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The Mela
Group has big plans for the future helped by the injection of £2
million from a capital investment company. The group currently
encompasses three
restaurants: Mela (winner of Winner of the Moet & Chandon
Carlton London Restaurant Awards "Indian restaurant of the
year" 2001); Chowki (winner of Tio Pepe ITV London
Tonight Restaurant Awards 2004) and 3 Monkeys.
The two brands seek to capture 2
segments of the eating out market. Chowki is a "high street"
brand with a fast turn around of tables and will be located in sites
on busy thoroughfares. Whereas Mela is a destination restaurant with
a much higher spend per head. 3 Monkeys in Hern Hill, London will be
rebranded as Mela.
With the aim of rolling out the
Mela and Chowki brands nationwide the group have appointed restaurant
marketing consultants, The Restaurant Ingredient, who will be
responsible for branding, marketing, PR, developing the websites and
staff training.
Guy Holmes from The Restaurant
Ingredient thinks this underlines the company's position as the
leading restaurant marketing and consultancy company in the country, "The
process of being selected as the marketing agency was fairly
thorough with 7 or 8 companies in contention. However we successfully
showed that The Restaurant Ingredient has the experience, creativity
and passion for the job. We are very excited at the prospect of
boosting current sales and overseeing the marketing aspects of the
roll out of what is a tremendous group with a great reputation"
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