Burrp returns in a new avatar

Burrp has launched its new avatar with a new logo, a new colour, a new app, a new vision and a new approach. Burrp is India’s original food search engine and has re-vamped the product with enhanced features to provide the ultimate food discovery experience to its users. As on date, Burrp has 65,000 listed on its website. With the new app coupled with the aggressive marketing push, Burrp aims to create the best experience while it comes to discovering food and dining out. It wants to offer their consumers and merchants total convenience, complete control, the freedom of choice and ensure a better experience at every stage. Whether it’s receiving payments for the merchant, or figuring out what to order and what not to order for the consumer, they intend to be present everywhere in the merchant-consumer ecosystem, doing what they know best, use data and technology to make a potentially bad experience good and a good experience awesome.

The new Burrp is all about offering its customers convenience and control by means of data and technology. A few features of the app are highlighted below:

  1. If the consumer likes a particular restaurant and tends to go there often just to provide the user with more options the app provides the consumer with recommendations of similar places so that the two can be compared.
  2. Keeping in mind today’s fast moving generation the app provides 160 character tips of things to do and not do at a particular place to avoid the trouble going through long essay like reviews
  3. The new Burrp app allows its users to search within restaurant menus and recommends dishes when looking for a particular cuisine.
  4. Users can now avail the option of multi-keyword searches on the new app.

Adgully got a chance to meet Abhishek Chhajlani and Pradeep Prabhu who are the co business heads for Burrp. Here is they had to say: “There has been a lot of work happening at the back. It has been about getting product right, value proposition right. These two things are very critical for any organisation. We launched brand with new look and logo. India is a 48 billion dollar food industry. 14 billion dollar is organised and structured. It is fairly large. We did work with agency very closely for logo. We co-created it along with MSL. For a digital brand like Burrp, the consumer/customer is right there on Burrp.  What we will do is balance it out with campaign. We are not typical FMCG brand. The campaigns have started on digital platform. You can see lot of action happening on social media site and lot of people connect with our brand. You see, we operate like a start-up. There is lot of traffic. We are revamping and establishing in a new avatar.”

 

Talking about the new identity of Burrp and what led to it, Suryasen Kundu, Director of Planning from MSL says, “The brief given to the agency was a simple one – we’d like to become the category leader in the FoodTech business. Burrp! Was looking for an agency that would deliver across four disciplines – Strategy, Production, Storytelling and Technology expertise and we’ve been evaluated on all fronts. This demonstrates a strong synergy and shared vision for providing tangible value to our consumers and entertain our audiences at the same time. We're working on an integrated marketing approach which is ubiquitous has a high degree of relevance to the youth of today.

 

 

Reflecting on the future plans of Burrp Abhishek Chhajlani and Pradeep Prabhu stated, “There are three things you can do in food: Online food discovery, online food ordering and online space relationship. There are players like Zomato and Foodpanda where you can order online. We are in already in online discovery phase and focus is on that. Our competitor would be Zomato. Where and what are the questions? Where has become very hygiene factor. The more difficult is what you should have. It depends on your liking. So ‘what’ is something we provide.  On Saturdays you book a table, what is best time, what to wear, budget, etc. These are questions which we want to answer. We did have an app functional in nature. What we have done is giving recommendations according to taste like Mexican, Chinese and what to order there. There are four corners: Consumers, merchants, data and technology. We have been doing consumer interviews. Data and technology makes things easier and helps to suggest more options. Nowadays, questions are where should I not go? It should be able to answer that too. Lot of merchants relate to us. A lot of merchants are now keen to partner with us.”

 

The new logo, visual appeal and campaign have been designed keeping in mind consumer engagement, the category and Burrp’s future plan. Abhishek Chhajlani and Pradeep Prabhu elaborate, “Our campaign is designed to trigger conversations around our passion for food as Indians. We believe that being able to get the right food suggestions at the right time is something that is profoundly useful. Burrp! Intends to deliver that service in a seamless and elegant fashion and we’re taking incremental strides in this very direction. Our food choices should not be limited simply by what restaurants we like. We should be able to tell our users what to eat if they’re feeling homesick, where they should go if it’s a girl’s night out, or what to eat if they’ve simply had a long day at the office. We believe that given a voice (and a reason strong enough), every person is a foodie in their own right and that’s what we intend to celebrate through our campaigns.”

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