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operations 2014-06-13


Food majors in the city are enticing great deals during the FIFA world cup.

By Deputy Features Editor

You are no more away from Brazil as restaurants in the city are organising live telecast of the football matches along with bumper deals on food and beverages.

Seal the deal

Local and international food giants in the city are bombarding great deals and discounts on food and beverage items along with the screening of live football matches from FIFA world cup 2014. Restaurants like Johny Rockets which entered India last year in partnership with Prime Gourmet is offering The combo Brazil meal which comprises of coco caramel shake, rocket wings or veggie fingers, chimichurri burger (chicken, tenderloin or grilled paneer) and American fries come at Rs 599. Baci Restaurant, Fat Lulu, SOY and Mc Donald’s are some other brands leveraging the FIFA fever.

Virender Singh Vohra, Restaurant Manager, Baci Restaurant, said, “We are giving five imported beer at just Rs 1,200 by purchasing five Indian beers at Rs 600 only. Apart from that we are screening live telecast of all the football matches.”

Commenting on the reasons for promoting such deals, Bakshish Dean, Head Chef and CEO at Johnny Rockets, says, “This is one of the biggest sporting events in the world and we want to be a part of it, we have chosen the vibrancy of the hosting country and dished out flavours that connect with all.”

Spreading the ‘word’

Unlike the other F&B promotions, where print and television is involved, this time restaurants like Johny Rockets, Baci Restaurants and Fat Lulu are using the direct marketing at store level. Johny Rocket is putting information for its customers on the posters and tent cards at the outlets. At the same time food giants are also marketing through their PR agencies by sending information to all media houses. .

On the other hand major international fast food giant, McDonald’s in association with FIFA has launched their ‘Player Escort Program’ in India where one lucky kid and their parent / guardian will be given a chance to travel to Brazil and escort their favourite player on the field.

McDonald’s will also be launching customised package of ‘Fry Box’ which will carry the artwork of 12 world renowned artists reflecting their passion for football.

Budget for the seasonal deals differs from the regular budgets that restaurants keep for their promotional activities. According to the experts in the industry the budget imposed on FIFA deals are half of the normal budgets required to promote a restaurants. At the same time restaurants are expecting half of the profits, somewhere around 6 percent as compared to their regular 12 percent benefit.

So, there is huge opportunity for the locals in the city to avail the benefits and hangout at their favourite food giants to enjoy the football season.

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