The main objective of the session or discussion with Mr Badlani, was trying to understand what exactly are the factors that are responsible for promoting or gaining publicity in favour of a brand. It all began with Brahmpreet(a fellow classmate)who described about her favourite eating out place, i.e. Bombay blues, which according to her had the perfect ambience, crowd and that they served the best pasta. She also stated clearly that even if Bombay blues raise their price by 20%, she would never stop going to it. The interesting part to this story was that, another girl with only a minor age difference totally hates Bombay blues. For her, she preferred a small pasta joint which didn’t have a great ambience compared to Bombay blues and having only three tables but served amazing pastas on a cheap rate. What could be seen here is that, two different places serving pastas with entirely different atmosphere can have loyal clients, who got carried away by certain elements of these places and willing to visit it again and again.
Discussion took a little delicious trail, wherein everyone started telling their favourite eating out places. Another student, Niharika mentioned how intensely devoted she was of a certain “momo wala” by the roadside in Nanital. In spite of being not very hygienic and constant disapproval from her parents, she loved the momos he served. Here it is to be noticed that, the momos are almost the same everywhere, still the momos coming out from the steamer of the seller in a dirty corner, could challenge an uptown restaurant for her and some more that are like her.
Then there was a very hilarious, but equally interesting case from vikram who mentioned of a restaurant called “hotel bewakuff” in his hometown. He said that this particular restaurant was very popular amongst people and many would come from even 100Kms away to eat out in this place. The name was definitely a major cause of curiosity but the food always did justice for the risk taken to enter it. So here can be an example, which says a different, out of a box feature can attract customers, as good food can be available at many places but the name “bewakuff” acted like a magnet pulling customers.
As the discussion moved on, more interesting points came up. Like for example, a shop called “Smart” which pulled customers not because of its good collection of clothes but for a fact that it did not give any sale. This made a certain opinion that they were selling good products in the minds of people. Then there was a haircutting salon in Bhopal whose hairdresser cleverly sculpted a whole story around him and his salon, which made his salon different and interesting. He got himself a Guinness record and had a pair of scissor which was worth Rs 40,000,which he used only when he was very elated, for which the customer would pay him anything up to Rs 500 for being lucky to get his hair done by that scissor! It might happen that this scissor was not worth Rs 40,000 or even if it was, the fact that how he used the story to create an USP for his salon and people ready to pay anything for a haircut, was really clever.
Location definitely matters, when it comes to success for certain things. For example, a restaurant called “glass house”, having terribly slow service was pulling people because of its location – made of glass, the floor and walls this restaurant was in the banks of mighty Brahmaputra with amazing view of dolphins.
Then, there was this amazing Maggie wala who sold cooked Maggie (noodles) for Rs 20 when it was available for Rs10 from the grocery shop in front of his stall. And the fact that people would drive for hours to eat Maggie at his stall was interesting.
The discussion was definitely helpful in getting idea of different “USP” which worked out for different businesses, but it was not always that different or unique feature that gave the kick. There were lot more factors which worked out and did not have any 2 +2 = 4 formula. Sculpting a good image in favour of the brand definitely helps, without denying the fact that there should never be a compromise in the service.
There was also another very important observation shared by Mr Badlani during the discussion. He said that many businessmen make a product than decide upon putting an extra 3 or 2 times profit margin. But they fail to think in a way wherein they make a product than decide what price they want to sell it, irrespective of whatever huge or small profit margin.
The various observations made an interesting session, but there was no denying the fact that we were hungry for food at the end, after so many case study of restaurants.
