Confidential · Patri × Uber Eats · Six-Brand Rebuild
Six brands, both kitchens — built from listings Patri already owns.
The complete Uber Eats marketing activation plan. No new merchant onboarding. The three legacy Acton brands migrate into Northfields and stand up at Hammersmith by renaming existing dormant listings.
One · The frame
Six brand identities. Two kitchens. Zero new contracts.
Patri is rebuilding its Uber Eats presence around six brand identities, each deployed at both Hammersmith and Northfields. The hero (Patri) and the specialty (Rice Bowl Company) are already live. The remaining four — Patri Beer Cafe, Tiffin Planet, Biryani Planet and Biryani Junction — are concepts Patri already owns. The three discount-tier brands ran out of the Acton kitchen when that location was operational; the listings are dormant on Uber's system, not closed. The activation plan migrates them.
Brand identities
6
Both sites · 4 tiers · 12 storefronts
New Uber contracts needed
0
All listings via rename or migrate
Legacy Acton brands
3
Tiffin · Biryani Planet · Biryani Junction
Uber marketing on table
£35,000
£5k ads · £10k billboard · £20k CRM
Two · The six brands
Each one a distinct search intent, each one at both kitchens.
Tier 1 · Hero
Patri
Dinner · weekend · sharing
Full menu — biryanis, thalis, sharing platters. AOV £38. The flagship that anchors the parent identity.
HammersmithLive
NorthfieldsLive
Tier 2 · Mid
Patri Beer Cafe
Evening · casual · drinks-led
Small plates, beer-pairing items, casual menu. Captures the evening drinks-and-bites occasion the hero brand doesn't.
HammersmithRename dormant
NorthfieldsNew listing
Tier 3 · Specialty
Rice Bowl Company
Lunch · healthy · solo
Bowl format, lean proteins, fitness-leaning. Surfaces in Uber's "healthy" filter where Patri does not.
HammersmithActivate menu
NorthfieldsLoad menu
Tier 4 · Discount · Acton legacy
Tiffin Planet
Lunch dabba · office
£8–10 weekday tiffin: 2 curries, rice, dal, raita, pickle, sweet. The office-lunch customer Patri's price band cannot reach.
HammersmithRename dormant
NorthfieldsMigrate from Acton
Tier 4 · Discount · Acton legacy
Biryani Planet
Biryani specialist · Hyderabadi
£10–12 biryani-only listing, Hyderabadi style. Pure search-intent play on "biryani near me".
HammersmithRename dormant
NorthfieldsMigrate from Acton
Tier 4 · Discount · Acton legacy
Biryani Junction
Biryani specialist · regional
£10–12 biryani specialist, Lucknowi/Awadhi recipes. Second slot in the same biryani search results.
HammersmithRename dormant
NorthfieldsMigrate from Acton
Six brand identities · twelve storefronts in the marketplace · one merchant agreement. Every storefront is either already running, can be activated by loading a menu, can be renamed from an existing dormant Patri listing on Uber, or can be migrated from the Acton-era account. Nothing requires a new contract.
Three · The operational migration
Where each storefront comes from.
Northfields · 139 Northfield Avenue · Kitchen 1 + Kitchen 2
| Brand | Source listing today | Action |
|---|
| Patri Northfields | Active (the "New" listing) | Keep running. Close the duplicate "Original" listing. |
| Patri Beer Cafe | None — create new | Stand up new listing at 139 Northfield Ave, evening menu |
| Rice Bowl Company | Existing (Kitchen 2) — no menu loaded | Load full menu, switch on photos |
| Tiffin Planet | Legacy Acton listing — dormant on Uber account | → Change registered address to 139 Northfield Ave · reactivate |
| Biryani Planet | Legacy Acton listing — dormant on Uber account | → Change registered address to 139 Northfield Ave · reactivate |
| Biryani Junction | Legacy Acton listing — dormant on Uber account | → Change registered address to 139 Northfield Ave · reactivate |
Hammersmith · 103 Hammersmith Grove
| Brand | Source listing today | Action |
|---|
| Patri Hammersmith | Active · 1,026 orders/yr | Keep running. Top Eats push. |
| Patri Beer Cafe | Existing dormant listing — currently labelled as a different unused concept | → Rename to Patri Beer Cafe · evening menu · reactivate |
| Rice Bowl Company | Existing dormant listing · 49 orders/yr · thin menu | Load full menu, refresh photos, switch on |
| Tiffin Planet | Existing dormant Hammersmith listing (unused concept) | → Rename · load Tiffin Planet menu · activate |
| Biryani Planet | Existing dormant Hammersmith listing (unused concept) | → Rename · load Biryani Planet menu · activate |
| Biryani Junction | Existing dormant Hammersmith listing (unused concept) | → Rename · load Biryani Junction menu · activate |
The operational lift is loading menus and changing names inside Uber Eats Manager — not negotiating new merchant agreements. Eleven of the twelve storefronts come from listings Patri already owns. Only one (Patri Beer Cafe Northfields) is a clean new listing.
Four · Why this works for Uber
Twelve commission streams. One merchant agreement.
- Twelve search-intent buckets covered from one footprint. Biryani search → Biryani Planet + Biryani Junction. Lunch dabba search → Tiffin Planet. Healthy bowl → Rice Bowl Company. Evening plates → Patri Beer Cafe. Full meal → Patri. One kitchen serves every Indian-food query in W6 and W13.
