Food-ecommerce growth partners for India's leading restaurant chains
We help restaurants run delivery like e-commerce—with structure, predictability and profitability—through our 10 Pillar FECOM Framework
India's Delivery Headroom Is Enormous
India moves ₹6,000 crore every month—approximately $9 billion per year—in food delivery. Yet this represents only a fraction of what's possible. China, with a similar population density, operates at roughly $60 billion annually, making it 6–7 times larger than India's current market.
The gap isn't about awareness. Indians are familiar with delivery apps. The real opportunity lies in frequency. People eat 90–120 times per month, yet the average Indian orders delivery only 3–4 times. Bridging this frequency gap could unlock exponential growth.
What Expands the Pie
Platforms
Denser logistics, wider coverage, seamless payments and improved UX reduce friction and make ordering more accessible across cities and neighborhoods.
Restaurants
Stronger value propositions—menus designed for delivery, quality at scale, variety and availability, perceived affordability, reliable and faster SLAs and trustworthy brand cues—drive repeat behavior.
Why this matters now: Frequency and repeat orders, not only new user acquisition, will drive the next 2–3× growth. Every extra order per customer unlocks billions in GMV and normalizes contribution margins through scale economies.
When Your Biggest Channel Becomes a Black Box
Delivery has emerged as the largest growth engine for many restaurant brands—and paradoxically, the least controllable. What was once a supplementary channel now drives the majority of revenue, yet operates behind opaque algorithms and unpredictable platform dynamics.
1
Unpredictable Demand
Daily swings remain opaque. Store visibility and ranking sit behind black-box marketplace algorithms. Minor UI changes, fee adjustments, or policy shifts ripple unpredictably through your outcomes.
2
Concentration & Platform Risk
Roughly 80% of delivery revenue sits with two aggregators. Single-party decisions can affect revenue, ratings and contribution margins overnight—especially for multi-city chains with complex operations.
3
Inorganic Dependency
Without a shared methodology, teams default to ads and discounts to "buy" demand. Weak attribution leads to cannibalized organic orders, higher customer acquisition costs and persistent margin compression.
4
Undefined Ownership & Cadence
There's rarely a formal Head of E-commerce (Delivery) role with clear KPIs, decision rights and meeting rhythms. Firefighting replaces systematic planning, and learnings don't compound across quarters.
5
Opportunity Cost
Leadership bandwidth shifts away from building sustainable strengths—menu optimization for delivery, packaging innovation, prep-time improvements, ratings hygiene, loyalty flows—toward constantly decoding platform mechanics.
Bottom line: Brands aren't in the driver's seat of their own delivery growth. What's missing is a neutral, data-anchored framework that restores control and creates predictable outcomes.
Fixing 0.1% of Restaurants Unlocks 20% of the Market
India's food delivery market spans approximately ₹72,000 crore annually across roughly 100,000 restaurants. Yet a striking concentration exists: the top ~100 brands—merely 0.1% of participants—account for ₹1,200 crore per month, representing 20% of the entire market.
This Pareto distribution creates a unique strategic opportunity. If this elite set installs a common framework—encompassing data hygiene, planning discipline, ROI guardrails and structured platform collaboration—it creates a validated template that the remaining 99,000 restaurants can adopt and adapt.
Three-Phase Strategy
Prove the Method
Deploy the FECOM Framework with 5–10 national and regional key accounts. Demonstrate predictable growth, margin discipline, and operational control.
Codify Best Practices
Transform learnings into standardized tools, playbooks, training modules and certification programs that can scale beyond bespoke consulting.
Scale to the Long Tail
Productize the system into lighter-weight, DIY implementations accessible to mid-market and emerging chains, democratizing delivery excellence.
Solve the 0.1% → unlock 20% of market value → export proven methods to the 99.9%. This approach transforms delivery from an art practiced by a few into a science accessible to many.
The Missing Layer: A Neutral Growth Partner
When Google Ads scaled globally, it didn't happen through platforms alone. Neutral agencies—Madison, iProspect, and others—became the connective tissue. They evangelized best practices, trained advertisers, built playbooks and tools, and created feedback loops that improved the ecosystem for everyone.
