ITC HOTELS
In a crowded food delivery market, Gourmet Couch from ITC Hotels needs to create awareness of its presence to Indians with discerning palates.
BACKGROUND
GOURMET COUCH IS A CUT ABOVE THE REST
Gourmet Couch, a premium food delivery service by ITC Hotels, offers luxurious, restaurant-quality meals delivered to people’s homes.
While most Indian food delivery services prioritize speed and convenience, Gourmet Couch focuses on fine dining. However, in a market dominated by casual takeout, it risks being seen as just another delivery service rather the fine dining experience it is.
INSIGHT : AFFLUENT INDIANS REGUlaRLY MAKE INDULGENT CHOICES
They intentionally choose to spend their money on experiences and cultural trends and moments all in the pursuit of the finer things in life
They carefully choose and curate these experiences but when it comes to ordering food, they resort to one of the default delivery apps and vaguely order a cuisine.
Regular apps do not offer indulgent choices but Gourmet Couch precisely crafts quality authentic food made by skilled chefs to elevate the dining experience.
STRATEGY
Excellence is a choice with Gourmet Couch
AGENCY
Jack in the Box Worldwide
TEAM
Ankita Jathar (Head of Strategy)
Samyuktha Shankar (Strategy intern)
Smriti S (Strategist)
my role
Research
Target Audience development
Competitive analysis