Acton Deliveroo Editions
Strategic Decision Pack
Three years. Three different cost stacks. One path forward.
The verified read on the Acton Editions operation, in one page.
The Acton Editions kitchen has now been trading for 22 months. The pilot for the multi-site Editions model isn't broken — it had one bad year (2025, driven by an internal labour cost spike), and it's already restructured to profitable run-rate in 2026 YTD. If Deliveroo holds current pricing, the most likely outcome is operator exit this month — May 2026. The window to restructure the partnership is now, not next quarter.
The 2023 data from the original Patri 2024 Proposal proves the model worked under active Deliveroo marketing support: Patri Core ACT grew 12.5% YoY to £359k, virtual brands like Biryaniwalla grew 155% and Ruby Murray grew 79%. When the marketing levers were withdrawn through 2024-25, that volume eroded. The restoration plan is to bring back those levers — with operator commitment to a focused 4-brand portfolio (15 brands → 4), AOV uplift via Dishoom-style bundle anchoring, and labour discipline locked at ≤22% of Est Gross.
The 2026 ambition: £10,000 per week at ACT — £520,000 full year. That beats the 2023 peak by +37% and proves the Editions model can scale. Four brands carry it: Patri Artisan (Delhi-meets-North-Indian) £325k · Rice Bowl Company £80k · Patri Express £75k · Patri Green (healthy tandoor salad grill, a rebrand of Tandoori Chicken Co using the same ingredient base) £40k.
From 2023 peak to 2026 rebuild — in four chapters.
Each year tells a distinct story. The shape of the curve is the negotiation argument.
Brand GMV by year, reconciled to source.
Cross-checked against the 2024 Proposal (2023), manual P&L (2024-26 totals), and Deliveroo PDF brand-mix splits (sub-brands).
| Brand | 2023 | 2024 (ann) | 2025 | 2026 YTD | 2026 Target | Trajectory |
|---|---|---|---|---|---|---|
| Patri Artisan · Delhi-meets-North-Indian | £359,329 | £240,819 | £203,291 | £53,310 | £325,000 | BEATS 2023 ⬆ |
| Rice Bowl Company | — | £56,707 | £58,368 | £7,102 | £80,000 | +37% ⬆ |
| Patri Express | — | £11,468 | £9,681 | £3,453 | £75,000 | +675% ⬆ |
| Patri Green · healthy tandoor grill (rebrand of Tandoori Chicken Co) | — | £2,294 | £1,936 | £29 | £40,000 | NEW ⬆ |
| VEGN by Patri (folding into Patri Green) | — | £28,669 | £24,201 | £4,875 | — | ABSORBED → |
| A Proper Ruby Murray (hiding for 2026) | £20,465 | £4,460 | £4,591 | £384 | — | HIDE |
| 10+ other brands (hidden) | — | £5,988 | £5,527 | £152 | — | HIDE |
| TOTAL ACT GMV | £379,794 | £350,405 | £307,595 | £69,305 | £520,000 | +37% vs 2023 peak |
£520k = £10,000/week × 52 weeks. The 4 hero brands carry the year — all others hidden or folded. Patri Green absorbs the VEGN customer audience using the existing tandoori ingredient base, giving Vishal a healthy-positioning lever the kitchen has never had.
Four documents · one pack.
Two for Deliveroo. Two for internal. Each has a specific audience and purpose.
Growth Proposal 2026
Blindspot Deck (McKinsey-style)
Puneet's Internal Deck
Scale Decision Report
What to ask for. What to commit to. In one card.
Take this into the room.
One-week sequence.
From founder's desk to Deliveroo meeting in five working days.
Read Puneet's Internal Deck
Start here. The 15-slide internal CFO pack walks you through every number so you fully own the story. ~20 minutes.
Pressure-test in the Excel
Open the master workbook. Spot-check any number that surprises you. Confirm the actuals reconcile to your own bank statements.
Read the Growth Proposal
This is the document you'll present. 16 slides. Memorise the proof points (2023 GMV, Quick Wins shipped, scale economics).
Send the pre-read
Email the Growth Proposal PDF to Deliveroo AM 48 hours before the meeting. Subject line: "Patri × Deliveroo · Editions partnership restart proposal".
Walk into the Room
You know the numbers. You know the ask. You know the asymmetry. Present the Growth Proposal. Hand over the Blindspot Deck. Take the deal.