FreshMenu - Delivers Fresh and Delicious Food At Your Doorstep!

Himaya Presthitha Himaya Presthitha
Oct 7, 2021 7 min read
FreshMenu - Delivers Fresh and Delicious Food At Your Doorstep!

Company Profile is an initiative by StartupTalky to publish verified information on different startups and organizations. The content in this post has been approved by FreshMenu.

The Cloud Kitchens in India have overcome the conventional food services and is most welcomed by everyone. It is also preferred especially in this time of the pandemic. FreshMenu is one such company that was founded by Rashmi Daga in 2014. This cloud kitchen has been the favourite of locals since its launch and today the company has grown up to making 13,000 orders per day across the nation. Here is the journey and endeavours of the FreshMenu company.

FreshMenu – Company Highlights

Startup Name FreshMenu
Headquarters Bengaluru
Sector Food Processing
Founder Rashmi Daga
Founded 2014
Parent Organization FoodVista India Private Limited
Website www.freshmenu.com

FreshMenu – About
FreshMenu – Founders and Team
FreshMenu – Vision and Mission
FreshMenu – Name, Tagline, and Logo
FreshMenu – Growth and Revenue
FreshMenu – Funding and Investors
FreshMenu – Business Model
FreshMenu – Campaign
FreshMenu – Competitors
FreshMenu – Future Plans
FreshMenu - FAQs


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FreshMenu – About

FreshMenu is a food-tech startup that delivers food to the cities of Bangalore, Delhi, Hyderabad, Chennai, Pune, and other nearing places. The speciality of the startup lies in its variety of cuisines with highly experienced chefs and a fresh food menu expanding every day. The startup keeps up its name with the early delivery of fresh food.

The FreshMenu Bangalore is the head office in the country but the demanding everyday menu is the major reason for the growth of the company to 27 kitchens in three years, with 500 staff members escalating to 700 delivery personnel. Chefs at the kitchen experiment with new dishes with fascinating ingredients such as ancient grains, fresh to home meat products and exotic vegetables added in good quantities at reasonable prices. While the fresh menu reviews are mostly positive as their customers love their products.

The company looks after its delivery costs without relying on third-party logistics and saves its rentals and other high operating costs. A lot of people also ask questions like "Is freshmenu safe?" and "Is fresh menu halal? The company does source halal-certified meats and is extremely safe as it follows all the rules and regulations especially during the Covid 19 pandemic times. The FreshMenu Parent company is FoodVista India Pvt Ltd.

FreshMenu – Founders and Team

Rashmi Daga - Founder of FreshMenu

Rashmi Daga is not only the FreshMenu founder but is also the current FreshMenu CEO. Before launching FreshMenu, she worked as a Sales Head at Ola Cabs and she was also the founder of Afday.com. She is a graduate of IIM Ahmedabad and completed her bachelors from Delhi College of Engineering.

This Fresh menu owner is recognized with many prestigious awards such as ET Prime Women Entrepreneurship Award, ET Facebook Women Ahead Award, and a lot more. The company now operates with around 1000 employees. Rashmi Daga net worth is not known yet but she is responsible for the exponential growth of the company.


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FreshMenu – Vision and Mission

The food delivery platform’s mission is to make the food experience a greater one with simpler delivery options through FreshMenu’s fresh and delicious food.

The FreshMenu name depicts the service of the company i.e., to deliver fresh food. While the FreshMenu logo has a small spoon and fork within a yellow circle. The Freshmenu tagline is "When you order FreshMenu, you order Local", this tagline for cloud kitchen like FreshMenu represents what it stands for.

The FreshMenu logo
The FreshMenu logo

FreshMenu – Business Model

The FreshMenu business model is designed in a way that it makes use of its wide range of cuisines like Mexican, South Asian, Italian, and a lot more to garner revenue. According to FreshMenu reviews, the promptness in delivery and daily changing menus paired with the freshness of the food are the special worth of FreshMenu. The FreshMenu business model offers end-to-end services within a radius of 4-5km from its cloud kitchens and operates on a Full Stack Business Model.


