Can IPL bring back the “Ache Din” for F&B Industry?


Indian Premier League (IPL) is not just a game but a season that is celebrated in India. It is a festival of joy for Indians who love their game. So naturally this IPL also has a lot of expectation in place.

2020 has been a very different year and we’re sure you would all agree. Travel, education and businesses have changed and so have major events across the world. IPL was one of the most awaited events of the year. IPL 2020 was originally scheduled to begin on March 29. But after the Covid pandemic broke out, the event had to be postponed indefinitely. Off course, this IPL things are different. To start with it will be happening in UAE. It will be played in front of empty stands, no packed stadium or fans cheering their favourite franchise.

Anyways the players have reached their destination and are getting ready to roar. But It’s not just players that are limbering up for IPL  this year—multiple businesses are eyeing a turnaround on the back of the Twenty20 cricket tournament that is set to begin on 19 September in the United Arab Emirates (UAE). Brands are piggybacking on advertising, hoping it will kick-start the consumer spending and consumption cycle that has ground to a halt because of covid. It would be the first time when the tournament will coincide with the festive season, which is expected to further lift consumer sentiment.

What’s the vibe?

Consumers are looking forward to the cricketing season to battle pandemic or lockdown blues. Restaurants also will add to the excitement with relevant and exciting offerings. Interestingly, opening up of bars coincides with the upcoming IPL season. For bars and restaurants, the cricketing property is typically accompanied by promotional events. As and where they get permits, restaurants and bars could look at marketing around the tournament starting soon.

What’s cooking as IPL offering?

The restaurant chains are lowering prices and exploring deeper partnerships with online aggregators, the report added. Food delivery platforms Swiggy and Zomato are planning to offer significant discounts and spend a total of Rs 175 crore in marketing to reach pre-COVID delivery numbers

Monkey Bar is planning combos tailored for home delivery, while the offering at Fatty Bao and SodaBottleOpenerWala has also been modified for delivery.

Dineout has come up with an exciting offer called Dineout Powerplay that will get you in the perfect mood for the IPL before the tournament kicks off on September 19, 2020! All you have to do is make three Dineout Pay transactions of a minimum of ₹500 between August 26 and September 18, and you can receive an extra ₹500 in your Dineout wallet after the third transaction is completed. And that’s not even all, every week, five Orange Cap winners with the highest bill amount during the given period will get their entire amount spent credited back as MyCash into their Dineout wallet! 

What’s the scene for Dine-in?

With Beverage (F&B) industry unlocking after six months, the fizz is already back as millennials are returning to their favourite hangout spots. Moreover, the permission given to serve liquor will definitely add value to attract an increased walk-in especially with IPL around the corner resulting into better sales. 

As per MHA guidelines, the display of Covid19 safety measures in restaurants has been made mandatory with sanitation and temperature check on digital signage. Adhering to these safety norms, the company has introduced multiple new features like QR Code scan for menu, offers and payments, real-time POS offers which save restaurant’s printing cost, increase sales with automation through a mobile application and also CCTV camera integration enabling customers to see how their meals are being prepared in the kitchen. Hopefully these measures will bring back people to hangout.

How About online Ordering?

Restaurants are expecting an increase of as much as 30 percent in home deliveries during the upcoming Indian Premier League (IPL) season, as dine-in footfalls remain lukewarm. There has been a spike in digital/online ordering in the last few months.

People are possibly wary of visiting restaurants amid a surge in COVID-19 cases across the country and are preferring to order in or takeaway. Pizza Hut is anticipating a 30 percent rise in delivery sales. Big sporty events like the IPL can bring back food delivery business to pre-COVID-19 levels

The Triple Bonanza- IPL Fest plus Dusshera and Diwali celebrations!

This time, the IPL will not only be about the sport or the rivalries, but something greater. The final is scheduled around the week of Diwali, the biggest festival in India! And the Dusshera festival falls right between the tournament periods.  Diwali will be marked with firecrackers on the field and a celebration of cricket. The combined power of the festivities and the IPL will surely lift the spirits of people my several notches. IPL is a family event and the F&B industry can look forward to watching some cricket, celebrating the festive season and then Ordering from their favorite restaurants!

IPL 2020 may just be what fans and F&B industry is looking for! The “Ache Din” to be back.