Khichdi Cloud
Headline
Aggregator commission optimization; re priced 11 SKUs using Forkcast menu pricing tool; contribution margin up 9 points.
What changed
| Metric | Before | After | Delta |
|---|---|---|---|
| Contribution margin | 21% | 30% | +9 pp |
| Average order value | ₹262 | ₹318 | +₹56 |
| Menu items re priced | - | 11 | 11 |
What happened
Khichdi Cloud is a single brand cloud kitchen running on Zomato + Swiggy + Magicpin. 100% aggregator channel. Commission share averaged 23.5% of revenue. Contribution margin had been declining quarter on quarter.
Forkcast's menu pricing tool repriced 11 SKUs using a 3 way live mandi feed (rice, dal, ghee). 4 SKUs were under priced relative to current mandi rates; 2 were under priced for the commission burden; 3 needed sharper combo pricing for AOV lift.
Re priced menu went live month 2 of the pilot. Volume held within ±2% of the pre change baseline. Contribution margin moved from 21% to 30%.
In their words
"Aggregator commission was eating our margin. Forkcast showed us we were under charging on 4 items and over discounting on combos. Re priced, margin returned."
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We onboard 10 outlets a quarter. Pilots are pro bono in exchange for outcome data.