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operations 2014-11-06

How brands are promoting themselves this festive season?

Budget for the seasonal deals differ from the regular budgets that restaurants keep for their promotional activities. At the same time, restaurants are expecting half of the profits from this festive season.

By Deputy Features Editor
How brands are promoting themselves this festive season?

Restaurants in India have adopted various methods to place themselves in the highly competitive market in the country.  As a restaurant, using Facebook, Twitter and other social media platform are about strategic timing, personality and presenting offers. Offers are restaurants’ products and services. To give customers a delight of the same, these restaurants are bombarding the market with lucrative deals and new product offerings.

The Beer Cafe, which has already became one of the known brands serving world class beer, has introduced Witlinger – India’s first indigenous speciality beer in the market which will be available through its outlet in Delhi-NCR and Maharashtra. The cafe has the first mover advantage in terms of introducing the Pour Your Own Beer (PYOB) concept in the country. On the other hand, Pause Wine, which has pioneered wine drinking in India, has introduced choicest dessert wine varietal and a specialty ‘Indian Nectar’ in India to celebrate the festive season of Christmas and New Year.

Seal the deal

Introducing new products and offerings not only increases one’s clientele, but also help in getting back the lost customers. Benihana, the Japanese restaurant which entered India early this year is bombarding customers with new offers, including the DJ nights and free drive to hold on to the Indian customers.

Commenting on the same, Divyansha, Marketing Head, Benihana, says, “Benihana is an international brand which believes in innovating the concept of dining in. We keep coming up with engaging promotions for our customers. The customers will keep coming to us because our motto is providing them ‘Eat-a-tainment.”

“Beer drinking in India is changing drastically. Consumers are trying different flavours and style of beers. Kaama’s focus has always been beers and we are overwhelmed with the outstanding response Witlinger has received. To serve the same to Indian masses, we have introduced it in India,” shares Anuj Kushwah, Managing Director, KaamaImpex, which hosted the launch of India’s first specialty beer along with The Beer Cafe.

Sharing the same insight, Rajesh Patil, Chairman and MD, Rendez-vous Wines India Pvt Ltd, says, “We hope to strike a sweet chord with Indian wine lovers over a bottle of ‘Indian Nectar’. This nimbly sweet wine with hints of fruit flavours is sure to appeal the Indian palate. And what could have been a more opportune time than the festive season to gift our wine lovers a reason to relax and rejoice with a specialty that will spread joy and sweetness in every celebration.”

Spreading the ‘word’

Unlike the other F&B promotions, where print and television is involved, restaurants like Benihana, The Beer Cafe and Farzi Cafe are now using direct marketing at store level. Benihana and other food joints are also marketing through their PR agencies by sending information to all media houses.

On the other hand, major wine makers like Pause Wine and The Beer Cafe are using social media platform to sell their products.

Budget for the seasonal deals differs from the regular budgets that restaurants keep for their promotional activities. According to the experts, the budgets imposed on these deals are half of the normal budgets required to promote a restaurants. At the same time, restaurants are expecting half of the profits this festive season, somewhere around 6 per cent as compared to their regular 12 per cent benefit.

To conclude, there is a huge opportunity for the locals in the city to avail these benefits and hangout at their favourite food joints to enjoy the season of delight.


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