LITERATURE REVIEW

on
Study on themed restaurants of Ahmedabad : a lifestyle
retailing concept

For the partial fulfillment of the course

RETAIL MARKETING
MBA (FT) 2010-12

Submitted To
Prof. Sapna Parashar

Submitted By
Nitika Singh (101332)
(SECTION C)

Submitted On
8th august, 2011

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EXPERIENTIAL MARKETING
For some, Experiential Marketing is a revolutionary concept that allows marketers to move
beyond the traditional feature and benefit approach and
connections between

brands and consumers increasing

focus on creating

fresh

sales as a result of having

customers relate better to what we market and who we are as a company. For others, its a
concept as old as time the more people know and understand what we do, what we offer in
terms of products and service, and the more comfortable they become with us and our
companies, the more likely they are to buy from us.
Engaging, enlightening, provocative, and sensational are the words people use to describe
compelling experiences and these words also describe this extraordinary book by Bernd
Schmitt. Moving beyond traditional features-and-benefits marketing
This concept by Schmitt explains how to create holistic experiences for customers through
brands that provide sensory, affective, and creative associations as well
The concept of experiential marketing comprises of five core elements : sense, feel, think,
act, and relate.
SENSE
SENSE marketing appeals to the senses with the objective of creating sensory experiences
through sight, sound, touch, taste, and smell. SENSE marketing may be used to differentiate
companies and products, to motivate customers, and to add value to products. SENSE
marketing requires an understanding of how to achieve sensory impact.
FEEL
FEEL marketing appeals to customers' inner feelings and emotions, with the objective of
creating affective experiences that range from mildly positive moods linked to a brand (e.g.,
for a non involving, nondurable grocery brand or service or industrial product) to strong
emotions of joy and pride (e.g., for a consumer durable, technology, or social marketing
campaign). As we will see, most affect occurs during consumption. Therefore standard
emotional advertising is often inappropriate because it does not target feelings during
consumption. What is needed for FEEL marketing to work is a close understanding of what
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stimuli can trigger certain emotions as well as the willingness of the consumer to engage in
perspective taking and empathy.
THINK
THINK marketing appeals to the intellect with the objective of creating cognitive, problemsolving experiences that engage customers creatively, THINK appeals to engage customers'
convergent and divergent thinking through surprise, intrigue, and provocation. THINK
campaigns are common for new technology products. But THINK marketing is not restricted
only to high-tech products. THINK marketing has also been used in product design, retailing,
and in communications in many other industries.
ACT
ACT marketing aims to affect bodily experiences, lifestyles, and interactions. ACT marketing
enriches customers' lives by enhancing their physical experiences, showing them alternative
ways of doing things (e.g., in business-to-business and industrial markets), alternative
lifestyles, and interactions. As I will show, analytical, rational approaches to behavior change
are only one of many behavioral change options. Changes in lifestyles are often more
motivational, inspirational, and spontaneous in nature and brought about by role models (e.g.,
movie stars or famous athletes).
RELATE
RELATE marketing contains aspects of SENSE, FEEL, THINK, and ACT marketing.
However, RELATE marketing expands beyond the individual's personal, private feelings,
thus adding to "individual experiences" and relating the individual to his or her ideal self,
other people, or cultures.
RELATE campaigns appeal to the individual's desire for self-improvement (e.g., a future
"ideal self that he or she wants to relate to). They appeal to the need to be perceived
positively by individual others (e.g., one's peers, girlfriend, boyfriend, or spouse; family and
colleagues). They relate the person to a broader social system (a subculture, a country, etc.),
thus establishing strong brand relations and brand communities.

