OOH Media expands network through tie up with Blue Foods

Nov 11, 2008
Aarti Chhabra, New Delhi 



Out-of-Home Media (India) Pvt. Ltd. India’s leading digital OOH TV company announced it’s tie-up with Blue Foods, one of the largest integrated multi-cuisine lifestyle restaurants chains in India, to expand its screen network. OOH Media has installed 100 plus screens across various Blue Foods network PAN India. This includes locations like Bombay Blue, Noodle Bar, Gelato, Spaghetti Kitchen, Copper Chimney, Penne, Café Brio, Yatra, Cream Centre, Blue Sea Banquets etc. The locations see a total footfall of over 1 million customers daily.

Commenting on the tie-up with Blue Foods, Ms. Niloufer Dundh, Chief Sales Officer, OOH Media said “We are proud to be associated with Blue Foods, India’s premium multi-cuisine restaurant chain in India. Very recently we had commissioned OOH Metrics in association with the Nielsen Company, wherein the research highlighted the frequency of restaurants visits across the country, in which Mumbai topped the list with 8 visits every month followed by Chennai at 5 visits, and Delhi NCR, Bangalore and Pune at par with 4 visits respectively every month. This very clearly highlights the importance of the restaurant cluster in the OOH Space. Our restaurants cater to SEC A audience, with an average band of 24 – 34 years. With the addition of Blue Foods chain of restaurants our restaurant network will be further strengthened to 560 plus screens.”

Ms. Dina Mukherjee, Head, Marketing and Communication, Blue Foods says - “We have a reliable and efficient ally in OOH Media who are pioneers in this space. The association was a result of exploring for options in making the static screens as an interactive media in our restaurants to provide entertainment to our customers. OOH Media suggested a viable solution that was entertaining for our customers at the same time mutually beneficial for both companies. We are confident that OOH Media’s deployment, management experience and Quality of Service will ensure that adding screens will be a huge attraction for our customers.”

Incorporated in September 2000, Blue Foods, the Mumbai based food and beverages (F&B) company, operates a chain of restaurants across the country. The company operates in six verticals being the value chain (food courts), casual dining, family restaurants, premium restaurants, and the outdoor catering business and banquet services. Blue Foods flagship brands include Copper Chimney, Bombay Blue, Noodle Bar, Spaghetti kitchen among others. Defined as the sole frontrunner in the organized retail-food business in India, Blue Foods currently dominates more than 2,50,000 square feet of food & beverage operations. Blue Food's expansion map has an aggressive strategic roll out plan, which aims to initiate many more restaurants, and food-courts across India in the next 12 - 18 months. Thus making its presence felt, rather distinctly, throughout the country.

OOH Media is India’s largest digital OOH TV Company with over 5000 screens in variegated locations including corporate parks, malls, multiplexes, residential complexes, gyms, salons, bookstores, restaurants across 22 cities in India. Launched in May 2007, with 1800 screens and today they have the largest network. OOH Media function on the philosophy of ‘wait-marketing’ wherein the LCD screens are placed at strategic locations like lift lobbies, common areas, escalators, cash counters, ticket counters, restaurants, gyms etc.