Transaction-level unit economics
Allocating outlet P&L expenses to individual transactions to assess sales channel profitability and inform budget decisions.
Read the case studyCommercial analytics
Pricing framework for four brands
Price positioning for four brands, cost control and higher average order value through pricing across the product range.
Project leadContext and challenge
Four restaurant brands were promoted in parallel within the same market. Each needed a distinct price positioning to avoid internal competition, while accounting for regional market differences. Pricing also had to meet cost KPIs and encourage larger orders in a way that supported delivery economics.
My contribution
I was responsible for the pricing strategy of four brands: regularly analysed competitors, defined price positioning, and developed and managed six price lists. Set prices with reference to the product range, cost KPIs and the effect of order size on average order value and margin.
Approach and solution
Competitor analysis and brand positioning
- Conducted regular market and competitor analysis to inform the pricing strategy. Considered the competitive environment and regional differences when determining each brand’s price positioning.
- Defined distinct price positioning for each of the four brands operating in the same market. The strategy supported their parallel promotion and was designed to reduce the risk of sales cannibalisation within the group.
Regional price lists and cost control
- Built a system of six price lists for four brands, reflecting regional markets and the competitive environment. The system covered more than 65 cities; I was responsible for the prices and their economic justification.
- Set cost KPIs and monitored compliance when setting prices. Analysed revenue, margins, costs and sales mix to assess the economic performance of pricing decisions.
Product range, average order value and delivery economics
- Set prices across the product range to encourage customers to buy more items. Special prices offered better value per item for larger purchases and supported growth in average order value.
- Accounted for how order size affected the coverage of associated costs, including delivery. A larger sales volume within one order helped cover these costs and improve the order margin while preserving the price benefit for the customer.
Outcome
Established a manageable pricing system for four brands, with distinct price positioning and control of cost KPIs. It supported the brands’ simultaneous promotion within one market while accounting for the risk of internal competition. Pricing across the product range contributed to higher average order value and improved order margins: customers received better value per item, while the business gained larger orders that better covered delivery costs.
Get in touch
I’d be happy to discuss working together
We can discuss ongoing collaboration, a project or a specific analytical task. Contact me by email or WhatsApp.
I live in Tbilisi, Georgia.
I am available for remote collaboration only and am not open to relocation.
I work under employment contracts governed by the Russian Labour Code, civil-law services contracts (GPH), employment contracts governed by the Georgian Labour Code, or as an individual entrepreneur registered in Georgia.