- The £10–12 band re-enters Uber. Patri's hero AOV is £38. Customers searching for cheaper Indian food currently leave to a competitor — they will now convert into a Patri-family kitchen, paying commission to Uber.
- Zero onboarding overhead. No new merchant agreements, no new bank verifications, no new account approvals. The listings already exist on Uber's system. Activation is operational, not contractual.
Five · How the £35k splits
The marketing investment, allocated by tier.
£10k · Top-of-app billboard
£5k · Sponsored listings — always-on, weighted to discount tier
£20k · CRM campaigns — cross-brand
Campaign 1 · Mo 3
£10k — "Six brands from one Patri kitchen"
£10k
Campaign 2 · Mo 9
£10k — Lapsed-customer re-engagement, all 12 storefronts
£10k
Six · 30-day activation sprint
Twelve listings live inside the month.
Week 1
Days 1–7
Close noise · load existing · request the migrations
- Close the duplicate Patri Northfields (Original) listing.
- Cap Patri Hammersmith offers at 18% of sales.
- Load full Rice Bowl Company menus on both sites.
- Submit to Uber AM the address-change requests for the three legacy Acton listings (Tiffin Planet, Biryani Planet, Biryani Junction) — destination 139 Northfield Avenue.
- Inventory dormant Hammersmith listings on the Patri Uber account — confirm three available for rename to Tiffin Planet / Biryani Planet / Biryani Junction.
Owner: Puneet + Uber AM · result: migrations queued, no new contracts pending.
Week 2
Days 8–14
Rename · load · stand up the new listing
- Uber AM completes the three Acton-to-Northfields address migrations.
- Patri renames the three dormant Hammersmith listings to Tiffin Planet, Biryani Planet, Biryani Junction.
- Stand up the one truly new listing: Patri Beer Cafe at Northfields.
- Rename the dormant Hammersmith listing destined for Patri Beer Cafe.
- Load full menus on all six discount-tier listings (3 brands × 2 sites).
Owner: Puneet + Asim · result: 12 listings live with menus.
Week 3
Days 15–21
Pro shoot · sponsored live · Eats Pass
- Uber-funded pro photo shoot across ten of the twelve storefronts.
- Sponsored listings switch on for the eight non-hero brands.
- Eats Pass enabled on all 12 listings.
Week 4
Days 22–30
Billboard · CRM Campaign 1 brief · scorecard live
- Top-of-app billboard goes live for Patri Hammersmith (6-week run).
- Brief Uber CRM Campaign 1 — cross-brand introduction.
- Weekly listing-level scorecard published every Monday.
Seven · The 12-month combined target
| Brand | Tier | Site | Baseline | 12m target |
|---|
| Patri | Hero | HMS | £39,349 | £58,000 |
| Patri | Hero | NF | £16,142 | £30,000 |
| Patri Beer Cafe | Mid | HMS | £0 | £15,000 |
| Patri Beer Cafe | 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 | £14,000 |
| Tiffin Planet | Discount | NF | £0 | £11,000 |
| Biryani Planet | Discount | HMS | £0 | £16,000 |
| Biryani Planet | Discount | NF | £0 | £13,000 |
| Biryani Junction | Discount | HMS | £0 | £12,000 |
| Biryani Junction | Discount | NF | £0 | £10,000 |
| Closed duplicate Patri NF | — | NF | £16,438 | — |
| TOTAL · six brands · two sites | 4 tiers | 12 listings | £74,468 | £224,000 |
GSV lift
+201%
£74k → £224k
Uber commission earned
£53,300
+£37,800 vs baseline
Discount-tier share
~34%
£76k from 6 storefronts
Active listings
12
From 2 healthy today
Eight · What we need from Uber this week
Six asks. Each one a single email or one Manager click.
| # | Ask | Owner | When |
|---|
| 1 | Migrate three Acton-era listings (Tiffin Planet, Biryani Planet, Biryani Junction) — change registered address to 139 Northfield Avenue, reactivate | Account Manager | This week |
| 2 | Approve rename of three dormant Hammersmith listings to Tiffin Planet, Biryani Planet, Biryani Junction — plus one to Patri Beer Cafe | Account Manager | This week |
| 3 | Book the Uber Pro Photo team for ten storefronts — distinct creative per brand | Pro Photo + AM | Within 14 days |
| 4 | Confirm the £35k marketing splits across all 12 listings (not concentrated on hero brands) | Marketing partnerships | This week |
| 5 | Lock the billboard rotation — 6w Patri HMS, 4w Patri NF, then 3w Biryani Planet, 3w Tiffin Planet | Account Manager | By end Week 2 |
| 6 | Standing weekly listing-level scorecard from Day 7 — acceptance, online ratio, prep accuracy, rating, save rate | Account Manager | Every Monday |
Closing
Six brands. Both kitchens. Eleven of the twelve storefronts come from listings Patri already owns — three migrating from the Acton era, four renaming dormant Hammersmith concepts, and the live brands continuing. One genuinely new listing (Patri Beer Cafe Northfields). The Uber marketing investment activates all of it inside thirty days.
Marcus would say: nothing is being built that was not already half-built. The discipline is the rename, the menu load, the photo shoot — done in the right order, on the right week.