Do restaurants really get benefited out of festive deals?

Restaurants on special occasions and festivals come out with lucrative deals and offers. Consumers obviously have the win-win situation here, but one cannot resist thinking that how do restaurants get benefit after steep discount? Restaurant India will try and gauge the issue in an effort to give you a closer look!

Indian restaurant industry driven by eating out culture and higher disposable income is growing at a CAGR of 17-18 per cent estimated at 78 billion by 2018.

What’s trending?

Restaurant business in India has grown at a rate of 15 per cent in last five years. From global chains to local leaders, restaurants and cafes in India have spent a lot in placing their products right in the market.

Using social media channels to word-of-mouth and advertising via media kit is very common in any business but showering festive deals is something which is rampant in entire retail industry, especially in the restaurant segment.

Restaurant chains like Khandani Rajdhani, The Mix, Mamagoto, Kebab-E-Bahar and Viva by Taj Begumpet Hyderabad, Mad Over Donuts amongst others are showering great offers on lunch and dinner buffets. Khandaani Rajdhani is organising ‘Utsav’ marking the festival of Sankranti in North, West and South India. The customers can enjoy the festive spread at Khandani Rajdhani outlets from 13th to 16th of January 2015.

Viva by Taj Begumpet is offering a special Sankranti brunch, keeping up with the festive delights. Spreading the zest of the festival with authentic and delicious Sankranti dishes, Chef Arjun Yadav has created a sumptuous spread for a perfect traditional meal. The customers can have a taste of the lip smacking menu on 14th January.

On the other hand, The Mix by The BrewMaster, a chain grown in the regions of Punjab and Delhi-NCR is celebrating Lohri by serving authentic Punjabi foods till January 18, 2015. The offer is available at Dinner time between 7:30pm - 11:30pm.

Reason for such deals

Whereas food forms the nucleus of the issue, other factors like ambience, design and service cannot be regarded as peripherals now. Restaurants and beverages people feel that to pull the customers and to ensure that new customers keep coming to them can either done by presenting great food or showering great deals.

“People usually remember and visit a restaurant for its food. Hence, a good menu and excellent quality food is the major contributor in restaurant business. Quality of service also plays an important role followed with ambience and location,” says Sanat Chitrakar, Sous Chef, Taj Banjara.

According to experts, during the festive season, the food lovers are open to trying out new dishes by spending some extra penny. They look for the best restaurants to party and for festive dishes to indulge in.

“The evolving taste buds have given a reason to the customers in experimenting new and there is always a need to satisfy them through constantly updating the current menu, adding special menus from time to time and playing with season specific ingredients. This helps in building excitement and also delivers a change in flavours and offerings,” adds, Shobita Kadan, President Marketing at Impresario Entertainment.

Meanwhile, these offers also give restaurants an opportunity to hold on to their lost customers. However, the real catch of these deals is not the revenue in monetary term but the returning customers.