LITERATURE REVIEW

on
Study on themed restaurants of Ahmedabad : a lifestyle
retailing concept
For the partial fulfllment of the course
RETAIL MARKETING
MBA (FT) 2010-12
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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 focus on creating fresh
connections between brands and consumers increasing sales as a result of having
customers relate better to what we market and who we are as a company For others, it!s 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 "ernd
#chmitt Moving beyond traditional features$and$benefits marketing
%his concept by #chmitt explains how to create holistic experiences for customers through
brands that provide sensory, affective, and creative associations as well
%he concept of experiential marketing comprises of five core elements & sense, feel, think,
act, and relate
SENSE
#E'#E marketing appeals to the senses with the ob(ective of creating sensory experiences
through sight, sound, touch, taste, and smell #E'#E marketing may be used to differentiate
companies and products, to motivate customers, and to add value to products #E'#E
marketing re)uires an understanding of how to achieve sensory impact
FEEL
FEE* marketing appeals to customers+ inner feelings and emotions, with the ob(ective of
creating affective experiences that range from mildly positive moods linked to a brand ,eg,
for a non involving, nondurable grocery brand or service or industrial product- to strong
emotions of (oy and pride ,eg, for a consumer durable, technology, or social marketing
campaign- .s we will see, most affect occurs during consumption %herefore standard
emotional advertising is often inappropriate because it does not target feelings during
consumption /hat is needed for FEE* 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
%01'2 marketing appeals to the intellect with the ob(ective of creating cognitive, problem$
solving experiences that engage customers creatively, %01'2 appeals to engage customers+
convergent and divergent thinking through surprise, intrigue, and provocation %01'2
campaigns are common for new technology products "ut %01'2 marketing is not restricted
only to high$tech products %01'2 marketing has also been used in product design, retailing,
and in communications in many other industries
ACT
.3% marketing aims to affect bodily experiences, lifestyles, and interactions .3% marketing
enriches customers+ lives by enhancing their physical experiences, showing them alternative
ways of doing things ,eg, in business$to$business and industrial markets-, alternative
lifestyles, and interactions .s 1 will show, analytical, rational approaches to behavior change
are only one of many behavioral change options 3hanges in lifestyles are often more
motivational, inspirational, and spontaneous in nature and brought about by role models ,eg,
movie stars or famous athletes-
RELATE
4E*.%E marketing contains aspects of #E'#E, FEE*, %01'2, and .3% marketing
0owever, 4E*.%E marketing expands beyond the individual+s personal, private feelings,
thus adding to 5individual experiences5 and relating the individual to his or her ideal self,
other people, or cultures
4E*.%E campaigns appeal to the individual+s desire for self$improvement ,eg, a future
5ideal self that he or she wants to relate to- %hey appeal to the need to be perceived
positively by individual others ,eg, one+s peers, girlfriend, boyfriend, or spouse6 family and
colleagues- %hey 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 recogni7ed across the industry as a domain where the skills and
)uality levels of the promoters involved is paramount to a complete and impactful experience
for the audience /hile 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
%oday!s consumer is savvier and is armed with enough information to back up his choice of
products 1n such a scenario rational arguments about the superiority of product features is
not sufficient "uilding 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 e)uation with them
.nd marketer!s 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 %he 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
.ppealing 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 %his means that the marketer needs to have a firm grasp
on the mindset of the target audience he or she wishes to attract "y 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
1n order to engage in experiential marketing, it is necessary to engage as many of the senses
as possible #triking displays with powerful visual elements, such as websites, and visual
media such as print ads should not only be visually appealing, but also con(ure up daydreams
of locales and reminders of sensations that are en(oyable to the individual /hen 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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"ecause experiential marketing connects with the consumer on multiple levels, the strategy is
ideally suited for contemporary sales and marketing campaigns #hortened attention spans
demand that any ad campaign make a )uick impression, or the opportunity to engage the
consumer will )uickly pass /hile 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
%his means that ads on the 1nternet, 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 "y appealing to
all the senses, and making the connection )uickly 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 8ersonal
experiences help people connect to a brand and make intelligent and informed purchasing
decisions %he term 5Experiential Marketing5 refers to actual customer experiences with the
