Project:
Dita's
Location:
New Delhi
Scope:
- Internal Research & Feasibility Report
- Concept and Creative Direction
- Location Search & Confirmation
- Architectural / Interior Execution
- Kitchen / Bar Planning & Layout
- Graphic Design Collaboration
- Cuisine & Food Identity
- Bar Program & Beverage Identity
- Core Structure & Hiring
- Training & Operations
- Marketing & Social Media
We were engaged by the well-known Khaitan family to help with their first ever FB venture. The location is a central spot in the Ambawatta One complex in Mehrauli, surrounded by luxury apparel showrooms and overlooking Qutab Minar.
Mehrauli attracts an elite clientele due to its connectivity with upscale neighborhoods in South Delhi and Gurgaon. Keeping the target segment in mind, we created a concept based on the travel experience of the client. Through extensive food and drink trials, we curated the best of the best for their menu.
We were also involved in graphic design and hiring key staff members. Once the restaurant opened, they decided to retain our services.
We provided ongoing operational guidance to improve bottom-line and remove inconsistencies through audits and training.
We were involved in the ideation of their marketing and PR strategy as a part of which we also created special menus for various promotional events.
Project:
Mesa
Location:
New Delhi
Scope:
- Internal Research & Feasibility Report
- Concept and Creative Direction
- Location Search & Confirmation
- Architectural / Interior Execution
- Kitchen / Bar Planning & Layout
- Graphic Design Collaboration
- Cuisine & Food Identity
- Core Structure & Hiring
- Training & Operations
- Marketing & Social Media
We were approached by the promoters behind one of the largest wine import companies in India. Although they pivoted a while back into other categories, their passion, connections and knowledge of wines was a great starting point in creating a mood board and direction for a modern Wine Bistro. In this project, we covered almost all the aspects of building a restaurant, from idea to execution.
Based on market research, we found that there was an upcoming culture of wine in the city, and options were limited. We zeroed down on Aerocity as it has the perfect customer base with expats, business hotels and corporates. This was the perfect backdrop for this Modern European Wine Bistro with the largest range of wines by the glass in the city.
Interior design uses a palette which is refined, yet welcoming - plush shades accented by natural lighting, tropical plants, brass trimmings on a textured grey backdrop, purposefully creating a subtle & warm atmosphere - great for an all day wine and tapas affair. By creating a slight emphasis on Spanish delicacies like 'Paella' & "Cocas", we were able to create a niche and a unique factor that sets us apart .
Project:
Tea Juction
Location:
New Delhi
Scope:
- Internal Research & Feasibility Report
- Concept and Creative Direction
- Location Search & Confirmation
- Architectural / Interior Execution
- Kitchen / Bar Planning & Layout
- Graphic Design Collaboration
- Cuisine & Food Identity
- Core Structure & Hiring
- Training & Operations
- Marketing & Social Media
Owned by the illustrious Ambuja Neotia group, Tea Junction has been an iconic brand in Kolkata. After crossing 50 outlets, they wanted to spread into other cities, and we felt that Delhi would be a great first stop. We worked hard to understand the brand, and the Delhi market, and created a strategy for how Tea Junction could acclimatize to the expansion. This included location analysis, and securing a space for their first outlet at Delhi's leading mall, Select Citywalk.
The other steps on which we worked simultaneously, were re-branding and re-positioning. For this we worked on their design language, and covered everything from logo, fonts, colour palette, tagline, packaging, nomenclature - the full evolution of graphics and tone of voice, with the view to upgrade their existing offering.
We spent a lot of time on the menu direction. We worked on drinks, pricing, recipe development, final trials and execution. Creating a new version of a loved brand, with knowing the customer and the city. Another question was, how do we differ from so many others in this category, and here we spent time on the direction and story line of the brand character.
Project:
F&B Advisor for
Select CITYWALK
Location:
New Delhi
Scope:
- Create Food Court (My Square)
- Curate Food Mix
- Menu Engineering
- Hygiene Check
- Food Tasting and Reviewing
- Mystery Shopping
- Lead Generation
- Marketing Activities
- Social Media Posts
- Campaigns
- Website Audit
- Industry Update
Select Citywalk needs no introduction. Possibly the most sought after mall in the country, SCW has raised the benchmark for the industry, with many key brands choosing them as their first location in India (including HM, Zara, Burger King, CBTL).
