First Crowd-Sourced Book
All Spice is Kerala’s First Destination Restaurant now. Launching a 22-year-old restaurant brand All Spice after formulating a new strategy as Kerala’s first destination restaurant is big news, but the story had broken into the media at the time of the new logo and brand identity launch. Media celebrated the logo launch well just two weeks ago, so we had to have a new idea to make it interesting for the media a second time. So, we weaved the story around a new innovative idea – India’s first crowd-sourced book about a destination. Media found it very interesting and almost all the leading News Dailies and TV Channels graced the launch function and covered it extensively a second time in a gap of 10 days. This second time bang in 10 days is close to a miracle if you know how media works.
Read the Storilines Press Release at the bottom of this page for more details about the Kerala’s First Destination Restaurant.
LEAD CONTRIBUTORS
STRATEGY: &Matthai Strategy Consulting
STRATEGIC LOGO & IDENTITY: BiblioBuddha
STRATEGY IMPLEMENTATION: Breakthrough Brand & Business Consulting
STORIES FOR MEDIA: Storilines
MEDIA COORDINATION: Supreme Food Co., Kollam
STORILINES PROJECT
- Crowd-Sourced Book Idea
- Book Jacket Design
- Five Feet Book Activation idea for unveiling
- Media Story Concept Development
- Press Release Writing
- Photograph Caption
RESULTS ACHIEVED
The news was covered with photograph mostly as a three-column news in most of the leading Malayalam Dailies including Malayala Manorama, Mathrubhumi, Madhyamam and Kerala Kaumudi.
PROJECT
All India Press Release | April 14, 2024
Kerala’s First Destination Restaurant concept inaugurated by launching ‘The Story of Kollam’ – India’s first crowd sourced book about a Destination.
Kerala’s First Destination Restaurant Concept All Spice was inaugurated at Kollam by Shri. M. Mukesh MLA and popular Malayalam Actor.
As a part of the First Destination Restaurant Concept, India’s first crowd sourced book on a Destination ‘Ithu Kollathinte Katha’ (The Story of Kollam) was unveiled by the actor. The contents of the book will be crowd sourced from the natives of Kollam. The book will be specific to the story of Kollam and will include the history, legacy, tastes, culture, famous personalities, jobs creating industries and businesses, art, cinema, literature, music and the humour of Kollam.
The first story for the book ‘Ithu Kollathinte Katha’ was told by Sri. M. Mukesh, Kerala’s master conversational storyteller from Kollam at the inaugural function. The actor has a huge fan following for ‘Mukesh Speaking’, the storytelling channel that he has created on YouTube.
All Spice is the first and the only restaurant in Kerala and probably in South India that celebrates the history, legacy, tastes and culture of a destination. All Spice celebrates the destination Kollam in all its Splendour and grandeur.
“We are happy to reposition All Spice, the 22-year-old legacy restaurant of Kollam into Kerala’s First Destination Restaurant. The Supreme Group will look forward to innovative ideas to serve the people of Kollam with the best in the world. We are committed to celebrate the story of Kollam. TKM Supreme Group will continue to strive to bring in many more firsts to Kollam as we have always done.”, said Afsal Musaliar, Managing Director, The Supreme Group.
The Destination Restaurant is a niche category in the Casual Dine Restaurant (CDR) Category, which is quite distinct from the other two major categories namely – Fine Dine Restaurant (FDR) and Quick Service Restaurant (QSR).
“All Spice breathes and lives the essence of the glory and history of Kollam in every way as the Strategy formulated to make it the first destination restaurant in South India could be implemented by incorporating our unique strategy framework of making ‘Visible Strategies’. All Spice will turnout to be a landmark in the restaurant history of India and will be a great destination initiative in promoting the ‘Incredible India!’ tourism to the world by showcasing the diversity of Indian culture. Innovations like these will make Kerala proud as a state,” said Manoj Matthai, Founder &Matthai Strategy Consulting, a part of The Breakthrough Brand & Business Consulting Group.
Innovations like ‘The First Destination Restaurant’ will inspire Indian neighbourhood entrepreneurs and brands to fight against global multi-national companies invading their neighbourhood backyards with the world’s most powerful brands. The story of Kollam and the first destination restaurant concept is in a way the story of a modern powerful India story and innovative new Indian thinking.
