Impresario Entertainment and Hospitality, the company behind the restaurant chain ‘Social’, is aiming to establish 10 to 15 new brand outlets annually, particularly targeting tier-2 cities for expansion, according to its founder and MD Riyaaz Amlani.
The company, which also owns restaurant brands such as Smoke House Deli and Mocha, remains positive about its future in India, citing factors like as demographic dividend and rising demand for premium experiences.
Amlani stated, “Within the broader food services market, quick service restaurants (QSR) and casual dining restaurants (CDR) stand out as the primary drivers of growth. Our flagship brand, Social, uniquely positioned between a cafe and a bar, falls within the CDR category, presenting significant opportunities for expansion within this segment.”
Impresario intends to launch 10-15 new Social outlets each year, leveraging its expertise. Highlighting the company’s performance, he pointed out a double-digit revenue growth in the current fiscal year (FY24) compared to FY23.
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“We maintain a bullish outlook and are optimistic about our growth in India. In the upcoming year, we will continue to expand Social into new neighborhoods,” Amlani affirmed.
Impresario operates a network of more than 60 restaurants spanning across over 20 cities in India.
Based on information obtained from the business intelligence platform Tofler, Impresario’s total consolidated revenue stood at INR 573.66 crore in FY23.
Regarding expansion, Amlani described the company’s two-fold strategy: “expanding into new tier-2 towns and targeting state capitals, while also delving deeper into existing markets to reach additional neighborhoods.”
In 2023, it expanded by opening Social outlets in emerging markets such as Dehradun, Kolkata, and Hyderabad.
“We have high hopes for growth outside of our present cities of Mumbai, Bangalore, New Delhi, Pune, Kolkata, Hyderabad, Gurugram, Chandigarh, Indore, Dehradun, & Faridabad. This year, we want to explore new cities and look for chances to offer unique, locally relevant experiences,” he said.
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The company is implementing a strategy of diversifying outlet formats based on regional considerations and other relevant factors.
We currently run corporate parks in Bengaluru & Mumbai, as well as standalone stores in upscale neighbourhoods and malls. “We will continue to innovate our designs & spaces to suit the unique attributes of every area and community we enter,” Amlani said.
It also manages several cloud kitchen brands such as Boss Burger, Lucknowee, and Aflatoon by SocialL, primarily operating from Social premises to provide a diverse culinary experience.
“Currently, a significant part of our sales comes from these cloud kitchen brands & currently makes up 10 to 12 % of our overall business,” he stated.
Additionally, it manages restaurants such as Slink & Bardot, a French diner, Bandra Born, a cocktail bar, and Prithvi Cafe in Mumbai.
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