FreshMenu was one of the early pioneers in India’s cloud kitchen space—known for chef-made gourmet meals that brought global flavours home. Yet, as the industry matured, the challenge was no longer just about convenience or variety. It was about staying relevant to an evolving consumer—someone no longer content with “ghar ka khana” or routine takeout, but seeking to express who they are through what they eat.

We went beyond orders and menus. We immersed ourselves in the lives of young, urban Indians—tracking their food habits, social gatherings, and even the quiet moments scrolling through food shows. What we found was telling—food was no longer a functional choice; it had become an extension of identity, a way to signal effort, taste, and aspiration.

From the young executive grabbing a quick bite between meetings, to the woman bored of repetitive meals yet wary of the chaos of exploring new cuisines, to the food show enthusiast dreaming of ‘tasting the world’ from home—each story revealed a simple truth: people weren’t just hungry for food, they were hungry for experiences that reflected their evolving selves.

Our strategy reframed FreshMenu not just as a delivery brand, but as a partner in this journey of aspiration. A brand that served not just meals, but curated experiences—global, diverse, and delightfully easy. Food that allowed people to upgrade their lives, make a statement, and feel worldly—all with a single click.

The result? A sharper positioning that unlocked a new segment of self-expressive, globally curious consumers—those who now saw FreshMenu as a ticket to travel the world, one bite at a time.