Online food delivery services have not just revolutionised meal ordering habits but also eating preferences of the consumers. The Yellow Straw of Kolkata is one such brand that is leveraging the trend. As per the company, there has been close to 2.4 times increase in its annual order volume on Zomato starting from 18,560 in 2019 and reaching 43,635 in 2025.
From a neighbourhood juice bar to a growing health food chain
Founded in 2014 by Vikram Khinwasara and Piyush Kankaria, The Yellow Straw began with a simple idea: making healthy food and beverages affordable, accessible and transparent. At a time when health-focused dining was still a niche segment, the founders introduced cold-pressed juicers placed in full view of customers, allowing them to see how their drinks were prepared and the ingredients that went into them.
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The company acknowledged that the brand faced initial problems, mostly concerning location and pricing issues. But it managed to overcome these problems slowly.
“We started The Yellow Straw with a vision to build trust through transparency and to provide customers with healthy food without compromise. With Zomato’s services, we have been able to sustain this trust and expand our customer base over the years,” said Vikram Khinwasara, Founder, The Yellow Straw.
Menu changes, digital visibility support growth
According to the company, one of the major shifts that happened in their experience is the use of whole wheat breads and wraps as compared to regular ones, due to the changing preferences of consumers towards more healthy products.
The company also mentioned that its presence on Zomato helped improve the visibility of its juices and meals through advertising solutions and Business Operations Support (BOS). It added that introducing high-demand health-focused menu items contributed to stronger customer engagement and improved menu performance.
“What sets The Yellow Straw apart is their deep focus on customer experience. We’re glad to complement that strength by helping them connect with more food lovers who appreciate what they do,” said Aditya Mangla, CEO, Zomato.
Online orders more than double
Figures provided by the company indicate that the number of orders in the year grew from more than 18,560 orders in 2019 to more than 43,635 in 2025, translating to almost 2.4 times growth. According to the company, they have kept innovating their offering based on consumer demands while utilizing platform insights to enhance their menu and presence.
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Zomato expands support for restaurant partners
On the other hand, Zomato revealed that they have launched different programs that are geared towards assisting restaurant partners to thrive on the platform. This has included self-service onboarding whereby restaurant partners get to join the platform within fifteen minutes and access to the Restaurant Services Hub whereby businesses can get verified vendors for licensing, staffing, and hygiene audits.
The company said that the new restaurant partners will also enjoy the zero commission offer in selected cities during the first thirty days of joining, and promotional credits for advertisement and Hyperpure services. In the third quarter of FY26, Zomato disclosed that it had an average of 336,000 monthly active food ordering and delivery restaurant partners on its platform.
