: Case Study: How Biryani by Kilo created buzz around their drone delivery campaign #IndiaNEWS #Case Studies Biryani by Kilo used drones to drive their USP of freshly-cooked biryanis and launched a

Case Study: How Biryani by Kilo created buzz around their drone delivery campaign #IndiaNEWS #Case Studies
Biryani by Kilo used drones to drive their USP of freshly-cooked biryanis and launched a drone delivery initiative in Hyderabad. The social media leg of the campaign saw 815k views.

To live up to their promise of freshness, Biryani by Kilo tried using drones in the skies of Hyderbad to deliver their dum-cooked biryanis and saw a 44% increase in their sales. Heres a look at how they made this possible.

Category Introduction

Biryani By Kilo comes under the Food and Beverage Industry. The Indian food service market is expected to register a CAGR of 10. 51% during the forecast period 2022-2027. Among other food categories, Biryani has emerged as an unlikely champion of India’s fast-food scene, surpassing pizzas and burgers. According to food delivery apps, it is among the most popular dishes ordered. Swiggy’s annual report on the country’s food ordering says that Indians ordered an average of 115 Biryanis per minute, and the dish has remained on top of the charts for quite a few years now. Also as per a technopark report, the Biryani industry is . 5 million. market in India.

Brand Introduction

Biryani is a complete meal, filled with aromas & flavours, with recipes that can be both authentic & versatile. Biryani By Kilo was founded on the pillars of authenticity, taste and sustainability. It uses carefully picked ingredients including one of the most expensive branded rice specially aged around 2 years, spices handpicked from Kerala, and fresh selected meats & vegetables for its production of Biryanis & Kebabs.

The concept of serving biryani in handis was revived by the company, as it aimed to bring back the authentic taste and experience of having the delicious dish from the same handi it was freshly cooked in.

Summary

In today’s age of mass production, the problem was simple but grave Most biryani outlets prepare biryani in large containers that are then served throughout the day in smaller portions. Also, there are brands that make the biryani in bulk and then blast freeze it only to be sold later. This practice results in the loss of freshness, loss of aroma, and loss of taste. Biryani by Kilo makes every biryani freshly dum cooked in Handi on order and hence gives an authentic experience to biryani lovers.

To liven up their promise of freshness, they prepared themselves to explore future possibilities of delivering biryanis through drones, and where better to begin, than in the Biryani capital of India itself. So, Hyderabad was delighted to have biryanis delivered right into their hands, through flying drones, in BBK’s pilot test run.