From the restaurant floor to the war room.

I did not learn hospitality marketing from a course. I learnt it standing in a restaurant at 1am wondering why the marketing money was not working.

The Mumbai crew · mid-campaign

About me

We hated agencies. So we built one.

Rather than read a paragraph about me, hear it from me. Forty-five seconds on why three restaurateurs who could not find a decent agency went and built their own.

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The story

From the floor to the war room

2015. Manan Mehta and I set out to build our own restaurant chain. American Joint, Indo-American fusion, grew to three outlets in Mumbai. Late nights, food costs, staff no-shows, ratings panic. We lived every problem an owner brings me today.

The turn. We hired agencies to market our own restaurants. They sent pretty decks and reach reports that meant nothing on the floor. We hated agencies. That's why we started one.

Today. I lead the hospitality side of MarketinCrew, a 60-person crew across Mumbai, Paris, Lyon and Toronto, and MK Studios, our in-house content studio for F&B brands. Over 100 hospitality brands have been through our hands.

What I believe. Marketing for hospitality is not a feed. It is a system: visibility, trust, conversion, retention. Get the system right and the feed takes care of itself.

The group

Co-founder of four companies.

One group, four businesses. Hospitality runs through all of them, which is why a plan I write can be built, shot, run and measured without leaving the room.