brand9product9service that drive sales and increase brand image and awareness 1t+s the
difference between telling people about features of a product or service and letting them
experience the benefits for themselves /hen 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 :;< degree relationship between brands and their audiences
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EXPERIENTIAL MARKETING IN INDIA
.n example of Experiential Marketing is Mahindra in 1ndia, Mahindra %ractors wanted to
launch their 0y %ec brand which was a strong hydraulic tractor aiming to help farmers saw
the field
%o show this technology to the farmers they engaged them through a techni)ue in which
sensors were fixed to the hydraulic and a large *3= monitor was placed for the farmers,
which captured the movement of the cultivator on an E3> graph %his 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, %? commercials, outdoor promotions and games over the
1nternet, radio and mobile phones
.mong those to have used the concept in a big way in 1ndia is 0ungama which
conceptualised and executed a number of integrated promotion plans and also managed to get
visibility and retention value for their products
@f 0ungama+s numerous promotions, those that stand out in recent memory include the #M#
contests for 0ollywood movies like %omb 4aider A and AFast AFurious
.nother turnkey integrated plan took shape when movie, mobile, 1nternet and coke came
together to create a special promo for "ollywood movie 2uch 'a 2aho where a movie 7one
was created on 4eliance 1ndia Mobile+s ,41M- 4 /orld service %he movie 7one offered a
contest sponsored by 3oca$3ola where a select number of 41M consumers could win a
chance to spend an evening with "ollywood+s numero uno actress, .ishwarya 4ai 0ungama,
which created the site, claims that it received over :<,<<< hits within two hours of activation
%hough experiential marketing has been more visible in entertainment, it is not restricted to
(ust that Financial institutions are (umping into the fray as well /estern Bnion Money
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%ransfer and 4amesh #ippy 8roductions got 0ungama to do an +1n Film+ branding for the
movie 2uch 'a 2aho 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, 3adbury =airy 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
)uality to a (oyful experience of consuming chocolate %he recent campaign for 3adbury
=airy Milk #ilk is a classic case of creating experience in the mind of the consumer
.nother method is the engage the consumers in different platforms 0B* which is 1ndia!s
largest FM3> 3ompany recently launched a website called "e "eautiful ,bebeautifulin- as a
platform to communicate with its consumers "e "eautiful, unlike other brand website , is a
platform for all of 0B*!s personal care brands like 8ond!s, *akme, #unsilk, ?aseline and
=ove to connect with the consumer /hile 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 %he 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
"rands like 3olgate uses events like =ental 3heck Bp 3amps to relate to the consumer
%hese events not only reinforce the positioning but also give a sense of relatedness to the
consumers
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TYPES OF RESTAURANT
%he =ifferent %ypes and 3oncepts of 4estaurants
%he 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
4estaurants are generally classified into three groups&
C Duick #ervice $ .lso known as fast$food restaurants %hey offer limited menus that are
prepared )uickly %hey usually have drive$thru windows and take$out
A Mid scale $ %hey offer full meals at a medium price that customers perceive as 5good
value5 %hey can be full service, buffets or limited service with customers ordering at the
counter and having their food brought to them
: Bpscale $ @ffer high )uality cuisine at a high end price %hey offer full service and have a
high )uality of ambience
%here are various types of restaurant 4estaurants fall into several industry classifications
based upon menu style, preparation methods and pricing .dditionally, how the food is served
to the customer helps to determine the classification
0istorically, 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$out restaurants,
a retronym for the older 5standard5 restaurant was created, sit$down restaurant Most
commonly, 5sit$down restaurant5 refers to a casual dining restaurant with table service, rather
than a fast food restaurant, where one orders food at a counter #it$down restaurants are often
further categori7ed as 5family$style5 or 5formal5
1n "ritish English, the term restaurant almost always means an eating establishment with
table service, so the 5sit$down5 )ualification is not usually necessary Fast food and takeaway
,take$out- outlets with counter service are not normally referred to as restaurants @utside of
'orth$.merica, the terms fast casual dining restaurants, family style, and casual dining are
not used Eunk food establishments would also not often be referred to as a +restaurant+
Fast food
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Fast food restaurants emphasi7e speed of service @perations range from small$scale street
vendors with carts to franchise business franchised mega$corporations like Mc=onalds
Fast casual
Fast casual restaurants do not offer table service, but may offer non$disposable plates and
cutlery %he )uality of food and prices tend to be higher than those of a conventional fast food
restaurant but may be lower than casual dining
Casual dnn!
