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The Binge Story: From Cloud Kitchen to Premium Catering, How Prateik Dadlani Built a D2C Brand with Quality and Innovation

Prateik Dadlani is an entrepreneur and the founder of The Binge Story, which is a food and catering company based in India. He pursued an MBA from NMIMS Mumbai in 2016 and worked in the FMCG sector before joining his family business which is in polymer and chemicals. However, his passion for the food industry never faded, and he decided to start his own venture. 

Prateik gained experience in the business front in different verticals and started The Binge Story as a cloud kitchen model in Delhi, offering fusion cuisine. He then expanded to events and catering and is currently launching a sub-brand, Qui By The Binge Story, that will offer more comfort food for the audience.

Prateik had always been a go-getter in his approach and wanted to start something of his own, which led him to pursue his passion in the food industry. His entrepreneurial journey and success in building The Binge Story serve as an inspiration to aspiring entrepreneurs who want to turn their passion into a successful business.

Identifying the Gap

During his research, he identified a gap in the market concerning quality and hygiene, especially after the COVID-19 pandemic. He explains that people became more cautious about the food they consume and where they purchase it from. The key differentiator for his business was sourcing high-quality ingredients at the right price point while offering unique and innovative dishes that stand out from the competition.

What Sets The Binge Story Apart?

As they expand their reach, they operate from a centralized kitchen in Delhi, utilize sustainable packaging made from pulp, and offer delivery services across Delhi NCR with their own delivery riders, in addition to partnering with popular delivery platforms like Zomato and Swiggy. They also specialize in premium catering and events, featuring live stations for Bao, Dimsums, Wok, Sliders, Pide Pizzas, and more.

“Our food doesn’t just reach our customers through a cloud kitchen, it can also be catered, delivered, gifted, or even served live at their convenience. As we continue to expand, we are excited to launch our new brand, Qui by The Binge Story, which will offer comfort food and cater to a different set of audiences. With Binge Story and Qui, our goal is to become a one-stop solution for all our customers’ food needs.”

Their menu is designed to cater to the desires and needs of their customers. The menu is meticulously crafted, taking into account extensive research and valuable customer feedback. Moreover, they prioritize direct deliveries as they aim to establish a direct and personalized relationship with their consumers, making their brand a D2C (Direct-to-Consumer) one. Although it was a time-consuming process, it has proven to be fruitful so far. 

Major Milestones

The Binge Story has achieved several notable milestones, including catering for the show “Chai pe Charcha.” The brand also impressed the team on Shark Tank India, reaching the penultimate round despite being just two months old at the time. Additionally, they successfully hosted a live station for nearly 600 people within one month of launching their catering vertical. The company has also provided exclusive food services for events and festivals, serving thousands of people so far.

Navigating Troubled Waters

Prateik encounters daily challenges that include vendor management, sourcing high-quality ingredients, setting up POS and delivery systems, managing logistics, and determining the appropriate price point. The most significant challenge is to satisfy the diverse demands of their clientele.

However, Prateik adds that “Interacting with numerous clients daily has taught us how to handle every aspect of curating their needs. Our objective is to streamline the process and make it effortless for our clients.”

The business also faces risks associated with logistics partners not arriving on time and transportation systems. To mitigate these issues, they have backup plans and alternative solutions in place. The challenges they encountered during the initial months helped them to identify these issues and develop appropriate solutions.

Lessons learned

One valuable lesson he has learned is to follow your heart and understand that success requires perseverance, patience, and honesty. Moreover, for aspiring entrepreneurs, he advises starting somewhere and putting your heart and soul into your endeavours. He firmly believes that with dedication and hard work, one can eventually achieve success.

Future Plans

The company has ambitious plans for the future, which include expanding its delivery services and catering offerings in Delhi NCR, as well as catering for destination weddings outside the region. They are also exploring opportunities where-in they will provide dine-in facilities and it promises the audience that ‘The Binge Story Diner’ is on its way. 


Snigdha Basu
Snigdha Basu
A multifaceted writer, Snigdha Basu is a freelancer and a columnist at Entrepreneurs Today. She also spearheads Chic Life Edition - her own Digital Magazine with sustainable fashion, beauty, and culture at its core. Reach out to Snigdha at [email protected] for inquiries.
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