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Theatre is an exciting food entity that has grown out of Karachi. It came out with this unique idea of live baking and freshly prepared sweets and savories alongside unique food items.
As the name suggests, their idea of presenting food and the process of consuming food is to be looked on as a performance. From a menu that looks at a wide range of items ranging from soups to salads to steaks to sweets, it is safe to say that it is a place that believes in making a communion around food with its diversity and showmanship.
Year Established: 2019
Theatre is an exciting food entity that has grown out of Karachi. It came out with this unique idea of live baking and freshly prepared sweets and savories alongside unique food items.
As the name suggests, their idea of presenting food and the process of consuming food is to be looked on as a performance. From a menu that looks at a wide range of items ranging from soups to salads to steaks to sweets, it is safe to say that it is a place that believes in making a communion around food with its diversity and showmanship.
Year Established: 2019
We have been involved with the entity since its inception. Our main challenge was to make it stand out from the clutter of the eateries in the city due to its creative ideas on the culinary front and the immersive dining experience it had to offer. Developed and created by the minds behind “Meat the Cheese”, the team wanted Theatre to be recognized for the one-of-a-kind experience it provided.
Make it stand out from the clutter of the eateries in the city due to its creative ideas on the culinary front
We have been involved with the entity since its inception. Our main challenge was to make it stand out from the clutter of the eateries in the city due to its creative ideas on the culinary front and the immersive dining experience it had to offer. Developed and created by the minds behind “Meat the Cheese”, the team wanted Theatre to be recognized for the one-of-a-kind experience it provided.
Make it stand out from the clutter of the eateries in the city due to its creative ideas on the culinary front
We positioned Theatre as a place that inspires you with creativity; a place that is inclusive and welcomes everyone and; becomes a place that connects people over food and great ideas. For this very reason, we arranged for events on the themes of women empowerment, nights that solely focused on in-house entertainment, Open Mic sessions and as well as round table sessions with known, inspiring personalities of the city.
Further, its association with “meat the cheese” helped propel its image as the place was now called “Theatre by Meat the Cheese”.
We positioned Theatre as a place that inspires you with creativity; a place that is inclusive and welcomes everyone and; becomes a place that connects people over food and great ideas. For this very reason, we arranged for events on the themes of women empowerment, nights that solely focused on in-house entertainment, Open Mic sessions and as well as round table sessions with known, inspiring personalities of the city.
Further, its association with “meat the cheese” helped propel its image as the place was now called “Theatre by Meat the Cheese”.
A place that inspires you with creativity; a place that is inclusive and welcomes everyone and; becomes a place that connects people over food and great ideas
A place that inspires you with creativity; a place that is inclusive and welcomes everyone and; becomes a place that connects people over food and great ideas.
A friendly color palette of teal and pink was used to give out a soft welcoming approach. This went alongside the decorative serifs to make the brand feel like A friendly color palette of teal and pink was used to give out a soft welcoming approach. The language used was welcoming, inspirational and soft.
A friendly color palette of teal and pink was used to give out a soft welcoming approach. A friendly color palette of teal and pink was used to give out a soft welcoming approach.
A friendly color palette of teal and pink was used to give out a soft welcoming approach. A friendly color palette of teal and pink was used to give out a soft welcoming approach.
While the initial response was a little lukewarm, the waiting queues outside began to grow bigger and bigger just as when we started to push for a strategy to show their unique approach to food and the skill that was involved in the whole cooking process.
The User-Generated-Content (UGC) was the star performer since all food items had a bit of a “wow” factor and visual value around their preparation, presentation and consumption. Moreover, with the idea of a one-big community, the emphasis on the customer experience front grew many folds as the preferences of the customers regarding their meal were addressed to the last detail – all this pushed on on the digital platforms to make the right kind of noise and get the best traction out of it.
As a result, the restaurant has now expanded to Pakistan’s 2nd largest city, Lahore, where they have come up with an even more comprehensive menu and new experiments to fit with the new market dynamics.
Following the success of the Karachi chapter, Theatre opened up a new outlet in Lahore. As many would know, there is a huge difference in the dynamics of the two cities. At first, the Lahoris weren’t particularly happy with the serving size. Realizing that the brand team got to work and improved their serving capacities and we got influencers onboard who were invited to have a hearty meal at Theatre. With a “change of perception” campaign in effect, crowds from Lahore once again came knocking at Theatre.
Once that got going, a bigger and more comprehensive menu was devised for Lahore that was specifically targeted at wholesome serving and innovative cuisine, catering to the likes of Pakistan’s cultural capital.
That made the Lahore outlet perform even better than that of Karachi.
©2024 – Artwing. All Rights Reserved
©2024 – Artwing. All Rights Reserved
