Confidential · Patri × Uber Eats · Master Pack v1
Patri × Uber Eats
The complete partnership pack — 12-month audit, six-brand stack, Acton legacy case, unit economics, algorithm playbook and 30-day activation, in one document.
Pack contents
- Executive summary — the one pagep. 3
- 12-month performance audit · where Patri sits todayp. 4
- The six-brand stack — two kitchens, twelve storefrontsp. 6
- Acton legacy reactivation — Tiffin · Biryani Planet · Biryani Junctionp. 8
- Commission & marketing economics — Acton vs live vs partnershipp. 10
- How the £35k marketing investment splitsp. 12
- How Patri rises in the algorithmp. 13
- The 30-day activation sprintp. 15
- 12-month combined targetp. 16
- Asks of Uber this week · closingp. 17
Section One
Executive summary — the one page.
Patri runs five Uber listings across two physical kitchens (Hammersmith and Northfields). The contract with Uber is signed. The work now is operational — deploying the £35,000 marketing investment across six brand identities · twelve storefronts, mirroring Patri's proven Deliveroo model. Three of those brand identities — Tiffin Planet, Biryani Planet, Biryani Junction — are Acton-era listings that are dormant on the Uber account, not closed. Re-activating them under Patri's partnership commission rate gives them economics they never had at Acton.
12-mo live GSV
£74,468
5 listings · 1,924 orders
Net to Patri
£34,762
46.7% effective take
Live commission %
21.0%
vs 36% on Acton legacy
Yr-1 target GSV
£224,000
6 brands · 12 storefronts
| Layer | Headline | £ figure |
|---|
| Today (live) | 5 listings · 2 sites · 21% commission · 31% self-funded marketing | £74k GSV · £35k net |
| The stack on activation | 6 brand identities at 4 tiers — hero · mid · specialty · discount | 12 storefronts |
| Acton legacy reactivation | 3 brands proven on Uber 2025 · move from 36% to 21% commission | £13k → £76k uplift |
| Year-1 combined target | Same kitchens · partnership marketing on top | £224,000 GSV · £53k Uber commission |
The platform is not the problem. The kitchens are not the problem. The lever is putting the right brand identity in front of the right search intent, and letting Uber's marketing commitment compound it.
Section Two
Where Patri sits today · 12-month performance audit.
Thirteen months of Uber Eats consolidated statements (Apr 25 – Apr 26) show five listings, two physical sites, and 1,924 orders generating £74,468 in gross sales.
| Listing | Site | Orders | Sales | AOV | Net % | Verdict |
|---|
| Patri Hammersmith | Hammersmith | 1,026 | £39,349 | £38.35 | 46.5% | Engine |
| Patri Northfields (New) | Northfields | 396 | £16,142 | £40.76 | 58.0% | Best margin |
| Patri Northfields (Original) | Northfields | 420 | £16,438 | £39.14 | 41.2% | Consolidate |
| Rice Bowl Hammersmith | Hammersmith | 49 | £1,617 | £33.00 | 5.5% | Pause |
| Rice Bowl Northfields | Northfields | 33 | £922 | £27.93 | 26.6% | Pause |
| TOTAL | 2 sites | 1,924 | £74,468 | £38.71 | 46.7% | — |
13-month trend — orders peaked in May 2025
| Month | Orders | Sales | Net | Net % |
|---|
| Apr 2025 | 33 | £1,385 | £779 | 56.3% |
| May 2025 ⬆ peak | 272 | £10,486 | £4,465 | 42.6% |
| Jun 2025 | 172 | £6,568 | £5,222 | 79.5% |
| Jul 2025 | 190 | £7,208 | £3,469 | 48.1% |
| Aug 2025 | 180 | £6,943 | £3,547 | 51.1% |
| Sep 2025 ⬇ trough | 74 | £2,716 | £312 | 11.5% |
| Oct 2025 | 132 | £5,471 | £3,299 | 60.3% |
| Nov 2025 | 179 | £5,988 | £2,705 | 45.2% |
| Dec 2025 | 143 | £6,177 | £3,956 | 64.1% |
| Jan 2026 | 130 | £4,887 | £1,702 | 34.8% |
| Feb 2026 | 129 | £5,261 | £1,536 | 29.2% |
| Mar 2026 | 174 | £6,984 | £2,291 | 32.8% |
| Apr 2026 | 116 | £4,392 | £1,478 | 33.6% |
Take-rate has halved. June 2025 returned 79.5p on the pound. April 2026 returned 33.6p. Same kitchens, same brand — the difference is offer load. Patri is voluntarily funding 31% of sales in customer discounts to stay visible.
