Orders by Delivery Area

Area	Orders	Share
HSR Layout	15,657	69.6%
ITI Layout	3,946	17.5%
Harlur	1,309	5.8%
Bomannahalli	551	2.4%
Kudlu	518	2.3%
Koramangala/Ejipura	160	0.7%
Bellandur areas	232	1.0%
Others	132	0.6%

Orders by Time Slot

Time Slot	Orders	Share
Afternoon	5,924	25.9%
Morning	5,389	23.6%
Night	5,209	22.8%
Evening	4,712	20.6%
Late Night	1,589	7.0%
Grand Total (incl. cancelled)		22,823

→Afternoon is peak but Morning, Night, and Evening are nearly equal — operations need full-day coverage, not just afternoon focus.

Monthly Orders & Revenue Trend

Month	Orders	Revenue	Growth
Jan 2021	1,606	₹5.37L	—
Feb	1,663	₹5.60L	+3.5%
Mar	2,185	₹7.13L	+31.4%
Apr	2,477	₹8.64L	+21.2%
May	2,465	₹9.83L	+13.8%
Jun	2,628	₹9.31L	-5.3%
Jul	2,645	₹9.50L	+2.1%
Aug	2,904	₹11.44L	+20.4%
Sep	4,231	₹13.22L	+15.5%

Acquisition Source Analysis

→Dataset has 3,750 users mapped to 6 acquisition sources: Facebook, Google, Instagram, Snapchat, Organic, Offline Campaign.

→Offline Campaign drives significant acquisition alongside digital channels — multi-channel strategy in use.

→Facebook & Google are the primary paid digital channels based on user volume in source data.

→Organic acquisition present — indicating word-of-mouth and brand recall working alongside paid media.

→Recommendation: Compare revenue-per-user by channel — Offline Campaign users may have higher lifetime value than Snapchat/Instagram users despite lower digital engagement signals.

Key Business Findings

→HSR Layout = 69.6% of all orders (15,657 of 22,505). Extreme geographic concentration — Fresco is essentially a single-zone business at this point.

→September alone delivered 4,231 orders and ₹13.22L revenue — highest single month by a large margin. Sep = 18.8% of full-year order volume.

→Late Night = only 7% of orders (1,589) despite being a full time slot. Keeping full delivery capacity active for 7% demand is operationally inefficient.

→Jun revenue dipped -5.3% despite stable order count — likely driven by higher discounts (₹18,285 in Jun vs ₹6,986 in Apr). Discount-led orders not translating to revenue.

→Delivery charges declined sharply: Jan ₹57,605 → Sep ₹27,470. Platform reduced delivery fees over time — possibly a retention strategy, impacting unit economics.

→99.55% completion rate is exceptional. Only ~100 of 22,823 orders failed — strong ops execution despite rapid growth from 1,606 to 4,231 orders/month.

REC 01

Scale ITI Layout aggressively

ITI Layout has 3,946 orders — #2 zone but only 17.5% vs HSR's 69.6%. With targeted marketing and inventory depth, ITI has the highest headroom for growth without new zone risk.

REC 02

Pre-build Sep capacity in July

Sep is consistently the peak month at 4,231 orders — 45% above Aug. Delivery partner recruitment and dark store restocking should begin by mid-July to avoid Sep service degradation.

REC 03

Reduce Late Night idle cost

At 1,589 orders (7%), Late Night has 3.5x fewer orders than Afternoon. Consider a reduced-fleet Late Night model with surge pricing to protect margins during low-demand windows.

Fresco Business Analysis — Summary