chaat ke thaat- an integrated restaurant consulting venture by k leela
TRANSCRIPT
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INTEGRATED RESTAURANT CONCEPT STUDY
A Consulting Venture by
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COMPANY INFO
STRATEGY ARCHITECTURE
BRAND ENGINEERING
DESIGN & DCOR
LEGAL & ADVISORY
OPERATIONS MANAGEMENT
SUSTAINABILITY SOLUTIONS
FRANCHISE BUILDING &MANAGEMENT
K leela is a service based management
consultancy group that intends to
provide integrated consultancy services
to companies operating pre-dominantly
in the entertainment & hospitality
domain.
The service spectrum of K leela
essentially includes strategy architecture,
brand engineering, design & decor,
operations management, legal &advisory, franchise building &
sustainability solutions to new or
existing business entities operating in
the entertainment & hospitality arena.
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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 establishedbrands.
To institute a process that could match up to the fast paced
environment. To leverage a reputation that advances companys objectives of
soliciting franchisees to invest in the brand, pan India.
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LINE OF ADVOCACY
RESTAURANT TYPE: Quick Serving Restaurant
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 towardshygiene & 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.
STRATEGYARCHITECTURE
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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.
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BRAND ENGINEERING
Since the snack-joint offers lip-smacking Indian roadside flavors, the punch line
Garv Se Kaho Hum Chatore Hainglorifies the sentiments of being a foodie in true Indian sense.
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BRAND ENGINEERING
A 30ft * 13ft outdoor teaser print ad garnered considerable eyeballs & pumped-in the anxiety quotient
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BRAND ENGINEERING
Product ads lay bare humorous punches, in synergy with the concept .
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BRAND ENGINEERINGTOILET ADVERTISING
FEMALE MALE
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BRAND ENGINEERINGWEBSITE
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DESIGN & DECOR
Concept Blueprint
Competitor
Analysis & TGMapping
Trend
Identification
& Analysis
Market Audit
& Research
Integrated Theme Development
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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
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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.
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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.
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Design & DcorSIGNAGE
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.
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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.
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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.
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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.
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THANKS
403, little World Mall, Sector 2, Kharghar, Navi Mumbai
+91 98213-28728