Social, Impresario’s flagship brand, drives restaurant sector growth with its bar-café-co-working concept.“SOCIAL has been the trailblazer brand, contributing the most to our revenue and being central to our growth strategy. We define SOCIAL by PIN code, meaning that while we have 50 core outlets, each one is unique because the design is tailored to the hyper-local PIN code of its location,” Divya Aggarwal, chief growth officer, Impresario, told BrandWagon Online.
The brand recently expanded its footprint with new openings in key markets. In Bengaluru, SOCIAL launched its 10th outlet in Bellandur last month, a venue that Aggarwal describes as ‘spectacular.’ In Delhi NCR (National Capital Region), the 13th outlet was opened in Rajouri, located in the northwest part of the city. SOCIAL’s expansion efforts extend to major metros like Delhi, Mumbai, and Bangaluru, with plans to grow further.
Aggarwal highlighted the brand’s innovative approach and consumer-first strategy. “SOCIAL is uniquely positioned at the intersection of a bar and a café and was the first to introduce the co-working space concept back in 2014—co-working by day, bar by night. This concept was new at the time, and even post-COVID, we’ve remained relevant by staying hyper-local and community-focused,” she noted.
Data-driven marketing is a core aspect of SOCIAL’s strategy. “Our strategy has always been consumer-first, using data and technology to stay in sync with our audience,” Aggarwal said. A recent example of this approach is a successful campaign centred around Korean culture. “In July, we brought Korean vibes, food, beverages, and events to all SOCIAL outlets across India. With our extensive network, we offered this experience simultaneously across 10 cities.” This campaign featured a special menu curated with the help of two chefs, including a Korean chef, and collaborations with the Korean Embassy and brands like Maggi from Nestlé. The campaign also included community events like kimchi-making workshops and K-pop listening sessions. “Our goal is to create immersive experiences, not just menus, which fosters consumer loyalty and encourages repeat visits,” Aggarwal added.
Each SOCIAL outlet is designed to reflect its local environment. “While all SOCIAL outlets share the same core identity, they are uniquely designed to reflect the hyper-local essence of their specific PIN code,” Aggarwal explained. For instance, the Bellandur outlet in Bangaluru features a dome-shaped design, while the Rajouri outlet in Delhi captures the local street vibe, language, and artwork.
Currently, the majority of SOCIAL outlets are concentrated in the West, particularly in Mumbai and Pune, where there are about 23 outlets. However, the brand is expanding across all regions. “Our expansion strategy is focused on reaching 100 outlets within the next three years,” Aggarwal said. The plan includes opening new outlets in existing cities and exploring new markets. “We’re also targeting university towns and expanding our presence in Tier 1 cities. Last year, we opened outlets in Hyderabad and Kolkata and we continue to grow in these and other metros.”
SOCIAL’s marketing efforts are heavily focused on digital platforms, aligning with its target audience of youth, millennials, and urban consumers. “We’re very much focused on digital now, as our target audience primarily consumes media on these platforms. We’ve always been a digital-first brand because that’s where our audience spends their time,” Aggarwal said. The brand is also enhancing its CRM and loyalty program to better understand and respond to consumer preferences. “What has become increasingly important is CRM and loyalty. We’re revamping our loyalty program to deliver a more personalised experience for our customers,” she added.
Strategic partnerships are another key element of SOCIAL’s marketing strategy. Recent collaborations include Maybelline for a lipstick range launch on International Lipstick Day, and partnerships with Bajaj for their Husqvarna motorbikes, Netflix, Spotify, and Nestlé. “With Nestlé, we created a plant-based menu to reflect an emerging trend in the Western world that we want to bring to India,” Aggarwal noted. These collaborations not only highlight trends but also provide valuable consumer insights.
SOCIAL’s 10-year anniversary campaign, featured a brand film with comedian Shreeja Chaturvedi, showcasing SOCIAL as more than just an F&B brand. The campaign also includes a special promotion with ten favourite dishes available for just 10 rupees and select drinks for 99 rupees. “Each day, there will be a ‘time drop’—a 30-minute window where customers can order these dishes for just 10 rupees,” Aggarwal said. The promotion is a nod to the original pricing SOCIAL used when it first launched.
The brand’s menu is continually evolving based on innovation and consumer demand. “During cricket season, we introduced a ‘Stadium’ menu, creating a stadium-like atmosphere in our outlets for those not watching the match at home or in a real stadium,” Aggarwal explained. The menu focuses on hearty, innovative meals, featuring new ingredients and trends such as plant-based proteins and Korean cuisine. “This approach ensures we provide fresh, exciting experiences for our customers,” she concluded.