2. An Outline
1. Spanish Josh - Proposition & USP
2. Market Understanding
3. Dipstick survey
4. Way Forward

3. 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.

4. Spanish Josh - Brand Proposition
To deliver the best possible experience to the Indian
urban consumer, every time, every meal, from first
bite to last.

5. Spanish Josh - USP
Spanish Josh offers Indian and Spanish cuisines
cooked
in a healthy style at an affordable price, garnished with
fun & lively ambience.

6. Market Understanding

7. What are others doing?

8. Mexican cuisine that is
different from a regular burger.

17. 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.

18. An American way of life
customized to the Indian taste.

22. 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.

23. Freshly made food for the
health conscious individual.

35. 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.

36. Authentic North Indian food
that isn’t South Indianized

45. 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.

46. Dipstick Survey LOCATION-BANGALORE
No. of respondents: 15

47. Objective
To understand why customers/ consumers re-visit
Mast Kalandar.

48. 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?

49. 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”

50. Consumer Verbatim
“Clean and hygienic “
“Cheerful décor “
“Great ambience “
“Good music that goes with the theme of the
restaurant”
“Good homely food”

51. 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.

52. Local
Convenience
Global
Fine dining
Au Bon Pain
KFC
Taco Bell
Mast Kalandar
Nandini
Casa Picolla
Rajdhani
Spanish Josh
Legend
Mast Kalandar
Nandini

53. What people are like?
1) People are experimentative. They are constantly
seeking new experiences.

54. What people are like?
2) The overall dining experience is greater than the
sum of its parts.

55. 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

56. What people are like?
4) Price-value equation is more important than price.

57. Way Forward

58. 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.

59. 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 customer
enters right up to the time the customer leaves and till he/ she is
back.

60. LETS GET COOKING
SOME IDEAS FOR STARTERS

61. 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)

62. 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)

63. • 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

64. 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)

65. THANK YOU