Eatery chains hope to score with IPL

Bengaluru: Some of India’s largest restaurant chains expect the upcoming Indian Premier League season to boost home delivery orders by as much as 30%, even as dine-in footfalls remain tepid, according to their executives. These firms — including Impresario Handmade, Olive Group, Pizza Hut and KA Hospitality — have traditionally focused on the dine-in space but will look to capitalise on home deliveries and acquiring new customers this season.In the run-up to the short format cricketing event, chains have started curating special menus, ready-to-eat selection, and cocktail kits. They are also cutting prices and exploring deeper partnerships with online aggregators to lure customers. “Big sporty events like the IPL can bring back food delivery business to pre-Covid-19 levels,” said AD Singh, managing director, Olive Group of Restaurants, which operates Monkey Bar, SodaBottleOpenerWala, and Fatty Bao.The two largest online food delivery players — Swiggy and Zomato — are preparing to offer significant discounts and invest a combined ₹175 crore in marketing to hit pre-Covid-19 order numbers, people familiar with the matter told ET. Investors told ET that after four months of food delivery, sales are showing slow signs of recovery, but the IPL season is expected to give platforms and eateries a much-needed momentum.Focus IPLAccording to Olive Group’s Singh, Monkey Bar is creating specialised combos focussed on home delivery, while the selection at Fatty Bao and SodaBottleOpenerWala has also been tweaked for delivery. Pizza Hut said the IPL is expected to increase delivery sales by nearly 30%. The pizza chain is already witnessing more than 60% of its business from the delivery channel.Affordable selection and group meals are another priority for upmarket joints.“At Nara, we’ve collaborated with chef Harsh Dixit and curated a Thai street-style menu...At CinCin, we have frozen pizzas and lasagna trays. At Yauatcha, we’re looking at introducing (affordable) assorted dim-sum baskets,” Karyna Bajaj of KA Hospitality said.Impresario Handmade, which owns Socials as well as Smoke House Deli, said this was the first time that the group was preparing for a sporting event delivery-first.

from Economic Times https://bit.ly/3lXbG5M
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