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Experiential marketing is recognized across the industry as a domain where the skills and
quality levels of the promoters involved is paramount to a complete and impactful experience
for the audience. While a positive experience may gain you a loyal customer, a bad one may
turn her away for a long time, and turn away all those she could have influenced positively.
Todays consumer is savvier and is armed with enough information to back up his choice of
products. In such a scenario rational arguments about the superiority of product features is
not sufficient. Building an experience around your product so that consumers can see it, feel
it, experience it in a setting of their liking is what beats rational arguments hands down and
builds a personal equation with them.
And marketers today fortunately are waking up to the power of experiential marketing.
experiential marketing is a concept that integrates elements of emotions, logic, and general
thought processes to connect with the consumer. The goal of experiential marketing is to
establish the connection in such a way that the consumer responds to a product offering based
on both emotional and rational response levels.
Appealing to a variety of senses, experiential marketing seeks to tap into that special place
within consumers that has to do with inspiring thoughts about comfort and pleasure, as well
as inspiring a sense of practicality. This means that the marketer needs to have a firm grasp
on the mindset of the target audience he or she wishes to attract. By understanding what the
consumer is likely to think and feel, it is possible to get an idea of how to steer the customer
in a direction that will relate with the product, and entice individuals to act on that impulse to
purchase.
In order to engage in experiential marketing, it is necessary to engage as many of the senses
as possible. Striking displays with powerful visual elements, such as websites, and visual
media such as print ads should not only be visually appealing, but also conjure up daydreams
of locales and reminders of sensations that are enjoyable to the individual. When used to
create customer experiences of this nature, a sense of rapport between the product and the
consumer is established that helps to make the good or service more desirable with each
encounter.

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Because experiential marketing connects with the consumer on multiple levels, the strategy is
ideally suited for contemporary sales and marketing campaigns. Shortened attention spans
demand that any ad campaign make a quick impression, or the opportunity to engage the
consumer will quickly pass. While thirty second ads on radio and television once had a great
impact, many people now use modern technology to avoid this sort of marketing approach.

This means that ads on the Internet, in print media, and on modern billboards must
immediately catch the attention of prospective clients and hold that attention long enough to
make an impact. Experiential marketing holds the key to making this happen. By appealing to
all the senses, and making the connection quickly and seamlessly, this approach to the
marketing task ensures that businesses can still attract and satisfy the needs and desires of
consumers.
Experiential marketing allows customers to engage and interact with brands, products, and
services in sensory ways that provide the icing on the cake of providing information. Personal
experiences help people connect to a brand and make intelligent and informed purchasing
decisions. The term "Experiential Marketing" refers to actual customer experiences with the
brand/product/service that drive sales and increase brand image and awareness. It's the
difference between telling people about features of a product or service and letting them
experience the benefits for themselves. When done right, it's the most powerful tool out there
to win brand loyalty.
Experiential marketing has evolved to include face-to-face, virtual, social and other digital
marketing tactics as part of a 360 degree relationship between brands and their audiences.

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EXPERIENTIAL MARKETING IN INDIA

An example of Experiential Marketing is Mahindra in India, Mahindra Tractors wanted to
launch their Hy Tec brand which was a strong hydraulic tractor aiming to help farmers saw
the field.
To show this technology to the farmers they engaged them through a technique in which
sensors were fixed to the hydraulic and a large LCD monitor was placed for the farmers,
which captured the movement of the cultivator on an ECG graph. This activity was easily
understood and remembered by the farmers and the sales graph was tremendously increased.
ecent marketing trends based on integrated turnkey experiential marketing plans to promote
products through the print media, TV commercials, outdoor promotions and games over the
Internet, radio and mobile phones.

Among those to have used the concept in a big way in India is Hungama which
conceptualised and executed a number of integrated promotion plans and also managed to get
visibility and retention value for their products.

Of Hungama's numerous promotions, those that stand out in recent memory include the SMS
contests for Hollywood movies like Tomb Raider 2 and 2Fast 2Furious.

Another turnkey integrated plan took shape when movie, mobile, Internet and coke came
together to create a special promo for Bollywood movie Kuch Na Kaho where a movie zone
was created on Reliance India Mobile's (RIM) R World service. The movie zone offered a
contest sponsored by Coca-Cola where a select number of RIM consumers could win a
chance to spend an evening with Bollywood's numero uno actress, Aishwarya Rai. Hungama,
which created the site, claims that it received over 30,000 hits within two hours of activation.

