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.

Chakna Ka Chaska: After free chakna was stopped last year, sales of liquor companies and bars dropped. The new promotion has upped sales by 30 per cent.

Tipplers, now accustomed to paying for their peanuts, get tandoori chicken or chicken tikka free, while vegetarians get paneer tikka or baby corn tikka, all worth Rs 90, free, provided they order a 180 ml bottle of whisky.

"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. How do you like the new new mid-day.com experience? Share your feedback and help us improve. Read Next Story 10 months later...› Trending Stories Latest Photos Latest Videos Latest Web Stories ADVERTISEMENT Mid-Day Fast ADVERTISEMENT ADVERTISEMENT ADVERTISEMENT