Dishoom: Building a Distinct Restaurant Brand Using Storytelling and ‘Seva’ Culture
| Case Code: LDEN194 Case Length: 11 Pages Period: 2016-2022 Pub Date: 2023 Teaching Note: Available |
Price: Rs.300 Organization : Dishoom Limited Industry :Foodservice Countries : United Kingdom Themes: Organizational Culture, Employee Benefits, Brand Differentiation,Entrepreneurial Strategy |
Abstract Case Intro 1 Case Intro 2 Excerpts
Excerpts
Focus on A Culture of Quality, Service And Happy Employees
Initially, Shamil had a commercial and analytical approach to manage the restaurant, a common approach for most entrepreneurs. The focus was on revenue, profit, sales, costs, capital expenditure, and return on investments. After running the restaurant for a couple of years in this manner, the co-founders decided to do a rethink of their approach..
Happy Employees
Apart from a focus on customers, the Dishoom management gave equal priority to the happiness of its employees. Dishoom was employing over 1200 people across its nine restaurants as of 2021. The management put in place a slogan ‘Deepen, don’t dilute’, to showcase the importance of inter-staff relationships. Shamil believed that strong inter staff relationships helped the staff do their job properly..
Diversifying Revenues During The Covid-19 Pandemic
The team used the pandemic lockdown to diversify into the food delivery business. Dishoom put in place twelve delivery kitchens during 2020-21 to deliver in London, Brighton. and Cambridge. The founding team was reluctant to diversify their revenue channels in 2018 because they felt that their core business was about the restaurant experience..
Road Ahead
Dishoom built its brand around its customer experience and the authenticity of its menu. It was able to develop a huge cult following for both the quality of its food as well as the immersive brilliance of its restaurants, which paid homage to the old Irani cafés of Mumbai. It took utmost care when opening a new restaurant..
Exhibits
Exhibit I: Mumbai Style Restaurant Theme
Exhibit II: Dishoom’s Menu
Exhibit III: Principles of Seva
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