Section Three
The six-brand stack — both kitchens.
The Deliveroo benchmark proved the model: one kitchen, four brands, four discovery streams. Patri's Uber rebuild adapts the model to two kitchens and six brand identities at four tiers.
| # | Brand | Tier | AOV | Positioning |
|---|
| 1 | Patri Artisan | Hero | £38 | Full Patri menu — biryanis, thalis, sharing platters. Dinner / weekend. |
| 2 | Patri Express | Mid | £23 | Quick lunch single-plate. Same kitchen, lower price band. |
| 3 | Rice Bowl Company | Specialty | £19 | Healthy bowl format · fitness lunch · "healthy" filter visibility. |
| 4 | Tiffin Planet | Discount | £18–20 | Tiffins per tiffinplanet.co.uk + home-cooked meals · office-worker lunch dabba. |
| 5 | Biryani Planet | Discount | £13–17 | Hyderabadi biryani on the bone + limited Indian dishes · Behrouz-style · Indian-customer focus. |
| 6 | Biryani Junction | Discount | £18–23 | Pakistani biryani + curries · wider Asian audience · wider menu. |
Where each storefront comes from — no new merchant onboarding
| Brand | Hammersmith | Northfields |
|---|
| Patri Artisan | Live | Live · close duplicate |
| Patri Express | Rename dormant listing | New listing |
| Rice Bowl Company | Activate · menu load | Activate · menu load |
| Tiffin Planet | Rename dormant listing | Migrate from Acton |
| Biryani Planet | Rename dormant listing | Migrate from Acton |
| Biryani Junction | Rename dormant listing | Migrate from Acton |
Eleven of the twelve storefronts come from listings Patri already owns. Only one (Patri Beer Cafe / Patri Express at Northfields, depending on naming) is a brand-new listing. Activation is operational, not contractual.
Section Four
The Acton legacy reactivation case.
From March to September 2025 the three Acton-era brands generated £13,120 in gross customer-paid sales on Uber Eats alone — at 36% commission (30% + VAT) and 7%+VAT marketing, with no Uber-side marketing investment. The brands went dormant because the kitchen wound down, not because demand failed.
COMMISSION (Tiffin / Biryani brands): 30% gross + 20% VAT = 36% deduction
MARKETING (Tiffin / Biryani brands): 7% gross + 20% VAT = 8.4% deduction
─────────
NET to bank = Gross × (1 − 0.36 − 0.084) = Gross × 55.6%
→ GROSS = NET × 1.799
Monthly gross — the trajectory
| Month | Net to bank | Gross sales | Est. orders @ £18 | Note |
|---|
| Mar 2025 | £4,315 | £7,761 | ~430 | Launch peak |
| Apr 2025 | £1,016 | £1,828 | ~100 | Post-launch normalisation |
| May 2025 | £768 | £1,381 | ~75 | Steady state forming |
| Jun 2025 | £590 | £1,062 | ~60 | Marketing pulled |
| Jul 2025 | £415 | £747 | ~40 | Decline continues |
| Aug 2025 | £109 | £195 | ~10 | Wind-down begins |
| Sep 2025 | £80 | £144 | ~8 | Last orders |
| Oct 25 → Apr 26 | £0 | £0 | 0 | Dormant — no kitchen |
| TOTAL · 7 active months | £7,295 | £13,120 | ~720 orders | — |
£13,120 in gross customer sales on Uber alone, in seven months, from a single declining kitchen with zero marketing. The brands found 720 paying customers in those months. That is the floor of what these brands can do.
Section Five
Commission & marketing economics — the unit-economics case.