Food delivery in India needs the same connective tissue: a pro-ecosystem, non-partisan partner that sits between restaurants and marketplaces, creating value for both sides without favoring either.
What M2Oc Brings to the Ecosystem
Playbook
Clear role definitions, KPI frameworks, meeting cadences, and decision rights that eliminate ambiguity and create accountability.
Tooling
Planning models, BI dashboards, automated root-cause analysis, and governance systems that make data actionable and decisions faster.
Partnership
Structured reviews and Joint Business Plans (JBPs) with platform partners, reducing escalations and creating productive collaboration.
Voice
Aggregate problem statements from multiple brands; advocate for standards, APIs, and policies that benefit the entire ecosystem.
Digital Advertising Model:
Google <—> Agencies <—> Advertisers
Food Delivery Model:
Marketplaces <—> M2Oc <—> Restaurants
The FECOM Framework
10 Pillars That Restore Control
Turning chaos into consistency. The FECOM Framework is a comprehensive, data-anchored framework that makes delivery measurable, forecastable and governable. Each pillar builds on the previous, creating a reinforcing system that compounds learning and improves outcomes quarter over quarter.
The FECOM Framework: All 10 Pillars
A complete framework that transforms delivery from reactive firefighting to proactive, strategic growth management. These pillars work together to create predictability, protect margins and compound learnings across your organization.
1
Automated ingestion, cleansing and warehousing with a common KPI dictionary.
2
Weekly, fortnightly, monthly and quarterly review rhythms with clear owners.
3
External compass showing where you stand vs. comparable brands by cuisine, ACV, and region.
4
Forecasts that separate organic and inorganic contributions with seasonality and event overlays.
5
Always-on efficiency plus burst campaigns, governed by ROAS and CAC guardrails.
6
Elasticity-tuned base offers plus retention CRM, with margin protection and cannibalization checks.
7
Root-cause analysis that isolates drivers across ads, discounts, menu, ops, ratings and externalities.
8
Strategic zoom-out separating structural shifts from short-term noise across months and cities.
9
Rolling pipeline of needle-moving projects with named owners, timelines and ROI hypotheses.
10
Core doctrine that institutionalizes the model with role definitions, KPI trees, templates and training.
Promise: From guesswork to governance—so scale becomes sustainable, repeatable and transferable across brands and geographies.
Pillar 1: Data Infrastructure
The Foundation — Data can be a gold mine with compounding returns. Unless you do not know how to process it, then its a pain-point.
The Problem
- An overwhelming data deluge from disparate platforms, not a lack of it.
- Inconsistent formats and unreliable historical records.
- Conflicting metric definitions leading to massive confusion.
- Teams waste endless hours reconciling raw numbers, not extracting insights.
- Decisions default to anecdote and instinct because data isn't trusted.
Our Solution
- Automated ingestion from Swiggy, Zomato and other platforms with validation and schema control
- Cleansing and normalization: de-duplication, late-arriving data handling, consistent field mapping
- Historical warehouse with a common KPI dictionary covering OPDPS, ACV, CAC/ROAS, ad intensity, discount depth, contribution, repeat rates and cohort behavior
- Role-based BI layers delivering CXO overview, brand owner drill-downs, ops/store SLA views and finance contribution analysis
What changes: Decisions move from anecdote to evidence. Planning, experimentation and accountability become possible because everyone—brand, ops, finance, platforms—sees the same single source of truth.
Pillar 2: Stakeholder Governance Calendar
Operating Rhythm — Its the consistent Pre-Calendared Meetings, Agendas and Followups which turn Ideas into Execution and Execution into Category Leadership. Its a Marathon not a Sprint.
Ad-hoc reviews and month-end scrambles create whiplash. Priorities shift weekly. Owners are unclear. Escalations waste platform goodwill. Learnings evaporate because there's no consistent forum to capture, debate, and apply them. The FECOM governance calendar replaces chaos with rhythm.
1
Weekly Ops
Focus: Review last week's order performance against targets; identify and understand performance gaps.
Actions: Deep-dive into variances, assign corrective actions and review issue logs.