. casual dining restaurant is a restaurant that serves moderately$priced food in a casual
atmosphere Except for buffet$style restaurants, casual dining restaurants typically provide
table service 3asual dining comprises a market segment between fast food establishments
and fine dining restaurants Matsutani, Minoru, Family restaurants falling from favor 3asual
dining restaurants usually have a full bar with separate bar staff, a larger beer menu and a
limited wine menu %hey are fre)uently, but not necessarily, part of a wider chain,
particularly in the Bnited #tates
Fa"l# st#l$
Family style restaurants are a type of casual dining restaurants with diners seated at a
communal table such as on bench seats %he menu may include items targeted toward
multiple age groups, including young children and the elderly %hese restaurants tend to be
small business single$family businesses3itation needed
Fn$ dnn!
Fine dining restaurants are full service restaurants with specific dedicated meal courses
=Fcor of such restaurants feature higher )uality materials with an eye towards the
5atmosphere5 desired by the restaurateur %he 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 (ust 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
?ariations
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Most of these establishments can be considered subtypes of fast casual dining restaurants or
casual dining restaurants
%st&o and '&ass$&$
1n France, a brasserie is a cafF doubling as a restaurant and serving single dishes and other
meals in a relaxed setting . bistro is a familiar name for a cafF serving moderately priced
simple meals in an unpretentious setting, especially in 8aris6 bistros have become
increasingly popular with tourists /hen used in English, the term bistro usually indicates
either a fast casual dining restaurant with a European$influenced menu or a cafFs with a larger
menu of food
%uff$t and s"(&!)s'o&d
"uffets and smGrgHsbord offer patrons a selection of food at a fixed price Food is served on
trays around bars, from which customers with plates serve themselves %he selection can be
modest or very extensive, with the more elaborate menus divided into categories such as
salad, soup, appeti7ers, hot entrFes, cold entrFes, and dessert and fruit @ften the range of
cuisine can be eclectic, while other restaurants focus on a specific type, such as home$
cooking, 3hinese, 1ndian, or #wedish %he role of the waiter or waitress in this case is
relegated to removal of finished plates, and sometimes the ordering and refill of drinks
1n the Bnited #tates, "uffets, 1nc, is a large buffet chain corporation which owns @ld
3ountry "uffet, 3ountry "uffet, and 0ome%own "uffet 0ome%own "uffet populari7ed the
5scatter buffet5, which refers to the layout of separate food pavilions @ther .merican
restaurant chains well$known for their buffets include >olden 3orral, which features food
products presented in pans, #ouplantation9#weet %omatoes ,known in particular for its soups
and salads-, >atti+s 8i77a, 3i3i+s 8i77a, Fresh 3hoice ,a smaller competitor of #ouplantation-,
8ancho+s Mexican "uffet, 4yan+s and 8onderosa #teakhouse #i77ler is another prominent
restaurant offering a buffet
Caf*
3afFs are informal restaurants offering a range of hot meals and made$to$order sandwiches
3offee shops, while similar to cafFs, are not restaurants due to the fact that they primarily
serve and derive the ma(ority of their revenue from hot drinks Many cafFs are open for
breakfast and serve full hot breakfasts 1n some areas cafFs offer outdoor seating
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Caf$t$&a
. cafeteria is a restaurant serving ready$cooked food arranged behind a food$serving counter
%here is little or no table service %ypically, a patron takes a tray and pushes it along a track in
front of the counter =epending on the establishment, servings may be ordered from
attendants, selected as ready$made portions already on plates, or self$serve their own
portions 3afeterias are common in hospitals, corporations and educational institutions
1n the B2, a cafeteria may also offer a large selection of hot food similar to the .merican fast
casual restaurant, and the use of the term cafeteria is deprecated in favour of self$service
restaurant
Coff$$+ous$
3offeehouses are casual restaurants without table service that emphasi7e coffee and other
beverages6 typically a limited selection of cold foods such as pastries and perhaps sandwiches
are offered as well %heir distinguishing feature is that they allow patrons to relax and
sociali7e on their premises for long periods of time without pressure to leave promptly after
eating, and are thus fre)uently chosen as sites for meetings
D$stnaton &$stau&ant
. destination restaurant is one that has a strong enough appeal to draw customers from
beyond its community
Ta'l$to, Coo-n!