Though experiential marketing has been more visible in entertainment, it is not restricted to
just that. Financial institutions are jumping into the fray as well. Western Union Money
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Transfer and Ramesh Sippy Productions got Hungama to do an 'In Film' branding for the
movie Kuch Na Kaho along with promoting the film on its website.
one method is to create a consumption experience in the mind of the consumer that will
compliment the real consumption experience. For example, Cadbury Dairy Milk is a brand
which successfully created a consumption experience in the mind of the consumer. From the
product chocolate, the brand has moved from the physical characteristics of taste and
quality to a joyful experience of consuming chocolate. The recent campaign for Cadbury
Dairy Milk Silk is a classic case of creating experience in the mind of the consumer.

Another method is the engage the consumers in different platforms. HUL which is Indias
largest FMCG Company recently launched a website called Be Beautiful (bebeautiful.in) as a
platform to communicate with its consumers. Be Beautiful, unlike other brand website , is a
platform for all of HULs personal care brands like Ponds, Lakme, Sunsilk, Vaseline and
Dove to connect with the consumer. While the consumer experiences the actual products at
her home, these brands try to engage consumers and shape their experience with the brand
through the website. The website offers a platform for the brand to interact directly with the
consumers thus create an opportunity for experiential marketing.
Events are also a smart way of creating brand experience and to relate to the customer.
Brands like Colgate uses events like Dental Check Up Camps to relate to the consumer.
These events not only reinforce the positioning but also give a sense of relatedness to the
consumers.

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TYPES OF RESTAURANT
The Different Types and Concepts of Restaurants
The core menu concept is the main product line of your menu (italian food, hamburgers, etc.)
and this will define your decor, ambience, and style of your restaurant establishment.
Restaurants are generally classified into three groups:
1. Quick Service - Also known as fast-food restaurants. They offer limited menus that are
prepared quickly. They usually have drive-thru windows and take-out.
2. Mid scale - They offer full meals at a medium price that customers perceive as "good
value." They can be full service, buffets or limited service with customers ordering at the
counter and having their food brought to them.
3. Upscale - Offer high quality cuisine at a high end price. They offer full service and have a
high quality of ambience.

There are various types of restaurant. Restaurants fall into several industry classifications
based upon menu style, preparation methods and pricing. Additionally, how the food is served
to the customer helps to determine the classification.
Historically, restaurant referred only to places that provided tables where one sat down to eat
the meal, typically served by a waiter. Following the rise of fast food and take-out restaurants,
a retronym for the older "standard" restaurant was created, sit-down restaurant. Most
commonly, "sit-down restaurant" refers to a casual dining restaurant with table service, rather
than a fast food restaurant, where one orders food at a counter. Sit-down restaurants are often
further categorized as "family-style" or "formal".
In British English, the term restaurant almost always means an eating establishment with
table service, so the "sit-down" qualification is not usually necessary. Fast food and takeaway
(take-out) outlets with counter service are not normally referred to as restaurants. Outside of
North-America, the terms fast casual dining restaurants, family style, and casual dining are
not used. Junk food establishments would also not often be referred to as a 'restaurant'.
Fast food
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Fast food restaurants emphasize speed of service. Operations range from small-scale street
vendors with carts to franchise business franchised mega-corporations like McDonalds.
Fast casual
Fast casual restaurants do not offer table service, but may offer non-disposable plates and
cutlery. The quality of food and prices tend to be higher than those of a conventional fast food
restaurant but may be lower than casual dining.
Casual dining
A casual dining restaurant is a restaurant that serves moderately-priced food in a casual
atmosphere. Except for buffet-style restaurants, casual dining restaurants typically provide
table service. Casual dining comprises a market segment between fast food establishments
and fine dining restaurants Matsutani, Minoru, Family restaurants falling from favor. Casual
dining restaurants usually have a full bar with separate bar staff, a larger beer menu and a
limited wine menu. They are frequently, but not necessarily, part of a wider chain,
particularly in the United States.
Family style
Family style restaurants are a type of casual dining restaurants with diners seated at a
communal table such as on bench seats. The menu may include items targeted toward
multiple age groups, including young children and the elderly. These restaurants tend to be
small business single-family businesses.Citation needed
Fine dining
Fine dining restaurants are full service restaurants with specific dedicated meal courses.
Dcor of such restaurants feature higher quality materials with an eye towards the
"atmosphere" desired by the restaurateur. The wait staff is usually highly trained and often
wears more formal attire. Fine-dining restaurants are almost always small businesses and are
generally either single-location operations or have just a few locations. Food portions are
smaller but more visually appealing. Fine dining restaurants have certain rules of dining
which must be followed by visitors.
Variations

