Mast Kalandar : Reviving the Masti

Seven years ago two techies, both from the North of India decided to serve the meal needs or should I say cravings of North Indian immigrants  and thus was born Mast Kalandar.
From its inception Pallavi and Gaurav, the two founders, were very clear that it was going to be an ardous journey – especially because of the fact that they were sticklers to quality of what got served to their consumers –  food had to be devoid of any shortcuts – food had to be made from no-compromise fresh products (veggies and dairy) traditional recipe (daily routine of hand pound masala), no artificial additions, cooked twice a day cycle and the longest leg was to get the ingredient from the source in North India (the hing had to be from Hathras, the shikanji masala from Modinagar ). No it was never going to be a compromise on this.
With this philosophy they looked beyond their first store in Bangalore and today are at a 47 store number across other cities  like Hyderabad , Chennai and Pune as well.
Need for Re-invention 
After 7 years it was evident that the consumer had embraced this concept of a ‘fast casual North Indian restaurant serving fresh food devoid of artificial additives’ at the ‘just right for me’ price point but were also very demanding in their expectations. Mast Kalandar (or MK  – a nickname given by the consumer )was definitely growing in market share but also needed to get a deeper emotional connect with consumers.
With this in mind they decided to  reposition itself to build a stronger emotional relationship between the brand and its consumers. To deliver a unique identity that the  stakeholders have always expected of the brand.
How much do we change?
 A classical question before any reinvention exercise. Study the core vs. the peripheral. The equity that is deep entrenched vs. attributes that need to be strengthened. Whatever positioning they were going to embark on it had to strike the right balance between being  value priced and yet cool enough for consumers , being inwardly traditional and outwardly fun and contemporary.
So I studied the tenets of the repositioning:
Keep with the core colour identity
MK conducted extensive research to understand that they did have a equity in its orange and white coloursHowever the logo could be more contemporary in going with the personality.
Make the brand playful yet steeped in tradition
Keeping the consumer at the centre they looked at an identity which was fun, simple, contemporary with a strong reminder of  the food that was being served.
Deeper emotional connect 
MK is an Everyday eating place so the need to recognise the everyday consumers and thereby building an emotional connect.
Brand Voice
Elements of humour from popular Bollywood dialogues and striking a desired balance with the MK food.
Enhanced Experience
A new ambience in the stores with live food encounters , new in-store communication as well as a fun space to hang out in.
Slice of North India 
Introduction of  merchandising to take the MK brand and with it a slice of North India home.
Mast Kalandar : Celebrating the Hero in You 
Mast Kalandar addressed the re-invention by positioning its restaurants as an extension of a ‘modern day corporate canteen’. In a dynamic and functional space with an emotional promise of getting the consumers to ‘celebrate the everyday hero in them’. MK would be a modern and dynamic space outside of there office canteens where they meet to discuss and celebrate the small heroic deeds that they achieved through the day.
Mast Kalandar rolls out the new identity in Oct 2013. 
I look forward to a home grown  brand as vibrant as Mast Kalandar for re-inventing itself and bringing back the Masti
– Bidisha

About mastkalandar

Mast Kalandar - A Happy Eating Place. The first of its kind joint in the city (Bangalore, India) promising a contemporary, creative, calorie-conscious and cost-effective dining experience. It is for all those people who want to have some close to home eating experience without compromising on the taste, their health and their pocket.

6 responses »

  1. I called up the mastkalander customer care today.
    to my surprise that person who took my order wan not even interested in asking me what kind of things I may be interested to order.

    They promised to serve in 35 minutes and they took 1 hr. and 40 minutes.
    It was 10:30 that person came with parcel and forcing me to take the parcel and pay.

    I felt like throwing Both person and food on the street.
    But decided to just say thank you and refused to take the order.

    that’s not happened first time but this time it took really long.

    I must say if these people can’t serve they should say no and we will opt for other restaurant.
    for me CV RamanNagar outlet of mast-kalander don’t exists.

    • Apologies Sandeep for responding on this so late . We haven’t been checking this blog post in a while .We are extremely sorry to hear your experience in December .While we strive to achieve a high level of service and food quality standard at all times, this service flaw must have arisen during a period when we were going through a home delivery staff rotation and new joinee training .
      Please allow us to make it up to you either through another visit either at the CV RamanNagar outlet or any other . Or allow us to send you a home delivery of an order of your choice . Both will be on us of course . Please let us know your choice .
      Thanks Bidisha , Mast Kalandar

      • Hi Bidisha,
        Apparently your striving hard hasn’t really worked, because my experience with Mast Kalandar has to be the worst ever, and I do mean WORST EVER in my experience of eating out for so many years. Having been in customer service myself, that too in hospitality industry, bad customer service is quite hard to digest. Let start from the start. About a week back I had the misfortune of calling your newly opened Vijaynagar Branch at around 9pm. The promised time for delivery was in 45 minutes which was acceptable. 9.45 turned to 10.15 and I had to call back since there was no delivery in sight for a very long time I had to make several other call after and was told that the delivery boy was reaching in 10 minutes. Now does MK’s idea of 10 minutes extend to 11.20 pm is my question. Which essentially would make the delivery time 2 hrs and 10 minutes, Anyways I wanted to cancel the order but your vijaynagar outlet person did not let me do so and I had to pay for cold food.

        Please note that the money I paid was good money and not really less to just let go.

        All this despite informing your staff that I have an aged person at home who was hungry. Now I am not sure if I should get angry at their inefficiency or frustrated that I had hungry people waiting for food and I was in a lurch because I could neither cancel the order nor could I cook that late in the night. The least they could’ve done was tell me that they were not able to deliver if they were swamped the number of delivery. I would’ve picked it up myself.

        Fine, even if I did let go of this horrible incident as a one off experience, things were no different the second time either which was today, at around 1.45 pm. I call up your customer care line and was transferred to your vijaynagar outlet and the guy who picked the call did not bother to even talk to the customer on the phone and went on talking someone on the floor and I was left holding the phone for more than 6 minutes. I hung up and called your customer care again for a complaint which connected me to someone who identified himself as the marketing manager. The man was not only rude, but has absolute no regards to the value of a customer which has pushed to write this long a mail to you. It didn’t look like he cared this way or that if the customer never returned or not. Now honestly, I am tempted so sorely to post this every single social media forum that I am a member of. Unless you guys buck up with your customer service, you are going lose them in truck loads every single day.

        A super-irate customer.

  2. I would like to say, Mast kalandar has the worst home delivery system, they never deliver on time. I stay in NGV Koramangala, Bangalore and their outlet is just opposite to apartment. They never took less than 1.5 to 2 hrs for delivery and same happened today as well they took around 2 hrs for delivery that too with 3 followup calls and food was also not hot. I swear will never order from them again. Truly worse.

  3. Sowmya , Rohit , Again apologies for the late response . On behalf of MK I apologise for the unsatisfactory experience and agree that it shouldn’t be this way . We try very hard to give you a good food and service experience so comments such as these are taken up strongly with the internal team . Allow us to reach you andmake it up with you . Can you please drop me your numbers .

    Many thanks

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