We were approached by them in late 2013 for a specific need, the revamping of the food court. From the brand selection, to positioning, menu suggestions and price guides, to layouts, to services, Secret Ingredient was involved with all the parts that finally came together as My Square. Today My Square does almost 6x revenues versus it's old avatar, and probably the highest grossing food court in the country per square foot.
After that, we engaged as their Food Consultants for the entire mall, overseeing advising them on food curation, restaurant introductions, brand assessments meetings, events, food programming, technology in restaurants, audits, marketing social media ideation, research report and all things food.
We completed 5 years of our partnership with Select in 2019.
Project:
F&B Advisor
for
SWIGGY
Location:
Multiple (Pan India)
Scope:
- Internal Research & Feasibility Report
- Concept and Creative Direction
- Location Search & Confirmation
- Architectural / Interior Execution
- Kitchen / Bar Planning & Layout
- Graphic Design Collaboration
- Cuisine & Food Identity
- Core Structure & Hiring
- Training & Operations
- Marketing & Social Media
Swiggy is a privately owned and fully funded, national food delivery aggregator operating across India. We have been retained to develop a new food delivery brand in the heart of Bangalore.
The Bowl Company was the company's first and most ambitious project in the food delivery space with an understanding that they would expand across the country. TBC freshly prepares world comfort food, conveniently packed and delivered to you on demand through the Swiggy app the menu consists of Indian, Asian and Continental Bowls delivered through a cloud kitchen.
We worked closely with the client to conceptualise the brand, led on feasibility and kitchen planning, before going on to execute culinary development, name and identity, presentation, packaging, guest experience and kitchen team training.
We have continued to work extensively with their senior management team on developing several of the company's food brands, which are privately owned and operated.
Project:
UNO
Location:
Noida
Bangalore
Kolkata
Scope:
- Internal Research & Feasibility Report
- Concept and Creative Direction
- Location Search & Confirmation
- Architectural / Interior Execution
- Kitchen / Bar Planning & Layout
- Graphic Design Collaboration
- Cuisine & Food Identity
- Core Structure & Hiring
- Training & Operations
- Marketing & Social Media
The Uno story begins in Chicago in 1943 when they developed the world's first deep dish pizza and opened a new type of restaurant at the corner of Ohio Wabash - buttery & out-of-this-world crust that had a tall edge like a fruit pie. Uno now operates in over 140 locations across the globe.
For the India expansion, Uno was in unfamiliar territory and there was an ongoing requirement for general advice, brand acclimatization, processes and supply chain, menu guidance and finally delivering the product, for which we were retained.
The scope involved conducting detailed market feasibility to understand the opportunity and gaps before going on to work with the team to collaboratively develop an engaging and viable interpretation of UNO India, whilst keeping UNO's international brand values intact.
The result was a gloriously vibrant family restaurant and bar, themed around prohibition era 1940's America a soulful menu, an exciting drink programme and a guest experience that's all about good time delivered with warm service.
Project:
Clubhouse
Hoax
Location:
Amritsar
Scope:
- Internal Research & Feasibility Report
- Concept and Creative Direction
- Location Search & Confirmation
- Architectural / Interior Execution
- Kitchen / Bar Planning & Layout
- Graphic Design Collaboration
- Cuisine & Food Identity
- Core Structure & Hiring
- Training & Operations
- Marketing & Social Media
The small city of Amritsar features within top 5 tourist destinations of India due to presence of the iconic Golden Temple. With local players operating at low standards, the city lacked presence of an organized brand and a party place in the FB space which the millennials families could relate to.
Four dynamic entrepreneurs from different businesses partnered together and approached us. The brief was to create a landmark in the FB space, and we executed our full scope of services.
16,000 square feet of barren land, holding an old and dilapidated factory work shed, is now known as Clubhouse, Hoax. Amritsar caters to a wide array of guests, so what is a warm family restaurant during the day, turns into a buzzy bar in the evening, and there's even a small private member's night club space for the more adventurous.
Clubhouse, today proudly sits on the bucket list of every traveler to Amritsar, besides being the most loved local destination.
