I try to capture the 'Selling Concepts'- Umang Tewari

Short Description
In an exclusive interaction with Restaurant India, Umang Tewari, Partner, Out Of The Box, shares his expansion plan for the brand.
  • Nusra Deputy Features Editor
Restaurant India

Tell us about the brands you operate?

I started Out of the Box, when I, together with my partner realized a serious void in the category of customised cuisine and made an effort by filling the gap by our multi-cuisine restaurant and bar. The brand has raised the ante in north Indian segment by making an indelible mark. OTB promotes and displays its gastronomy from outlets based in the rustic yet posh Hauz Khas village of Delhi and a flagship store in Khan market. Now, we have expanded our business all over Delhi by running several restaurants like THE VAULT CAFE, SKOOTER at Hotel Samrat, RAAS, FORKYOU.

How important is location in placing your brand? What do you keep in mind while choosing locations for your brands?

I believe that location does make a difference between a successful restaurant and a good idea that never really got off the ground. Restaurant’s location plays a leading role in getting the traffic and overall business a restaurant receives.
It is all about finding the right ingredients – the right combination of a desirable location, key demographics, and available parking – when cooking up a recipe for a successful restaurant.

Who are your target customers for each of your brands?

We welcome all age groups but our priorities are youngsters because with rapid urbanisation, increasing double income families and rising income levels, dining out culture is fast catching up with urban India. Over 85 per cent people in the age group of 18-35 years visit for fine dining at least once in a month. Being part of a B2C, customer-centric business house, we understand the dynamics of catering to a retail marketplace. Tapping the dine-out market therefore was a natural choice given the rapid growth in the segment

What is the unique marketing strategy that you apply at each of your restaurants?

Hospitality industry wants you to evolve new concepts, new ideas... which are out of league. I try to capture what can be the selling concept for the years ahead; accordingly we come up with current trending ideas.

Are you doing anything special this IPL season at your outlets?

Yes, we might do something; we have a plan of action on which we are currently brain storming with our employees, so let’s keep it a surprise.

What is your investment plan? Are you planning to take any external accruals?

Every businessman is having an investment plan, without that, nothing works. As of now, I’m not thinking of any external accruals but in future I might.

India has seen lots of global chains entering the casual dine segment. Do you witness any competition from them?

Yes, of course. We all know in India food brings cultures together and with the emerging global food chains, it tends to get difficult to compete, to bring up new marketing strategies, to enhance the business and to satisfy the customers.

What is your expansion plan?

I am a very aggressive businessman. I have plans to open three new outlets in the next three months in Delhi.

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I try to capture the \'Selling Concepts\'- Umang Tewari
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