THE OPERATING MODEL
AGGREGATOR LAYER (Fulfillment)
Talabat, Uber Eats, Zomato own order placement, delivery logistics, final-mile service. You focus on menu, food quality, ops.
AMERICANA APP LAYER (Relationship)
Loyalty program, gamification, portfolio discovery, customer data, repeat visit mechanics. Drives traffic to aggregators.
Economic Separation of Concerns
DUAL-APP ORCHESTRATION: HOW IT WORKS
Customer uses Americana app for discovery, progression, and motivation. Customer uses Talabat/Uber Eats for order placement and delivery. Both apps share data seamlessly.
A Day in the Life: Real Customer Journey
🚀 THE ORCHESTRATION ADVANTAGE
For the Customer
No context switching. Loyalty follows them everywhere. Orders on preferred platform. Gamification keeps engagement alive between orders.
For Americana
Unified loyalty ledger drives 91% portfolio gravity. High app engagement (23.8 touches/week) even though transactions happen on aggregators. Full visibility into why customers order.
Portfolio Gravity Mechanics (App-Driven)
12-Month Customer Lifetime Value by Model
📊 CLV MULTIPLIER MATH
Loyalty App (full gamification) = 3.35× aggregator-only CLV
From $156 to $523 per customer per year.
At 800K customers migrated: $293M annual value uplift
Margin Recovery: How Loyalty Absorbs Commission Inflation
🎯 THE MARGIN ARBITRAGE
Commission inflation is inevitable. Loyalty moves you from -18 bps margin to +25 bps by driving 2.5-3x order lift. Spend $3-4M on gamification, recover $40-60M in margin via repeat frequency. ROI = 12-20x in year one.
Gamification Impact on Retention & Repeat
Engagement Velocity & Switch Recovery
Switch Cascade Recovery by Trigger