Transparent Growth Measurement (NPS)

upGrowth Challenge: Growth Strategy for Food Tech Brand in Abu Dhabi

Fuelling Business Growth for a UAE Food Biz

The Business

Delicious – gourmet meal delivery service, based out of Abu Dhabi and founded by Mr. R. Narayanan.

The Focus

A gourmet food delivery service that offers delicious premade/heat-and-eat meals that is growing rapidly. Customers can choose from meal plans, meal subscriptions, meal bundles, and individual one-time meals. Delicious offers fusion and world cuisine and can cater to special dietary requirements as well.

Brand USP

Delicious has a simple promise: great-tasting healthy food, quality ingredients, competitive prices, and convenience. Their prices are the most economical in the market for their segment.

How? Because they follow a staggered delivery model: they don’t deliver every day or on a per-order basis. Delicious takes pre-orders and fulfills their orders on Tuesdays and Fridays, in batches, in sealed individual packages that are freezer and microwave-friendly.

Their competitors, on the other hand, deliver on a daily basis – eating into costs. Streamlining orders and delivery allows Delicious to source premium ingredients and work with experienced chefs, with economical pricing for the customer.

What’s Working

The food is fresh, tastes great, plated well, packaged well, and customers love their meals. Most customers who switched to Delicious from their old meal plan services cited the following reasons:

→ Their old meal plans were expensive and not as tasty.
→ Other meal plan services in the market that offer great taste and quality are too expensive.

With an extensive menu and affordable meals, it’s easy to see that Delicious has cracked both product and pricing. Delicious is also on top of their customer service game: the experienced team calls every new customer to understand their ordering and meal experience, and if a customer is not satisfied, the team accommodates customisations in their orders at no extra cost.

What Needs Fixing

Lowering lead gen and customer acquisition costs.

Brand Challenge Context

At present, the founder and his team are aware that most of their growth is fuelled by Facebook and Google Ads. Roughly 20% of their monthly revenue is spent on ads. A bulk of their new customers have been acquired through these channels – but on days when the ads don’t perform well, sales take a hit.

Problem to be solved

  • A sustainable way to reduce Delicious’ dependency on ads.
  • Finding and growing different acquisition channels.

Experiments Underway

  • The founder has started SEO activities, which will bring in results, but over a period of time.
  • He has also started to invest in email marketing, and is getting more revenue from existing customers.

So Delicious, while well-received by those who try it, is yet to gain any viral success or recognition which means there are just as many people who don’t know about the brand.

The upGrowth Challenge

The upGrowth Challenge: Fuelling Business Growth for a UAE Food Biz
Increase MOM revenue by 25%. (Their current revenue per month is 200,000 AED.)

  • As a Growth Marketing head for Delicious – what would you do?
  • What strategies and actions would you undertake to reduce ad spend?
  • What new channels and tactics would you employ to fuel business growth?

How to Participate

  • Just fill in your details on the form and click on ‘join the challenge’.
  • We’ll share the rest of the details via email.

Join the Challenge


If you have any questions or queries regarding the upGrowth Challenge, please feel free to write to us at and we will get back to you in 1 business day.


Who Can Participate?
  • Marketing Experts
  • Marketing Managers
  • Growth Marketers
  • Digital Marketers
  • Growth Strategists
Challenge Timeline
  • Last date to upload your entry: 30th September at 11:59 PM.
What You Stand to Win

The top 3 most innovative and effective entries will win prizes.

  • 1st: Rs. 5000
  • 2nd: Rs. 3000
  • 3rd: Rs. 1500
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