Mumbai: The way to a man’s heart (and actually a woman’s too) is through his/her stomach. Realising this, hospitality experts, chefs and culinary professionals, too, have given in to the digital storm and have taken to social media, PR, and marketing on digital platforms to reach out to their consumers.
Putting things into perspective, the global food and beverages market grew from $6,729 billion in 2022 to $7,221 billion in 2023 at a compounded annual growth rate (CAGR) of 7.3 per cent . The state of the hospitality market was valued at $4107.60 billion in 2022 and is expected to reach $9,950 billion in 2028 with a CAGR of 16.3 per cent during the forecast period of 2023-2028. Reports estimate that the Rev Par should grow by three to five per cent over FY2023 levels. The non-alcoholic beverage industry in India is anticipated to expand at a compounded growth rate (CAGR) of 8.85 per cent during the forecast period to reach Rs 601 billion by the end of 2027. The non-alcoholic beverages market is segmented into carbonated and non-carbonated beverages.
Indiantelevision.com spoke to celebrity chef Amrita Raichand, Al Habtoor City Hotel Collection F&B director Luke Wooley, Hotel Ambassador Mumbai F&B manager Rahul Chitnis and In.Si.Vi.A Hospitality founder and chef Amit Puri about tablescaping, on getting their business on the web, marketing it there, the importance of PR and good publicity and more.
Getting your business on the web and marketing it there
With the growing popularity of the digital medium, one wonders how significant it is to get your business on the web and market it there. Raichand mentions that web is extremely important to her business as it provides her exposure that goes beyond TV. “As a celebrity chef, especially in the current scenario, if one wants to reach out to the entire gamut of audiences then digital becomes an incredibly important tool besides TV and radio. I am focusing a lot on my YouTube Channel now and coming up with great new cooking shows to enable and empower people of all age groups to learn the very important life skill called – cooking.”
Chitnis sees this as one of the most important elements of any brand as a mainstay feature to grow its presence on any platform of business. “It increases credibility, makes a brand look more professional, and of course, ensures your online presence. Websites are essential for businesses to establish their credibility and gain the trust of their customers.”
Wooley reiterates that their e-commerce presence is paramount to capturing the majority of its current demand. “Especially considering that the majority of city demand in an international market such as Dubai is non-managed. And Al Habtoor City Hotel Collection is no exception to that.”
Talking about the business side of things, he adds, “As opposed to managed accounts, which are traditionally serviced by sales account managers, direct business relations, event management and so on, the non-managed segments may be composed of active retail demand or international transient guests who now tend to reserve directly on our brand.com, or via OTAs (online travel agencies) such as Booking.com, MakeMyTrip etc. It means that e-commerce and Digital Marketing are now as important to compete on as traditional sales deployment on the field.
As a destination with the destination, an extensive presence of Al Habtoor City Hotel Collection also helps us to communicate with our privileged guests the richness of experiences that await them right in the heart of Dubai.”
Puri seconds Raichand – he believes that in today's digital age, it is more important than ever to have a strong online presence. “A website is essential for any business, as it allows you to showcase your products or services, provide information about yourself and the service you provide, and connect with potential customers. In addition, marketing your business online can help you reach a wider audience and generate more leads.
There are a number of ways to market your business online, including search engine optimization (SEO), pay-per-click advertising (PPC), and social media marketing. SEO can help your website rank higher in search engine results pages (SERPs), while PPC allows you to display ads at the top of SERPs. Social media marketing can help you connect with potential customers and promote your business to a wider audience.”
Tablescaping
As per Wikipedia, tablescaping is an activity involving the setting of sometimes elaborate dining tables in artful, decorative or themed ways for social events, and in a variety of categories for competitions and exhibitions.
Discussing about this, Chitnis understands, “Every single thing you plan to put on your tables needs to be accounted for and factored into the total space you have available – and your floral centerpieces need to perfectly balance and blend with all of them. It’s good to remember that there are designs, and our guests will have the most interaction with and the florals they will experience for the longest amount of time. Centerpieces are a great time to really let your personality and creativity shine so it’s important to choose a floral designer who can really bring your vision to life!”
Raichand gets extremely descriptive when she says that we all know that food is first eaten with our eyes. “So, one must ensure that utmost detailing goes into adding balance and harmony to the dishes visually as well as in taste. The same principles apply when setting a table. Contrasting textures, colours and heights create a visually appealing and balanced table setting that enhances and compliments the food being presented. It adds an extra layer of delight to the meal. I draw inspiration from seasons when curating my menus and often apply the same to tablescaping. I love using seasonal flowers, foliage and colours to reflect the time of year besides adding a little personal touch that would differentiate my table from someone else’s. Having said that, there is a fine line between pretty and overbearing and that is something one learns from experience.”
Puri elaborates, “Tablescaping is the art of arranging food and tableware in a visually appealing way. It can be a great way to set the mood for a meal and make it more enjoyable for guests. When tablescaping, it is important to consider the overall theme of the event, the colours of the food and tableware, and the overall atmosphere you want to create.
