As the pandemic gripped the country in March 2020, the need for the familiar taste of the food from IHCL’s restaurants began to surface, we ceased the opportunity to reimagine our business through the peak of the pandemic. With a vision fuelled by guest feedback, IHCL was able to develop a significant alternate revenue stream in the F & B space, it’s youngest brand Qmin. A safe, hygienic, environmentally sustainable, flavourful food delivery concept across its hotels to be enjoyed in the comfort of one’s space. Qmin – IHCL’s food delivery app was launched on 25th June 2020. Since its launch 15 months ago, Qmin has expanded its presence to 18 cities across India, delivering favourites from across 38 IHCL hotels (over 84 restaurants). It is currently present in all metro and tier 1 cities and is slated to service a total of 25 cities over the next year.
Qmin is an example of deep team synergies within Tata group companies and partners. The app was developed by Tata Digital in association with IHCL. The concept development and implementation roadmap were undertaken by Tata Strategic Management Group. The Point-of-sale system and system training was implemented by Shawman Software. Our dedicated rider fleet along with geo tagging feature and dashboard access came from Blowhorn. All teams together executed the delivery system in a record time of just 10 weeks (Concept to Market). What is even more incredible is that due to the lockdown, the teams working on Qmin across the country met only virtually for execution. This remains the case even today as the teams at Tata Digital and our partners work alongside the Qmin team, virtually.
Since Qmin was established without any capital expenditure and contributes incremental revenues with only variable costs of materials, logistics and packaging it allowed for sweating of existing assets which were idle during lockdowns and restricted movement across the country.
Qmin app continues to be downloaded (close to half a million downloads till date) by users resulting in an ever- growing user base and repeat consumers. We also have a strong reach of 10 million on Instagram & 9 million on Facebook platforms. The app is also downloadable in US, UK, UAE, Singapore, Hong Kong, Germany, S.A, Canada and Australia through which guests living abroad can seamlessly order a Qmin experience for their loved ones back home in India.
Unlike food delivery aggregators, Qmin has a dedicated fleet, ensuring end-to-end management of the product and platform. It is therefore able to offer a differentiated experience to the consumer following stringent protocols of safety and hygiene including contact-less delivery and the mandatory use of protective gear for its delivery fleet. The packaging is eco-friendly utilizing only bio-degradable materials, and with customized insulation boxes to preserve the food whilst being delivered.
By way of its offerings both on the online as well as offline models, Qmin has broadened its scope and reach with several new innovations such as festive menus, hybrid concepts - Qmin celebrations, comfort food, signature meals, meal subscriptions and curated INNERgise menus (immunity booster menus) apart from delivering food from IHCL’s restaurants. One can also visit the Online patisserie and earn points on IHCL’s loyalty program, there is something for everyone.
Qmin Celebrations - our offering of specially curated meals for bulk order fulfilment across the country is most popular with both corporate and social clients alike. The team has made inroads into a new and interesting market segment of hybrid concepts in social celebrations, weddings, and corporate events. With new formats of virtual celebrations and “phygital” meetings, Qmin is the only app in the country which has served the same curated menu to over a thousand guests across cities simultaneously, leveraging IHCL’s extensive network of hotels. Interestingly, Qmin is also the only food delivery app where you can organise a complete celebration across the country with a dedicated expert through a call back feature on the app.
Taking the Qmin experience even closer to our consumers, the brand has recently launched The Qmin Food Truck in Mumbai. Servicing communities such as large neighbourhoods and business districts, the truck serves comfort foods and delicious small bites. More trucks will be added to the fleet across major cities.
Qmin also offers a lifestyle gourmet store concept – Qmin Shop. With a variety of artisanal products, handpicked delicacies and a selection of coffees, the Qmin Shop is available at two locations in Mumbai and will soon be launching across key cities such as Bengaluru and Delhi.
During the second wave of the pandemic in solidarity with the community and the nation in the battle against Covid-19, Qmin has delivered over 1.2 million meals to healthcare workers across the country. In addition, a portion of Qmin’s earnings through our Soiree is donated to the Taj Public Service Welfare Trust for community relief work.
Since its inception on 25 June 2020 Qmin has contributed incremental revenues to the F&B segment to the tune of ₹70 Crores (over US$ 9 million). Parameters of Revenue, Scaling, Feedback, Outlet level performance amongst others are tracked on a daily basis and reviewed every week, month, quarter and year.
The IHCL Qmin core team consists of the following members:
Mr. Akshay Tripathy – Vice President Food & Beverage
Mr. Rahul Nair – Corporate Director, Digital Transformation
Ms. Sanjana Eapen – Corporate Director, Marketing Communications
Ms. Divya Gupta – Corporate Director, Search and Web Analytics
Mr. Jehangir Press – Commercial Director, Qmin
Ms. Gazal Chowdhri – Associate Director Sale, SAMG
Mr. Ganesh Murthy – Corporate Director, Qmin Operations
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