An Outline

1. Spanish Josh - Proposition & USP

2. Market Understanding

3. Dipstick survey

4. Way Forward

The Brief

To develop a communication strategy for Spanish

Josh an initiative by Torry Harris, a restaurant that

serves Veg/Non-veg Spanish and Indian food.

Spanish Josh - Brand Proposition

To deliver the best possible experience to the Indian urban consumer, every time, every meal, from first bite to last.

Spanish Josh - USP

Spanish Josh offers Indian and Spanish cuisines cooked

in a healthy style at an affordable price, garnished with

fun & lively ambience.

Market Understanding

What are others doing?

Mexican cuisine that is different from a regular burger.

Taco Bell

Parameters Ratings

Food 8

Ambience 9

Price 8

Service 8

Just like their carnivals, this restaurant too is colourful. Their walls are plastered with their exotic foods which puts every customer into dire straits on what must be eaten. The csa greets everyone with a smile and points out to the illuminated menu behind him/her. Further more, a glimpse of the kitchen shows us how clean and hygienic it is.

An American way of life customized to the Indian taste.

KFC

Parameters Ratings

Food 9

Ambience 8

Price 6

Service 7

KFC are more into casual interaction with their customers .

A cheerful welcome to a friendly suggestion goes a long way in the fast food industry and KFC follows this stringently.

Freshly made food for the health conscious individual.

Au Bon Pain

Parameters Ratings

Food 6

Ambience 7

Price 6

Service 8

Au Bon Pain is a self-service restaurant, with eye catching visuals of Food & Beverages on the walls, it gives the customer a very “upbeat” feeling. The aroma of baking fills the restaurant making you hungry even before placing the order. The service is top notch where the csa’s explain to the customer on what would suit them best.

Authentic North Indian food that isn’t South Indianized

Mast Kalandar

Parameters Ratings

Food 7

Ambience 6

Price 8

Service 8

A restaurant that welcomes the South to the North. The restaurant is decorated with danglers, balloons and confetti's thus making every customer feel like there is a celebration that’s about to start. The music selected goes with the ambience and is in line with the menu.

Dipstick Survey LOCATION-BANGALORE

No. of respondents: 15

Objective

To understand why customers/ consumers re-visit

Mast Kalandar.

Consumer Demographic

Designation: Working Professionals

Age group : 25-40 years

Total respondents: 15

Men: 10

Women: 5

The Question:Why do you keep coming back to Mast Kalandar?

Consumer Verbatim

“Close by to office/work/school”

“Better than office food”

“Service is fast”

“Consistently cheap & good food”

“Standardized quality in food”

“Slightly expensive but worth it”

Consumer Verbatim

“Clean and hygienic “

“Cheerful décor “

“Great ambience “

“Good music that goes with the theme of the restaurant”

“Good homely food”

Survey Summary

People come back to Mast Kalandar for good quality

food, delivered consistently that is served fast in a

hygienic and pleasant environment.

Mast Kalandar is a choice out of convenience and not

an aspired dining restaurant.

Local

Convenience

Global

Fine dining

Au Bon PainKFCTaco BellMast KalandarNandiniCasa PicollaRajdhaniSpanish Josh

Legend

Mast Kalandar

Nandini

What people are like?

1) People are experimentative. They are constantly seeking new experiences.

What people are like?

2) The overall dining experience is greater than the sum of its parts.

What people are like?

3) Food is of course critical. The three aspects of food which are important are:

• Taste• Authenticity• Easy-on-the-stomach

What people are like?

4) Price-value equation is more important than price.

Way Forward

Next Steps

• Define the What, How and When of the communication strategy.

• Zoom in on the TG with the maximum potential; Perhaps multiple TGs?

• Create work that would engage them at various touch points.

What? Quirky, fun and engaging place.

Good food + ambience + a conversational environment with its

patrons.

How?

When?Engage the customer (non-intrusively)from the time a customerenters right up to the time the customer leaves and till he/ she isback.

LETS GET COOKINGSOME IDEAS FOR STARTERS

Lets get cooking | Social Media

Fans engage with brand via news feed, tabs and canvas

applications or social update tools from the brand's website

When Fans engage with the brand regularly

As fans build relationship with a brand, they start

Advocating the brand and move towards monetization

And when the fans talk to others and get them to know about is when the brands stands to earn (media presence)

Lets get cooking | Word of Mouth

• A mobile van – which sells samples of the food • Calling a celebrity chef to this place• Quick-Eat contests• Food Festival (region or idea based)• Happy Hours• All you can eat promos• Wine

• Specials (list out a special platform for every month)

• Proximity Promotion– Distribution of pamphlets

• Loyalty Program• Will be punched everytime you eat at the

restaurant• Every 10 meals – you will get a discount or

something free

• Get food critics to sample the food and write about it in foodie magazines and other media

Lets get cooking

Food for thought

• Menu and place mats can be used to relay information in a fun/quirky manner. Getting them to romance with the food and the place

• Dual positioning/Maximizing utilization Cater to the office crowd from morning to sundown, cater to family and friends post sunset(all it takes is some additions to the menu and placing some candles to the ambience)

THANK YOU