But when it comes to their own restaurant chains, the story is completely different.
Starting from our Little master to dada.. everyone have its own chain running.
Sachin Tendulkar --- Tendulkar's
Sorav Ganguly ----- Ganguly's
Harbajan Singh ----- Bhajji da dhaba
Zaheer Khan ----- ZK's
Virendra Sehwag ---- Sehwag's favorite
and many more.....
They all have something different to serve you in the plate. While tendulkar's is for sea food, bhajji da dhaba is for punjabi puttars. ZK's is known for its lounge designed by Zaheer Khan. Virendra sehwag has kept his favorite dishes on the menu with the price equal to the runs scored by him in a particular match(Multan Ke Sultan Ki Tikdi-- Rs309).
But the most common thing among all is that none of them is a big hit except ZK's which is doing well in pune. Even with such a huge fan following, their names are not crowd pullers.
Well, I don't have a reason why these big names doesn't take care of brand they are associated with. I think spending money should not be the concern for them. Then whats the reason that is keeping them away from maintaining their own brand value.
Can anyone make me understand this?
Few comments:
ReplyDelete1. They are not normal restaurants. (nt for day to day ppl) these are symbolic one and nt intended to make money rather then part of branding exercise.
2. Take example of sachin, if he likes food anywhere in the world, he sends his cook there to learn that recipe.
I totally agree that these restaurants are not intended to make money and are only used as branding exercise. But that makes it even more important to maintain the quality levels. Cost is not the factor that keep people away from these restaurants, but the quality. There are plenty of restaurants that are more costly but running far better!!
ReplyDeletePeople definitely visit these places to get a feel of their star, but at the end of discussion its the food that brings them in again.
these resturants are wayy to expensive vro.. i would never buy a daal for Rs 700 in tendulkars however much i love the God !!
ReplyDeleteCouple of reasons..
ReplyDelete1. Each match won auto-magically makes them and their restaurants a brand one notch better.
2. Spending enough time on branding followed by a lost match will make even their biggest fan shout "Retire now!". Remember how they so wanted Tendulkar to retire few years back? He completed his 30K runs few days back.
3. Certain businesses needn't market themselves. Yes. What was the last Maggie advert we saw? And do the stores have any substitute/competitor?
4. Its meant for selected people. Classy ones. Fine Dining - as they call it. :)
5. Those doing it cheap do it for sustaining business. They know they can't sell it expensive. So they sell cheaper than the next competitor.