Imli - Launching a New Restaurant Concept

The Brief
• To launch Imli to public
• Position Imli as an innovative food concept with a suitable business model for roll-out
• Develop engaging ways to describe the Imli experience and create desire for simple, modern and affordable Indian. (Evolved in Modern Indian Tapas)
• Become a destination restaurant and local haunt
• Create lifestyle platform and position the Imli offering as a unique Indian food concept
• Generate positive publicity on ongoing basis
• Drive sales & footfall

The Solution
• GSC undertook a heavy weight media relations campaign which included sending out samples and setting up journalists’ one-on-one meetings and tastings
• GSC launched successful in-house promotions with Conde Nast, IPC media, Natmags
• GSC secured TFL Oyster Card Promotion running Aug - Sept
• GSC Placed Imli alongside London’s top 40 restaurants at Taste of London and secured demonstrations for head chef at the festival