Brewing a Success StoryDated: 31 January 2013 | Category: Press releases |
After its success in Ludhiana, The BrewMaster has arrived in Delhi. In Ludhiana, the brand has its presence in the form of a pub cum microbrewery cum fine dinning restaurant, spread across 10,000 sq. ft. Though the facility in Ludhiana came into being only in September 2011, it is already destined to be a sucess story.
The BrewMaster, however is not your run-of-the-mill brand; it contains many sub-brands within itself. Its fine dinning restaurants come under the brand of The Mix, its banqueting and party options are catered to by Happenings, Chaos embodies The
BrewMaster’s night club and lounge, and Terrazzo reflects its sky bar options. The BrewMaster and all its associated brands are a part of the Humble Hospitality Group. The group first forayed into the happening realm of microbreweries and stand-alone restaurants about one-and-half years ago with its first outlet at Ludhiana, which has been soon followed by the Delhi outlet.
The Mix is Happening
The BrewMaster’s Delhi outlet, which is located within the glitzy in-vironment of Moments Mall in Kirti Nagar, became a part of the West Delhi’s F&B landscape as recently as November 2012. The bar license for the classy outlet embodying sleek and yet rustic decor, which has presently a 90-cover multi-cuisine restaurant(The Mix) and one banquet hall(Happenings) within its ambit, was awaited at the time of writing the piece. After the bar license comes into effect, on weekend nights.
The Mix would transform into a Chaos, quite literally, as hip and happening music would complement the high spirits. Yes, after the outlet gets permission to serve alcoholic beverages, on weekend nights the multi-cuisine fine dining restaurant would transform itself into a nightclub, with partying spirits reigning through the ambience.
The multi-purpose F&B facility is spread across 11,000 sq. ft. out of which the multi-cuisine fine dining restaurant spans across 3000 sq.ft area. It is situated on the right side upon
entering The BrewMaster. The Mix offers delectable renditions of varied cuisines from across the globe, which are expected to cheer the souls of food connoisseurs. Each of its
tongue tickling recipes is skillfully prepared in its own authentic way. The live Teppanyaki grill at the fine dining restaurant can further induce the appetite of the guests.
The restaurant boasts of an elaborate and intricately tailored a la carte menu during weekdays, which include European, Mexican, oriental, Mughlai and Punjabi delicacies. The Mix at Delhi operates from 12 noon to midnight. Here an average a la carte meal for two costs about Rs.1000, if one excludes the taxes. Over weekends, the restaurant offers a lavish buffet spread of various cuisines along with live Teppanyaki dishes and mouth-watering desserts. It sounds
unbelievable that this weekend buffet cost for an individual guest is only Rs.499 plus taxes.
Besides these, on weekdays The Mix offers an extremely affordable ‘Lunch Munch Buffet’ to satiate the afternoon hunger. This buffet offers a tempting selection of over 12 Continental items including pizzas, pastas, salads, soups & sandwiches.
Designed for the Brewery
However, the Delhi outlet doesn’t have a microbrewery at present. “As the Delhi government’s excise policy doesn’t allow microbrewery within restaurants at present, we are keeping
expansion in that direction on hold, presently,” explained Anuj Mahato, the General Manager of the Delhi outlet of The BrewMaster, while indicating the management’s interest to start a microbrewery within premises of the Delhi property as soon as the state government’s regulations regarding this become liberal enough to legalise such an endeavour. The area
demarcated for the proposed microbrewery at the Delhi facility is very much visible to the guests. And the ambience of the property is also perfect for the microbrewery to be installed.
“Normally breweries are installed in run down places, having exposed bricks, texture paints, various levels in ceilings, odd niches, etc. What we have tried to do was to incorporate these details while providing the comfort of new-age dining,” explained Pankaj Giroti, the Chief Executive Director, The BrewMaster.
The décor of The Mix at Delhi already exudes the charm of traditional breweries from Germany. The interiors of The Mix is characterised by leveled sitting, exposed brick at odd places, niches in walls, and small comfort zones, which together lends a rustic appeal to the place, amidst its sophistication. “In order to achieve these, we had to incorporate the appropriate finishing. We used veneer final finish which gives effect of burnt wood, kept the sand stone on floor slightly under polished to give an old look, and used slates on wall to achieve exposed effect along with mdf jaallis to create comfort zone,” elaborated Giroti.
Tastes for all Seasons
“In terms of beverage options, The Mix will have something to offer for everybody,” averred Mahato, as I sipped on the warm light creamy chicken soup. “When the bar license for the outlet becomes a reality, which in any case is expected within the coming weeks, the complete The BrewMaster drinks menu will be served; which include the refreshing and gourmet in-house cocktails/mocktails, along with an extensive selection of both IMFL and imported spirits and liquors,” proffered Giroti.
One of the delights of the main course at The Mix experience at The BrewMaster’s Delhi property is the Surf
n Turf. It has tender lamb chops, tiger prawns & chicken breast served on the bed of exotic vegetables. While having the delicious experience I was wondering whether the Surf n Turf experience was more sumptuous or more filling. I came to the conclusion after the meal that it is both.
Overall, the impressive range of oriental delicacies like the Beijing Lamb, Malaysian Chicken Satay, Prawns in White Garlic Sauce and many others at The Mix is amply complemented by its Hawaiian Pizza, Norwegian Salmon Stick, Greek Salad and several other occidental F&B offerings. And they are spruced with authentic Mughlai tastes, and aromas from Punjab.
The flexibility of the dinning options at the outlet can be gauged from the authentic butter chicken and naan, which followed the Continental spread of Surf n Turf. Though I was full, I tasted the authentic delicacy from Punjab and it tasted among the better butter chicken dishes that I have had eaten so far. To test their gastronomic repertoire, I asked for a very Indian dessert of gulaab jamun and promptly got a warm dish of this traditional Indian sweetness.
The warm décor and the awesome variety of wonderful F&B options at the property are geared to attract an impressive stream of discerning crowd. “Already The Mix at Delhi is attracting 150 footfalls per day on weekdays, and 300-350 footfalls on weekends,” informed Giroti.
The Group’s Vision
Sartaj Singh Sahni, the Director of The BrewMaster, informed me that The BrewMaster brand is all set to expand its presence in Jalandhar too, in February 2013. “It would be a 14,000 sq.ft. property, having a 90-cover restaurant with two live kitchens. Of course, there will also be a microbrewery and two banquet halls within the facility,” confirmed Sahni. The banquet halls will cover an area of 1250 sq.ft. “The Humble Hospitality group’s major focus will remain in tier-II & tier-III cities. The group is also under the process of awarding franchises of The BrewMaster and its associated brands, both at home and abroad,” concluded Sahni. The group’s business focus on tier-II and tier-III cities with their comparatively affordable real estate as compared to the metropolitan cities, and with their huge untapped potential of eating out possibilities seemed a wise and savvy business decision.