Strategic Advisor to the Tonino Group for developing Cafe Tonino
Key work areas for the client
Tasanaya carried out a detailed competition & brand analysis based on which the new brand parameters were defined. Defined a growth plan and location strategy. Actively worked on shortlisting locations, site feasibilities and landlord negotiations.
Advised on strategic decisions including - key recruitment, food tasting, menu pricing, brand design, restaurant interiors, kitchen layout and equipment and pre and post opening marketing. Created operational brand manual and conducted team training.
Final results and outcome
The brand was successfully launched at Connaught Place, New Delhi in 2014 and One Horizon Centre, Gurgaon in 2016.
Caffe Tonino has become a market leader in the casual Italian segment and looking at national expansion
Strategic advisor to Godiva for India entry strategy
Key work areas for the client
Created a business feasibility inclusive of competition analysis, concept feasibility and business plan for proposed verticals. Analyzed trade dynamics in gourmet food stores, ecommerce.
Mapped target consumer profile - buying behavior, purchase drivers, needs and expectations. Presented competitive landscape in terms of their proposition, scale of operations and pricing.
Final results and outcome
Stage 1: Market planning - defined target consumer and their psychographic analysis. Defined appropriate Retail format strategy; product mix and pricing strategy. Financial plan including retail strategy and investment plan.
Stage 2: Finalized market entry strategy through route of a master franchise. Shortlisting and evaluating potential master franchises as well as assisting in finalizing and negotiating. the terms of the contract with the Godiva team.
Financial Feasibility and Market Analysis for High Ultra Lounge - Brigade Hospitality Bangalore
Key work areas for the client
Conducted a detailed market research and competition analysis. Detailed assessment of the kitchen & customer areas, gave inputs critical for both operational and financial aspects.
Completed detailed financial feasibility. Guidance on recruitment of key executive staff.
Final results and outcome
The lounge was successfully launched in 2013, perched atop the World Trade Centre in the Brigade Gateway complex in Malleswaram, Bangalore and is one of Bangalore’s leading destinations.
Helped establish delivery service with key clients
Zomato - Strategic Consultant
Zomato is the world's largest search, discovery and online ordering platform for restaurants which uniquely understands customer food and beverage consumption habits. Zomato is present in 24 countries and employs over 2500 people. Samir was a Strategic Consultant to Zomato on product design, client engagement, industry interaction, delivery, people and training and other areas.
Key work areas for the client
Advertising – pricing, strategy and client acquisition
Product – advice on new POS and table reservation systems
Final results and outcome
Samir helped establish key relationships for Zomato with leading hotel and restaurant chains
Mentored senior leadership team for effective industry engagement and increased revenues
Helped establish delivery service with key clients
Strategic Consultant to McCain on the Institutional Business
Key work areas for the client
MEU Mapping: Reviewed results of mapping exercise for the MEU to recommend changes and key players to be added as well as do introduction with key clients. Optimise Revenues: Defined new segment opportunities for McCain products based on size of segment, relevant menu structure, generated actionable insights to optimize revenue. CDR and Cafe Segment Penetration: Defined strategies to increase penetration in Casual Dining and Café Segments and created menu insights based on McCain product range including product innovation with R&D team.
Chef Engagement and Influencers: Suggested effective ways to engage with Chef’s for building relationships Conferences and Events: Recommended key industry events at which McCain should have an active engagement including exhibiting, being part of panel discussions and sharing relevant global insights
Final results and outcome
Connected the Marketing team at McCain to relevant companies that host food shows. McCain India participated in The Fast Food and Cafe Convention in Bangalore, found it very beneficial for the brand. Designed engagement models with the HORECA industry, in order to increase interaction for the brand with chefs and key decision makers.
Worked with R&D team to produce specific menu innovation based on cuisines, in order to target new segments for business. Did key client introductions across various segments of the F&B and Hotel Industries.
Strategic Consultant to Nexus Malls
In 2016, Nexus Malls decided to venture into India's booming retail market. Owned by the Blackstone Group, Nexus Mall is surging at a great pace and is established as one of the leaders in retail real estate industry in India with a portfolio of 5.4 million square feet of retail space. Their 9 malls are spread across Mumbai, Pune, Ahmedabad, Chandigarh, Indore and Amritsar, including Elante Mall Chandigarh, Seawoods Grand Central Mall, Navi Mumbai and Westend Mall, Pune.
Key work areas for the client
Reviewed existing F&B brands in terms of menu variety, pricing, concepts and cuisines – independent outlets, atrium kiosks and food court. Recommended changes to improve F&B portfolio in all areas based on customer profile and demand for formats/cuisines. Reviewed total revenue realization for 2016-17 and 2017-18 for all F&B brands. Suggested changes in commercial terms for brands that are under performing the average for the specific mall.
Reviewed existing F&B brands in terms of menu variety, pricing, concepts and cuisines – independent outlets, atrium kiosks and food court. Recommended changes to improve F&B portfolio in all areas based on customer profile and demand for formats/cuisines. Reviewed total revenue realization for 2016-17 and 2017-18 for all F&B brands. Suggested changes in commercial terms for brands that are under performing the average for the specific mall.
Final results and outcome
Conducted surprise operations audit to assess quality and hygiene standards in the restaurant kitchens for various malls. Shared formats for Operations Audit by internal team – focusing on food storage, hygiene conditions, food safety, equipment, cleanliness, menu display, printed menu, restaurant appearance and other areas, and mystery audits by third party firm – focusing on customer experience, quality of food, time for food to be served, service staff skills at suggestive selling and other areas. Helped establish metrics to identify under-performing restaurants at Elante Mall, Chandigarh on the basis of revenue, trading densities, locations and restaurant types. Compiled a list of restaurants for which leasing agreements and operational standards needed to be re-visited to establish a critical region and performance benchmark required by brands for the developers
Tasanaya suggested ways to improve the operations of the Food-Court including interiors, menu display, hygiene standards and brand mix and helped establish strategies to optimize the revenues for the developers. Tasanaya helped identify unique potential brands that have not entered the city to appeal to the target catchment for the mall. Tasanaya helped finalise commercial terms and do key client introduction and acquisition with those target brands