IHCL unveils its innovative gourmet delivery app, Qmin
The group makes a bid for market leadership in the gourmet home delivery segment with an app that will provide end-to-end solutions: food from their best gourmet restaurants, delivered by the IHCL team, in sustainable packaging
There are hotels home delivering food listed on their restaurants’ menu to anyone who orders in through regular online delivery platforms.
Then there is IHCL, which is launching a new mobile app, Qmin, on android and IOS platforms, from which you can order their curated (or ‘Quarated’, as IHCL the group puts it) gourmet offerings, from its restaurants, which will be delivered right at your doorstep. The application, which will be launched on 25 July, leverages the Tata group synergies and marries food from people’s favourite restaurants within the groups’ hotels, cutting-edge technology and IHCLs high standards of service.
The app will augment IHCL’s F&B offerings by leveraging a digital platform to address growing consumer demand for online gourmet food delivery services. Akshay Tripathi, General Manager, IHCL, says, “Qmin is inspired by a universal ingredient—cumin, which is used in every home. We used the alphabet ‘Q’ to give a contemporary twist to its name. Our branding and marketing efforts were spearheaded by my colleague Sanjana Eapen, to create an individual and distinct visual identity, while continuing to have the Taj stamp of assurance and safety. The 3 Qs in the logo defines the value proposition of the brand—Qurated Quality, Quisine.”
Right now, the app has been launched in the Mumbai market and offers food delivery from eight of their iconic restaurants such as Golden Dragon and Souk from Taj Mahal Palace; Thai Pavilion and Trattoria from President; and Ming Yang from Taj Lands’ End, to name a few. But, over the next five weeks, it will be available in the top 10 markets in India, including Delhi, Chennai, Bengaluru, Hyderabad and Kolkatta.
“Each restaurant is offering a selection of its signature dishes for the delivery service. Much-loved dishes such as Crispy Aromatic Duck from Golden Dragon, Pad Thai from the legendary Thai Pavilion, or the assortment of Dimsums from Ming Yang, are just some of the culinary delights,” adds Tripathi. The delivery menus are priced the same as the restaurant menus.
Interestingly, Qmin will offer an end-to-end Taj@Home experience to its consumers. It will provide contact-less delivery and the mandatory use of protective gear for delivery executives in sanitised vehicles.
The app has been developed and will be run completely in-house: from app interface to ordering, delivery and consistency in taste that matches the dine-in experience at any of their hotels. “Our MD & CEO, Mr Puneet Chhatwal, the guiding light on this initiative, wanted us to keep a long-term view in mind when designing the product. Developing our platform has multiple benefits, including achieving cost efficiencies and having control over the quality of service and delivery.”
Scaling it up
IHCL is looking at scaling up the Qmin experience by launching the Qmin Shop in August, which will offer gourmet specialities and authentic artisanal products. “It will initially be introduced in Mumbai and will then be scaled-up to other key cities. We will also introduce a loyalty platform for Qmin, where guests can earn and burn points,” informs Tripathi.
Besides, IHCL will look at expanding Qmin’s services to include initiatives such as themed dinners and celebration parties at home. “Taj has been home to our guests for over a century. This extension allows us to bring Taj to their homes,” says Tripathi, who contends that the app will drive the next phase of growth in the group’s F&B business.