3ustomers 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 grills6 the
customer has control over the heating power of the appliance
Mon!olan 'a&'$.u$
=espite the name, this form of restaurant is not Mongolian, actually derived from %aiwan and
inspired by Eapanese teppanyakiIcitation neededJ 3ustomers create a bowl from an
assortment of ingredients displayed in a buffet fashion %he 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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Pu'
Mainly in the B2 and other countries influenced by "ritish culture, a pub ,short for public
house- is a bar that sometimes serves simple food fare %raditionally, 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$)uality pub food and concomitantly high prices .
typical pub has a large selection of beers and ales on tap
T$,,an#a-/st#l$
1n 'orth .merica, many restaurants speciali7ing in Eapanese cuisine offer the teppanyaki
grill, which is more accurately based on a type of charcoal stove that is called shichirin in
Eapan =iners, often in multiple, unrelated parties, sit around the grill while a chef prepares
their food orders in front of them @ften the chef is trained in entertaining the guests with
special techni)ues, including cracking a spinning egg in the air, forming a volcano out of
differently$si7ed onion slices, and flipping grilled shrimp pieces into patrons+ mouths, in
addition to various props
%a-$&#0 a restaurant selling breads and pastries, including such items as muffins, cupcakes,
cookies and baguettes
%a& 1 G&ll0 a restaurant that serves alcoholic beverages and grilled foods
%a&'$cu$ R$stau&ant0 an establishment offering a wide range of barbecued entrees,
including pork ribs and briskets
%st&o0 an informal eatery serving moderately priced food and drinks, sometimes called a
cafF
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%uff$t0 a self$service restaurant where patrons can pick and choose from an assortment of
foods displayed on a special serving table or stall #ome buffets are all$you$can$eat for one
flat fee
Caf*0 a term for a casual restaurant, sometimes interchangeable with the word bistro . cafF
typically serves both hot plates like pastas and pi77as and cold dishes like sandwiches and
salads 1n some countries, cafes have limited menus and are very similar, if not identical, to
coffee houses
Caf$t$&a0 similar to a buffet, a cafeteria has limited table service 8atrons are given trays so
they can place whatever food items they find appealing as they travel along an extended
counter or display case #ome cafeterias charge a flat fee 0owever, many cafeterias have
different rates for different items Most cafeterias are found in office buildings and schools
C+uc- 2a!on0 formerly referring to a wagon stocked with food and cookware associated
with lumber camps and ranches %oday, the term chuck wagon is often used to identify a
restaurant known for serving large portions of traditional /estern cuisines, from hearty
serving of eggs, sausage and grits to a heaping platter of battered shrimp and steaks
Coff$$ Hous$0 an establishment serving a variety of specialty coffee Many modern coffee
houses also sell food, but menus are often limited
Conc$sson Stand0 a stall from which patrons can purchase light snacks like chips and ice
cream, as well as fully prepared meals like corndogs and hamburgers 3oncessions stands are
typically found at short$lived or seasonal events like sports games and fairs
Con3$#o& %$lt Sus+& a type of fast food sushi restaurant in which the sushi chef continually
places small plates of sushi and other Eapanese food items on a conveyor belt 8atrons, seated
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along the conveyor belt, can grab the plates that appeal to them @nce a patron is finished
with his or her meal, the sushi chef uses the stack of empty plates to calculate the cost of the
meal
D$lcat$ss$n &$stau&ant0 an establishment that sell ready made foods like roast beef
sandwiches and potato salad
Dn$&0 a restaurant characteri7ed by a narrow structure, originating in the B# northeast %he
term diner is also used in reference to a type of restaurant that offers a retro dFcor, casual
