Tipplers, bar owners drunk with joy over free tandoori chicken with drinks promo
Tipplers, bar owners drunk with joy over free Tandoori chicken with drinks promo
On August 15, 2008, the Indian Hotels and Restaurants Association (AHAR) banned its 8,000 member establishments from serving free appetizers with alcoholic beverages.
Popularly called chakna, the appetizers cost an average establishment approximately Rs 25,000 per month and that cost, though not debilitating, was unacceptable at a time when recessionary trends were creeping in and members wanted a fair playing ground. A year on, free chakna is back.
And what's on offer is better than peanuts, chakli and papad.
"We realised people had cut down on drinking because they had to pay for the appetisers. So we decided to woo them back with food freebies.
The promotion was flagged off on September 11 in a few bars for now," said Dhaval Mankad, area sales manager for United Spirits Limited.
Mankad said the effect on sales was immediate. "We are seeing a 30 per cent rise in sales, the exact drop we suffered after chakna was stopped," he added.
Free in Goa
The winning strategy will be soon followed by Goregaon-based beverage company, Blue Waters Alcobev Pvt Ltd, that has a pre-mixed alcoholic beverage, Toss and Czzle. "Indians are accustomed to free snacks.
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Hogger's park: For vegetarians, a plate of paneer tikka or baby corn tikka is free with a 180 ml bottle of whisky. |
Ever since chakna was banned, our sales figures dropped. I will try to implement something similar soon," said Avinash Karnik, president, Blue Waters. Sources added that a few bars in Goa offer free fish curry and rice with select drinks.
Quite naturally, bar owners are peach drunk with happiness. "We expect a 15 per cent rise in business, but it's too early to get precise figures.
Since the beverage company is reimbursing us, we have absolutely no problem providing the starters," said Shantraj Shetty, co-owner of Sandeep Bar and Restaurant.
'Great offer'
Customers are delirious with joy. "It's a great offer. We have at least three pegs per head. It was much less earlier. We don't have to spend on the starters and it's really cost effective.
But the company should offer more choices," said Anik D'Souza who works with an event management company. As of now the tandoori chicken offer is available only with whisky.
Added Gaurav Patel, a Mulund-based businessman, "I hope the promotion lasts forever. We only go to bars that offer free appetizers.
The beverage companies should tie up with the bars as their business goes hand in hand" Incidentally, AHAR does not have any 5-star member establishments or pubs.
Where you can avail this offer: Trackside Bar, Chembur Gokul Bar and restaurants, Colaba Ashok Refreshments, Malad Vrindavan bar, Malad Divya Sagar, Andheri Ram Punjab, Byculla Central Bar and restaurant, Fort Maharaja, Andheri Raj Palace at Andheri.
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