SOCIAL’s New Menu: From Meals to All-Day Social Hub

India’s popular cafe-bar chain, SOCIAL, under Impresario Entertainment & Hospitality, has unveiled a fresh menu called ‘The Big Drop’ that marks a strong shift from just a meal-time spot to an all-day hangout destination. This move is part of the brand’s strategy to blend work, food, and socialising seamlessly in one place, redefining how urban Indians experience cafes today.

Beyond Food: A Strategic Shift

Divya Aggarwal, Chief Growth Officer at Impresario, explains the transformation: “We don’t want SOCIAL to feel like an office or just a cafe. We want it to be a ‘third place’ — where people can work without the usual office stress and later unwind with friends.” This concept resonates particularly well as flexible work and remote jobs grow, requiring spaces that support productivity but also social connection.

A Global-Local Food Journey

The new menu offers a mix of trending global dishes with an Indian twist, unlike before. Items like kimchi momo ramen, toast-e-galawati, and Tokyo pinja sandwiches serve as examples where unfamiliar international cuisine meets comforting local flavours. Categories like breakfast sandwiches, ramen, and dunkables have been added to cater to varying tastes throughout the day.

This menu overhaul is not just creative but customer-driven, backed by insights derived from Instagram trends, CRM data, and on-ground employee feedback. SOCIAL noticed how popular breakfast trays, matcha drinks, momos, and chai remained staples across generations—factors that inspired this diversified yet familiar menu.

Blurring Lines Between Work and Play

SOCIAL had initially embraced the “work by day, party by night” ethos even before remote work became normal. Now, SOCIAL Works — a dedicated coworking offering — formalises this with early opening hours, high-speed Wi-Fi, designated work zones, and flexible seating. The workspace operates on a paid membership model ranging from Rs 300 daily to Rs 5,000 monthly, with fees fully redeemable on purchases from the menu.

Footfalls reflect this fluidity: mornings see remote workers and students; afternoons attract solo diners and college groups, while evenings (post 7 p.m.) transform SOCIAL outlets into lively bar spaces filling up with crowds.

Building Micro-Communities with Experiences

SOCIAL doesn’t just serve food; it builds communities. Events like The Doosra Stadium for cricket fans, Run & Rave mixing fitness and fun, and fan activations tied to shows like Traitors Thursday and Kho Gaye Hum Kahan at select outlets bring guests closer to culture and each other. Pet-friendly rooftops, artist meets, and pop-ups add to the brand’s vibrant microcultural ecosystem where runners, creators, and regulars find their shared space.

This approach also shifts marketing from loud campaigns to immersive experiences that people actively participate in—strengthening repeat visits and emotional loyalty rather than just counting impressions or footfall.

Influencers as Community, Not Ads

SOCIAL leverages Instagram and the recommendation economy smartly without over-relying on typical influencer promotion. Collaborations with creators via Big Bang Social and local Instagram handles deepen cultural relevance. The brand’s marketing mantra: “The best marketing doesn’t feel like marketing.” They want word-of-mouth excitement: “You’ve got to check this out,” as a genuine invitation from friends rather than a pushy ad.

Focus on Existing Cities and Hyperlocal Identity

With over 10 cities covered including Delhi, Mumbai, Bangalore, Hyderabad, Pune, and Kolkata, SOCIAL is expanding thoughtfully. Instead of rushing into new markets, the brand is deepening ties where it already enjoys strong recall, while considering Tier II and Tier III cities carefully for cultural compatibility. Each outlet proudly carries its local pin code or neighbourhood in its name and logo, honouring its hyperlocal roots.

The Bigger Picture: A Cultural Space

SOCIAL is Impresario’s flagship brand, alongside others like Smoke House Deli and Bandra Born. While each brand holds its unique identity, they share a philosophy of cultural depth over corporate uniformity—connecting deeply to people rather than just serving products.

Final Thoughts

SOCIAL’s revamped menu and multifaceted space approach capture the evolving lifestyle of India’s urban youth. It’s a place for breakfast meetings, snacking over deadlines, casual evening drinks, and cultural immersion. In doing so, SOCIAL transcends being just another cafe and creates a vibrant ‘third space’ — where food, work, community, and fun coexist naturally.