The Hindu Business Line : Indage Hotels appoints Alok Nanda as creative agency

INDAGE Hotels, which has bagged the master franchise for South Africa's fast food chicken chain Nando's, has appointed the Mumbai-based Alok Nanda and Company (ANC) as its creative agency.

"There will be a creative campaign unleashed within the next two weeks and we have associated with ANC to create the look and feel for the brand," states Mr Srinidhi Rao, CEO, Indage Hotels.

Creating restaurant brands in fact has been the forte of ANC, which also handles the creative account for the new restaurants at the Taj Mahal hotel in Mumbai.

With plans of opening its first restaurant in Mumbai next month, the restaurant chain intends educating its customers about the use of its spicy `peri peri' sauces and also intends retailing the same at its eating joints.

"There will be free sampling of our food at the malls and we have to educate our customers about the new category of food that we are introducing," says Mr Rao. Adopting menus and pricing to suit the Indian consumer, the restaurants would offer themselves as a full service and take away joints.

Marking an investment of Rs 70 lakh for each of its restaurants, the company intends launching its restaurant brand across metros, starting with Mumbai. "We intend having a pricing which is in below the rates for fine dining but above the fast food rates," adds Mr Rao.

With the challenge of having Indians to try out its South African cuisine, Nando's intends preaching about its `ways of cooking' to its consumers. "Our main challenge is to make Indians accept our cuisines. It is a new category of food that we are introducing and we want our consumers to know about the way we cook and the kind of ingredients used in our cooking especially the peri peri sauce," claims Mr Rao.

The Nando's Menu revolves around the Peri-Peri sauces which is Nando's USP.

The sauces are available in multiple flavours and spice levels. All Nando's sauces are 100 per cent vegetarian and are sourced form the central factory in South Africa. Currently they are being sold and consumed in 32 countries including Europe.

Indage Hotels expects to break even in its operations within the next two years.

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