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Food and beverage players are slurping in anticipation as India and Pakistan gear up to clash in the World Cup semi-finals on Wednesday. Most fast-food and home delivery companies expect a 15-25 per cent spurt in sales and also footfalls during the World Cup.
To cater to the cricket-crazy couch potatoes, food companies are kicking off campaigns and also putting up large screens in their restaurants, increasing happy hours and also ensuring faster home deliveries.
According to Mr Dev Amritesh, Senior Vice President-Marketing, Jubilant FoodWorks Ltd, which sells the popular Domino's Pizza, “The cricketing season has been good. And whenever India is playing a big match, there is a 10-20 per cent spurt in sales. Since, we are in the home delivery business, it makes an impact on demand.”
Companies have customised menus and also put up large cut-outs and favourite besides large screens to attract eyeballs and footfalls.
Delhi-based fast food chain Nirula's too said that it has been witnessing a spurt in home deliveries.
Ms Ritu Chaudhri, Vice-President, Marketing, Nirula's, notes that, “Nobody wants to cook while a cricket match is on. At Nirula's there has been a significant increase in our home delivery business. Tomorrow's India-Pakistan match is definitely going to impact our home delivery business positively.”
Mr Amit Keswani, Vice-President, JSM Corp, the proprietor of Café Hard Rock, says, “All Hard Rock Cafés across India will emulate the nation's cricket fervour. On offer is an exclusive drinks menu, daily contests and merchandise. Cafe rockers will double up as cheerleaders every time one goes ‘howwzat' or the ball hits the boundary.”
Mr Keswani said the Café has launched a special selection of shots and cocktails to choose from. Also visitors to the café stand can win prizes such as Nike merchandise, caps and T-shirts. Mr Nandkumar Rao, Marketing-Head, Gloria Jean's Coffees, said this cricket season is witnessing an explosive spark of energy on and off the field.
Across the month, Gloria Jean's Coffees saw a boost in sales by 23 per cent with the introduction of coffee beverages and food offerings such as the sausage flute, English egg muffin, Australian classic desserts and Italian pasta combinations.
He, however, said, “Since we do not screen the matches in our stores, we predict a marginal drop tomorrow as many will be lured to stick to their idiot boxes and consider the home delivery as an option.”
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