The business question
Should the business move customers away from Swiggy/Zomato and toward direct ordering, or should it maintain both channels while improving direct-order economics?
What I looked at
The model compares revenue, food cost, delivery cost, platform commission, marketing cost, contribution per order, average order value and the effect of scaling direct volume.
Key number
The direct channel needed roughly ₹180.33 AOV to match the platform contribution per order under the tested assumptions.
The direct channel needed roughly ₹180.33 AOV to match the platform contribution per order under the tested assumptions.
Recommendation
Keep the platform channel while improving direct economics first. The immediate lever is higher AOV rather than forcing migration.
Why this matters
A business decision is rarely about maximizing one metric in isolation. The better answer balances unit economics, demand response, operational constraints and downside risk.
Spreadsheet
Open the working Excel model behind this case study.
Open Excel model ↗Have a business problem of your own?
I can apply the same decision-first approach to a real problem — or talk about joining your team as a Business Analyst.