Growth Proposal · Patri Group × Deliveroo Editions

From 2024 Promise
to 2026 Restart

A growth partnership built on what worked in 2023, what we lost in 2024-25, and the path back to scale
Submitted by: Puneet Wadhwani · Patri Group
To: Deliveroo Editions Account Team
Date: May 2026
Builds on: Original Patri 2024 Proposal (March 2024)
Page 1 / 16
The Proof Point We've Forgotten

In 2023, the Patri Editions model worked — ACT grew 12.5% YoY and virtual brands grew 9.3%

Exhibit 1: 2023 GMV by brand type · The original proof that Editions works for Patri
Brand Type2022 GMV2023 GMVYoY (abs)YoY (%)
Patri Core — Northfields → ACT£319,285£359,329+£40,044+12.5%
Virtual Brands (Biryaniwalla, Ruby Murray, others)£128,646£140,654+£12,008+9.3%
Patri Core — Hammersmith → ISL (failed switchover)£210,334£114,001−£96,333−45.8%
Source: Patri 2024 Proposal · March 2024 · Slide 6
The forgotten truth: ACT's transition from physical to Editions was a positive-impact event. Sales grew 12.5%. The 2023 narrative was never "Editions doesn't work" — it was "the ISL transition was botched". We need to remember this when discussing 2024-26 performance.
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The Full Picture · Every Brand, Every Year

Four years of GMV by brand, plus P&L where data exists — the journey from 2023 peak to 2026 rebuild

Exhibit 2: ACT-site GMV by brand · 2023 → 2026 annualised
Brand 2023 GMV
(Patri proposal)		 2024 GMV
(annualised from Jul-Dec)		 2025 GMV
(full year actuals)		 2026 GMV YTD
(Jan-Apr actual, 4 months)		 2026 TARGET
(full-year with growth plan)		 Trajectory
Patri Artisan £359,329 £240,819 £203,291 £53,310 £325,000 BEATS 2023 ⬆
Rice Bowl Company — £56,707 £58,368 £7,102 £80,000 +37% vs 2025
Patri Express — £11,468 £9,681 £3,453 £75,000 +675% vs 2025
Patri Green (rebrand of Tandoori Chicken Co) — £2,294 £1,936 £29 £40,000 NEW · Healthy Grill ⬆
VEGN by Patri (folding into Patri Green) — £28,669 £24,201 £4,875 — ABSORBED →
Biryaniwalla (ISL — not active at ACT) — — — — — —
A Proper Ruby Murray £20,465 £4,460 £4,591 £384 — HIDE
Patri Kebab House — £2,294 £1,936 £15 — HIDE
Samosawalla — £1,593 £1,640 £88 — HIDE
Boundary NW Frontier — £956 £984 £40 — HIDE
11 other dormant brands — £1,145 £967 £9 — HIDE
TOTAL ACT GMV · £10k/week target £379,794 £350,405 £307,595 £69,305 £520,000 BEATS 2023 by +37%
Exhibit 3: Operational P&L · 2024–2026 (cost data available)
Line 2023 2024 (annualised) 2025 (full year) 2026 YTD (annualised) Notes
Estimated Gross (TOV × 1.25) £474,742 £438,006 £384,494 £250,267 Sticker price before marketer discount
Total Order Value (TOV) £379,794 £350,405 £307,595 £200,213 What customer pays
Net Payable (cash to bank) N/A £179,264 £159,298 £111,190 After Deliveroo charges
(–) Food Cost (actual) N/A (£70,081) (£61,519) (£40,043) 16.0% / 16.0% / 16.0% of Est Gross
(–) Salary (actual, rota-based) N/A (£78,000) (£102,727) (£49,868) 17.8% / 26.7% / 19.9% of Est Gross
(–) VAT @ 12.5% of Net Payable N/A (£22,408) (£19,912) (£13,899) HMRC flat-rate scheme
Operating P/L (post-VAT) N/A £+8,775 £-24,860 £+7,381 Margin: +2.0% / -6.5% / +2.9%
The new 2026 ambition: £10,000/week = £520k full year — beats 2023 by 37%. Anchored by 4 active brands: Patri Artisan rebuilds beyond 2023 peak to £325k, Rice Bowl grows to £80k, Patri Express scales the lunch/Express occasion to £75k, and Patri Green (the Tandoori Chicken Co rebrand into a healthy salad-grill concept) launches at £40k. Eleven dormant brands hidden. VEGN audience absorbed into Patri Green's healthy positioning.
Page 3 / 16
WHAT WE LOST