2
Fortnightly Marketing Optimisation
Focus: Ad and discount performance reviews vs. ROAS and unit economics
Actions: CRM and retention experiments, cannibalization checks, platform co-marketing alignment
3
Monthly Actuals
Focus: Target vs. actuals reconciliation and variance deep-dives
Actions: Corrective action assignment, new initiative approval, budget vs. forecast adjustments
4
Quarterly JBPs
Focus: Joint Business Planning sessions with Swiggy, Zomato, and other platforms
Actions: City/category growth plans, experiment roadmaps, policy asks, data fixes, co-authored targets
Clear Ownership Grid (aka RACI)
Every meeting has defined roles: brand lead, operations lead, finance controller, platform POCs. Pre-reads are standardized. Minutes are captured with action items, owners, and due dates. Nothing falls through the cracks.
What changes: Firefighting transforms into rhythm. Everyone knows what is expected, when it's reviewed, and how success is measured. Platform conversations become structured, constructive, and results-oriented.
Stakeholder Governance in Action: Naturals x Swiggy and Zomato
Everyone once in a while we ask our Client partners to present to Aggregators. Help them, Help you.
A Reverse-presentation (Rev-P) is a confidential, in-person session where brand leadership immerses channel partners in its core values and strategic vision. It shares ambitious future plans, cultivating deeper relationships for robust alignment and mutual growth.
These meticulously designed sessions transform partnerships by:
- Empowering every stakeholder to become a formidable brand advocate.
- Ensuring synchronized operation towards shared strategic objectives.
- Catalyzing mutual growth through deep dives into company direction.
Who was in the room
Swiggy senior leadership including Rohit Kapoor, Sidharth Bhakoo, Aakash Bhotika, Laksh Sharma, Bhautik Popat, with a drop-in from Sriharsha M; Zomato leadership including Rakesh Ranjan.
Swiggy senior leadership including Rohit Kapoor, Sidharth Bhakoo, Aakash Bhotika, Laksh Sharma, Bhautik Popat, with a drop-in from Sriharsha M; Zomato leadership including Rakesh Ranjan.
Process ribbon
Rev-P → JBP → Weekly Ops → Monthly Actuals → Quarterly Reset
Rev-P → JBP → Weekly Ops → Monthly Actuals → Quarterly Reset
Rev-P → JBP → Weekly Ops → Monthly Actuals → Quarterly Reset.
*Photo used with permission. Names and titles as of the event date.
Pillar 3: Peer Benchmarking System
Its all relative.
Without an external reference point, teams operate in a vacuum. Is 10% of GCV on ad spends high or low? Is 15% M2O competitive for your cuisine and format? Are you genuinely outperforming, or are peers simply spending less? The peer benchmarking system provides the answer.
What We Install
- Peer sets segmented by cuisine type, average cart value, region, and format (QSR, casual dining, cloud kitchen)
- Outlier exclusion to ensure comparisons remain meaningful and actionable
- Benchmark panels tracking OPDPS (orders per day per store), ACV, conversion rates, repeat percentages, ad intensity, discount depth, KPT, and rating performance
- Leaderboards and distance-to-target ladders showing how far you are from peer median and top quartile
- Alert systems that notify you when peer behavior shifts—allowing proactive response rather than reactive catch-up
What Changes
Ambition becomes anchored to market reality. Targets gain credibility because they're rooted in competitive context. Trade-offs become explicit: "To match the top quartile on repeat rate, we'd need to increase retention spend by X%, which would compress contribution by Y%."
Investment decisions are no longer shots in the dark. You know where you stand, where you can win, and what it will cost to get there.
Pillar 4: Sales Planning Automated!
Only if your Sales Target is Scientific - can your Execution be Scientific.
Most delivery "targets" are little more than last month's actuals plus gut feel. There's no common methodology to split organic from inorganic contributions. Holidays and events aren't modeled consistently. City and store realities—new openings, local competition, supply constraints—get ignored until they cause a miss.
City & Day-Level Forecasts
Explicit separation of organic baseline and inorganic contributions from ads, discounts and promotions. Know what you'd earn without spending and what each rupee of investment is truly buying.
