drinks & sharing trays
- IPL · evening combo with delivery push
- Independence Day · tricolour creatives
- Onam / Ganesh · regional menus
- Diwali · gifting boxes & corporate orders
- Christmas / NY · party combos
- Winter signature · seasonal hot drinks
Section 06Sustained growth.
After the first 90 days, growth is not about new tactics — it's about consistency on the basics.
Weekly review
Sales, ratings, review keywords, creative performance.
Monthly campaign
One new combo, one new offer, one new creative refresh.
Quarterly menu read
Drop the bottom 10%, grow the top 20%, test 1 new SKU.
Annual brand audit
Cart refresh, signage health, photography updates.
Want the full launch playbook?
The 14-day launch playbook with creatives, ad copy and SOPs is shared with signed partners.