The National Restaurant Association of India (NRAI) Conclave at the ongoing Food Forum India 2011 saw panelists brainstorming on changing consumer trends and behaviour and how the restaurant sector needs to adopt innovative marketing concepts to grow.
The session on Effective and Innovative Marketing discussed innovative ways adopted by food brands and restaurants to connect to the customer. The discussion began with a presentation on digital media explosion and how it shapes the food industry. Digital media, such as social networking, blogging, PR, media and e-commerce, has emerged as effective and economic marketing initiatives. It allows two-way communication and reaches a large number of people. But the Indian food industry is yet to tap it efficiently, the panel observed.
Virag Joshi, Group CEO, Devyani International, highlighted that brand relevance and well-defined brand objective are quintessential for social media marketing. The target media also needs to be well defined and the interaction with them should be on a daily basis.
Ashok Bajpai, GM, Pizza Hut Delivery, spoke about the emotive connect, which a brand can create through social media. “Digital media helps in creating trust and credibility and hence creating a emotive connect with the customer. It keeps brands on toes,” he added.
Earlier, a session, “Changing Consumer Behaviour and Impact on the Restaurant Industry”, deliberated on rapidly changing consumer behaviour. The panel opined that as the disposable income of Indian customers is rising, they are becoming more demanding. They prefer world-class food, service and ambience versus convenience. They are ready to experience international concepts and tastes. The sector should closely study this behaviour and adapt itself to the changes in order to meet the consumer demand.
– IndiaRetailing Bureau