Between 2023 and 2026, the virtual brand momentum collapsed — and we know why

Exhibit 3: Virtual brand decay since 2023 peak
Biryaniwalla / Biryani House
£59,384 → ~£3,000
2023 peak → 2026 YTD annualised
Lost 95% of GMV. Brand essentially dormant.
A Proper Ruby Murray
£20,465 → £4,000
2023 peak → 2026 YTD annualised
Lost 80% of GMV. Still active but low priority.
All VBs combined
£140,344 → ~£30,000
2023 peak → 2026 YTD annualised
~£110k of annual GMV evaporated.

Root causes (honest diagnosis)

  1. Marketing support dried up. The £45k Deliveroo marketing commitment from 2024 was front-loaded to first half-year, then trailed off. Without consistent in-app banners, push notifications, and Tasty Thursday funding, customer acquisition stalled.
  2. VBs got de-prioritised internally. We over-focused on Patri Artisan menu development, neglecting Biryaniwalla and Ruby Murray brand maintenance, photography, and seasonal menu updates.
  3. 2025 labour cost spike forced operational cost cuts — including marketing spend and VB-specific menu R&D.
  4. No CAN launch happened. The 2024 proposal referenced a "CAN Launch Plan" with 2 banners/week + push notifications. This never materialised at the level promised.
Page 4 / 16
What the Original 2024 Proposal Promised

In March 2024 we agreed a clear commercial structure. Most of it was honoured. Some of it slipped

Honoured by Deliveroo
✓ Commission reduced (ISL 26%→24%, ACT 27%→24%)
✓ Khevana as Account Manager
✓ 7OFF7 funding 25% (March-May 2024 only — lapsed)
✓ ISL banner advertising (April-May 2024)
✓ Tasty Thursday funding (~partial)
✓ Licence fee partially reduced over time
Slipped or never executed
✗ £45k marketing commitment not fully deployed (now uplifted to £60k with 7OFF7)
✗ CAN Launch Plan (2 banners/wk + push) didn't materialise
✗ Quarterly Business Reviews (QBR) became inconsistent
✗ "Patri Moments" never established
✗ Wok burners / storage upgrades in ACT rejected
✗ Licence fee never fully waived for new sites
The pattern is clear: When Deliveroo executed the marketing levers (Q1 2024), we grew. When the levers were withdrawn (mid-2024 onwards), GMV stalled and VBs decayed. This is a partnership execution problem, not a market demand problem.
Page 5 / 16
Where We Are Today

2026 YTD: operationally restructured, profitable on actuals, ready to rebuild revenue

+2.9%
2026 YTD Operating Margin
Post-VAT, after the 2025 labour-cost restructure
19.9%
Salary % of Est Gross
Down from 26.7% in 2025. Discipline holding.
~£250k
Annualised Est Gross
Down 30% from 2023 peak — recovery room obvious
~£7,400
Annualised Operating P&L
Modest profit at current run-rate. Needs growth investment to scale.
The diagnosis is no longer "is this a viable business?" — it's "is there a partnership willing to invest in the rebuild?" The unit economics are validated. We need Deliveroo to bring back the support levers that worked in 2023.
Page 6 / 16
The Comparator Playbook

Dishoom Editions doesn't outperform us by 8x because of better food — it outperforms by 8x because of disciplined marketing and brand architecture

