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INTEGRATED RESTAURANT CONCEPT STUDY

A Consulting Venture by
COMPANY INFO

• STRATEGY ARCHITECTURE K leela is a service based management
consultancy group that intends to
• BRAND ENGINEERING provide integrated consultancy services
to companies operating pre-dominantly
in the entertainment & hospitality
• DESIGN & DÉCOR
domain.
• LEGAL & ADVISORY
The service spectrum of K leela
essentially includes strategy architecture,
• OPERATIONS MANAGEMENT brand engineering, design & decor,
operations management, legal &
• SUSTAINABILITY SOLUTIONS advisory, franchise building &
sustainability solutions to new or
• FRANCHISE BUILDING & existing business entities operating in
MANAGEMENT the entertainment & hospitality arena.
BACKGROUND

CLIENT BRIEF:
To establish & promote a new brand of pure vegetarian restaurant.

CHALLENGE:
• To develop an integrated restaurant concept that could gel-well
with SEC-A1,A2, B1, B2 of all promising age groups.
• To position the new brand among a clutter of already established
brands.
• To institute a process that could match up to the fast paced
environment.
• To leverage a reputation that advances company’s objectives of
soliciting franchisees to invest in the brand, pan India.
LINE OF ADVOCACY

RESTAURANT TYPE:
• Quick Serving Restaurant
STRATEGY
ARCHITECTURE

CUISINE:
• Indian Street Snacks

CONCEPT:
• To serve contemporary & experimental Indian street snacks in a plush ultra-hygienic milieu.
(The idea was to capitalize on the ‘addictive street taste ‘ & people concentration towards
hygiene & security)

MARKETING & PROMOTION:
• Integrated marketing communications across all brand touch points.
• Sales to be pushed through direct marketing tactics, in-house events & cross-branding activities.
BRAND ENGINEERING

BIGG BEN, the official mascot of “Chaat Ke Thaat” is an archetype of an Indian housewife.
Because mums are heroes, we chose her to represent.
BRAND ENGINEERING

Since the snack-joint offers lip-smacking Indian roadside flavors, the punch line
“Garv Se Kaho Hum Chatore Hain” glorifies the sentiments of being a foodie in true Indian sense.
BRAND ENGINEERING

A 30ft * 13ft outdoor teaser print ad garnered considerable eyeballs & pumped-in the anxiety quotient
BRAND ENGINEERING

Product ads lay bare humorous punches, in synergy with the concept .
BRAND ENGINEERING
TOILET ADVERTISING

FEMALE MALE
BRAND ENGINEERING
WEBSITE
DESIGN & DECOR

Market Audit
Trend & Research
Identification
& Analysis

Competitor
Analysis & TG
Mapping

Concept Blueprint

Integrated Theme Development
DESIGN & DECOR

The wall art depicts unvarying Indian sentiments towards ‘desi’ food.
Each of the five bowls in the picture reflects North, South, East, West & Centre of India by the use of relevant
regional monuments thus giving an impression of a ‘Chaat” kiosk placed across (an actually shot backdrop of Juhu
chowpatty) a busy food street. Also the five colors of water in the bowls reflects one of the prominent delicacy of
the restaurant, delectably termed as ‘Panchratan Gol-Gappe”
DESIGN & DECOR

Chaat Ke Thaat pre-dominantly boasts of three colours- Red, Orange & Yellow.
Colours that depicts fire, the most auspicious element where food is concerned.
DESIGN & DECOR

A granite photo frame of dimensions 14ft * 8 Ft has been stretched outside the restaurant premises. The frame
carries acrylic cutouts of the mascot theme mounted at different distances from the base wall, thus giving it a
3-dimensional feel. The idea was to create a photography spot intended to geneate higher brand recall.
Design & Décor
SIGNAGE

The digital signage for “Chaat Ke Thaat” is a proven master piece. The 40ft long flex signage carries two individual
3-dimensional logo units. Each of the logo units has a diameter base of 6ft & is engineered with three layers. First
being the sunrise lemon semicircle at the base, second, the mascot & third being the name alphabets. The lighting is
controlled by an independent electronic hardware unit.
OPERATIONS MANAGEMENT

“Chaat Ke Thaat” maintains highest degree of hygiene by practicing vital food safety measures. The SOP is developed
keeping the best practices in mind, thus offering seamless kitchen & service operations.
SUSTAINABILITY SOLUTIONS

“Chaat Ke Thaat” was inaugurated by eminent bollywood actor “John Abraham” . The launch event was a humble
start to the series of events & activations that have been planned to promote & sustain the brand over a longer run.
Needless to say , it created a massive buzz in the trade & media circuit.
MEDIA ENGAGEMENT & INTERFACE

“Chaat Ke Thaat” received excellent coverage across potential print, electronic & digital media platforms. A brand PR
exercise by K leela, that proved to be instrumental in generating customer windfall & a healthy brand perception.
OUTCOME

A strategic IMC plan across all brand touch points resulted in sales inflation with in 50 days of operations. Also the
restaurant is receiving great number of franchise enquiries owing to the accelerated brand equity.
THANKS

403, little World Mall, Sector 2, Kharghar, Navi Mumbai
+91 98213-28728