Seasonality & Event Overlays
Model known patterns—festive spikes, weather impacts, sporting events, local holidays—so forecasts reflect reality rather than straight-line extrapolation.
Campaign Impact Analysis
Bake expected lift from planned initiatives—new menu launches, packaging changes, SLA improvements—into the forecast with confidence intervals.
RCA Dashboard Integration & Daily Tracking
Track actuals vs. plan every day. Route meaningful variances directly to the automated RCA system. Roll up to weekly and monthly governance with clear action owners.
What changes: Growth becomes scientific and predictable. Teams understand which lever funds which outcome, on what timeline, with what ROI. Targets are credible because they're built from data, not aspiration.
Pillar 5: Advertising (L1/L2)
Spending Smarter — Protecting Margins While Driving Growth
The Problem: Spend grows faster than outcomes. Incrementality is weak—you're paying for orders that would have happened organically. Bids and creatives aren't tested systematically. CAC climbs while new-user mix stagnates.
What We Install:
L1 always-on
Store/city/category-level efficiency management—bid optimization, placement selection, share-of-voice discipline.
L2 Cohort Acquisition
Targeted bursts focused on new-user acquisition with LTV-based bidding and reactivation campaigns.
ROAS and CAC Guardrails
Stop-loss triggers and bid/product test frameworks to prevent wasteful spending.
What changes: "Spend smarter" replaces "spend more." ROAS improves, CAC falls and new-user mix rises without overpaying for existing demand.
Pillar 6: Discounts (L1/L2)
Smart Subsidies — Converting Without Cannibalizing
The Problem: Deep discounts train customers to wait for deals, eroding margins and devaluing your brand. Without clear guardrails, discounts become a race to the bottom.
What We Install:
L1 Base Offers
Tuned to price elasticity—segmenting customers by their sensitivity to price and offering just enough discount to convert without giving away margin.
L2 Retention Nudges
CRM-driven offers based on RFM (Recency, Frequency, Monetary) cohorts—personalized incentives to drive repeat purchases, not first-time conversions.
Margin Simulator
With ROI gates. Know the true cost of each discount, and only deploy those that meet your contribution margin thresholds.
What changes: Conversion remains healthy while discount depth reduces. Repeat behavior is earned through relevance and experience, not blunt subsidy.
Pillar 7: Automated RCA Dashboard
Diagnostic Intelligence — From "What Happened?" to "What We'll Do Next"
When targets miss or unexpectedly spike, debates fixate on anecdotes. "Was it weather? A competitor's promo? Menu changes? Platform ranking shifts?" Root causes across advertising, discounts, menu, operations, ratings, and external factors are hard to isolate quickly—so teams argue rather than act.
What We Install
Auto-Variance Detection
Compares actuals vs. plan daily and flags meaningful deviations automatically—no more waiting until month-end to discover problems.
Multi-Dimensional Driver Tagging
Tags every variance end-to-end (platform, channel, funnel, geo, time) and attributes impact to the exact levers: CPC, delivery rate, CDPO, menu, ops (KPT/OOS/cancellations), ratings, weather, competition.
Alerting into Governance
Surfaces issues directly into weekly and fortnightly governance agendas with pre-analyzed context, action logging and follow-through tracking.
Alert Routing
Near-real-time insights surface in the Automated RCA and auto-route to the right POCs and governance agendas (weekly/fortnightly/monthly), stamped with owner, due-by, and severity—so action happens fast and nothing slips.
What changes: Conversations shift from "what happened?" to "what we'll do next"—with specific owners, action items and deadlines. Diagnosis becomes systematic, not anecdotal. Problems get solved faster because root causes are identified in hours, not days.
Pillar 8: Actuals Dashboard
Strategic Intelligence — Separating Signal from Noise
Leaders need a clean zoom-out to distinguish structural shifts from short-term volatility. Is declining conversion a temporary blip or a category-wide trend? Are rising costs in Bangalore signaling broader margin pressure? Month-to-month firefighting obscures these patterns.
