After a typical brainstorming & Market study process. We found that predominantly these young crowd, whom he wishes to tap in never intends to have biryani in a fine dining decorum.
Almost everyone wanted to taste biryani at the comfort of home or at office space. So, we proposed an altered business model, of having 5-6 biryani delivery kitchen hotspots across the city and serve online deliveries.
We applied 80/20 rule and found, people who prefer quick service biryani are party going alpha males. So, we adopted an identity which appeals to that set of a party going cult male target audiences. Also a light touch Royal elements which are the brand personality itself added more flavors for the brand.