As the night awakens across the vibrant tapestry of India, so does its evolving nightlife, weaving a narrative of diversity, inclusivity, and dynamic experiences. In the loud noise of multiple players operating in this segment, only a few have managed to make themselves feel heard by keeping up with the pulse of their consumers. At the heart of this evolution stands SOCIAL  aiming to redefine casual dining. 

With the anticipation of its 50th outlet, Divya Aggarwal, the Chief Growth Officer. Impresario Entertainment Hospitality Pvt Ltd, the parent organisation behind SOCIAL, offers us a backstage pass into the brand's journey of transforming dining into an immersive cultural phenomenon.

Edited Excerpts:

As SOCIAL approaches its 50th outlet, could you elaborate on how it stays in tune with the ever-evolving pulse of the Indian youth? 

Staying in tune with the ever-evolving pulse of the Indian youth is not just a goal, it's in our DNA. Our focus on building connections and communities is the guiding principle for all our initiatives, and we work actively in the realm of art, music, entertainment, sports and inclusivity. We collaborate with brands, culture-shaping personalities, and hyper-local communities to consistently deliver novel and memorable experiences.

For example, we have the #DoosraStadium campaign during cricket seasons - IPL and ICC World Cup, helping us tap into the young sports community; to an immersive collaboration with Prateek Kuhad for his Mulaqat album that comprised curating an exclusive cocktail with him. With Satrangi Mela catered around the LGBTQIA+ community, SOCIAL becomes not just a space but a hub where offline connections can thrive. All these initiatives are fields where the youth are actively engaged and participate in, hence we wish to offer a space for them to come in, connect with like-minded individuals and take home an unforgettable SOCIAL experience.

SOCIAL has recently partnered with players like Netflix and Spotify. How do these collaborations align with SOCIAL's vision, and how do they contribute to the overall experience for patrons? 

SOCIAL has played a key role in the socio-cultural fabric of India. We are always rethinking how we can take the SOCIAL experience to the next level. Some of our latest work doubles down on this commitment, and that means working with allies and partners who understand customer centricity like we do. Our work with Netflix and Spotify has helped us converge the world of music with dining and fun cocktails!

The partnership with Netflix introduces the #DisconnectToConnect challenge, where those who participate at the SOCIAL outlet need to keep their phones inside a locked box for an hour, to inspire people to make authentic, offline connections with the ones around them. Our collaboration with Spotify introduced exclusive #SpotifyWrapped Cocktails - Guests are invited to bring their gang, showcase their listening personality card on the Spotify app to the server, and receive a custom personality cocktail. As a bonus, patrons can savour these signature cocktails on the house!

These strategic alliances enable us to transcend traditional boundaries, position SOCIAL as a cultural epicentre that goes beyond conventional hospitality offerings, deliver novel, unforgettable experiences to our customers, and increase engagement for all the participating brands.

In what ways does the creative ethos set SOCIAL apart in the casual dining landscape? 

One key learning we picked up early on was to elevate the dining experience by offering multisensory engagements for our guests. We want our guests to visit SOCIAL for the F&B, but also the vibe, community activities, pop-ups, and music programming – among other things. This has helped us differentiate in the hospitality segment, and Indians picked up on this trend very quickly. 

This ideology is also reflected in our hyperlocal pin codes, the typography that is present inside and around our outlets and through a host of other touchpoints. Creativity and innovation are at the core of everything we do, hence it is about imbibing the SOCIAL culture across different verticals. Some of India’s most talented and creative professionals work with the SOCIAL brand and have been key builders of the SOCIAL culture that we all see today.

India's nightlife culture has been evolving rapidly, can you shed some light on how consumer preferences have evolved? How has SOCIAL adapted to and leveraged this shift? 

India's nightlife culture has evolved rapidly due to various factors, primarily the proliferation of social media. Traditional bars and clubs are giving way to a diverse range of experiences, with a significant rise in demand for immersive and theme-based outlets. Inclusivity and diversity are gaining prominence, as seen in the emergence of LGBTQIA+-friendly spaces. Digital-first thinking is another pivotal aspect of this evolution, with technology-driven experiences shaping consumer preferences. Beverage choices are also evolving signalling a more refined and diverse palate among consumers.

At SOCIAL, we have been successful in keeping a pulse on emerging trends, and directly engaging with our customers through various community-focused initiatives, extensive market research, and implementing a data-led strategy that further helps us stay relevant in a dynamic world.

With the continuous shift in consumer content consumption patterns, from online to social media and back to offline experiences, how does SOCIAL navigate these changes? 

We maintain a robust online presence for SOCIAL by leveraging social media platforms and balancing offline and traditional channels of communication. We craft engaging and shareable content that aligns with the SOCIAL’s identity and values, utilise social listening tools, and use an analytical marketing approach to understand consumer sentiment. 

Simultaneously, we recognize the importance of fostering offline experiences to deepen consumer engagement. We keep hosting community-driven events, pop-ups, or experiential activations that provide tangible and memorable interactions, creating a well-rounded brand experience. Striking the right balance between online and offline strategies allows us to adapt to changing consumer behaviours, offering a comprehensive approach that resonates with our customers in the evolving landscape.