From Concept to Cuisine:
Building a Cutting-Edge Cloud Kitchen Business

Project Rundown

Desi Dabba, caters to a Cloud Kitchen Service, aiming to revolutionize the food delivery industry by offering a seamless and intuitive platform that caters to diverse culinary needs through Three distinct verticals: Home Cooked Meal Tiffin, Health and Nutrition, and Cravings. The Home Cooked Meal Tiffin vertical focuses on providing users with the comfort and taste of homemade meals, ideal for daily consumption with customizable menus and flexible subscription plans. The Health and Nutrition vertical is dedicated to health-conscious individuals, offering balanced, diet-specific meals curated by nutritionists to promote well-being and fitness. Lastly, the Cravings vertical addresses those occasional indulgences by delivering a variety of delectable, gourmet treats and comfort foods. The application will feature user-friendly interfaces, personalized recommendations, real-time order tracking, and an efficient delivery system, ensuring an exceptional user experience that meets diverse dietary preferences and lifestyle needs.

The Dilemma

Over 43 million students are enrolled in higher education across 1,284 universities in India.
Many students live in hostels, often in isolated areas with limited food services.
Difficulty accessing affordable, nutritious home-cooked meals delivered to their doorstep.
Hostel mess food typically lacks variety, taste, and nutritional value.
Poor food quality compromises students' dietary needs.
Affects students' health, emotional well-being, and academic, as they crave home-cooked food.

Strategy

Affordable Pricing & Flexible Subscriptions
Fast Delivery at your doorstep
Fresh, healthy & nutritious food
Service available across all regions in India

Unique Selling Point

Affordable Meals
Availability in Underserved Areas
Customizable Meal Plans (e.g., vegan, high-protein, low-carb)

Market Potential

Target Market Size

The food delivery market in India is experiencing significant growth. As of 2023, the market size is valued at approximately INR 4400 billion and is projected to reach INR 15664 billion by 2032, with a Compound Annual Growth Rate (CAGR) of 17.2% from 2024 to 2032.

This growth is fueled by factors such as increased internet penetration, digital payment adoption, and shifting consumer preferences. The market is largely dominated by established players like Zomato and Swiggy, but there is room for new entrants, especially those offering differentiated services such as home-cooked meal deliveries.

Year

2032

2023

4400

15,664

5000

10,000

15,000

20,000

Market Size (INR Billion)

Projected Growth of Food Delivery Market in India

Market Competitor Evaluation

Milestone

Business Timeline

(Financial Year 1- Bootstrapped)

Research and Development

Quarter 1- Financial Year 1

Testing and Launching

Quarter 2- Financial Year 1

Setting up of Inventory and Kitchen

Quarter 3- Financial Year 1

Brand Image and Advertising

Quarter 4- Financial Year 1

Revenue Model

Anticipated Revenue Streams

Mood Board

Proposed Application

Design System

Typography

H1 text 24px Poppins Semi Bold

H2 text 18px Poppins Semi Bold

H3 text 14px Poppins Medium

Body Text 12Px Poppins Regular

Color Palette

#FFB508

#FF4B3A

#FE9E0D

#000000

#FFFFFF

Experience Flow

Viewports

Hamburger

Vertical 2: Health and Nutrition

Heuristic Evaluation

I conducted usability testing sessions with our primary users to validate whether the design would solve their problems. During the session, I observed how they interacted with the prototype. It was easier for the user to identify which forms they had to fill in order to place an order. After the usability testing session, a Heuristic Evaluation was done for the application

Evaluator's Name: John Doe

Device/ Browser: Iphone 15 Pro/ Figma

Application/ Version: Desi Dabba/ 1.1.2

Severity Rating:

0 = I don't agree that this is a usability problem at all
1 = Cosmetic problem only: fix if time is available

2 = Minor usability problem: fixing this should be given low priority
3 = Major usability problem: important to fix, given high priority
4 = Usability catastrophe: fix this before product can be released

HEURISTICS	VIOLATIONS	RECOMMENDATIONS	SEVERITY
1. Visibility of System Status (Always keep users informed about what is going on, through appropriate feedback within reasonable time.)	- The system provides real-time updates on employee status changes, such as new hires, promotions, or terminations. - The system shows the status of payroll processing, including progress bars, notifications for completion, or error messages if issues occur.	Notifications about daily attendance	2
2. Match between system and the real world (Follow real-world conventions, making information appear in a natural and logical order)	- The HRMS uses familiar terminology and concepts that align with HR practices - Mirrors real-world HR processes, such as recruitment workflows or performance review cycles, making it intuitive for users.	-	0
3. User control and freedom (Users should leave the unwanted state without having to go through an extended dialogue. undo and redo)	- The application only allows users to undo or redo actions, such as correcting a mistakenly entered payroll data or reversing an employee termination.	Would be better if the users could manual add their check in time and check out time	2
4. Consistency and standards (Users should not have to wonder whether different words, situations, or actions mean the same thing)	- The system maintains a consistent design across different modules, such as similar button styles, fonts, and colors. - All the terms are consistently used everywhere	-	0
5. Error prevention (Either eliminate error-prone conditions or check for them and present users with a confirmation option before they commit to the action)	- The system prevents errors by validating data entries in real-time, such as ensuring correct date formats or preventing duplicate employee IDs.	Main data such as employee details cant be changed once added	4
6. Recognition rather than recall (Minimize the user’s memory load by making objects, actions, and options visible)	- The system provides autocomplete suggestions and drop-down menus to help users select options without having to recall information.	Many times the drop down menus do not have the inputs the users want	3
7. Flexibility and efficiency of use (Accelerators. Allow users to tailor frequent actions)	- Users can customize their interface, such as configuring dashboards or setting preferences for notifications.	If there was a notification panel for the attendance, it would've been great	3
8. Aesthetic and minimalist design (Dialogues should not contain information which is irrelevant or rarely needed)	- The application shows only required information on the dashboard -The application is add free - As the application needs to present various images for different colors, the white background allows the design to be minimalistic	-	0
9. Help users recognize, diagnose, and recover from errors (Error messages should be expressed in plain language (no codes), precisely indicate the problem, and constructively suggest a solution)	- Internet error message is easily communicated - There is clarity of error messages, ensuring the explanation of what went wrong and how to fix it.	-	0
10. Help and Documentation (Even though it is better if the system can be used without documentation, it may be necessary to provide help and documentation)	- Comprehensive help documentation and user guides are available and easily accessible.	The system doesn't provide contextual help, such as tooltips or inline guidance, to assist users in completing tasks.	4

Key Result and Takeaways

Key Result

Takeaways

Market Analysis:

Growing demand for online food delivery.
Targeted urban professionals, families, and millennials.
Efficient workflows, central kitchens.

2. Operational Efficiency:

Data-driven demand forecasting.
Efficient workflows, central kitchens.

3. Financial Projections:

Projected break-even in 18 months.
Strategies for cost reduction and revenue growth.

Scalability and Flexibility: Adaptable model for different markets.
Customer-Centric: Focus on quality food and service, continuous feedback.
Technology Integration: Enhances user experience and operational efficiency.
Market Differentiation: Diverse verticals cater to various needs.
Sustainability and Growth: Emphasis on sustainable practices and long-term growth.

From Concept to Cuisine: Building a Cutting-Edge Cloud Kitchen Business