The marketplace fee line on each Uber statement, divided by gross sales, gives the effective commission rate Patri has actually been charged on the live listings. The picture is consistently below the 36% Acton legacy rate.
| Listing | Sales 13mo | Marketplace fees | Commission % |
|---|
| ACTON LEGACY · 3 brands | £13,120 (7mo gross) | £4,723 | 36.00% (30% + VAT) |
| Patri Hammersmith | £39,349 | £8,166 | 20.75% |
| Patri Northfields (New) | £16,142 | £3,796 | 23.52% |
| Patri Northfields (Original) | £16,438 | £3,304 | 20.10% |
| Rice Bowl Hammersmith | £1,617 | £217 | 13.44% |
| Rice Bowl Northfields | £922 | £187 | 20.24% |
| BLENDED · 5 live listings | £74,468 | £15,669 | 21.04% |
Per £100 of gross sales — three economic worlds, side by side
| Cost line | Acton legacy | Patri live (13mo blended) | Reactivation under partnership |
|---|
| Gross customer sale | £100.00 | £100.00 | £100.00 |
| Commission · headline | 30.0% | 21.0% (as reported) | 23.8% (Feb deal blended) |
| + VAT on commission | +6.0pt = 36.0% | included in 21.0% | included in 23.8% |
| Marketing · self-funded | 7% + VAT = 8.4% | 31.3% (offers + ads) | 10.0% (5% + 5%) |
| Adjustments / chargebacks | ~0% | 1.1% | ~1.0% |
| NET TO PATRI | £55.60 | £46.70 | £65.20 |
| Uber-funded marketing added | — | — | +£17.5k/yr lump |
Reactivating the Acton legacy brands at Patri's partnership rate gives them ~10 percentage points of additional margin versus their Acton run, and gives the live Patri listings ~21 percentage points of marketing relief. Everyone wins on the new rate before the £35k marketing investment is even counted.
Section Six
How the £35k marketing investment splits across 12 storefronts.
£10k · Top-of-app billboard
£5k · Sponsored listings · always-on · weighted to discount tier
Patri Artisan (defensive)
5%
£20k · CRM campaigns
Campaign 1 · Mo 3
£10k — "Six brands, one Patri kitchen"
£10k
Campaign 2 · Mo 9
£10k — Lapsed-customer re-engagement
£10k
Section Seven
How Patri rises in the Uber algorithm.
The partnership's 98% acceptance and 98% online ratio requirements are not just compliance terms — they are the two most heavily weighted signals in Uber's discovery ranking. The other six compound on top.
RANK = w₁·Acceptance + w₂·OnlineRatio + w₃·PrepTimeAccuracy + w₄·CustomerRating
+ w₅·CompletionRate + w₆·SaveRate + w₇·MenuCompleteness + w₈·EatsPassOn
− w₉·CancellationRate
Acceptance Rate
~70% → 99%
Prep Time Accuracy
~55% → 95%
Order Completion
~88% → 98%
Menu Completeness
60% → 100%
Eats Pass Eligible
OFF → ON
| Signal | Owner | Date | Operational move |
|---|
| Acceptance & Online ratio 98%+ | Asim | Day 30 | Eliminate "kitchen too busy" cancels. Daily tablet check 11am + 6pm. |
| Prep accuracy ±2 min 95%+ | Kitchen + Puneet | Day 60 | Daypart prep times (18/22/28 min). Printed ticket timer. Weekly review. |
| Customer rating 4.8★ | Puneet | Day 60 | Reply to every review <24h. Fix top-3 repeat complaints by Day 45. |
| Menu completeness 100% | Asim | Day 45 | Pro photos (Uber-funded), dietary tags, modifiers, 10+ word descriptions. |
| Eats Pass ON · all 12 listings | Puneet | Day 21 | One-click opt-in inside Uber Eats Manager. |
Section Eight
The 30-day activation sprint.
Week 1
Days 1–7
Close noise · load missing menus · queue the migrations
- Close duplicate Patri Northfields (Original) listing.
- Pause Rice Bowl ads on both sites until menus are ready.