1
ONE brand only
Dishoom Editions Acton = 1 brand. Acton has run up to 15 virtual brands over the years. The algorithm punishes fragmentation — and customers can't form a clear preference across 8 menu pages.
2
4 iconic SKUs = 50% of revenue
Chicken Ruby, House Black Daal, Garlic Naan, Chicken Berry Britannia Biryani. The menu structure prioritises hero items, not breadth. Patri runs hundreds of items with no clear hero hierarchy.
3
Clean bundle ladder
£24.95 (solo) / £45 (for 2) / £85 (for 4). Three anchors. No overlapping prices. Patri's bundle ladder has 7 overlapping prices between £19.99 and £65 — confusing.
4
Premium AOV via narrative
Dishoom AOV £45 (industry estimate). Achieved through brand storytelling, not price gouging. The "Old Delhi" narrative justifies premium positioning.
5
Always-on in-app presence
Dishoom maintains permanent featured slots, in-app banners, push notification cadence. It's not promotional — it's editorial presence. This is the support lever we lost.
6
Customer ratings discipline
Dishoom holds 4.7+ across products. The algorithm rewards. Acton sits at 4.2 — below the 4.5 visibility threshold. Direct revenue cost.
Closing the gap is realistic: Acton was previously running at ~£10,000/week against Dishoom's £40k — a 25% ratio that was achievable with the right marketing levers. Today we sit at £4,800/week (12% of Dishoom). The gap to recover is 2× our own historical peak, not 8× a foreign benchmark. The Dishoom playbook gets us back to where we've already been.
Page 7 / 16
The New Patri Playbook

A focused operating model inspired by Dishoom, with two virtual brands rebuilt to 2023 momentum

PILLAR 1
4-Brand Portfolio
→ Reduce active brands from 15 to 4
→ Patri Artisan — lead brand · Delhi-meets-North-Indian narrative · £325k target
→ Rice Bowl Company — lunch bowl format · £80k target
→ Patri Express — quick-service Express Menu · £75k target
→ Patri Green NEW · healthy tandoor-grilled salad concept · £40k target (rebrand of Tandoori Chicken Co — same ingredients, repositioned)
→ Hide the other 11 dormant brands from marketplace
→ Total target: £520k = £10k/week · beats 2023 by 37%
PILLAR 2
Menu Discipline
→ Identify 4 hero curries per active brand
→ Patri: Murgh Makhani, Goan Monkfish, Punjabi Rajma Masala, Kerelan Chicken Stew
→ Biryaniwalla: World Most Tender Meat Biryani + 3 others
→ Cut total active SKUs from 200+ to 75
→ Bundles re-anchored: £24.95 / £44.95 / £79.95
PILLAR 3
Pricing Power
→ Lift hero curry pricing 10-15%
→ Murgh Makhani £16.89 → £19.99
→ Premium add-ons: Mango Lassi £6.50, Saffron Rice £5.50
→ Target AOV £28 → £35+
→ Customer rating discipline: target 4.5+ within 6 months
What changes from 2024: Brand discipline, not brand proliferation. Hero-item menu architecture, not breadth. Premium pricing supported by quality. This is the operational counterpart to the Deliveroo marketing partnership.
Page 8 / 16
Quick Wins Already Delivered · with Vishal

The playbook isn't aspirational — six material operating changes have already shipped to the customer-facing menu

