In an interaction with restaurant India, Jaideep Bhandari, Promoter- Palate of Delhi talks about the idea of starting a food mall.
What is the whole idea behind ‘Palate of Delhi’?
Palate of Delhi – POD was conceptualised as a food gallery focused on customer convenience, great food and ambience. A great mix of the most popular eateries of Delhi which include Haldiram’s, Khan Chacha, Bercos, Moti Mahal Delux, Chaayos, Domino’s, Dunkin’ Donuts, Keventers, Wow Momo!, Chicago Pizza, Burger King’s First Drive Thru of Delhi. We created a destination which has a feel of a café and food offering from the best brands. POD has an advantage of the location and also offers convenience of a Co-Working Space, WIFI and Plug Ins.
How have you selected the restaurants with a right mix of different categories and brands?
We had clearly defined brand selection criteria according to the popularity of the brands and cuisines to be offered at Palate of Delhi. We focused of the eateries which truly belonged to Delhi.
How have you designed the space keeping in mind the brand mix that you own?
We have designed the space keeping in mind a young and aspiring audience which complements the food offering at Palate of Delhi.
What is the partnership criteria between the restaurants and Palate of Delhi? What is the duration of lease?
All brands are on a combination of fixed and variable rental with medium and long term leases.
Why have you chosen DhaulaKuan as a location? Do you think opting for CP or IIT as a location would draw a more mature crowd?
Every location has its strength and weaknesses whether its CP or IIT. We looked upon this opportunity as there is no place to stop en-route to Gurgaon starting from the periphery of Delhi, also there is a large cantonment catchment and Delhi University south campus which we served from the perspective of national and international food offering.
We have witnessed a sudden rise in Delhi with food destinations and food malls. What’s do you think is the reason?
Delhi has a large growing young social target group which is looking forward to engaging socially. This gives a rising demand for such places which has comfort, convenience and best food offering.
Who are you targeting as an audience?
We are targeting the university students, residents in the catchment, transit guests and traffic between Gurgaon and Delhi as our customers.
You have also got Delhi’s first Burger King drive thru. How easy/difficult was it to get them on board?
This was a unique opportunity for both of us so there was mutual willing to get on board.
How are you marketing the brand to customers?
We have aggressive marketing plans for customers. We are currently offering 20% discount to defence personnel under campaign salute and serve.
Now that you are already operational, what is the footfall that you are getting?
We are currently serving 25000 – 30000 guests per month which we see rising on a daily basis as the place is getting popular. The metro station is getting connected to south campus metro station which would be taking the foot falls 10-fold benefitting the place immensely.
Do you see any competitions from food hubs like Epicuria or CyberHub which have already become a dining destination in the city?
Epicuria and Cyber hub are not comparable to us due to the sheer sizes of the respective properties. However, the offerings at Palate of Delhi has already made it a destination for a quick bite or meeting or catching up with friends.
What’s your plan for expanding the brand and its portfolio?
We are definitely looking forward for such opportunities to expand the portfolio.