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Building A Brand

01/06/2016 10:34:08

Rachel Walker, food writer at The Sunday Times reveals why Dishoom is so popular...

rachel walker

Rachel Walker, food writer at The Sunday Times, food editor at Reader's Digest, and freelancer across various other national publications highlights an interesting hospitality brand…

Dishoom is a company who knows who it is. Look at the first line of its Twitter account: "A Bombay Café in London." Simple. The header photograph on Dishoom's Twitter account shows-off the restaurant's trademark sepia, family portraits and colonial-style ceiling fans; its social media feeds pick-out carefully-curated artefacts from its restaurants: the railway station weighing machines, or the Hindi script on the bathroom walls.

It strikes me just how deep the company's branding runs, when they post job descriptions. Forget traditional titles or traditional phrasing – the company knows that, in many ways the adverts are marketing material; they are listed in the public sphere, so Dishoom keeps the tone and the rhetoric consistent with their brand.

They take inspiration from the colloquial term for a tea seller: 'chaiwalla' ('chai' meaning tea, and 'walla' meaning a person tasked with a specific job.) In keeping, the company might advertise for a 'marketing walla,' seeking:

"someone sparky, slightly excitable, clever and resourceful to come and join us at Dishoom [...] to work closely with the ‘babus’ (managers) and founder-wallas. "

The sense of fun transcends all the restaurants' activities, from their celebrations of the paint-throwing Holi festival, to the cafe rules listed on its walls, and the glint-in-the-eye dishes and descriptions on its menu, eg. Gunpowder Potatoes: 'The seduction is in the tumble. Potatoes with brown skins [...] crushed aromatic seeds and green herbs.'

Click here to read Rachel’s blog on social media.

Visit her website here

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