ambience and a menu filled with traditional .merican foods like tuna melts and hamburgers
Dnn$& T+$at$&0 a dining experience that combines a staged performance with a meal %he
show+s cast members often encourage the audience to participate while they dine
D&3$/In0 in the B#, patrons visiting this type of restaurant can order their meals and dine
while seated inside their vehicles Many modern drive$in restaurants are modeled after the
popular CKL<s versions #ome even have roller skating waitresses
D&3$/T+&u0 a fast food restaurant where customers can simply pull up to a window to make
and receive their orders without leaving their vehicles
Food Cou&t0 . 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
O#st$& %a&0 a restaurant$bar featuring fresh oysters prepared in numerous ways
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P44a D$l3$&#0 .n establishment that offers a home delivery service and speciali7es in
pi77as
Pu'0 an establishment where alcoholic beverages are purchased and consumed #ome pubs
are chiefly "ritish, 1rish or .ustralian %raditional pubs use ingredients purchased from
neighborhood markets 8opular pub grub includes shepherd+s pie, bangers and mash and fish
and chips
Ra2 %a&0 . restaurant serving raw shellfish like oysters and clams #ome raw bars also serve
cooked seafood, including such menu items as clam chowders and steamed shellfish
R$3ol3n! R$stau&ant& a restaurant M usually located at the top of a tall building M that
slowly rotates, thus offering its patrons a :;< degree, panoramic view
Rsto&ant$0 a formal 1talian restaurant
Road+ous$0 a small accommodation, bar or restaurant located along a road or highway on
the outskirts of town
S"o-$/F&$$ R$stau&ant0 an eatery that does not have a smoking section
Snac- %a&0 a food vendor selling light snacks and meals, such as potato chips, bagels and hot
dogs 1nexpensive nonalcoholic beverages such as sodas and (uices are also sold at snack
bars
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Sou, Ktc+$n0 an eatery, often located in low$income neighborhoods, serving low$priced or
free foods for those burdened with financial limitations
St$a-+ous$0 a restaurant serving many types of meat but speciali7ing in beef steaks
Ta-$out0 an establishment that allows patrons to pre$order food for pick up
T$a&oo"0 a restaurant serving light courses and pastries to accompany a wide selection of
teas 8opular food items include scones, cucumber sandwiches and crumpets
T$,,an#a-0 a Eapanese restaurant where patrons sit around a counter, which is attached to a
large grill %he chef assigned to the grill entertains the patrons while cooking several types of
stir$fries
T+$"$ R$stau&ant0 a restaurant with a consistent but out$of$the$ordinary dFcor . well
known example of a theme restaurant is the Medieval %imes, which is designed to resemble a
castle from the Middle .ges
T&atto&a0 an informal restaurant offering 1talian cuisine served family style
%ruck #top& a restaurant usually attached to or located near a fueling station %ruck stops are
geared toward truckers %hey offer a variety of truck services and sell cooked meals, snacks
and beverages, as well as souvenirs
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THEMED RESTAURANT
%heme 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
%he 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
/ith 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 dFcor are gaining acceptance
'ow one could chug down timelines and en(oy some burrakhanna of the "ritish 4a(, seated
in a pullman styled CNL<+s railway$coach dining restaurant 5#ahib #ind #ultan ,###-5, or one
could go back to the spartan rock$age interior of 5>uhantara5, a cave resort
Food connoisseurs can also have a pick of en(oying flavours from the 3hinese woks at
5.romas of 3hina5 or usher in a celebratory mood of a wedding at 5Ealsa5, a restaurant
5#amarkhand5 ,based on north$1ndian frontier- 5###5, 5"ombay 8ost5 ,based on the uni)ue
delicacies of Mumbai including street food-, and 52hansama5 ,based on the cuisines of the
royal kingdom-
1ce *ounge in #aket, %he #ports "ar in 'oida, Manchester Bnited 4estaurant "ar in
>urgaon, 2eya$2ainoosh at =*F 8romenade in ?asant 2un( and >olfworx at .mbience Mall
