Tier-2 Cities And International Expansion On The Horizon For Hitchki’s B’Wood-Themed Restaurants

Since its inception in 2018, Hitchki has delighted patrons with its creative twist on regional Indian cuisine, vibrant ambiance, and Bollywood-inspired themes. A flagship brand under Mirah Hospitality, Hitchki has expanded its footprint across India, with outlets in Mumbai, Bangalore, and Nagpur, as well as internationally in Dubai, capturing the hearts of NRIs and a global audience.

“Bollywood is at the heart of Hitchki’s identity. From our themed events to our menu names, we aim to evoke nostalgia and fun,” says Abheet Singh Bagga, Marketing Head at Mirah Hospitality, in an exclusive interview with Bizz Buzz.

Hitchki’s unique selling point lies in its fusion dishes, Instagram-worthy cocktails, and affordable luxury. Through data-driven personalisation and strategic partnerships, the brand is shaping the future of experiential dining. As it eyes Tier-2 cities and further global expansion, Hitchki’s commitment to blending tradition with innovation continues to elevate its standing in the F&B sector

How has Mirah Hospitality grown over the years?

At Hitchki and across all Mirah Hospitality brands, customer satisfaction remains the cornerstone of our success. Over the years, Mirah Hospitality has built a diverse portfolio in the F&B sector, with Hitchki standing out as a flagship brand. Our commitment to innovation and delivering exceptional customer experiences has earned us recognition in highly competitive markets. Today, Hitchki proudly operates in major cities such as Mumbai, Bangalore, and Nagpur, and has made its mark internationally with an outlet in Dubai, catering to NRIs and a global audience.

What are the key ingredients responsible for the company's success?

Our success is built on a deep understanding of the culinary preferences of both Indian and global audiences. At Hitchki, we have mastered the art of blending traditional flavours with contemporary trends, often adding a nostalgic Bollywood twist. We focus on crafting memorable dining experiences through innovative, experiential marketing. By collaborating with local and global partners, we stay ahead of industry trends, while our commitment to consistent quality and engaging customer interactions fosters strong brand loyalty.

How are you able to infuse the Bollywood influence?

Bollywood is at the heart of Hitchki’s identity. From our décor to our menu names and dishes, every detail is crafted to evoke nostalgia and fun. We’ve brought this to life through themed events like Bollywood Nights and Talli Tuesday, where curated music, dance performances, and specially designed menus elevate the experience. Our collaborations with influencers and celebrities further amplify the Bollywood essence in our campaigns. Additionally, we creatively integrate Bollywood into our digital marketing strategies, driving high engagement and sparking excitement across social media platforms.

What is the USP of your restaurants?

Our unique Bollywood-inspired themes resonate with Indian culture and emotions, making Hitchki a one-of-a-kind destination. We offer a dynamic menu of fusion dishes and innovative cocktails that seamlessly blend global trends with local flavours. The vibrant and Instagrammable ambiance of our outlets ensures every visit is an unforgettable experience. While we prioritize creativity and quality, we also maintain affordability, delivering a premium dining experience that doesn’t break the bank.

How do you plan to grow the brand and eventually the turnover of the company?

For Hitchki, growth is defined by both geographical and experiential expansion. We are actively exploring opportunities in Tier-2 cities and expanding into international markets with a strong NRI presence. Simultaneously, we’re enriching our experiential dining offerings through strategic partnerships, themed campaigns, and exclusive events. Strengthening our digital presence is a key focus, allowing us to engage customers through targeted marketing and loyalty programs. Collaborations and limited-edition menus play a pivotal role in generating excitement and driving increased footfall to our outlets.

What is your strategy to grow and increase your sales both in volume and value?

Our strategy focuses on balancing affordability with premium offerings to appeal to a diverse customer base. By leveraging data analytics, we gain insights into customer preferences, allowing us to continually refine our menu and services. Repeat business is a priority, achieved through loyalty programs and personalised marketing. Digital ordering and delivery partnerships further contribute to increasing sales volume. We also stay ahead of the curve by innovating with emerging trends and implementing creative strategies to keep Hitchki fresh, exciting, and relevant.

How does Hitchki measure the impact of experiential marketing on customer loyalty and brand perception?

We closely track the effectiveness of our campaigns using measurable metrics. For events like Hic Wicket League and Talli Tuesday, we analyze footfall, sales data, and customer feedback to gauge success. Social media engagement metrics, such as likes, shares, and comments, provide insights into the reach and impact of our initiatives. Additionally, we monitor repeat visit rates and loyalty program participation to better understand customer satisfaction and brand loyalty. This data-driven approach allows us to refine our strategies and enhance the customer experience.

How does Hitchki use data to personalise the customer experience and drive repeat business?

At Hitchki, we leverage data to craft personalised experiences for our guests. Our CRM systems track dining preferences, past orders, and spending patterns, enabling us to deliver tailored offers and targeted email campaigns. Using predictive analytics, we anticipate return visits and design exclusive promotions. We also focus on creating unique, customized experiences for special occasions like birthdays and anniversaries, ensuring our customers feel truly valued.

What are the relevant emerging trends in hospitality marketing identified, and how does Hitchki stay ahead of the curve?

We are committed to staying ahead of the curve by continuously evolving. The integration of AR/VR to create immersive customer experiences is a key focus for us. Social media storytelling, particularly on platforms like Instagram and Facebook, allows us to engage with a younger, tech-savvy audience. Collaborations with both micro and macro influencers bring authenticity to our campaigns. We’re also harnessing AI for chatbots, personalized menus, and targeted ads, while adopting sustainability practices to align with the values of conscious consumers.

What are the expected marketing techniques and upcoming trends relevant for the F&B and hospitality sector?

Interactive menus offering pairing suggestions and nutritional information are gaining popularity, and we are actively exploring this space. We are also working on AI-driven recommendation systems to enhance the customer journey. Hybrid dining experiences, blending on-premises and virtual elements, are another area of focus. Gamified marketing campaigns offer an exciting way to boost engagement, while collaborations with lifestyle and entertainment brands help amplify Hitchki’s visibility and broaden its appeal.