Service-based industries like food services had successfully ‘engaged’ with customers via a ‘live’ kitchen or chef’s table, and not only does it enable patrons to get a better understanding of a particular outlet, but also helps to create greater loyalty amongst the target audience. This, in turn, helps a food chain to quickly expand its customer base via word-of-mouth recommendations.
The benefits of this strategy are increasingly being leveraged by retail chains, and a host of them are following a similar strategy. For instance, Spencer’s Retail offers a live bakery at its MGF Mega City Mall, Gurgaon, and it has proved to be rather popular.
Shashwat Goenka, Sector Head – Spencer’s Retail, said, “Consumers are increasingly focusing on a ‘healthy’ lifestyle and our offerings are geared towards this goal.”
Retail consultants highlight that with “convenience” becoming a key differentiator, several retail chains have introduced this concept and it allows consumers to suitably combine their shopping requirements with freshly prepared food.
Spencer’s Retail is not alone, and at Foodhall, which is a part of Future Group, launched live kitchen at its outlets, with patrons being able to select from an array of freshly made offerings like sandwiches and pasta, amongst others.
The introduction of this concept was led by Avni Biyani, daughter of the iconic Kishore Biyani, in’11, and it is branded ‘Demo Station’, and the feedback received from customers has been encouraging. "Our multi-cuisine chefs can service patrons on a 24-hour basis,” said Avni Biyani, Concept Head, Foodhall.
Similarly, Swasti Aggarwal, Regional Head, Delhi NCR of Foodhall, said, “Customers can enjoy the best of both ‘worlds’, shopping as well as freshly prepared food.”
The restaurant experience
Live kitchens were earlier part of promotional activities and food festivals at restaurants, but are increasingly becoming a part of day-to-day operations in this industry.
It’s no surprise that leading QSR chains like Domino’s Pizza ‘Theatre’ restaurant in Pune which allows patrons to gain a greater insight related on the preparation of this product and the related ‘theatrics’, while Krispy Kreme’s ‘Donut Theatre’ in New Delhi has also quickly become popular.
Jeff Welch, President-Krispy Kreme International, said, “We have this format across the globe and it is natural for us to offer it here also.”
And, even a recently launched Japanese theme restaurant Benihana is also focusing on this strategy, in a bid to spread greater awareness of this cuisine amongst patrons here.
Keiko Ono Aoki, CEO, Benihana, said, “Our concept is based on the theme, 'my kitchen is your table’.”
Implications for retailers
Senior managers at retail chains increasingly point out to the advantages of ‘live’ kitchen, in terms of helping to ensure a steady stream of footfalls at shopping centres along with making a “memorable” experience for patrons.
Aggarwal of Foodhall, said, “A live kitchen is becoming an essential component of customer experience at modern retail, and it also helps to ensure the long-term loyalty of shoppers.” Aggarwal also pointed out that to successfully implement this concept requires a team of professional chefs along with a wide product repertoire.
Meanwhile, HyperCity Retail offers pre-cooked food, while Reliance Mart has food counters for patrons.
Ashutosh Chakradeo, Chief Merchandising Officer, HyperCity Retail (India), said, “We provide solutions for a group also, and the emphasis is on letting patrons ‘enjoy’ themselves.”
Clearly, the emphasis of the retail industry is to “delight” the customer.
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