No matter what style you choose, the most important thing is to have fun with it. Tablescaping should be an enjoyable experience, not a chore.”
“Because Al Habtoor City Hotel Collection comprises three hotels and as many Hilton brands, these hotels are very distinct from one another. All in all, there are more than 50 venues for lifestyle dining and entertainment, so tablescaping is naturally embedded into our offering. Because each outlet offers its own concept, whether a bar at Ribs & Brews, a luxurious lounge for afternoon tea at Sidra, a poolside retreat at V Deck or fine dining at World Cut Steakhouse and its Raise the Steaks Brunch.
Not to mention a world map of cuisines from Japanese to Italian, through Turkish. Hence, it never feels forced, rather it gives an opportunity for guests to relish each unique ambiance of Al Habtoor City Hotel Collection,” points out Wooley.
Significance of PR and good publicity
Public relations (PR) is the practice of building relationships with the media and other influencers in order to promote a company or product. “Good publicity can help to raise awareness of your business, generate positive buzz, and attract new customers. There are a number of ways to generate good publicity, including issuing press releases, hosting events, and providing expert commentary to the media,” Puri says.
Wooley brings out that PR is vital to Al Habtoor City’s perennity and success. “Contrary to familiar brand marketing organizations, it does not follow a global network of standard procedures, that would be locally inspired.”
He goes on, “Everything we do is Dubai-made and holds the Habtoor name. While we may not compete in the category of international hospitality brands, our namesake holds so much PR traction in the Arab world and we are lucky to benefit from Hilton’s global presence at the same time. Therefore our PR efforts is what allows guests to know more about Al Habtoor City, to understand its unique value proposition and to be in-the-know of the richness and flamboyance of what it has to offer.”
Chitnis feels that publicity through public relations gives credibility to one’s business as the content is more authentic and informative. “Studies indicate that PR gives more visibility and credibility among the guest market than advertising which is perceived as more promotional. Instagram is social and personal; this makes it a powerful tool for increasing brand awareness, reaching and engaging more people, and creating genuine relationships with the captive audience.”
Being a celebrity chef, Raichand deciphers that PR and good publicity are key to crafting a positive and compelling image that resonates with one’s target audience. She agrees with Chitnis’ thoughts, “Publicity through public relations gives credibility to one’s business as the content is more authentic and informative which in turn contributes to a positive trajectory for one’s career, leading to new opportunities and ongoing success.”
On The world of Instagram and PR
With the growing usage and consumption of social media, it is natural to question - how have PR and Instagram made the world connect and make it easier to spread the word? Chitnis is of the view that the role of social media in spreading information is very integral because now it is each and every person is available on social media. “It’s clear that Instagram isn’t just for personal use anymore. It’s now a global platform that allows brands to humanize their content, recruit new talent, showcase products, and inspire their audience.”
Puri comprehends that PR and Instagram have made it easier than ever for businesses to connect with potential customers and spread the word about their products or services. “PR can help businesses to get their message out to a wider audience, while Instagram can help businesses to connect with potential customers on a more personal level.
Instagram is a visual platform, so businesses can use it to showcase their products or services in a visually appealing way. Businesses can also use Instagram to tell stories about their brand and connect with potential customers on a more personal level.”
Raichand fathoms, “Currently the engagement rate on Instagram is higher than the engagement rate on any other social media platform. However, the mad rush to become popular on Instagram has driven people crazy with many opting to buy fake followers, likes, views and even comments. Unfortunately, now one has to put a lot of money to boost posts as organic reach is becoming minimal. I find it extremely unfair to spend money to buy publicity, but one is forced to invest a little to boost their own post otherwise the social media community will never be able to see the posts.”
Wooley brings out that Habtoor Palace Dubai has always been known as the jewel of the crown of Al Habtoor City in the local market. “This unique palatial journey is host to the grandest of celebrations, head of states, royal delegations, celebrities and opinion leaders. Especially since the post-covid era, with the Expo 2020 acting as a catalyst, there have been numerous occasions where Al Habtoor City Hotel Collection, and more specifically Habtoor Palace Dubai, have been the destination of choice for such VIP guests. Esteemed guests such as Salman Khan, the head of state of Brazil, South Korea, and national cricket teams during the Asian Cup…they naturally help spread the word on social media as well as through traditional PR. And they are the spark that gives guests and international savvy travellers the curiosity to find out about the world of lavish experiences all made available to them at Al Habtoor City Hotel Collection.”
Marketing and advertising spends
I asked these experts - how much marketing and advertising spend do you think one must allot in a business? Wooley is of the understanding that the most rational way of planning marketing and advertising spends, is to think of it as how much time you are willing to spend caring for your guests.
“From market research in order to understand your guests before they even chose to stay with you, to making sure you are here to provide the value and personalized attention they need ahead of their trip or dining experience in order to best anticipate their needs. You would want to accompany them, be there for them, making this valuable information available to them. Al Habtoor City Hotel Collection is blessed with the fantastic support of its owners who understand the importance of and take great pride in communicating their unique services and experiences closely to their audience.”