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Most of these establishments can be considered subtypes of fast casual dining restaurants or
casual dining restaurants.
Bistro and brasserie
In France, a brasserie is a caf doubling as a restaurant and serving single dishes and other
meals in a relaxed setting. A bistro is a familiar name for a caf serving moderately priced
simple meals in an unpretentious setting, especially in Paris; bistros have become
increasingly popular with tourists. When used in English, the term bistro usually indicates
either a fast casual dining restaurant with a European-influenced menu or a cafs with a larger
menu of food.
Buffet and smrgsbord
Buffets and smrgsbord offer patrons a selection of food at a fixed price. Food is served on
trays around bars, from which customers with plates serve themselves. The selection can be
modest or very extensive, with the more elaborate menus divided into categories such as
salad, soup, appetizers, hot entres, cold entres, and dessert and fruit. Often the range of
cuisine can be eclectic, while other restaurants focus on a specific type, such as homecooking, Chinese, Indian, or Swedish. The role of the waiter or waitress in this case is
relegated to removal of finished plates, and sometimes the ordering and refill of drinks.
In the United States, Buffets, Inc., is a large buffet chain corporation which owns Old
Country Buffet, Country Buffet, and HomeTown Buffet. HomeTown Buffet popularized the
"scatter buffet", which refers to the layout of separate food pavilions. Other American
restaurant chains well-known for their buffets include Golden Corral, which features food
products presented in pans, Souplantation/Sweet Tomatoes (known in particular for its soups
and salads), Gatti's Pizza, CiCi's Pizza, Fresh Choice (a smaller competitor of Souplantation),
Pancho's Mexican Buffet, Ryan's and Ponderosa Steakhouse. Sizzler is another prominent
restaurant offering a buffet.
Caf
Cafs are informal restaurants offering a range of hot meals and made-to-order sandwiches.
Coffee shops, while similar to cafs, are not restaurants due to the fact that they primarily
serve and derive the majority of their revenue from hot drinks. Many cafs are open for
breakfast and serve full hot breakfasts. In some areas cafs offer outdoor seating.
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Cafeteria
A cafeteria is a restaurant serving ready-cooked food arranged behind a food-serving counter.
There is little or no table service. Typically, a patron takes a tray and pushes it along a track in
front of the counter. Depending on the establishment, servings may be ordered from
attendants, selected as ready-made portions already on plates, or self-serve their own
portions. Cafeterias are common in hospitals, corporations and educational institutions.
In the UK, a cafeteria may also offer a large selection of hot food similar to the American fast
casual restaurant, and the use of the term cafeteria is deprecated in favour of self-service
restaurant.
Coffeehouse
Coffeehouses are casual restaurants without table service that emphasize coffee and other
beverages; typically a limited selection of cold foods such as pastries and perhaps sandwiches
are offered as well. Their distinguishing feature is that they allow patrons to relax and
socialize on their premises for long periods of time without pressure to leave promptly after
eating, and are thus frequently chosen as sites for meetings.
Destination restaurant
A destination restaurant is one that has a strong enough appeal to draw customers from
beyond its community.
Tabletop Cooking
Customers are seated as in a casual dining setting. Food items are prepared by the
establishments for cooking on embedded gas stoves, induction cookers, or charcoal grills; the
customer has control over the heating power of the appliance.
Mongolian barbeque
Despite the name, this form of restaurant is not Mongolian, actually derived from Taiwan and
inspired by Japanese teppanyaki[citation needed]. Customers create a bowl from an
assortment of ingredients displayed in a buffet fashion. The bowl is then handed to the cook,
who stir-fries the food on a large griddle and returns it on a plate or in a bowl to the
consumer.

