PURANI DOSTI
NAYA SWAD
Why Student Biryani ?
ONCE A BELOVED INSTITUTION, STUDENT BIRYANI WAS A GO-TO
SPOT FOR LOCALS, KNOWN FOR ITS FLAVORFUL AND AFFORDABLE
FOOD.
FALLEN FROM GLORY: DESPITE ITS PAST
OUR GOAL:
SUCCESS, STUDENT BIRYANI'S TO REVITALIZE
POPULARITY HAS WANED IN RECENT STUDENT BIRYANI'S
YEARS DUE TO: BRAND IMAGE,
- DECLINING FOOD QUALITY IMPROVE CUSTOMER
EXPERIENCE,
- LACK OF INNOVATION AND MENU
AND INCREASE
UPDATES SALES .
- INCREASED COMPETITION FROM
MODERN EATERIES
- NEGATIVE WORD-OF-MOUTH AND
ONLINE REVIEWS
Survey Insight Key Takeaways
70% HAVE NEUTRAL OR
NEGATIVE VIEWS, INDICATING
Major brand
A BRAND TRUST ISSUE.
weaknesses: Quality,
9 out of 10 3 out of 4
customers have hygiene, service.
stopped or seen a drop in
reduced buying. quality or
service. Target customers want
50% find Student Biryani worse than value—good taste, fair price,
competitors. and clean service
Over half are willing to try
Brand familiarity is high,
new flavors, suggesting
but trust and satisfaction
potential for re-engagement
are low
through innovation.
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Primary Research Insight
Objective: Gauge public perception of Student Biryani, especially among Gen Z & young millennials.
Methodology:
Online Google Forms Key Insight: Data
Age Breakdown:
survey shared via reflects the views of
WhatsApp and social 41.3% aged 18–20
the target market—
media. 57.5% under 21-25
urban youth—most
Reached students, 1.2% 30+ relevant to fast-
foodies, and Karachi-
88.8% students food growth.
based consumers.
Sample Size: 80 usable
responses
What is your current perception of
How often do you eat Biryani?
student biryani ?
Have you stopped or reducing
What is the main reason for stopping?
consuming student biryani ?
VIEWS
ER RE
STOM
CU
Market Trends for Biryani in Pakistan Competitive Analysis
Digital & Delivery Shift
Rapid Growth of Food Chains & QSRs
The broader food service industry in
Pakistan has expanded ~20% annually over Foodpanda, TikTok, Instagram dominate
the past decade, valued at $4.7 billion by engagement.
2023, Online marketing now essential for
visibility & loyalty.
Young Urban Pakistanis Favor
Competitive Benchmarking:
Convenience Al‑Rehman Biryani
Bold flavors Highly esteemed in Karachi, often cited as a
benchmark for local biryani
Affordability
Decisions based on taste, price & location Allah Wala Biryani
over health concerns (Journal of Frequently top-rated, especially their beef
Marketing and Consumer Research). biryani
S SWOT Analysis W
Declining Brand Perception
Strong Brand Recognition Negative Comparisons to Competitors
Established Market Presence Quality and Hygiene Concerns
Frequent Consumption Category Poor Customer Service
O T
Other brands are perceived to offer
Product Innovation: 51.2% are open to better value and quality
trying new menu items/flavors. Incidents like hygiene issues can go viral
Rebuilding Trust Through Quality and permanently damage trust.
Targeted Promotions Changing Tastes
Brand Refresh Campaigns Low Willingness to Recommend
Youth aged 18–30 years (Gen Z & Young
Unique Selling
Millennials) Students, Young Professionals
Proposition (USP):
Income Level: Middle to lower-middle class
(price-sensitive)
“Purani dosti, naya
swad” Students & Young Adults
(18–25 yrs) Frequently eat
Behavioral: Casual out or order food
consumers influenced by Look for affordability,
social media, peer taste, and convenience
pressure, and delivery
convenience
Segmentation,
Targeting, and
The trusted biryani
Psychographics: Social,
brand that brings
affordable, flavorful
Positioning
fashion-sensitive, local-
identifying, humor-loving tradition with modern
consumers convenience.
Working Millennials (26–35
Emotional Benefits: yrs)
Functional Benefits:
Seek reliable, quality meals
Delicious, hygienic Nostalgia with Student
during office hours
biryani at a fair price Biryani; a familiar More brand-conscious but
comfort food price-aware
MARKETING
MIX
Product Strategy – Rebuilding the Core
No diversification; biryani is the hero.
Fixing the Core Student Meal Box New Flavors Introduced Packaging
Return to the
Biryani + Eco-friendly,
original recipe and
raita + salad Hyderabadi , nostalgic
taste profile.
Use high-quality rice, + drink + Sindhi , Tikka , design inspired
well-cooked meat, cutlery. Mutton , and by Karachi and
and balanced spices. Designed for Vegetarian. student
Ensure hygiene and
convenience culture.
consistency through
and hygiene.
quality control.
