Big Idea

How LimeTray cooked up a digital menu for restaurants with an appetite for tech

With a la carte offerings, this Gurugram-based start-up is a one-stop shop for the technology needs of restaurants

Our story starts with the realisation that restaurants making good food, six out of ten times, shut down in less than a year - Akhilesh Bali, co-founder, LimeTray

A burger cooked with the right amount of spice, with mayo packed perfectly on top of crunchy lettuce and sauces that don’t overpower the patty’s taste, should not be hidden from the world. Also, people should know of the dum biryani that has been prepared over hours to let the marinated meat soak in the juices. But sadly, many restaurants that know how to satiate the palate fall short on managing their operations. Forever offline, they remain unknown to the world and fail to scale up. This is where LimeTray comes into the picture.

“Our story starts with the realisation that restaurants making good food, six out of ten times, shut down in less than a year,” says Akhilesh Bali, co-founder of LimeTray. Founded in 2013, the restaurant management and marketing solutions provider helps restaurants in engaging with customers and selling more online.

The product start-up has undoubtedly set foot in a segment with great hunger.According to a National Restaurant Association of India (NRAI) report, the Indian food services industry’s market size is expected to reach Rs.5.99 trillion by 2022-23. “When it comes to the organised market, it is expected to grow at about 12% year-on-year till 2024. In the same time period, the point-of-sale market is expected to grow at about 20-25% as adoption of POS increases,” says Rohan Agarwal, director, RedSeer.

And, LimeTray sits in a sweet spot, at the intersection of the two. With a base of

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