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Pub
Mainly in the UK and other countries influenced by British culture, a pub (short for public
house) is a bar that sometimes serves simple food fare. Traditionally, pubs were primarily
drinking establishments with food in a secondary position, whereas many modern pubs rely
on food as well, to the point where gastropubs are often essentially fine-dining
establishments, known for their high-quality pub food and concomitantly high prices. A
typical pub has a large selection of beers and ales on tap.
Teppanyaki-style
In North America, many restaurants specializing in Japanese cuisine offer the teppanyaki
grill, which is more accurately based on a type of charcoal stove that is called shichirin in
Japan. Diners, often in multiple, unrelated parties, sit around the grill while a chef prepares
their food orders in front of them. Often the chef is trained in entertaining the guests with
special techniques, including cracking a spinning egg in the air, forming a volcano out of
differently-sized onion slices, and flipping grilled shrimp pieces into patrons' mouths, in
addition to various props.
Bakery: a restaurant selling breads and pastries, including such items as muffins, cupcakes,
cookies and baguettes.

Bar & Grill: a restaurant that serves alcoholic beverages and grilled foods.

Barbecue Restaurant: an establishment offering a wide range of barbecued entrees,

including pork ribs and briskets.

Bistro: an informal eatery serving moderately priced food and drinks, sometimes called a
caf.

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Buffet: a self-service restaurant where patrons can pick and choose from an assortment of
foods displayed on a special serving table or stall. Some buffets are all-you-can-eat for one
flat fee.

Caf: a term for a casual restaurant, sometimes interchangeable with the word bistro. A caf
typically serves both hot plates like pastas and pizzas and cold dishes like sandwiches and
salads. In some countries, cafes have limited menus and are very similar, if not identical, to
coffee houses.

Cafeteria: similar to a buffet, a cafeteria has limited table service. Patrons are given trays so
they can place whatever food items they find appealing as they travel along an extended
counter or display case. Some cafeterias charge a flat fee. However, many cafeterias have
different rates for different items. Most cafeterias are found in office buildings and schools.

Chuck wagon: formerly referring to a wagon stocked with food and cookware associated
with lumber camps and ranches. Today, the term chuck wagon is often used to identify a
restaurant known for serving large portions of traditional Western cuisines, from hearty
serving of eggs, sausage and grits to a heaping platter of battered shrimp and steaks.

Coffee House: an establishment serving a variety of specialty coffee. Many modern coffee
houses also sell food, but menus are often limited.

Concession Stand: a stall from which patrons can purchase light snacks like chips and ice
cream, as well as fully prepared meals like corndogs and hamburgers. Concessions stands are
typically found at short-lived or seasonal events like sports games and fairs.

Conveyor Belt Sushi: a type of fast food sushi restaurant in which the sushi chef continually
places small plates of sushi and other Japanese food items on a conveyor belt. Patrons, seated
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along the conveyor belt, can grab the plates that appeal to them. Once a patron is finished
with his or her meal, the sushi chef uses the stack of empty plates to calculate the cost of the
meal.

Delicatessen restaurant: an establishment that sell ready made foods like roast beef
sandwiches and potato salad.

Diner: a restaurant characterized by a narrow structure, originating in the U.S. northeast. The
term diner is also used in reference to a type of restaurant that offers a retro dcor, casual
ambience and a menu filled with traditional American foods like tuna melts and hamburgers.

Dinner Theater: a dining experience that combines a staged performance with a meal. The
show's cast members often encourage the audience to participate while they dine.

Drive-In: in the U.S., patrons visiting this type of restaurant can order their meals and dine
while seated inside their vehicles. Many modern drive-in restaurants are modeled after the
popular 1950s versions. Some even have roller skating waitresses.