What We Install
- MoM and YoY trend views that highlight directional changes across key metrics
- Store, city, and brand roll-ups enabling multi-level analysis from executive summary to granular detail
- Cohort and retention curves showing customer lifetime value evolution and repeat behavior patterns
- Structural vs. short-term variance separation using statistical methods to filter noise from signal
- Executive summary views designed for board meetings and CXO reviews—concise, visual, actionable
What changes: Investment timing becomes informed. Should you expand capacity in Hyderabad now or wait a quarter? Experimentation focus sharpens: which city-format combinations merit aggressive growth vs. optimization?
Strategic conversations move from reactive ("why did last month miss?") to proactive ("where should we double down in Q3?"). Leaders spend less time in spreadsheets and more time on decisions that compound value.
Pillar 9: Projects/Initiatives
From Insight to Impact - Project Identification and Management
Insights without execution are powerless. Improvements fade after initial bursts because nobody owns the change long-term. Pillar 9 transforms the FECOM Framework from an analysis tool into an execution engine.
What We Install:
- Rolling project pipeline derived from findings in Pillars 1–8, prioritized by expected ROI and strategic fit
- Named owners, timelines and milestones with clear ROI hypotheses and success metrics
- PMO dashboard tracking progress from backlog → doing → done
- Built-in retrospectives every quarter: keep/kill/scale decisions and playbook updates
Examples: Menu redesign for delivery behavior, packaging and prep-time optimization, SLA micro-projects, CRM lifecycle nudges, ratings hygiene sprints.
What changes: "Insight → impact" becomes habitual and trackable. Improvements compound rather than evaporate.
Pillar 10: FECOM Playbook
Core Philosophy That Scales
The FECOM Playbook isn't just a document; it's the institutional memory and operating doctrine of your high-performance growth engine. It codifies best practices, prevents tribal knowledge loss, and ensures that every team member, from new hires to seasoned leaders, operates with a shared understanding of what drives growth.
What We Install
1
Role Definitions
Precise role definitions and accountabilities, including the critical Head of E-commerce position and its interface with Marketing, Operations, Product and Finance.
2
KPI Tree & Cadences
A comprehensive KPI tree, linking high-level business goals to daily operational metrics, paired with clear review cadences (daily, weekly, monthly, quarterly) and escalation paths.
3
Templates & Checklists
Standardized templates for campaign briefs, experiment designs, post-mortems and decision-making frameworks, plus checklists for critical processes like new market launches or platform integrations.
4
Training & Certification
Structured training and certification programs for all key roles, ensuring consistent skill levels and rapid onboarding for new team members.
5
Quarterly Updates
A mechanism for quarterly playbook updates, incorporating "keep/kill/scale" decisions from Pillar 9 retrospectives, ensuring the playbook evolves with the business.
What changes: Growth becomes transferable and scalable. What works in one city can be systematically replicated in another. Institutional knowledge isn't lost when key people move on. Strategic decisions are grounded in a clear, shared operational framework, leading to faster execution and more predictable results.
Case Studies
FECOM Framework in Action
These real-world examples demonstrate the power of structured, data-driven delivery operations and show measurable results from implementing the 10-pillar system.
Case Study: Naturals Ice Cream - Kitchen Preparation Time: From 6 min → 2 min
Naturals Ice Cream partnered with M2Oc to prove that brand-led decisions—executed with operational rigor—can drive measurable improvements in customer experience and business outcomes. This initiative demonstrates the power of the FECOM Framework in action.
KPT (Speed)
What Naturals Did: Ran Mumbai pilots with a simple MFR (Made Fresh to Order) protocol. Made KPT a core store performance parameter tracked weekly.
M2Oc Enablement: Built training kits and zone huddle frameworks. Deployed weekly P50/P75 tracker. Provided outlier coaching to stores lagging behind.
Outcomes:
13-15
Reduced Delivery Time
Minutes saved on average across the network
95%
Stores at Target
Achieved within ~90 days with no capital investment
~40%
Fewer Delay Complaints
Leading to improved ratings
"Speed became a competitive advantage—and customers noticed."
Case Study — Naturals: Cracking the Own-Channel CxVP
Own-channel is hard to win and only worth it when the switch feels clearly better.
High switching resistance off Swiggy/Zomato
Customers default to marketplaces for habit, saved payments and trust. If value is not obvious before checkout, intent collapses at the fee step.
