Dishoom: The Dishoom Story Plates

This case study describes the launch of Dishoom, an Indian restaurant, which built a connection with customers by putting stories on plates.

Dishoom: The Dishoom Story Plates

OgilvyOne London

How did the campaign make a difference?

This campaign gave Dishoom authenticity and stand-out from the hundreds of other Indian restaurants in London – using storytelling and design on the restaurant plates to create a point of difference and establish a new loyal base of customers.

The plates featured in restaurant reviews, design blogs and exhibitions with the stories read out on local radio, increasing average weekly covers by 28% which equated to £350,000 in incremental revenue in the first 5 months. Dishoom had bookings for both lunch and dinner, extremely unusual for...

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