Drive-Thru: a fast food restaurant where customers can simply pull up to a window to make
and receive their orders without leaving their vehicles.

Food Court: A section of a shopping mall, university student center or airport that hosts a
collection of food vendors. Food courts typically have self service seating areas with first
come, first serve availability.

Oyster Bar: a restaurant-bar featuring fresh oysters prepared in numerous ways.

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Pizza Delivery: An establishment that offers a home delivery service and specializes in
pizzas.

Pub: an establishment where alcoholic beverages are purchased and consumed. Some pubs
are chiefly British, Irish or Australian. Traditional pubs use ingredients purchased from
neighborhood markets. Popular pub grub includes shepherd's pie, bangers and mash and fish
and chips.

Raw Bar: A restaurant serving raw shellfish like oysters and clams. Some raw bars also serve
cooked seafood, including such menu items as clam chowders and steamed shellfish.

Revolving Restaurant: a restaurant usually located at the top of a tall building that
slowly rotates, thus offering its patrons a 360 degree, panoramic view.

Ristorante: a formal Italian restaurant.

Roadhouse: a small accommodation, bar or restaurant located along a road or highway on

the outskirts of town.

Smoke-Free Restaurant: an eatery that does not have a smoking section.

Snack Bar: a food vendor selling light snacks and meals, such as potato chips, bagels and hot
dogs. Inexpensive nonalcoholic beverages such as sodas and juices are also sold at snack
bars.

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Soup Kitchen: an eatery, often located in low-income neighborhoods, serving low-priced or

free foods for those burdened with financial limitations.

Steakhouse: a restaurant serving many types of meat but specializing in beef steaks.

Takeout: an establishment that allows patrons to pre-order food for pick up.

Tearoom: a restaurant serving light courses and pastries to accompany a wide selection of
teas. Popular food items include scones, cucumber sandwiches and crumpets.

Teppanyaki: a Japanese restaurant where patrons sit around a counter, which is attached to a
large grill. The chef assigned to the grill entertains the patrons while cooking several types of
stir-fries.

Theme Restaurant: a restaurant with a consistent but out-of-the-ordinary dcor. A well

known example of a theme restaurant is the Medieval Times, which is designed to resemble a
castle from the Middle Ages.

Trattoria: an informal restaurant offering Italian cuisine served family style.

Truck Stop: a restaurant usually attached to or located near a fueling station. Truck stops are
geared toward truckers. They offer a variety of truck services and sell cooked meals, snacks
and beverages, as well as souvenirs.

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THEMED RESTAURANT
Theme restaurants are restaurants in which the concept of the restaurant takes priority over
everything else, influencing the architecture, food, music, and overall 'feel' of the restaurant.
The food usually takes a backseat to the presentation of the theme, and these restaurants
attract customers solely on the premise of the theme itself.
THEMED RESTAURANTS IN INDIA
With more and more diners yearning for a break from the urban bustle, theme-restaurants
with out-of-the box offering in terms of ambience, cuisine and dcor are gaining acceptance.

Now one could chug down timelines and enjoy some burrakhanna of the British Raj, seated
in a pullman styled 1850's railway-coach dining restaurant "Sahib Sind Sultan (SSS)", or one
could go back to the spartan rock-age interior of "Guhantara", a cave resort.

Food connoisseurs can also have a pick of enjoying flavours from the Chinese woks at
"Aromas of China" or usher in a celebratory mood of a wedding at "Jalsa", a restaurant.
"Samarkhand" (based on north-Indian frontier) "SSS", "Bombay Post" (based on the unique
delicacies of Mumbai including street food), and "Khansama" (based on the cuisines of the
royal kingdom).
Ice Lounge in Saket, The Sports Bar in Noida, Manchester United Restaurant Bar in
Gurgaon, Keya-Kainoosh at DLF Promenade in Vasant Kunj and Golfworx at Ambience Mall
in Gurgaon are some of the lounges and restaurants which offer patrons an experience to
remember. People can enjoy freshly brewed beer at the Rockman's Beer Island lounge at
Ambience mall.
Another example is Barcode, an international sports bar chain based out of Australia. Himani
Modi owns its franchise in India and runs a franchise outlet in Delhi. Speaking to Hindustan
Times, she says, We have five floors in all, with good sports dcor and graphics on walls and
mirrors. Modi says that on an average, the daily billing is as high as Rs 75000 to Rs 1 lakh,
which definitely goes up on weekends. Corporate clients like Siemens, National Geographic
etc also use the venue for throwing corporate parties. Modi also says that foreign
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clients also contribute to as much as 30 per cent of the annual turnover. The fact that all
cricket matches are shown on LCD screens also is an added attraction for the visitors.

