Omnichannel experiences have become paramount in hospitality industry: Divya Aggarwal

In a competitive market, Impresario aims to retain top talent by offering a diverse and creative working environment. Challenges in the Indian hospitality industry include pandemic-related disruptions, fierce competition, regulatory complexities, and rising costs. However, there are promising opportunities in embracing digital solutions, catering to health-conscious consumers, and providing unique dining experiences.

In conversation with Adgully, Divya Aggarwal, Chief Growth Officer, Impresario Entertainment & Hospitality, speaks at length about transforming the dining experience in India; Despite challenges, the industry is adapting to changing consumer habits and preferences, presenting opportunities for growth and innovation.

What are some of the key trends that you are seeing in the Indian hospitality industry?

The hospitality industry is being significantly influenced by India’s diverse needs, a growing middle class, a robust culture of entrepreneurship, and the country’s youthful population. As per 2022 UN estimates, 64% of India’s population falls under the working age with a median age of 25, which is lower than the median age of China.

As younger people enter India’s workforce, and given India’s current demographic dividend, SOCIAL is the perfect market fit to attract this segment. The incoming batch of professionals seek collaborative spaces that allow for a seamless exchange of thoughts and ideas, and SOCIAL is here to provide precisely that.

Recently, dining experiences have transformed into immersive events that go beyond just the taste of the food. Restaurants are offering immersive pop-ups, mystery meals, and even dining-in-the-dark experiences. The purpose is to engage all senses while creating memorable and interactive dining moments that leave a lasting impression.

Omnichannel and seamless experiences have become paramount over the last few years. In fact, Impresario has been an early adopter of digital menus and contactless ordering. We continue to integrate and innovate technology for a frictionless experience across demographics and regions.

The global trend of consumers prioritising health-conscious choices has sparked a wave of innovative plant-based alternatives worldwide, and we anticipate that this trend will also gain momentum in India. Menus are no longer limited to accommodating vegetarian or vegan diets. We have become more inclusive, embracing a wide range of dietary choices and restrictions including age, allergies, and unique palettes.

How is Impresario responding to the growing demand for food delivery and online ordering?

Post-COVID, the consumer is increasingly seeking convenience, but at the same time is also looking for familiar dining experiences across all formats and platforms. For SOCIAL and Smoke House Deli, we have seen delivery businesses grow exponentially to almost pre-Covid levels. During the pandemic, we had started a tech-enabled platform for food ordering allowing home delivery as well as contactless dining in restaurants. We are also seeing immense growth in demand for our cloud kitchen brands such as BOSS Burger, in the premium burgers category and Lucknowee, a delivery brand by Impresario known for its rolls and biryani.

How is the company working to attract and retain top talent in a competitive market?

In a competitive market, it is crucial to attract and retain top talent. Impresario boasts of some of the best chefs, bartenders, mixologists and creative thinkers in the industry. We are also delighted to have on board several employees who have been with us for over a decade now.

What is your vision for the future of Impresario?

Our company’s vision is to establish a presence in as many locations as possible to better serve our consumers. We are optimistic about the overall buoyancy of the hospitality sector. The PBCL (Pubs, Bars, Cafés, and Lounges) segment is growing rapidly at 3X its pace, twice as fast as the QSR (quick service retail) segment. With SOCIAL, our trailblazer brand we aim to reach 100 outlets soon and aim to expand our cloud kitchen offerings – BOSS Burger and Lucknowee – to newer regions. Our goal as a brand is also focused on developing a positive relationship with the hyperlocal communities, enabling us to contribute and unlock India’s growth in the hospitality space.

How is Impresario using technology to innovate and improve its customer experience?

We harness the power of technology to build integrated experiences – both online and offline. Today, our strategy is data and analytics-driven to meet the evolving and growing needs of our consumers. We have a dedicated technology team that works in conjunction with growth and operations functions to find the perfect balance between internal and external systems. This dedicated team uses data analytics to study consumer behaviour and provides relevant information pertaining to the brand. We aim to create a captivating experience for our customers by smoothly incorporating technology and effectively merging both the physical and digital worlds. This will ensure that every visit leaves our customers feeling connected and thoroughly pleased. Another aspect of using technology is sustainability. Our outlets use Digital Screens, QR codes and DotPe banners to inform and engage our audience.

What are some of the company’s most exciting new projects in the pipeline?

We have set the ground strong for national brands like SOCIAL and Smoke House Deli. There is one more cloud kitchen brand that we will activate soon – a North Indian brand from the house of SOCIAL. In the cloud kitchen sector, our strengths have been portrayed through BOSS Burger and Lucknowee. We will continue to integrate technology for a frictionless experience across demographics and regions, for example, we have started a pilot on ONDC in Delhi and will be expanding to new regions. Early adopters of digital menus, and contactless ordering.

Most recently, the end of the year is a time for the hospitality industry to do great business. We are working towards a series of campaigns around the cricketing season, Halloween, Navratri and much more – so stay tuned and keep walking into your nearest SOCIAL to find out what’s in store!

What advice would you give to young women who are interested in pursuing a career in the hospitality industry?

My only advise to young women professionals who are about to enter the hospitality industry is that age old perceptions do not work anymore. Today, women are working across all departments and functions in the hospitality industry and I urge them to learn as many different skillsets as possible so that they can learn and add value across the board.

What are the biggest challenges and opportunities facing the Indian hospitality industry today?

The Indian hospitality industry faces with a range of challenges and opportunities. The pandemic was a significant hurdle, with restrictions impacting dine-in services and requiring restaurants to adapt swiftly to safety measures. Fierce competition and market saturation further intensify the struggle to stand out in a packed field. Regulatory complexities, ranging from licensing intricacies to shifting compliance standards, continue to pose hurdles for businesses. Moreover, rising costs of essential ingredients and expenses like rent and wages squeeze profit margins, requiring careful financial management from restaurant owners.

However, despite these challenges, there are promising opportunities for growth. The hospitality sector is embracing digital solutions for online ordering, reservations, and payment systems to enhance customer convenience and operational efficiency. The industry is responding to health and wellness trends by offering nutritious options and accommodating dietary preferences to attract a growing segment of health-conscious consumers. Moreover, the creation of unique and memorable dining experiences, alongside culinary innovation and fusion, can set a restaurant apart and draw in adventurous diners. The industry has understood and is adapting to the changing habits and preferences of consumers, along with engaging local communities to carve a successful path forward.