Premium retailers like Goodearth, Kitsch, Moonriver bank on food and drinks to lure buyers
When luxury lifestyle retailer Goodearth opens its new flagship store in Bengaluru this year, it will also house a restaurant serving fresh and organic food.
Fashion designer Ravi Bajaj is re-doing the food section inside his clothing store in Delhi, with a focus on wine.
Like Goodearth and Bajaj, a host of premium retailers, including Ogaan, Kitsch, Moonriver and Amethyst, are banking on food and drinks to give their customers a holistic shopping experience.
"The concept, common internationally, is also catching up in India," says Bajaj, who is targeting sales of at least .`60 lakh a month from the cafe-cum-restaurant to be launched next month.
The food space in his shop, with a cover size of around 65 people, would complement his fashion business too
Three out of 10 Goodearth stores in India have theme-based cafes. "The idea was to provide an experience to the shopping and make the stores a place to hang out at leisure," says Simran Lal, CEO of Goodearth.
Creating eating spaces not only becomes an additional source of revenue for these businesses, but also has a spill-over effect on their core businesses when some diners end up shopping as well.
"It does give a boost to the sales," says Lal, who has outsourced the management of the cafes to several food experts
Delhi-based chef and entrepreneur Ritu Dalmia, who runs one of the Goodearth cafes, says it was a "right marriage"
She also runs another high-end restaurant on the top floor of Kitsch, which sells high-end brands like Dolce & Gabbana, Stella McCartney and Alexander McQueen. "Such concepts work the best when there is a synergy in the products and the cafes in terms of design, aesthetics and the overall offering," says Dalmia.
In April last year, when multibrand designer clothing and accessories store Ogaan (in Hauz Khas, Delhi) was renovated, it reopened with a cafe. "The cafe has worked really well for us and also helped in attracting a younger crowd to the store," says Ogaan's director Aashti Bhartia. She says it was a profitable business on a standalone basis.
Many retailers outsource the restaurants/cafes management, while some are run by staff.
Moonriver, a lifestyle store located in a posh high-street of Delhi, a few months ago handed over the management to run its cafe to Lite Bite Foods. "Since food is not our expertise, we decided to rope in a partner," says Radhika Gupta, director at Moonriver.
The small cafe gets around 30 people per day on an average, which helps the store widen its customer database for other things like clothing, furniture, books and jewellery, according to Gupta.
Such partnerships either work on revenue share basis or a certain amount of management fee.