In the suburbs too, theme restaurants are becoming more and more popular. As suburban life
gets more hectic, consumers are looking for more than just the pure vanilla experience at
restaurants. This explains the gradual increase in the number of theme restaurants like
Village, Machan and Rudeys Forest Caf.

Amar Jog, Director, Marketing and Business Development, Kambala Hospitality Pvt Ltd,
which runs the Village theme restaurant tells HT, We started with Village on 15th August
last year in Kandivli and from then till date, we have seen three more Village restaurants at
Ghatkopar, Thane and Vashi. He adds that with items like puppet shows for children,
mehendi artists for women folk and sing-and-dance opportunities, this makes for a
wholesome experience.

On an average, the Village outlet attracts as many as 400 consumers daily while weekends
see double the number of consumers. At an average ticket price of Rs 300, this works out to a
business of Rs 120000 daily.

Offering a variety of vegetarian cuisine like Gujrati, Marwari and Punjabi specialities, in
addition to masala milk, chaay-in-kullads as well as ganne ka ras, all provided by
traditionally clad staff in an environment thats given the look and feel of a village.

Happy with the thumping business of Village, Jog has bigger plans, We intend to take the
Village concept soon to Dubai and the UK market. The Dubai venture should take off in 2008
itself.

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Jog informs that there is another upcoming theme concept, soon opening in Vashi called
Umrao Jaan, which will boast of Lucknowi specialties and North Indian food. In addition,
Chowpatty- the spirit of Mumbai is also coming up soon at Raghuleela Mall.
Bengaluru plays host to a number of theme-based restaurants, from simple dhaba themes to
exotic rainforest themes and a lot more. Irrespective of the cuisine they serve, these themerestaurants are always an attraction to kids and adults alike.
Some of the themed restaurants present here are:
Gufha, The President Hotel -"In a typical ambiance of a cave, Gufha serves lip-smacking
Afghani Biryani and Kebabs"
Serengeti - "Serengeti transports you to another world with its rustic surroundings"
Jalsa - "There is no better way to relish Mughlai delicacies than to feel like a king in a royalthemed ambiance"
1947 - "With India celebrating its 62nd year of Independence, 1947 vouches to take you back
in time with typical Indian khaana"
Angeethi - "Enjoy hygienically cooked Dhaba-style food in a typical Dhaba ambiance, right
here inside the city at Angeethi"
Bombay Post - "A classic Bollywood themed restaurant bringing nostalgic memories of the
stars who are immortal in our minds"
Chandni Chowk - "With an attempt to replicate Chandni Chowk in Delhi, the theme
restaurant serves some authentic Delhi street food"
THEMED RESTAURANTS IN AHMEDABAD
Some of the theme based restaurants in amedabad are eggstacy, vishalla, village , das prakash
, chokhi dhani , mirch masala and jungle bhookh.

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REFRENCES
1. http://www.hightidecreative.com/cms/uploads/experiential_marketing.pdf
2. http://www.branding-ideas.com/experiential-marketing-how-to-get-customersto-sense-feel-think-act-relate.html
3. http://www.experientialforum.com/
4. http://www.wisegeek.com/what-is-experiential-marketing.htm
5. http://www.channelplay.in/?page_id=15
6. http://www.studymarketing.org/articles/Marketing/Experiential_Marketing.html
7. http://www.experientialmarketing20.com/2010/05/18/pick-any-two/

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