They also hope to launch another restaurant in south Mumbai early next year and push the number up to 10 restaurants and bars across major metro cities in India, within the next two to three years, with an average investment of $1 million per site. The football club, however, is still not present in India, barring an association with sponsor Bharti Airtel Ltd for the club and an association with the All India Football Federation to spot young talent in Mumbai.
The maiden 100-150 seater restaurant will be spread across 5,000 sq ft at the Nirmal Lifestyle Mall in Mulund, a central suburb of Mumbai. The idea is to re-create the entire stadium experience for visitors and help them experience the brand, a strategy that many brands are adopting to convey their brand messages and strike a connect that a 30-second commercial can rarely deliver. The restaurant will have a wall of fame, the skybox, a dugout area and giant projector screens to telecast soccer matches and other major sporting events.
The menu will comprise Old Trafford specialties such as Fish and Chips, as well as dishes that are customized to appeal to the Indian palate. It will also be the first official outlet for fans to buy a range of Manchester United merchandise, which accounts for up to 10% of revenues at their cafes and restaurants, internationally.
As one of the most popular teams of the English Premier League, Manchester United has for the last few years been pursuing newer markets fairly aggressively, especially those in East Asia, to expand their fan base as well as retain their position as market leaders.
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