Strong brand incentive, high customer inertia
Direct improves unit contribution and unlocks first-party data for higher LTV while de-risking dependence on Swiggy/Zomato. But customers will not move unless the reward clearly outweighs habit and friction.
Own-channel only makes sense after you crack the CxVP
We built and tested multiple customer value propositions for Naturals and arrived at one that made sense for both the brand and the customer, then rolled it out across India.
Outcome
M2Oc worked with Naturals to define a strong, viable CxVP that made direct adoption rational to try and repeat.
Case Study: Subway — Organic Discounting (Advisory)
Boosting Value & Margin with "Always-On" Combos
Market Context
Subway plays in a value-conscious segment. Most delivery customers aim to spend ₹250–₹320 per meal.
Problem
Deep discounting hurts margin and is not sustainable. Subway needed a smarter way to grow delivery revenue profitably.
M2Oc Recommendation: Organic Discounts
Show value without burn by bundling a core item with a high-margin add-on and pricing the combo so the blended gross margin meets the brand target. Customers see a saving. Margins stay protected.
Solution Framework
- Margin mapping: SKU-level GM across Zomato/Swiggy to identify high-margin add-ons and hero items.
- Smart combos: Guardrailed pairings (margin floors, max discount) to create perceived-discount meals.
- Always-on bundles (vs promo codes): Lift AOV while protecting GM%.
- Communication on delivery apps: Dedicated Combos category, slash-pricing, “Save ₹X / Y%” tags, PDP prompts, cart upsells.
Concept in One Line
Core sandwich + high-margin add-on → combo priced to target GM% → visible “Save ₹X / Y%”.
Illustrative math (example, not Subway data)
Target GM% = 70%. Sandwich ₹220 (cost ₹77), drink ₹80 (cost ₹8) → total cost ₹85.
Set combo price P = 85 / (1−0.70) ≈ ₹283. Separate prices ₹300 → Save ₹17 while holding 70% GM.
Set combo price P = 85 / (1−0.70) ≈ ₹283. Separate prices ₹300 → Save ₹17 while holding 70% GM.
Evidence
Always-on category visible on delivery apps: “Coke Combos (save 31%)” with Veg and Non-Veg sections.
What Top Brands Say About M2Oc
McDonald's
“Munaf is great guy to work with honest , transparent and full of ideas. With his execution and first hand experience in both structured and unstructured environments he has thrived as he keeps it simple. Great guy to work with if you are thinking for the next big idea or trying to go digital in your business!”
Saurabh Kalra, MD — McDonald’s India
Speciality Restaurants
“Munaf along with his team has helped us to organise our delivery data, created dash board which helps us to monitor progress. We appreciate team's scientific approach to dissect all the challenges, helping us to take informative decisions.”
Nripendra Chauhan, COO — Speciality Restaurants
Subway India
“Munaf combines the experience of being a restauranteur, performance marketing, and knowing the food aggregator ecosystem intimately. I met him while he managed our brand from the aggregator he was working with and immediately took to his analytical approach to building a business and brand in that space. He’s been a teacher and advisor for us and the best part of working with him is that we are able to apply a lot of his structured thinking over a long period of time. Because the fundamentals he has helped with don’t change. I wish Munaf well with The Bohri Kitchen and the business he’s building to help other food brands. And I know that I’ll be reaching out to him again for advice, sooner than later.”
Mayur Hola, CMO — Subway India
Naturals Ice Cream
“I have the pleasure of working with Munaf and his team on buidling "food ecommerce system!" for my brand and I must say his expertise and dedication are instrumental to our success. Munaf an entrepreneur first himself has a business first approach and brings in strategic insights which significantly impacts our decision-making process. I highly recommend Munaf and his team for anyone seeking a robust food ecommerce business growth.”
