Section 01The five stakeholders.
Every cart in the network involves five distinct stakeholders, each with their own role, app and incentive structure.
Customer
Orders via app, walk-in, or aggregator. Earns wallet rewards.
Franchise partner
Operates the cart. Sees their P&L on the Franchise Dashboard.
Distributor
Owns the territory. Supplies the cart. Sees the regional dashboard.
Delivery rider
Onboarded via app. Routes optimised by the engine.
Brand HQ
Owns the network — quality, growth, capital, software.
Supplier (Q2 onwards)
Onboarded, scheduled, scored on the Vendor App.
Section 02The operating fabric.
The fabric is what connects the five stakeholders. It's not a single app — it's a stack of role-specific surfaces that share a common database.
- Customer App. Order, track, pay, rate, reorder.
- Delivery Partner App. Onboarding, routing, earnings, SOS.
- Franchise Dashboard. Sales, stock, staff, marketing, audit.
- Distributor Dashboard. Territory, supply, fleet, settlement.
- Admin Panel. Network KPIs, compliance, pricing engine.
- Vendor & Supplier App. Procurement, quality, settlements.
Section 03How data flows.
The principle is simple: one event, one source of truth, every stakeholder sees what they should.
- Customer places order → Customer App
- Order routed to nearest cart → Franchise Dashboard, Kitchen KOT
- Stock decremented → Distributor Dashboard re-order signal
- Rider assigned → Delivery App routing engine
- Payment captured → Partner P&L, Royalty calculation, HQ KPI
- Rating posted → CX dashboard, audit log
Section 04Shared economics.
The ecosystem only works if every stakeholder makes a fair return on their effort. Indicative split on a typical ₹100 order:
| Stakeholder | Approx share | Notes |
|---|---|---|
| Cost of goods (food) | ₹38–45 | Sourced via distributor |
| Franchise partner contribution | ₹28–32 | Includes labour, rent, utilities |
| Distributor margin | ₹4–6 | Cart sales + supply |
| Royalty (HQ) | ₹5 | Brand, software, support |
| Marketing fund | ₹2 | Network campaigns |
| Aggregator commission (if delivery) | ₹18–25 | Channel-dependent |
Section 05Governance.
Every quarter, a network council meets. Two HQ leads, three rotating partner reps, and one distributor rep. The council reviews:
- Network performance, growth, partner success
- Pricing, menu, marketing changes
- Disputes, escalations, policy clarifications
- New city expansion plans
Council notes are shared with all partners. Material decisions are minuted and dated.
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