Project:
FB Advisor
for The
British School
Location:
New Delhi
Scope:
- Internal Research & Feasibility Report
- Concept and Creative Direction
- Location Search & Confirmation
- Architectural / Interior Execution
- Kitchen / Bar Planning & Layout
- Graphic Design Collaboration
- Cuisine & Food Identity
- Core Structure & Hiring
- Training & Operations
- Marketing & Social Media
Apart from being one of the highest regarded international schools in the country, this project was a little more special for us, as half our team are alumni of The British School.
We started our association in 2013, where we curated all the FB activities / stalls for the 50th Anniversary celebrations. And then we moved on to something much more ambitious can we make the school a healthier place to send our children without compromising on taste, flavors, variety and quintessential school comfort food.
Starting from the Tuck Shop, we created a benchmark for quality, ensuring we have everything that kids want to see there, but removed all sugary drinks highly processed foods, and replaced them with healthier versions. We then moved to the school canteen, and created an organic food offering. From finding potential vendors, to supply chain, kitchen planning, menu, trials, hygiene tests, and constant feedback monitoring, we were part of every process.
From the year we started, the school had the highest number of students on the meal program that it has ever seen, and every year they break their own record.
Project:
Akari
Koko
Location:
Taj Vivanta,
Kathmandu,
Nepal
Scope:
- Internal Research & Feasibility Report
- Concept and Creative Direction
- Location Search & Confirmation
- Architectural / Interior Execution
- Kitchen / Bar Planning & Layout
- Graphic Design Collaboration
- Cuisine & Food Identity
- Core Structure & Hiring
- Training & Operations
- Marketing & Social Media
Akari Koko stand proudly on the rooftop of Kathmandu's newest hotel property, Taj Vivanta. We were brought in on day one, and had to come up with a concept for this iconic space.
After spending time in Nepal, and doing the research, we found that there was an opportunity to create an affordable fine dining restaurant and rooftop bar.
The views helped, and we started to put together the concept of a Pan Asian restaurant with a Japanese design sensibility, and worked closely with the graphic interior designers.
Thereafter came the menu, and we also hired and trained the main team members including the Chef Mixologist. This joint venture with CG Group took off from day one, and continues to be relevant and popular.
Project:
Multiple
Projects for
CG Group
Location:
Multiple
Locations
Scope:
- Internal Research & Feasibility Report
- Concept and Creative Direction
- Location Search & Confirmation
- Architectural / Interior Execution
- Kitchen / Bar Planning & Layout
- Graphic Design Collaboration
- Cuisine & Food Identity
- Core Structure & Hiring
- Training & Operations
- Marketing & Social Media
Chaudhary Group (CG Group) is a multi-national conglomerate headquartered in Nepal. The group owns 136 companies in 15 different business verticals across five continents with an annual revenue of 1.14 billion USD.
We were the retainer consultants for CG Group and helped them with a lot of FB across locations and products. Some of the key projects were as follows:
Dhaba (Ready to Eat)
Wai Wai City (Cafe/QSR)
FMCG Snacks
For Dhaba, we helped develop a line of Ready-to-Eat products for the middle east market. We were involved in areas such as taste trials, packaging, vendor sourcing, photoshoot and regulatory liaising.
For Wai Wai City(Cafe/QSR), we helped with every aspect from start to finish covering our full range of services.
FMCG Snacks included a range of fried, extruded and baked snacks. We were involved in picking key ingredients, sampling and final tastings with client. We also helped with positioning and sourcing of vendors.
Project:
Kairali
Location:
Palakkad,
Kerala
Scope:
- Internal Research & Feasibility Report
- Concept and Creative Direction
- Location Search & Confirmation
- Architectural / Interior Execution
- Kitchen / Bar Planning & Layout
- Graphic Design Collaboration
- Cuisine & Food Identity
- Core Structure & Hiring
- Training & Operations
- Marketing & Social Media
Kairali is one of the most well-known Ayurvedic brands in India with a legacy of over 110 years. Run by a long family lineage of traditional Ayurvedic doctors, today the group is into various diversified domains such as Ayurvedic Products, Ayurvedic Centers, Training Programs and Hospitality.
We were engaged to re-invent the menu for their Ayurvedic Healing Village Resort in Palakkad. In line with the company's philosophy of authenticity, we dwelled deep into the science of Ayurveda and learnt about the prevalent ingredients and food practices.
Then, we factored the customer profile into this research. The final menu that we developed through food trials focused on healing and wellness, yet it was exciting and approachable.
We then went on to do the re-branding for their range of retail products including herbal teas and beauty products.