Exhibit 4: Live evidence on the Deliveroo customer-facing page · captured May 2026
Source URL: deliveroo.co.uk/menu/london/ealing/patri-artisan-street-food-and-drinks
Live performance markers: 4.5★ Excellent rating · 500+ reviews · 32-minute delivery · 30% off active promotion · Tagged as "Highly rated" by Deliveroo's algorithm
1
Menu Streamlined
The exhaustive Patri menu is now organised into clear hero categories: Lunch & Express, Chef's Biryanis, Celebration Packages, Vegan Street Food, Signature Grill, Old Delhi Meat Curries, Mom's Vegan/Veg, Extras & Sauces. Hero items elevated, junk SKUs removed.
2
Bundle Ladder Activated
Six clean bundles with visible value (struck-through prices): Stationmaster Tiffin for 1 £19.95 (was £22.50), Two's Company for 2 £54.95 (was £57.50), Pantry for 4 £79.95 (was £82.95), Grill Master Banquet £64.95, Vegetastic Taster £27.95, Street Style Biryani £29.95.
3
Express Menu Launched
"Our New Lunch and Express Menu" now sits at the TOP of the page. Curry Rice Bowls £11.95-£12.95, Naan Rolls £10.50 (Lucknow Paneer Tikka, Old Delhi Malai Tikka), Gym Salad Bowls. Quick prep time — captures lunch occasion Deliveroo's algorithm rewards.
4
Image Consistency
All product imagery streamlined for a consistent visual identity. Three "Highlights" video assets now on the brand page: "Get to know us", "Chef's Specials", "What's new" — premium brand presentation matching Dishoom-tier Editions partners.
5
Packaging & Story-telling
Railway-inspired narrative consistent across menu: Nizamuddin Railway Meat Curry, Railway Mix Grill, Pantry Tiffin, Stationmaster. Dish descriptions emphasise provenance, recipes, master chef. The "Old Delhi" equivalent narrative — Patri's own story now visible to customer.
6
Complimentary Tasters
Free taster items added to orders to hook new customers on hero SKUs. Mini-pot chutneys (£1.50 add-ons), Fresh Mint & Coriander Chutney, Sticky Tamarind, signature Kachumber. Sampling strategy to drive repeat-rate without discount margin erosion.
Customer rating proof point: The streamlined operation already holds a 4.5★ rating with 500+ reviews on the live Editions page — above the 4.5 algorithmic visibility threshold. This is the operating credibility behind the ask.
Page 9 / 16
Q3 2026 Plan · What Ships Next

Three further investments in brand & product to anchor the premium positioning Deliveroo's algorithm rewards

Q3 INITIATIVE 1
Fully Sustainable Patri-Branded Packaging
Replace generic containers with custom Patri-branded sustainable packaging. Recyclable kraft, embossed Patri Railway logo, brand-storytelling sleeves. Every customer touchpoint reinforces brand premium positioning. Matches Dishoom's branded-packaging discipline.
Investment: ~£8-12k upfront · ESG alignment with Deliveroo's sustainability narrative
Q3 INITIATIVE 2
Insulated Patri-Branded Delivery Bags
Custom thermal insulated bags for the Deliveroo rider hand-off — food arrives at correct temperature, branded bag becomes mobile billboard across the Acton zone. Quality cue at the doorstep moment. Direct lift in customer-rating around "arrival temperature" and "presentation".
Investment: ~£3-5k · Drives the 4.5 → 4.7 rating uplift target
Q3 INITIATIVE 3 · NEW BRAND LAUNCH
Patri Green · Healthy Tandoor Salad Grill (Rebrand of Tandoori Chicken Co)
Reposition the dormant Tandoori Chicken Co brand into Patri Green — a healthy tandoor-grilled salad concept. Same kitchen, same tandoor ingredients, new positioning. Tandoor-grilled chicken/paneer/halloumi over premium salad bases. Farm-to-Table Railway narrative. Captures the growing health/Plus-member segment Dishoom doesn't serve. AOV £15-18 (premium positioning on healthy fresh). Absorbs the VEGN audience under a stronger banner.
Estimated GMV impact: +£800-1,200/wk in Year 1 · scaling to £40k full-year
THE OPERATING CADENCE BEHIND THIS
All three Q3 initiatives are operator-funded — no ask of Deliveroo for the operational investment. The marketing-lever ask (page 9) is the partnership coverage we need around these operating moves — in-app banners to surface the new Express Menu, push notifications for the Healthy Salad launch, In The Spotlight for the rebuilt brand identity, 7OFF7 to fund frequency for newly-acquired Plus members.
Page 10 / 16
The 2026 Growth Proposal

