chaat ke thaat- an integrated restaurant consulting venture by k leela

8/8/2019 Chaat Ke Thaat- An Integrated Restaurant Consulting Venture by K Leela

1/20

INTEGRATED RESTAURANT CONCEPT STUDY

A Consulting Venture by


2/20

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.


3/20

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.


4/20

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


5/20

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.


6/20

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.


7/20

BRAND ENGINEERING

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


8/20

BRAND ENGINEERING

Product ads lay bare humorous punches, in synergy with the concept .


9/20

BRAND ENGINEERINGTOILET ADVERTISING

FEMALE MALE


10/20

BRAND ENGINEERINGWEBSITE


11/20

DESIGN & DECOR

Concept Blueprint

Competitor

Analysis & TGMapping

Trend

Identification

& Analysis

Market Audit

& Research

Integrated Theme Development


12/20

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


13/20

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.


14/20

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.


15/20

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.


16/20


17/20

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.


18/20

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.


19/20

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.


20/20

THANKS

403, little World Mall, Sector 2, Kharghar, Navi Mumbai

+91 98213-28728

chaat ke thaat- an integrated restaurant consulting venture by k leela

Documents