Brand Management

Case Study
Dishoom: Building a Distinct Restaurant Brand Using Storytelling and 'Seva' Culture

Article Details

Pub. Date	:	Dec, 2023
Product Name	:	The IUP Journal of Brand Management
Product Type	:	Article
Product Code	:	IJBRM031223
Author Name	:	Jitesh Nair and Balaswamy Pasala
Availability	:	YES
Subject/Domain	:	Marketing
Download Format	:	PDF Format
No. of Pages	:	14

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Abstract

The case describes how the founders of Dishoom, a UK-based restaurant chain, created a distinct brand for themselves in the crowded restaurant market through a culture of quality and service and keeping employees happy. The case touches upon how the cofounder of Dishoom, Shamil Thakrar (Shamil), decided to get into a business that would rejuvenate the Indian culture in Britain. It describes Dishoom's focus on its menu and ambience inspired by the Irani cafes known for their affordably priced and delicious food. The case then focuses on Dishoom's internal strategy to keep its employees happy by providing training and support to them. This included wellness programs such as total distribution of service charges to employees, a 24-hour confidential counseling helpline, fully training managers in mental health first aid, as well as discounted memberships and classes and yoga sessions for the employees from local gyms and studios in the vicinity of each restaurant. The case ends with the founder's business expansion plans. During the Covid-19 pandemic lockdown, Dishoom diversified into the food delivery business and also ventured into the meal kit business.

Each Dishoom is a love letter to Bombay - taking inspiration from the Irani cafes-the original Bombay Cafes. What we give here is extremely good pricing, good value, very good food, good service, good environment.i

- Shamil Thakrar, Cofounder, Dishoom, in 2022

A first-class place to work-Dishoom is a brilliant place to work. It is inclusive, welcoming, and fulfilling. Employees are passionate about working at Dishoom thanks to the care, time and recognition that comes from the top. You even get to eat at Dishoom every week!ii

- Employee at Dishoom, in 2022

My job actually is to have people come in here and have a wonderful time and hopefully be influenced by our values-the breaking down of barriers, increasing tolerance and bringing people together over food. Hopefully, they have a fantastic meal, enjoy their server and enjoy some of the stuff that we have here and if we can infect them with a bit of our passion, then we have won.iii

- Shamil Thakrar, Cofounder, Dishoom, in 2016

Introduction

Dishoom was ranked 12th among the top 50 companies across the UK in 2022 by the Glassdoor Employees' Choice Awards.iv It was voted the "Best Company in the Hospitalityand Leisure Industry" and ranked four in "Best Company to Work For" in the UK's Top 100 Best Companies awards in 2021.v Dishoom also received the "Employee Health & Wellbeing Award" at the Springboard Virtual Awards for Excellence announced in March 2021.vi