There's a potential to serve more than a million lunches every day. Lunch Express is setting up to serve 50K/day.

1. Homely. Food. Delivered.

2. 20 MILLION
Delhi NCR’s Urban Population

3. 2.4
million
20-35 Yr Employed
Urbanite

4. ASSUMPTION:
40% of working urban
Delhiites
do not carry lunch to work
960,000

5. Lunch Express
is targeting to serve
50,000
such individuals,

6. Currently what are they doing
The
conventional
way of ordering
a lunch,
everyday
1. Roadside food stalls
2. Neighborhood food
stalls
3. Nearby restaurants 4. Fast food corners
5. Local aunty/Dabbawala

7. Ordering from the cloud
Majority players are aggregators of food
Ideal market place for home-chefs & small restaurants
Food is procured & out-sourced
Food
Aggregator
Food
Maker

8. Gaps & concerns
Model/Aspe
cts
Roadside
Food Stalls
Dabbawalas Restaurants
Food
Aggregator
s
Lunch
Express
Price √√√√√ √√√√ √ √√ √√√√
Quality
/Hygiene /
Homely
√ √√√ √√√ √√√√ √√√√√
Choice √ √ √√√√√ √√√ √√√√√
Time /
Service
√√√ √√√ √√√√ √√√√ √√√√√
√ - Poor
√√√√√ - Excellent

9. The concept addressing the gap

10. The product
Hygienically prepared;
home like food
Fresh from the kitchen &
warm
Convenient packaging Doorstep delivery in a jiffy

11. The edge
Economically priced for
everyday consumption
Weekly pre-ordering
avoiding daily hassle
Rotating menu with the
option to choose
Convenient of online &
mob-app ordering
Pre-paid model offering
special pricing

12. The variety

14. The price equation
Unhygienic + Fixed Menu + Local +
Inconsistence Quality
Rs. 50
=
Homely + Rotating Menu + Choice + Delivered
+ Convenient Packaging + Tech Convenience
+ Hygienic + Consistent Taste + Licensed
Rs. 80
=
Roadside
foodstalls
Home Cooked + Fixed Menu + Delivered +
Unknown Cooking Conditions
Rs. 60
=
Dabbawala
Restaurant Quality + Delivered + Packaged
+ Tech Convenience + Hygienic
Rs. 140
=
Food
Aggregators

15. Finding the 50K individuals for
Lunch Express in Delhi

16. Major commercial hubs
1. Nehru Place
2. Okhla Indst Area
3. New Friends Col
4. Jasola
5. Mohan Co-op
6. Saket
7. Dwarka
8. Janakpuri
9. Netaji Subhash Place
10. Rajinder Ngr
11. Karol Bagh
12. Jhandewalan
13. Connaught Place
14. ITO
15. Karkarduma
16. Patparganj
17. Laxmi Nagar
A total of more than 50 hubs within Delhi

17. Beta launch
Testing the appetite
JASOLA
MOHAN CO-OP
1
2
3
3
3
5km Radius
OKHLA INDST
AREA
Central
Kitchen
JASOLA
Estimates Work Population = 82,000
Estimated Target Audience = 32,800
Target Volume = 1,600
MOHAN COOP
Estimates Work Population = 40,000
Estimated Target Audience = 16,000
Target Volume = 1,000
OKHLA INDUSTRIAL AREA(S)
Estimates Work Population = 75,000
Estimated Target Audience = 30,000
Target Volume = 1,500

18. Reaching out into the markets
B2B2C
•Reach out to the Office Head /
Admin / HR & offer for convenient
lunch solution.
1-on-1 sales pitch with flip charts
& reading materials.
•Sampling and trials.
•Corporate events … celebrating
festival / spl. day.
B2C
• Social Media engagement: FB
/ Website / Zomato.
• On-ground leafleting.
• Sampling & trial.
• Promotional offers.
• Referral promotion.
• Online community building
Mass Media
Radio & OOH

19. The journey so far
1. Lunch Expressed has already served more
than 750 meals in the first month (24 days)
2. Acquired a customer base of 120 with an
average of 6+ orders per customers
o Customer acquisition cost Rs. 75/-
3. 650 Facebook likes

