Taking to X, Chhajer compared the ₹ 5 lakh monthly rent for a mall outlet with the ₹ 3 lakh the brand could spend on Instagram influencers and Meta ads to attract customers to a non-prime location. Burma Burma co-founder Chirag Chhajer recently explained why the restaurant chain prefers opening outlets in malls and corporate office parks, saying the higher rent can be seen as a customer acquisition cost.
But in fine dining restaurant majority of people do think alot , location is not a barrier, otherwise Naar resturant in remote kasauli village won’t be one of the best restaurant in India .. Because customers often make decisions based on convenience and impulse, except when it comes to occasion dining, chhajer explained that location is particularly important in the food and beverage industry. He admitted that the mall rents initially made him pause, especially when compared with what the restaurant was paying for high-street locations. And amazing food and service,” commented another. “Location is actually a barrier only for casual and budget dining where most people don’t plan before and do impulsive descision making. Serious diners will reach wherever the restaurant is.. I personally don’t care about location of restaurant, what matters is quality of food and overall experience. I prefer to book a table before I visit. Savvy customer find out even hidden good restaurant,” wrote a third user.
“Before we signed on for the first mall-based restaurant, I kept thinking this through for weeks,” he said. However, Chhajer said that he eventually came to view the higher rent as an upfront customer acquisition cost. “And then it hit me- the 5 lakhs a month you pay as rent for a mall-based restaurant is just upfront Customer Acquisition Cost, compared to the 3 lakh you’d pay to Instagram influencers and Meta ads to drive people to a non-prime location,” he wrote. “Today, 75% of our 22 restaurants are based in malls and integrated corporate office parks, and while it isn’t the defining trait for our ongoing success, it does play a huge role,” he said. (Also Read: Fasting woman touched by Bengaluru restaurant owner’s kindness: ‘My heart is full’ ) “I wouldn’t have walked in if not for the location at mall of India.
