Chowki Case Study

Chowki Restaurant in London's Picadilly Circus engaged Ignite in January 2007 to prepare the brand for UK roll out. Their key USP is a changing menu that covers different regions of India on a monthly rotating basis, overseen by acclaimed head chef Kuldeep Singh.

• Develop the product offering and brand to meet the demands of the market in preparation for scalable roll out.
• Develop a simplified menu that clearly communicates the variety of food from regional India while remianing true to the well-renowned rotating menu.

• Written strategic marketing plan that positions an experience at Chowki as 'a journey around culinary India'
• Chowki's brand now travels through regions on a quarterly basis, changing the menu with the seasons.
• A 'Hero' menu item was born - Chowki Pots. Customers now choose curry pots from featured regions.
• Online & offline launch marketing campaign

• £8k/week from launch
• Launch campaign attracted over 500 new database sign-ups
• Year-on-year increase in sales during major economic recession in 2008/2009