20. Taking it across the city
The primarily model is that of hub & spoke.
5-7Kms
MSK’s
Central
Kitchen
Okhla
Jasola
Mohan Estate
Okhla
Nehru Place
NFC
Hub Kitchen 2
Hub Kitchen 3
Hub Kitchen 4
Hub Kitchen 5
Key materials supplied from
Master Commissary
Saket /
Saidullajab
Greater
Kailash

21. Hub kitchens across market
Master Commissary x
1
Hub Kitchens x 7
Central Commissary
& Hub Kitchen - OKHLA
HUB KITCHEN
Sahibabad / NOIDA
HUB KITCHEN
Rohini
HUB KITCHEN
Dwarka
HUB KITCHEN
North Campus
HUB KITCHEN
Central
HUB KITCHEN
Gurgaon

22. Operational structure
CEO
ProcurementSales / Operation Finance / Admin
Hub Kitchen x 7
Hub Mgr.
Prod Sup Acc’ant
Sales
Sup
Kitchen
Team
Distribu’
n Team
Mgr. Procurement
Procurement Exec
Mgr. Accounts
Accounts Supervisor
Brand/Marketing
Team
Executive Chef
Founder
s
MentorInvestor & Board

23. The indicating numbers
500
Meals /
Day
3200
Meals /
Day
7500
Meals /
Day
13500
Meals / Day
19500
Meals / Day
28500
Meals / Day
HY 1 HY 2 HY 3 HY 4 HY 5 HY 6
36500
Meals / Day
HY 7
45500
Meals / Day
HY 8

24. The ask
• Initial funding for Lunch Express = Rs. 20L
• Follow-up funding = Rs. 10L
• Backend infrastructural funding
– Funding required to upscale the current
production facility = Rs. 25L
– Funding required to set-up new Hub Kitchens
@ Rs. 30L (approx)

25. People behind the show
1. SHARMITA MAJUMDAR
A graduate in English from DU & completed Secretarial
program from YWCA. Working with Indian and
International co’s like Indag, Li & Fung, Motorola, etc.
in the administrative department. Last 9 years of her
professional career she managed the office of the
country heads of the two respective MNC.
2. SOMNATH MAJUMDAR
A Social Work graduate from Jamia Millia, went to
complete management from AIIMA. Worked 22 years
in advertising and 3 years with Hyundai looking after
the MENA markets. Made significant contributions to
the growth of brands like Indian Oil, Hyundai, Yamaha,
Samsung, Radico Khaitan, Chevrelot & Maruti.
Commonality
Foodies. Came out of the comfort zone to pursue their
passion & dream. Hands on with their daily work.
Sharmita and Somnath
co-created their first
food brand – My Spice
Kitchen

26. • Customer base of 5500+
• Serving in excess of 250+
customers everyday catering
to 1000 individuals
• Multi-locational presence
– CR Park, Vasant Kunj & Tilak Nagar
• 3200+ FB likes
• Upcoming launch – Moon
Wok – Asian Street Bites
joint at Chittaranjan Park

28. Team MSK
My Spice Kitchen has a 20 member
young & enthusiastic kitchen team
Including Executive Chef, Chefs, Commissary Ones &
Twos, Helpers, Utilities and Support Staff

29. Key team members
Master Chef Madhab C Pal – Executive Chef
– Spend 36 years with Ashoka Hotel, Chanakya Puri and retired as the Chef-de-
Partie
– Travelled across the globe serving Indian cuisines
– Awarded and recognized both nationally and internationally
– Currently also associated with the President House kitchen supervising the
Bengali food section
Anil Kr Mahakul – Chef (Indian)
– Specializes in Indian curries and other cuisines, especially Hyderabadi Biryani
– Informally trained by the traditional cooks of old Hyderabad from a tender age of
14 years
– Awarded by Zomato for Best Biryani and Butter Chicken
Arjun Chhetri – Chef (Tandoor & Grill)
– Specialist in Tandoor and Grills
– Created new concept cooking in Tandoor at My Spice Kitchen
– Has international market exposure

30. Bon Appétit