Dineout’s Great Indian Restaurant Festival seats 5 million diners

NEW DELHI: The fifth edition of the Dineout Great Indian Restaurant Festival (GIRF) saw more than 10,000 restaurants across 20 cities seat more than 5 million diners from 31st January 31 to March 1. The festival saw more than 550 crore revenue during the month as the brand celebrated its eighth birthday on February 29, 2020.
North Indian cuisine was the most favored cuisine across India, while Delhi topped the charts of highest deals booked with savings of over 80 crore.Pune & Indore emerged as the fastest growing cities, Hyderabad saw the maximum number of purchased buffet deals.

In terms of alcohol consumption, Bangalore topped the charts with 5,466 liters. The highest bill of Rs 5.42 lakh was paid by a diner in Pune.

The brand also partnered with HDFC Bank and InterMiles to offer diners additional savings on both buying deals and paying the bill via Dineout Pay and win InterMiles. One lucky winner earned 10,000 InterMiles every day and the highest spender during the festival period earned 1,00,000 InterMiles applicable for transactions using Dineout Pay.
Ankit Mehrotra, CEO & co-founder, Dineout said: “Over the years, GIRF has become a popular annual festival that consumers eagerly await in the month of February and what’s interesting to see is the phenomenal growth of Dineout in Tier 2 cities. As we turn 8 this year, we continue to provide unparalleled experiences and change the way India dines out!”

NRAI president Anurag Kataria observed: “The month of February has become synonymous with GIRF and we are proud to be a part of it. The event creates a great sense of excitement amongst the discerning diners that benefit the overall foodservice ecosystem. With new additions like GIRF experiences, the event became a lot more vibrant and exciting in this edition”.
The theme for this year Dineout’s GIRF was ‘No Drama Only Khaana’ with the brand coining a new millennial term #JoyOfDiningOut (JODO) to promote its special offers. The brand promoted the festival with a unique 360 marketing campaign consisting of a film starring celebrities and social media influencers like Atul Srivastava, Sahil Anand, Kusha Kapila and Ankush Bahuguna, highlighting the different excuses people often make to get the best deal on their meal at a restaurant. It took a meme format from digital media to mainline with their Newspaper print ads, OOH, Metro & Airport branding, radio & much more, thereby creating consistency, recall and consideration in a quirky format.