How this F&B brand fixed one page on their website & sales jumped 10×

Increase in AOV

10x

Increase in sales

+23%

Conversion Rate

Meet the brand

Founded in 2020 by Sumeet Surana and Vishakha Modi, The Theatre Project is an Indian F&B brand born out of a small movie theatre canteen. What started as a fun idea turned into a brand built on one belief — snacks should be as memorable as the movie. Their goal is simple: make movie nights and parties feel premium, fresh, and unmistakably fun. Every product is designed to bring theatre home complete with popcorn and unique chip flavors as your snacking partner.

Meet the brand

Challenge

“Earlier, our checkout was just too long, no rewards, no cashback, nothing to keep the customer excited.”
— Aniket, Brand Manager, The Theatre Project

Even with a loyal customer base and strong product–market fit, The Theatre Project was losing momentum at checkout.

Like many early D2C brands, they had built a great front-end experience. The website looked sharp, the storytelling was strong, and the products sold themselves. But once shoppers reached the checkout page, things slowed down.

Every extra click chipped away at intent. Customers had to go through multiple screens, type in coupon codes, and couldn’t use their reward points easily. The checkout just didn’t match the smooth, playful vibe of the brand.

For a snack brand built on impulse buys and repeat orders, that friction hurt. Carts were being dropped. Loyal buyers couldn’t redeem their cashback. And the brand had no way to nudge COD customers toward prepaid or track where shoppers were dropping off.

Here’s what stood in the way:

Long checkout flow: Too many fields and redirects slowed down conversions.
No prepaid nudges: The brand couldn’t drive prepaid adoption or cut RTO losses.
Limited analytics: No clear view of where users dropped off or which offers worked best.
Manual coupon and reward redemption: Manually typing and copying codes broke the purchase rhythm.

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Solution

The Theatre Project wanted their checkout to feel as smooth as their shopping experience. That’s when they teamed up with Shopflo, their first-ever checkout partner.

Right away, checkout stopped feeling like a chore. Customers could use their rewards in one click, finish payments faster, and the team could real-time analytics.

Here’s what changed:]

Upgraded Checkout UI: “The UI interface is very good of Shopflo,” says Aniket.
Advanced analytics: Shopflo Analytics made it easy to track conversions and see where shoppers dropped off.
Shopflo Rewards: Shoppers could now use reward points instantly at checkout without any manual intervention.

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Results realized

In just 3 months, The Theatre Project’s checkout felt as crisp as their chips.

Carts got bigger, checkouts got faster, and sales spoke for themselves.

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Metric	Shopflo Impact
Sales	10x
Average Order Value (AOV)	5x
Conversion rate	+23%

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Bottom line

Most D2C brands obsess over traffic and ads but forget the last bite — checkout.

The Theatre Project didn’t.

They cleaned it up, added rewards, and made it feel as smooth as opening a fresh pack of chips. That tiny change turned checkout from a drop-off zone into part of the snacking experience.

Now every order feels quick, satisfying, and just as fun as the crunch that follows.

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“For any new D2C founder, I’d say start with Shopflo early. It makes checkout faster, improves AOV, and saves you from losing intent right at the finish line."

Aniket, Brand Manager, The Theatre Project

Curious how this could work for you?

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