Out-of-Home Media (OOH Media), a major player in digital OOH screens in India, has tied up with Blue Foods, a large multi-cuisine lifestyle restaurant chain. OOH’s aim behind the tie-up is to expand its screen network.
OOH Media has installed more than 100 screens throughout the Blue Foods restaurant network, which includes restaurants in Hyderabad, Bengaluru, Delhi, Kolkata, Pune and Mumbai. Among these restaurants are Bombay Blue, Noodle Bar, Gelato, Spaghetti Kitchen, Copper Chimney, Yatra, Cream Centre and Spoon – The Food Court. In total, more than a million customers visit these locations every day.
In an official communiqué, Dina Mukherjee, head, marketing and communication, Blue Foods, says, “We have a reliable and efficient ally in OOH Media, which is a pioneer in this space. The association was a result of exploring options to make the static screens an interactive medium to provide entertainment to our customers.”
She adds, “OOH Media suggested a viable solution that was entertaining for our customers and mutually beneficial to both companies. We are confident that OOH Media’s deployment, management experience and quality of service will ensure that the screens are a huge attraction for our customers.”
Dundh, chief sales officer, OOH Media, commented on the tie-up, “Recently, we commissioned a research study, OOH Metrics, in association with The Nielsen Co. The study highlighted the frequency of restaurant visits across the country: Mumbai topped the list with eight visits every month, followed by Chennai with five visits, and Delhi and its NCR, Bengaluru and Pune on par with four visits each.”
She adds, “This clearly highlights the importance of the restaurant cluster in the OOH Space. Our restaurants cater to the SEC A audience, with an average age band of 24-34 years. With the addition of the Blue Foods chain, our restaurant network will be further strengthened to 560 plus screens.”
While installing its screens, OOH Media enters into long term contracts. Dundh explains, “This tieup is like a marriage. As the Blue Food chain grows, we will continue to be present at its various locations. We will make our money by running advertisements on the screens.”
OOH Media normally runs a twelve-minute loop on its screens, eight minutes of which are dedicated to ads and four minutes to content. The content includes music videos, movie promos and contests for restaurant visitors. Dundh explained that the content would be tailor-made for the location of the restaurant.”
OOH Media will pay the restaurant chain a monthly rent, but Dundh refused to share the financial details of the deal