Barbeque Nation to firm up mass media communication plans for fiscal 2015

BENGALURU:  Indian casual dining restaurant chain Barbeque Nation (BN) opened its 39 restaurant in Ahmedabad on 22 October. The chain has six restaurants in Bengaluru. A typical opening is preceded and followed for a while by radio jingles, outdoor billboards within the catchment areas of the new restaurant and print ads in mainline media in that city.

So far, industry sources say that, the chain had no firm media plans or strategy for brand building. All that is going to change says BN India head of marketing Vikram Varma. The company plans to come up with marketing and brand building plans for fiscal 2015. While Varma could not disclose the ad and sales promotion budgets that BN will set aside since this is  still in progress, industry estimates peg  spends of restaurant chains at between 5- 8 per cent of revenue.

 “On an average, we serve about 400 customers per day per restaurant,” revealed Varma to at the ‘Pat Chapman Grills the World’ festive season experience at BN’s flagship Indiranagar, Bengaluru restaurant. “The average area of our restaurants is about 4000 square feet, and we spend anything upwards of Rs 2 crore for setting up a restaurant,” said Varma.

  “We find radio to be quite an effective medium, especially during a new launch or for an event such as the one by Pat Chatman. We use mainline print, because we find it a lot more effective, and at present haven’t allocated funds for culinary publications. We are also on social media, contact customers through SMS and direct emails. Generally we’ve found that a campaign in a city adds about 30 per cent new customers, while about 70 per cent are repeat customers,” informed Varma.

BN closed last year with revenues of about Rs 270 crore, and is expected to close this fiscal at about Rs 300 crore – based on industry estimates, this pegs its ad spends at between Rs 15  crore to Rs 25 crore for FY-2016, figures that would tempt any agency to pitch for the account. Fisheye handles the creative duties for BN. The company does its own media buying.

 At the Pat Chapman Grills the World festival, Chef Chapman presents his marinades range from the British Yorkshire and Jamaican Jerk Marinades to the Spanish Valencia and Albuquerque Atomic Marinades. BN has taken Chapman’s festival to its various restaurants in NCR, Mumbai, Chennai, Kolkata, Pune, Ahmedabad, Hyderabad and Bengaluru.

Latest Reads
Intel CEO Brian Krzanich resigns over relationship with employee

Intel Corporation CEO and member of board of directors Brian Krzanich today announced his resignation for a breach of company policy involving a relationship with an employee.

MAM Media and Advertising People
Louis Philippe launches new ad campaign #RiseAboveTheRest

One of India’s leading menswear brand Louis Philippe, from Aditya Birla Fashion and Retail, has come up with a unique ad campaign 'Rise Above The Rest', showcasing that true leadership is about taking decisions that leave a lasting impact.

MAM Media and Advertising Ad Campaigns
Taco Bell wants to make potato great again with new campaign

MUMBAI: Taco Bell is set to make its way into the hearts of potato lovers across India. The brand has just launched a unique potato centric take on the traditional taco. The all new Crispy Potaco will give this much-loved vegetable a new identity where it will no longer play the sidekick in most...

MAM Marketing Brands
HP urges people to use original ink in new campaign

MUMBAI: Information technology company HP (Hewlett-Packard) has launched a digital film Chikloo, as a part of the on-going initiative to promote its original ink and cartridges.

MAM Media and Advertising Ad Campaigns
Oyo expands footprint in China

MUMBAI: Indian budget hotel company Oyo Rooms has forayed into China to cater to the country’s burgeoning hospitality industry. Oyo Rooms. The Softbank-backed Oyo in China will have 11,000 exclusive-franchise or merchandised rooms across 26 cities. The service will be available in Xiamen, Kunming,...

MAM Marketing Brands
Johnson's celebrates 125 years with new campaigns

American multinational medical devices, pharmaceutical and consumer packaged goods manufacturing company, Johnson’s recently completed 125 years in the baby care products category in India.

MAM Media and Advertising Ad Campaigns
Team ITC makes India proud ,Wins a Silver Lion at the Young Lions Marketers Competition at Cannes

Two young women managers from ITC made India proud by winning the Silver Lion at the very competitive & prestigious Young Lions Competition at Cannes. The team comprised Raisa Chakravarty and Anupama Sharma from ITC's Personal Care Products Business. They had earlier won the India Challenge....

MAM Marketing Brands
Walmart sells $16 billion worth of bonds for Flipkart acquisition

American multinational retail corporation, Walmart, has decided to sell $16 billion worth of bonds to help finance its investment in Indian e-commerce giant Flipkart.

MAM Marketing Brands
Greenscape gets insects to tweet & spread awareness about e-waste

MUMBAI: Most people dump their e-waste just like their regular waste. This results in e-waste ending up in dump yards and landfills. To discourage people from doing this, Greenscape, India’s leading IT waste disposition company, joined hands with Dentsu Webchutney to launch #TinyBugsTweet campaign...

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories