IPL to boost demand for Bars & Restaurants media
By Bhawana Anand - September 07, 2020
Gautam Bhirani, MD of EyeTalk Media Ventures, believes that bars and restaurants re-opened with adaptation of digital technology will bring new business opportunities
The central government has kept bars & restaurants out of the list of places and activities that remain prohibited under Unlock Phase 4.0, allowing them to resume operations.
However, states will have the discretion on issuing guidelines, permitting bars to commence operations and serve liquor in the premises.
Along with food and beverage (F&B) industry, the mandate has brought hope for OOH media where brands have again started targeting audiences especially millennials post-lockdown.
Quoting recent studies, Gautam Bhirani, MD, EyeTalk Media Venture, said, “According to multiple surveys including a study done by Laqshya Media Group showcased that eating out with peers was the only activity a majority of millennials were missing and were willing to do immediately post-lockdown. In fact, since restaurants and cafes resumed dine-in operations in Delhi in the month of August, there is about 30% footfall.”
EyeTalk has a venture called TagTalk, a network of DOOH screens which are running at top 450 cafes and pubs. These cafes and pubs see the audiences spending at those locations on an average three days in a week.
“Restaurants and pubs play a key role in millennials’ lifestyle as well as it has been a key touchpoint for brands looking to connect with them while they are out socialising with theirpeers. With food and beverages (F&B) industry unlocking after six months, the fizz is already back as millennials are returning to their favourite hangout spots,” added Gautam Bhirani. Moreover, he believes that the permission given to serve liquor will definitely add value to attract an increased walk-in especially with IPL around the corner resulting into better sales.
Further commenting on other high footfall touchpoints, Gautam explained, “Whether it is an airport, metro station, corporate hub, mall or a restaurant, the footfalls will not return to what they were for a while now but people have slowly started stepping out, returning to normalcy under the guidelines issued by the Ministry of Home Affairs. This should be considered as an opportunity. So, if a touchpoint is only allowed to operate at 50% capacity and is doing an average 40%, it should be considered between 70% and 80% and media should be procured accordingly, complementing the new normal.”
Gautam seemed optimistic because of upcoming cricket’s gala event-Indian Premier League (IPL) and festive season. Gautam Bhirani said, “There have been a handful of enquiries especially from segments like beverage, e-commerce, OTT, and consumer electronics. Similarly, workplace restrictions have been relaxed in Maharashtra which can now operate at 30% capacity and Chennai at 100% employee strength in non-containment zones. Brands have always leveraged events like IPL with our F&B network as both footfalls and dwell time are higher with the given lip-smacking food and beverages and live match screening at our partner locations.”
Talking about his business, Gautam explained, “Being a digital and a content driven network, our platform enables brands to buy cost effective ad impressions targeting peak days and hours with programmatic, resulting in zero media spill over. Brands can also integrate their social media campaigns using our live social media plugins, integrate a geofence mobile campaign to measure effectiveness and sponsor the Covid19 safety content on our network.”
Gautam thinks that fuelled with technological advancements, DOOH has gradually advanced to deliver in-the-moment content and this epidemic is pushing a great deal of innovation which is helping businesses in the physical world as they return to normalcy.
As per MHA guidelines, the display of Covid19 safety measures in restaurants has been made mandatory with sanitation and temperature check on digital signage. Adhering to these safety norms, the company has introduced multiple new features like QR Code scan for menu, offers and payments, real-time POS offers which save restaurant’s printing cost, increase sales with automation through a mobile application and also CCTV camera integration enabling customers to see how their meals are being prepared in the kitchen.
Gautam believes that the whole new contactless dining experience with the adaptation of digital technology will give a big boost to their F&B network and TagTalk as a key utility. “Restaurants across metros have already started subscribing to our services which is expected to expand our DOOH network by 30% in next three months,” said Gautam.