Can You Sell Classic Hyderabadi Chai in a New Kettle?
Discover how a 1970’s café, a favorite with old-timers, was strategically repositioned on the Digital platform connecting with the next generation Hyderabadi. Famous for its traditional Irani chai and Osmania biscuits—the café is a popular meeting point—a fact that was successfully recreated in the digital media!
With an average footfall (or call it an amazing footfall) of 1,700 customers per day who are fond of its classic Hyderabadi chai and traditional biscuits, Cafe Niloufer was an entity in its own right. Yes, an entity eager to evolve as a ‘Brand’ to attract the new generation while retaining the old world charm.
The Space Age Challenge
With a huge daily customer base, the Cafe faced the space challenge. While the interiors were expanded, the Cafe was crowded throughout the day. Thus a strong online presence would work wonders were we could attract thousands without creating a crowd.
The ‘Ek Chai’ Challenge
Cafe Niloufer’s customer base were ardent fans of the famous ‘chai’ and Osmania biscuits that had made the Cafe famous. Here the challenge was to make the customer buy more products after ordering the chai, because one cup of chai was not as expensive as a regular coffee. From campaigns dedicated to products, attractive and visible in-store menu displays, and animated films which run in the store, the purchase of packs has gone up dramatically.
New Products, New Targets
With the next generation entrepreneur envisioning the next success story of Cafe Niloufer, a strategic Brand Plan was prepared. It included how to showcase the new products, especially snacks and exotic cakes. The range of tea was also expanded with a host of healthy teas being included like green tea. The communication effectively integrated the existing popular snacks and beverages while promoting the new arrivals.
Creating the New Look
What’s more challenging than creating a new brand identity, beginning with the logo. It’s recreating a brand, especially if it has been there since the 1970s.
Brand New Logo
While retaining the brand colors that had been etched in the customer’s memory, the next generation Cafe Niloufer had to look smarter, trendy, and attractive to woo the new audience. Exactly like our new generation appears to us!