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FreshMenu – Growth and Revenue

The FreshMenu revenue has achieved breakeven in the fiscal year 2019. The FreshMenu turnover is a total of Rs.141 Crore with a net burn of Rs.30 Crore when compared to Rs.123.72 Crore in revenue. 45% of the orders come from its food delivery app and the other 55% of the orders come from Swiggy and Zomato.

FreshMenu revenue model receives around 13K orders every day with the average price of each order is $5. FreshMenu revenue faced a net loss of Rs 11 crore in FY20, which marks a 63% decrease from Rs 30 crore from the previous fiscal, regulatory filings show. The current FreshMenu valuation is estimated to be over $30 million.

“FreshMenu aims at being the solution: great delivery and great food, for anyone whenever they are hungry. Our business model was always designed to be full-stack and hence bring the best quality of food to customers" says, Rashmi Daga, Founder of FreshMenu.

FreshMenu – Funding and Investors

FreshMenu funding has raised a total of $25.8M through seven different rounds. In January 2021, Fresh menu funding got a funding of $467,718 or (Rs 3.5 crore) in its Series B1 round from existing FreshMenu investors like Lightspeed India, Zodius Technology fund and Vistra India.

Date Stage Amount Investors
February 2015 Series A $5M Lightspeed Venture Partners
January 2016 Series B $17M Zodius Capital
October 2017 Series B - Brand Capital
July 2018 Venture Round - InnoVen Capital
January 2019 Series B $2.9M Lightspeed Venture Partners
August 2019 Venture Round $500K Lightspeed India Partners
May 2020 Venture Round Rs.30M -
January 2021 Series B1 Rs 3.5 crore Lightspeed India Partners

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FreshMenu – Campaign

“Vocal For Local” is a campaign organized by FreshMenu to promote the usage of ingredients collected from local farms for food preparation. This campaign was fostered on social media and other platforms. The company states that they have been following this approach since their launch, as they serve local customers. They also posit this through their FreshMenu tagline, “When you order FreshMenu, you order Local”. FreshMenu also has partnerships with various farms and ensures high-quality and hygiene in the food.

FreshMenu – Competitors

The top competitors of FreshMenu are Swiggy, Zomato, Rebel Foods, BOX8, InnerChef, Uber Eats, Food Panda, and HolaChef. FreshMenu sustains its supremacy with its Innovation kitchens, dynamic menu, and well-trained chefs. FreshMenu differs from other food startups by operating as both a takeaway restaurant and a cloud kitchen.

FreshMenu – Future Plans

The future plans of the company are to make a profit by adding more sub-brands and reduce the inventory level costs. FreshMenu is also planning to introduce a new pizza brand to serve its different sets of customers. FreshMenu had also launched its new membership programme called as FreshClub. Also, the FreshMenu franchise is planning to expand its services in at least 10 cities in two years, adding to the existing 200 delivering cities in India. It also plans to increase its marketing spends to 8-10% of revenue post fundraise.


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FreshMenu - FAQs

What is FreshMenu?

Freshmenu is the go-to neighbourhood food home delivery option you can turn to when you're famished.

Who owns FreshMenu?

Rashmi Daga is teh Fresh menu owner.

How does FreshMenu work?

The process of ordering is very easy.
1. Choose your favourite food and add it to the cart from App.
2. Once done, click on “check out”, when you're about to order.
3. There are multiple payment options, such as e-wallets and COD.

How big is FreshMenu?

In a span of three years, the FreshMenu company has grown to 27 kitchens: 18 in Bengaluru, 5 in Mumbai and 4 in Delhi/NCR. Its staff of 550 members and 700 delivery personnel (hired through an agency) together fulfil about 12,000 orders every day.

Does FreshMenu serve halal?

What kind of meats and ingredients does FreshMenu use? ... Our food is the freshest as we source halal-certified meats, farm-fresh fruits and vegetables, directly from the local supplier.

How did Freshmenu start?

Freshmenu was started by Rashmi Daga in 2014 in Bangalore. The idea behind the Freshmenu is to deliver food from the new menu every day.

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