in >urgaon are some of the lounges and restaurants which offer patrons an experience to
remember 8eople can en(oy freshly brewed beer at the 4ockman+s "eer 1sland lounge at
.mbience mall
.nother example is "arcode, an international sports bar chain based out of .ustralia 0imani
Modi owns its franchise in 1ndia and runs a franchise outlet in =elhi #peaking to 0industan
%imes, she says, /e have five floors in all, with good sports dFcor and graphics on walls and
mirrors Modi says that on an average, the daily billing is as high as 4s OL<<< to 4s C lakh,
which definitely goes up on weekends 3orporate clients like #iemens, 'ational >eographic
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 :< per cent of the annual turnover %he fact that all
cricket matches are shown on *3= screens also is an added attraction for the visitors
1n the suburbs too, theme restaurants are becoming more and more popular .s suburban life
gets more hectic, consumers are looking for more than (ust the pure vanilla experience at
restaurants %his explains the gradual increase in the number of theme restaurants like
?illage, Machan and 4udey!s Forest 3afF
.mar Eog, =irector, Marketing and "usiness =evelopment, 2ambala 0ospitality 8vt *td,
which runs the ?illage theme restaurant tells 0%, /e started with P?illage! on CLth .ugust
last year in 2andivli and from then till date, we have seen three more P?illage! restaurants at
>hatkopar, %hane and ?ashi 0e 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
@n an average, the ?illage outlet attracts as many as Q<< consumers daily while weekends
see double the number of consumers .t an average ticket price of 4s :<<, this works out to a
business of 4s CA<<<< daily
@ffering a variety of vegetarian cuisine like >u(rati, Marwari and 8un(abi specialities, in
addition to masala milk, chaay$in$kullads as well as ganne ka ras, all provided by
traditionally clad staff in an environment that!s given the look and feel of a village
0appy with the thumping business of ?illage, Eog has bigger plans, /e intend to take the
?illage concept soon to =ubai and the B2 market %he =ubai venture should take off in A<<N
itself
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Eog informs that there is another upcoming theme concept, soon opening in ?ashi called
PBmrao Eaan!, which will boast of *ucknowi specialties and 'orth 1ndian food 1n addition,
3howpatty$ the spirit of Mumbai is also coming up soon at 4aghuleela Mall
"engaluru plays host to a number of theme$based restaurants, from simple dhaba themes to
exotic rainforest themes and a lot more 1rrespective of the cuisine they serve, these theme$
restaurants are always an attraction to kids and adults alike
#ome of the themed restaurants present here are&
>ufha, %he 8resident 0otel $51n a typical ambiance of a cave, >ufha serves lip$smacking
.fghani "iryani and 2ebabs5
#erengeti $ 5#erengeti transports you to another world with its rustic surroundings5
Ealsa $ 5%here is no better way to relish Mughlai delicacies than to feel like a king in a royal$
themed ambiance5
CKQO $ 5/ith 1ndia celebrating its ;And year of 1ndependence, CKQO vouches to take you back
in time with typical 1ndian khaana5
.ngeethi $ 5En(oy hygienically cooked =haba$style food in a typical =haba ambiance, right
here inside the city at .ngeethi5
"ombay 8ost $ 5. classic "ollywood themed restaurant bringing nostalgic memories of the
stars who are immortal in our minds5
3handni 3howk $ 5/ith an attempt to replicate 3handni 3howk in =elhi, the theme
restaurant serves some authentic =elhi street food5
THEMED RESTAURANTS IN AHMEDA%AD
#ome of the theme based restaurants in amedabad are eggstacy, vishalla, village , das prakash
, chokhi dhani , mirch masala and (ungle bhookh
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REFRENCES
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to/s$ns$/f$$l/t+n-/act/&$lat$6+t"l
;6 +tt,0772226$8,$&$ntalfo&u"6co"7
<6 +tt,07722262s$!$$-6co"72+at/s/$8,$&$ntal/"a&-$tn!6+t"
=6 +tt,0772226c+ann$l,la#6n7>,a!$9d?5=
@6 +tt,0772226stud#"a&-$tn!6o&!7a&tcl$s7Ma&-$tn!7E8,$&$ntal9Ma&-$tn!6+t"l
A6 +tt,0772226$8,$&$ntal"a&-$tn!:B6co"7:B5B7B=75C7,c-/an#/t2o7
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