Zero rent. All the marketing levers. A specific operator commitment in return

What we ask Deliveroo for
1. ZERO RENT for 12 months Licence £14,400 + Ops Fee £7,656 waived in full
2. Commission cut to 20% From current 28.8% blended · £19,000/yr value
3. Marketing investment £60k Honour the 2024 commitment that wasn't fully deployed
4. £7 OFF £7+ campaign · always-on inclusion Both Patri Artisan + Biryaniwalla + Ruby Murray included · Deliveroo funds 25% (per 2024 commitment)
5. In-app banners — always on 2 banners/week minimum across both Patri Artisan + Biryaniwalla
6. Push notifications — 2/quarter Plus member targeted, around launches and seasonal moments
7. In The Spotlight — 1 month/quarter Rotation across 3 brands
8. Tasty Thursday — 4 weeks/month Full deployment (not 2 weeks)
9. CAN Launch Plan deployed For Patri Green launch: 2 banners/wk × 8 weeks + push
10. £5k Patri Green launch credit Brand reset support · 6-month focused investment
11. Quarterly Business Reviews With marketing plan published 4 weeks ahead
What Patri commits to deliver
A. Active brands reduced 15 → 4 By end of Q3 2026 · Within 90 days of agreement
B. Weekly GMV: £4.8k → £10k by Q4 2026 +108% growth · BEATS 2023 ACT peak run-rate
C. Annual GMV: £250k → £520k by Q2 2027 +108% growth · BEATS 2023 £380k level by +37%
D. AOV: £28 → £35+ within 9 months Through bundle anchoring and hero pricing
E. Plus Member share: 36% → 55% High-LTV segment growth
F. Customer rating: 4.2 → 4.5+ Within 6 months · Above visibility threshold
G. Patri Green launched at £40k run-rate Within 9 months · NEW healthy concept · expands TAM beyond curry
H. Salary discipline: ≤22% of Est Gross Quarterly reported · Hard cap maintained
I. Coverage hours: 11am-11pm × 7 days Including Sunday — full slot capture
J. Site #2 commitment If 8/10 metrics hit by Q1 2027, open second Editions site under same terms
Page 11 / 16
The Marketing Support Levers · In Detail

A return to the original 2024 marketing investment, with disciplined deployment and measurable outcomes

Exhibit 4: Marketing lever stack · 12-month commitment
LeverCadenceValue (£)Target Outcome
£7 OFF £7+ campaign inclusionAlways-on, 3 brands£15,000Order frequency uplift · Plus member acquisition · Honour 2024 commitment
In-app banners2/week, always-on£12,000Discoverability +50% (vs 2023 baseline)
Push notifications2/quarter£4,000Re-engagement of dormant Plus members
In The Spotlight1 month/quarter£8,000Rotation across 3 brands · 30% featured visibility
Tasty Thursday funding4 weeks/month£10,000Weekday GMV uplift +20%
CAN Launch Plan — Patri Green8-week campaign£6,000Healthy concept launch · target £40k GMV in Year 1
Patri Green launch creditOne-off, Q3 2026£5,000Ad credit for sponsored placement
TOTAL MARKETING INVESTMENT12 months£60,000Matches 2024 commitment + 7OFF7 inclusion
Why this works for Deliveroo: Marketing levers are zero-marginal-cost for Deliveroo's platform (banner space, notifications, in-app placement). The £60k figure is essentially an opportunity cost, not a cash outlay. The commission and ad spend upside far exceeds it.
Page 12 / 16
The Economics for Deliveroo

Year-1 cost: £81k of forgone rent + commission. Year-2 onwards: £130k+ of incremental revenue per year

