Section 01The cost stack.
Before we compare, here's the honest stack of costs in each model — using a ₹100 sale as the unit.
| Line item | Aggregator-only | GRILZO cart |
|---|---|---|
| Cost of goods | ₹38 | ₹38 |
| Aggregator commission | ₹22–28 | ₹22–28 (delivery only) |
| Packaging premium | ₹5 | ₹3 |
| Marketing on platform | ₹6–10 | ₹2 (network pooled) |
| Royalty | — | ₹5 |
| Walk-in cost (rent / cart) | — | ₹14 |
The story is not about who's "cheaper per ₹100." It's about who builds a customer base and a brand — and who is just renting attention.
Section 02Unit economics.
A pure-aggregator kitchen typically nets 6–10% on a good month. A GRILZO cart nets 18–24% on a mature month, because:
- 40–60% of revenue is walk-in — no aggregator cost
- Loyalty programme retains customers off-platform
- Brand premium pulls higher-margin combos
- Distributor pricing keeps COGS predictable
A storefront cart that customers see daily is brand equity that compounds. An aggregator listing is rented every month.
Section 03Five-year view.
Compounding favours the cart. Indicative 5-year cumulative cash flow:
These are network averages on a Street King variant. Final numbers vary by city, site, and operator quality.
Section 04Qualitative leverage.
The math is half the story. The other half doesn't fit on a spreadsheet — but matters more.
You own the customer
App-based loyalty, repeat orders, direct comms. Aggregator owns the relationship otherwise.
Brand equity compounds
A visible cart is a daily ad. A listing is invisible the moment a competitor outbids you.
Channel diversification
Walk-in, app, aggregator, catering — four revenue streams, not one.
Asset value
The cart is transferable, sellable. A cloud-kitchen lease is not.
Section 05The right channel mix.
We don't tell partners to ignore aggregators — that would be naive. We optimise for the right mix:
| Channel | Target share | Margin role |
|---|---|---|
| Walk-in | 40–55% | Highest margin, brand engine |
| GRILZO Customer App | 10–18% | High margin, loyalty |
| Aggregators | 30–45% | Volume, awareness, fill |
| Catering / events | 3–8% | High margin, low cadence |
Want the full P&L comparison?
City- and variant-specific 5-year P&L comparisons are shared in your tailored proposal.