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Marketing & promotions lessons for Indian home chefs (Part 2 ft. Ghiza Kitchen)

A well-executed, seamless & delicious dining experience can be a beautiful thing. When done correctly & consistently, a food business has the potential to capture a customer’s heart forever with a memorable experience. Word-of-mouth travels quickly, and people love recommending unique and one-of-a-kind experiences to their friends and family. Bangalore had many such promising intimate dining experiences centred around home-cooked meals in the homes of hosts. While I’ve heard good things about Conosh & The Bohra Bohra Thaal, the only one I’ve personally experienced so far is Ghiza’s curated six-course Afghani / Pakistani meal. I first went with just my husband, and then we took several groups of friends to experience the Ghiza magic that involved making new friends & spending an afternoon with old ones while gorging on some exquisitely rich & meaty fare.

Post-COVID, however, the struggle for many new and existing home chefs and small food businesses focused on delivering a ‘multi-sensory experience’ is ensuring that customers feel like they’ve had a taste of not just some delicious food but also a taste of a larger story: of culture, heirloom recipes and more.

How Ghiza uses food combos to offer a fulfilling at-home dining experience

Ask anyone who’s visited the home of Himayath and Azra of Ghiza, and they’ll tell you just how satisfying the whole experience is. One of the most critical parts of the meal is the number of dishes which gives you the ability to get a full picture of just how rich and flavourful each course is – and just how meat heavy! I was curious to find out how Ghiza would approach this aspect in their takeaway menu.

Unlike most other places that sell each dish separately, Ghiza offers a few combinations structured in a way to retain this critical element of giving customers an entire ‘experience’. By doing so, customers get a sense of the different flavours, textures and aromas that complement each other to leave the eater fully satiated – you get a perfect glimpse of Himayath and Azra’s family food traditions while sitting in your own home. Each of the two combinations caters to a different group size (serves 1 person or serves 2), and from my experience, the portions are exactly the right amount.

I think the most important lesson here for home chefs and small food businesses is to give some thought to how they can intelligently structure their menu & pricing for the audience they are targeting. What Ghiza manages to do here is to ensure they scale the experience for 1 person as well as a larger group who may choose to order both (like we did). In either case, you’re getting an array of dishes which immediately makes you feel like you’re getting more than your money’s worth.

My recommendations for what to order from Ghiza

Ghiza’s Mutton Nihari is amongst the best versions I’ve ever eaten, so I would highly recommend any combination that has that. But honestly, I’ve been lucky enough to try almost all the dishes on their menu due to the sheer number of times I attended the original in-home experience, and they’ve been nothing short of delicious. I had the same feeling when I tried both combos from their takeaway menu recently. The meat quality is always excellent. Pictured below on the left is the takeaway spread featuring mutton seekh, mutton biryani, chicken qorma, mutton nihari and kulchas from Brea Bakery.

You can reach out to Ghiza in Bangalore by WhatsApping +91 9591958918 to place your orders or DMing them on Instagram/Facebook. You can get your food picked up and delivered by Swiggy Genie.

Read Part 1 of my marketing & promotions lessons for Indian home chefs series to understand how a family-run small food business uses a recognisable menu pattern to remain top-of-mind.

Disclaimer: while I may know some of the people & brands featured here personally, I have paid for every order.

Featured image: Ghiza’s Facebook page
Post images: Mine

About Author

Bangalorean. Foodie. Bookworm. Animal lover.

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