Chitnis expounds that a common rule of thumb is that B2B companies should spend between two and five per cent of their revenue on marketing. For B2C companies, the proportion is often higher—between five and 10 per cent, he says.
The amount of marketing and advertising spend that a business should allot will vary depending on a number of factors, such as the size of the business, the industry it is in, and its target market. Puri seconding Chitnis’ views mentions that however, as a general rule of thumb, businesses should budget for at least 10 per cent of their revenue for marketing and advertising. “It is important to note that marketing and advertising is not an expense, but rather an investment.”
Raichand thinks that this is very subjective. “It all depends on if your business is B2B, B2C, someone selling food items to someone marketing a restaurant. In respect of my business as of now, my marketing spends are minimal.”
Latest Instagram food trends
Out of curiosity, my next obvious question was what are the latest Instagram food trends? Because it is not just about the food, but the wholesome experience. And so believes Wooley. “It would be restricting to limit Instagram food trends to food. Nowadays, dining experiences are more and more lavish. Some of the experiences hosted at Al Habtoor City Hotel Collection include cabaret show experiences such as Taikun, mesmerizing decors such as Papa Dubai, World Cut – our New York-style Steakhouse.”
He further says, “Sitting at a table brings guests all the theatrics of tableside meat carving, Sommelier pairing, live entertainment and music, everything is orchestrated for your eyes and for the camera too. In fact, the objective for us to provide guests with such a fully immersive sensorial experience that they would almost forget to pull their mobile phone out of their pocket! At the end of the day, it is the memory that prevails and it will uplift the sentiment of how our story is being told by our guests.”
Chitnis explicates, “Some food trends like the ‘dalgona coffee’ became very popular among the people. Bubble tea or commonly referred to as ‘boba tea’ is a beverage that comprises of tapioca pearls that are made from the tapioca starch from a root known as cassava. The classic bubble tea is made with black tea, milk, ice and tapioca pearls.”
“Black colour is slowly and steadily taking over bright colours in the food industry. Matcha powder is often used to make beverages but has also started being used in cakes, desserts and other food dishes. Matcha powder is extracted from green leaves. Cloud bread is made using just three ingredients which are egg whites, sugar and cornstarch. These cloud breads are fluffy and have a unique texture. The keto diet became very popular during the lockdown when people started to adopt healthier ways of life and healthier eating options. A keto diet is a diet in which you eat a moderate amount of protein, have a low carbohydrate intake and eat fats,” he adds.
According to Puri, some of the latest Instagram food trends include acai bowls (a popular breakfast or snack option that are made with acai berries, granola, fruit, and other toppings), ramen (a Japanese noodle soup that is made with a variety of toppings, such as pork, chicken, or vegetables), and tacos (a Mexican dish that is made with corn tortillas, meat, and other toppings).
Raichand knows that there are a lot of ongoing trends, however, she only pays attention to those that resonate with her food philosophy. “I follow healthy snacking trends which are quite popular nowadays I’m guessing because of health and wellness being on everyone’s mind as we come out of the pandemic. However, there are other trends like Rainbow foods and Food Mashups which combine different cuisines and flavours like for example a ramen burger, etc.”
Authoring a book, and utilising influencer marketing in the culinary world
Puri who has authored the book, ‘Redefining Comfort Food’, reveals, “Authoring a book is another great way to market your brand and become well known in the culinary world. A book can help you establish yourself as an expert in your field, and it can also give you a platform to share your passion for food with a wider audience. Of course, authoring a book is a lot of work. It takes time, effort, and dedication. But if you're willing to put in the work, it can be a very rewarding experience.”
Sharing her thoughts about influencer marketing in the culinary world, Raichand elucidates, “Food bloggers and influencers have the power to shape culinary trends and choices. They can influence people's decisions on what to eat, what produce to buy, how to cook and what restaurants to visit. Hence, it is very important to be an honest and responsible citizen first and to practice what you preach. Maintaining credibility and staying true to one’s own culinary values are essential to build trust with our audience. Influencer marketing in the culinary world has indeed become a powerful tool for brand promotion, recipe inspiration and culinary exploration.”
On being questioned about what has helped her attain popularity as a culinary influencer, she wraps up, “I think what has truly worked for me in the culinary space is my honesty and my ability to connect with my audiences. My followers have appreciated all the effort that I’ve been putting to educate people on not only how to cook but also how to cook healthy with minimal effort. I’ve been very fortunate as my achievements were recognised by Tatler Magazine, which rated me amongst the top seven food hostesses in the globe, alongside Nigella Lawson and Rachel Ray. Last year, the Ministry of Culture recognized me as the Culinary Ambassador for India. During the pandemic, the Ministry of Health appointed me as a spokesperson for the state of Jharkhand to promote their vaccination programme. I’ve recently made my Radio debut on Radio One with a show called ‘Beyond the Plate’. I’ve given three Ted talks; besides endorsing numerous brands, all of the above I’m guessing has contributed to my popularity.”
