Koshe Kosha, Kolkata’s legendary Bengali restaurant chain, watched its online P&L shrink as raw‑material costs soared and blanket platform discounts plus ad fees ate into every ticket. Top‑line sales were solid—bottom‑line profits were not. Margin erosion from one‑size‑fits‑all discounts and low‑yield ad spend. Little clarity on customer‑acquisition cost (CAC) or dish‑level profitability. Ingredient inflation outpacing menu‑price tweaks.

User‑Segment Discounts: Replaced blanket 20% deals with cohort‑based offers—smaller perks for loyalists, sharper hooks for first‑timers—aligned to lifetime‑value (LTV) projections. Capped subsidy “burn” by linking every promo to predicted payback periods. ROI‑Based Advertising: Cross‑matched dish‑level margins with keyword bids, funding only campaigns expected to beat a 3× ROAS hurdle. Geo‑ and meal‑time rotation of creatives lifted click‑to‑order efficiency. Dynamic Menu Engineering: Surfaced low‑margin SKUs for price resets or bundle inclusion. Introduced seasonal pricing windows to offset raw‑material spikes without shocking customers