Exhibit 5: Deliveroo P&L under growth proposal · Year-by-year
LineYear 1 (Concession)Year 2 (Recovery)Year 3 (Growth)3-Yr Total
Foregone licence + ops fee(£22,056)Resume £22,056£22,056£22,056 net
Foregone commission (28.8%→20%)(£19,000)(£21,200)(£24,500)(£64,700)
Marketing opportunity cost(£45,000)(£15,000)(£15,000)(£75,000)
Commission earned (at 20%)£82,000£104,000£124,000£310,000
Ad spend revenue£41,000£52,000£62,000£155,000
New Editions site #2 commission (Year 3)——£60,000£60,000
Net to Deliveroo£41,144£141,756£234,556£417,456
Assumptions: Growth profile based on 2023 GMV recovery + 25% organic uplift in Year 2 + Kitchen #2 launch end Year 2. Marketing reverts to standard support post-12-months.
The trade: Year 1 net positive for Deliveroo at £41k (with the £10k/wk target hit). Years 2-3 generate £376k of net revenue. The "investment year" pays back inside 12 months and compounds.
Page 13 / 16
The Working Relationship

A reset of Ways of Working — quarterly governance, weekly visibility, monthly review of marketing levers

WEEKLY
Trading Update
Patri Group reports: weekly GMV, AOV, repeat rate, customer rating. Deliveroo confirms: banner placement, notification delivery, ad credit consumption. Joint dashboard, single source of truth.
MONTHLY
Marketing Plan Review
Account Manager + Patri Group agree the next 30-day marketing calendar: which weeks get Tasty Thursday, banner creative briefs, push notification copy, In The Spotlight rotation. Published 4 weeks in advance.
QUARTERLY
Business Review (QBR)
Senior Deliveroo + Patri leadership review the 10 commitment metrics. Gate decision: continue, adjust, or escalate. Triggers rent reinstatement if 7+ metrics missed.
ANNUALLY
Strategic Renewal
Joint review of scale opportunity. Site #2 launch decision. Commercial terms refresh. Aligns with Deliveroo's annual Editions strategic planning cycle.
What's different from 2024: Cadence is hard-wired. Marketing plans published in advance, not improvised. QBRs have explicit go/no-go gates. The original proposal lost momentum because cadence slipped — this version makes it structural.
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The Scale Opportunity

If 2026-27 hits the metrics, Patri Group opens 5 Editions kitchens over 3 years — £600k+/yr of Deliveroo revenue at maturity

YEAR 1 (2026-27)
Rebuild ACT. Hit 8/10 metrics. Restore Biryaniwalla. Re-prove the model.
£170k Deliveroo revenue at £10k/wk (Acton only)
YEAR 2 (Q1 2027)
Open Kitchen #2. Camden or Hammersmith. 2 brands only. Same support package.
£340k Deliveroo revenue (2 sites at £10k/wk)
YEAR 3 (Q3 2027 - Q1 2028)
Open Kitchens #3, #4, #5. Phased rollout, 6-month gaps for learning capture.
£850k+ Deliveroo revenue (5 sites at £10k/wk)
YEAR 4-5
If contribution profile holds, expand to 10 sites. Patri becomes a top-25 Editions partner nationally.
£1.7m+ annual Deliveroo revenue at 10-site scale
The strategic positioning for Deliveroo: Editions needs operators who can scale beyond a single site. Patri Group has the brand IP (Patri Artisan + revivable VBs), the operational capacity, and now the unit economics to deliver. This is a portfolio bet on a proven operator — not a rescue of a struggling account.
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The Ask · In One Sentence

Restart the partnership that worked in 2023, with the same marketing levers, zero rent, and the explicit understanding that we're rebuilding toward 5-10 Editions sites

£81k
Total Year-1 commercial concession from Deliveroo (rent £22k + commission £19k + marketing £40k effective cost)
→
£417k
3-year cumulative net upside to Deliveroo at the £10k/wk target (commission + ads + new site)

The 2024 proposal proved the model. The 2025 labour mistake interrupted it. The 2026 restructure has us back on a profitable footing. What we need now is the marketing partnership we briefly had in early 2024 — properly executed this time.

The 2023 numbers are the proof point. ACT grew 12.5% YoY. Biryaniwalla doubled. Ruby Murray grew 79%. We know how to do this. We've shown we can do it. The question is whether Deliveroo wants to be the platform that helps a credible operator scale to 5-10 sites — or whether we look elsewhere.

Submitted with respect and commercial conviction
Puneet Wadhwani · Patri Group
May 2026
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