Siddhant Kamath, Director — Naturals Ice Cream
Tata Digital
“Munaf is the quintessential foodie and all the good things that come with people who love food! While at Tata Digital when me and my team were looking to enter online food delivery space, we tapped into the vast experience of Munaf and his team at M2O consulting to show us the way. During the limited time I got to work with Munaf, he was insightful, collaborative and a total blast to work with. We ended up learning a whole lot from him about the landscape and managed to build relationships with key stakeholders of the ecosystem through his help & networks. I personally enjoyed working with Munaf a lot. If you are someone who wishes to know about how restaurant industry works in India, eat some great food, or just wants to have a good time sailing around waters in Mumbai, Munaf is your #1 go to man without doubt. All power to him and his team.”
Gaurav Porwal, SVP — Tata Digital
Powering India's Food Delivery Giants
Transforming delivery operations and driving unparalleled growth for market-leading food brands.
Our expertise has consistently delivered measurable results for a diverse portfolio of clients, from established chains to emerging digital disruptors in the food tech space.
Purpose, Roadmap & Vision
Purpose
Be the neutral, industry-building force that helps India's delivery economy reach $20–30 billion in annual GMV—rivaling and ultimately surpassing global peers—by making delivery predictable, profitable and professionally managed for brands of all sizes.
Three-Year Roadmap
Year 1: Prove the Model
Install the FECOM Framework with 5–10 flagship accounts spanning national chains and strong regional players. Demonstrate predictable growth, margin discipline and restored strategic control. Build case studies and refine the playbook based on real-world deployment.
Year 2: Ecosystem Collaboration
Deepen partnerships with Swiggy, Zomato and ONDC. Aggregate common problem statements from multiple brands. Advocate for standardized APIs, data formats and policies that benefit the entire ecosystem. Expand adoption to 20–30 brands and establish M2Oc as the neutral voice of the restaurant community.
Year 3: Scale and Export
Productize the FECOM Framework into a lighter-weight, DIY platform accessible to 1,000+ restaurants. License the methodology to international markets facing similar delivery challenges. Establish certification programs and a partner network to scale beyond direct consulting capacity.
From consultancy to ecosystem catalyst — building predictable, profitable delivery infrastructure that's proudly Indian and globally competitive.
About the Team
Munaf Kapadia, Founder
Munaf Kapadia literally breathes and eats ecommerce. His prior work & entrepreneurial experience includes Google, The award winning Bohri Kitchen, McDonalds and Zomato. He is a Forbes 30u30 and also an author of 'How I Quit Google to Sell Samosas' published by HarperCollins.
Sumedh Kamble, Principal Consultant
Sumedh Kamble, Principal Consultant, is a growth marketer with 4+ years in performance and e-commerce, with work across Pluckk, Van Heusen, DBS Bank, and Schindler India. At M2O, he led Naturals Ice Cream and Speciality Restaurants, owning end-to-end stakeholder alignment across brand and ops with partners like Swiggy and Zomato, and he runs our day-to-day ops (resourcing, workflows, quality). His focus: simple plans, crisp measurement, and steady execution that turns e-commerce best practices into delivery results.
Parth Patel, Account Manager
Parth Patel, Account Manager, brings 4+ years of experience across analytics, project delivery and client servicing. Prior to M2O Consulting, he worked with brands like Diageo and HUL, managing global digital asset operations and delivering insight-rich Power BI dashboards. At M2Oc, he supports Naturals Ice Cream by integrating data-led thinking with strong cross-functional execution across aggregators and stakeholders. With a sharp eye for reporting and performance tracking, Parth ensures strategy translates into measurable results.
Let's Build India's Delivery Future Together
Ready to Restore Control?
The opportunity is massive. The tools exist. The ecosystem is ready. What's missing is structured execution and a neutral partner who puts brand success ahead of platform politics. That's where M2Oc comes in.
Next Steps
Book a 30-Minute Diagnostic
We'll review your current delivery operations, identify quick wins, and map the potential ROI of implementing the FECOM Framework for your brand.
See a Sample RCA Dashboard
Experience how automated root-cause analysis transforms reactive firefighting into proactive, data-driven decision-making.
Review a Custom Proposal
Based on your brand size, city footprint, and strategic priorities, we'll outline a phased implementation plan with clear milestones and ROI targets.
Contact M2O Consulting
Phone: +91-9172806064
From chaos to control. From guesswork to governance. From spending to scaling.Let's make delivery your competitive advantage.