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From Kiosk to WhatsApp: How India’s Largest Momo Chain Built Direct Customer Relationships and Reduced Commission Costs
Gupshup Conversation Cloud enables Wow! Momo, an Indian fast food chain, to deliver a wow customer experience with end-to-end food ordering on WhatsApp.
From cravings to conversions—Wow! Momo turns chats into chomps
40%
55%
2.9 mn
Chat. Order. Repeat.
We recognize that switching between apps to place an order and track delivery leads to a sub-par experience and drop offs. To solve this problem and strengthen our messaging-first approach to ordering, Wow! Momo partnered with Gupshup to introduce WhatsApp commerce.
About the Brand
Wow! Momo is India’s largest chain of branded momos in terms of volume, turnover and innovations. They started with just one kiosk in Kolkata in the year 2008 and have since grown exponentially, currently operating 600+ outlets across the country. Not only have they set trends in the momo market, but their venture has also created a new segment in the fast-growing quick-service restaurant (QSR) industry. The brand attributes its success in achieving profitability targets to its ability to serve and satisfy repeat customers.
The Brand’s Challenge
Reducing Aggregator Dependency and Streamlining Customer Experience
Wow! Momo faced mounting pressure from high commission fees paid to food delivery aggregators, which significantly impacted profitability. The company had limited direct relationships with customers, making it difficult to build loyalty and drive repeat orders. Additionally, their app-first approach created friction for new customers who were reluctant to download another food ordering app. The competitive QSR market demanded a more intuitive, seamless ordering experience that could reduce operational costs while strengthening customer relationships and increasing direct sales channels.
The Solution
End-to-End WhatsApp Commerce Eliminates App Friction
Wow! Momo worked with Gupshup to launch comprehensive WhatsApp-based food ordering, eliminating the need for app downloads. The solution enables customers to discover menus, place orders, make payments, and track deliveries entirely within WhatsApp. The company implemented location-based marketing campaigns through platforms like Wynk Music and Times of India, directing users to WhatsApp with personalized coupon codes. Digital invoices are automatically sent to customers’ WhatsApp, building a first-party database. The platform includes gamification elements, personalized offers based on customer segmentation, and seamless support integration for a complete conversational commerce experience.
The Success
The Results: 55% Direct Orders and 2.9M WhatsApp Users Drive Revenue Growth
Wow! Momo’s WhatsApp commerce strategy delivered exceptional results, with 55% of all orders now placed directly through WhatsApp and physical outlets, significantly reducing aggregator dependency. The platform achieved an impressive 40% repeat order rate, demonstrating strong customer loyalty. The company built a substantial database of 2.9 million opted-in WhatsApp users, enabling direct marketing and personalized engagement. By eliminating app download friction and creating seamless ordering experiences, Wow! Momo successfully reduced commission costs while strengthening customer relationships and establishing a sustainable direct sales channel that drives consistent revenue growth.
Use Case Summary
Solution
Conversational Marketing,
Conversational Commerce
Channel
Industry
Food Ordering &
Delivery