- Cap Patri Hammersmith offers at 18% of sales.
- Load full Rice Bowl Company menus on both sites.
- Submit to India: three Acton-listing address-change requests to 139 Northfield Avenue.
- Audit dormant Hammersmith listings — three available for rename to discount-tier brands.
Week 2
Days 8–14
Rename · load discount menus · stand up the new listing
- India completes the three Acton-to-Northfields address migrations.
- Patri renames three dormant Hammersmith listings to Tiffin Planet · Biryani Planet · Biryani Junction.
- Stand up Patri Express new listing at Northfields (or Hammersmith — depending on which dormant slot Patri Beer Cafe converts to).
- Load full menus on all six discount-tier listings (3 brands × 2 sites).
Week 3
Days 15–21
Pro shoot · sponsored listings live · Eats Pass
- Uber-funded pro photo shoot across all ten new / activating storefronts.
- Sponsored listings switch ON per the £5k allocation.
- All 12 listings opted into Eats Pass.
Week 4
Days 22–30
Billboard live · first CRM brief · scorecard published
- Top-of-app billboard goes live for Patri Artisan Hammersmith (6-week opening run).
- Brief India's CRM team on Campaign 1 — "Same kitchen, six brands".
- First weekly listing-level operational scorecard published.
Section Nine
The 12-month combined target.
| Brand | Tier | Site | Baseline GSV | 12m target GSV |
|---|
| Patri Artisan | Hero | HMS | £39,349 | £58,000 |
| Patri Artisan | Hero | NF | £16,142 | £30,000 |
| Patri Express | Mid | HMS | £0 | £20,000 |
| Patri Express | Mid | NF | £0 | £15,000 |
| Rice Bowl Company | Specialty | HMS | £1,617 | £18,000 |
| Rice Bowl Company | Specialty | NF | £922 | £12,000 |
| Tiffin Planet | Discount | HMS | £0 | £27,000 |
| Tiffin Planet | Discount | NF | £0 | £20,000 |
| Biryani Planet | Discount | HMS | £0 | £25,000 |
| Biryani Planet | Discount | NF | £0 | £20,000 |
| Biryani Junction | Discount | HMS | £0 | £24,000 |
| Biryani Junction | Discount | NF | £0 | £19,000 |
| Patri Northfields (Original) — closed | — | — | £16,438 | — |
| TOTAL · 6 brands · 12 storefronts | 4 tiers | 2 sites | £74,468 | £288,000 |
GSV lift
+287%
£74k → £288k
Uber commission earned
£68,500
23.8% blended of £288k
Discount-tier share
£135k
47% — six discount listings
Active listings
12
From 2 healthy today
Section Ten
What we need from India this week.
| # | Ask | When |
|---|
| 1 | Migrate three Acton-era listings (Tiffin Planet, Biryani Planet, Biryani Junction) — address change to 139 Northfield Avenue, reactivate | This week |
| 2 | Approve rename of three dormant Hammersmith listings to Tiffin Planet · Biryani Planet · Biryani Junction · plus one for Patri Express | This week |
| 3 | Confirm the £35k marketing investment splits across all 12 listings per allocation in Section Six | This week |
| 4 | Book the Uber Pro Photo team for ten storefronts — distinct creative per brand | Within 14 days |
| 5 | Lock billboard rotation — 6w Patri Artisan HMS, 4w Patri Artisan NF, then 3w Biryani Planet, 3w Tiffin Planet | By end Week 2 |
| 6 | Standing weekly listing-level scorecard from Day 7 — acceptance, online ratio, prep accuracy, rating, save rate | Every Monday |
No contract renegotiation. No new merchant agreements. Six operational confirmations from India and the stack is live within fourteen days.
Closing
The contract is settled. The kitchens are open. The brands either run already or sit dormant on the Uber account ready to be renamed or migrated. The marketing investment is committed. What remains is execution, in the right order, on the right week — six asks of India, four weeks of work, twelve storefronts live by Day 30, a Year-1 target of £288,000 of GSV against today's £74,468.
Marcus would say: nothing in this pack is new. Everything in it works. The discipline is the doing.