Price Strategy – Value & Affordability
Affordable Pricing:
Meal Box: Rs. 500 Discount Offers: Buy 3 meals,
Loyalty get 1 free
Program:
(physical or digital
Solo Biryani: Rs. 350 10–15% off with student ID
loyalty cards)
Add-ons (raita, salad, dessert):
Rs. 30–70
Place Strategy – Visibility & Accessibility
Pop-Ups & Campus Activations:
Revamp Existing Outlets:
Karachi Eat, student
Enhance cleanliness,
events, and parks
customer service, and
Temporary kiosks in
ambiance
university cafeterias
Delivery Integration:
Strategic Expansion Locations:
Enhanced visibility on
Near major universities (KU,
Foodpanda,Careem,Bykea
IBA, KSBL, IoBM, FAST)
Quick delivery and
Commercial zones and food
appealing digital menus
streets
Digital Campaigns:
Promotion “We Heard You” campaign to show changes
based on feedback
Strategy –
Acknowledge past quality decline honestly
and how improvements were made
Reinforce a comeback story — “Yes, we
Awareness, slipped. But now we’re back — better and
stronger.”
Nostalgia & Influencer reels, BTS kitchen content,
student testimonials
Hashtags: #BackToBiryani |
Redemption #StudentKaSwaad | #NayiNostalgia
On-Ground Promotions:
Promotion 2 Sampling stalls, Student Biryani Week, contests, giveaways
Strategy –
Awareness, 3
Outdoor Branding:
Billboards, rickshaws, local walls with catchy, emotional taglines
Nostalgia &
Redemption Merchandise:
4 Branded tote bags, stickers, notebooks with desi student humor
People Strategy – Faces Behind the Flavor
01 02 03
Brand Customer
Staff Training:
Ambassadors: Interaction:
Friendly, student- Hire young promoters Collect feedback via
aware service for campuses and forms, social media polls
Speed, hygiene, and events Respond publicly to
politeness are Select relatable suggestions and issues
emphasized influencers as brand
voices
Process & Physical Evidence
Strategy
Process Physical
Improvements: Evidence:
Consistent branding on
Streamlined order-
boxes, cups, cutlery, and
taking and food prep
staff uniforms
(online + offline)
Karachi/student-
Display transparent
inspired visuals at
kitchen practices
outlets
online
Digital menus and
Standardized SOPs for
consistent packaging
quality across outlets
aesthetics
MONTHLY CONTENT CALENDAR-july-2025
CONTENT TYPE
SUN MON TUE WED THU FRI SAT
Old vs New logo
01 02 03 04
Ghibli Art Nostalgia
Big teaser drop- Old vs New Ghibli Art Post
Post-“If you
“Something Logo Reveal #1
Influencer PR remember
legendary is
this, you’re
Tasting coming back…”
OG.”
Memes 05 06 07 08 09 10 11
Influencer Behind the Collab
ASMR Teaser PR by
Student Vibes Taste Testing – Live from the Ghibli Art Post
Scenes: Kitchen Meme Internal Staff Announcement Kitchen #2
Hamza Bhatti
Special Offer(Fridays Only) Revamp
Collabs
12 13 14 15 16 17 18
Thank You Note Snapchat Voice of the PR Feature
Influencer PR Mid-Campaign Menu Glow-Up Trending
Kits Unboxing Behind the People – Street Hype Video Post Audio Meme Day
by Neha Yusuf Counter Voxpop Reels
PLATFORM
19 20 21 22 23 24 25
Kitchen ASMR “Meet the Snapchat Limited-Time Ghibli Art Post Student Real People
Facebook Instagram Teaser Chef” BTS Filter Launch Offer #3 Creator Collab Reviews
Announceme by Sherryboy
nt
TikTok Youtube
Snapchat 26 27 28 29 30 31
Live Chef Surprise Soft Launch – Grand Launch
Behind-the-
Countdown Ingredient Invite-Only Day!
Brand Story
Begins (3 Days Reveal Tasting Thank You
Left) Note
Social Media Campaign
Objective: To build excitement and reconnect emotionally with Gen Z and millennials by promoting Student Biryani’s revamped identity through
nostalgic, creative, and influencer-driven content across all major social platforms.
Reach broader and slightly older audiences (families, loyal fans), share
deals, boost posts.
Build hype, showcase brand glow-up, connect emotionally with Gen Z &
millennials.
Go viral through relatable, comedic, and aesthetic food content.
Build emotional depth, tell real stories, and show behind-the-scenes
credibility.
Implementation Overview
Focus: Students + Strategic Marketing
12-Month Revamp Plan (4 Phases)
Goals: Reposition brand, increase student
engagement, drive digital visibility
Phase 1: Student Research & Brand Strategy (Month 1–3)
Conduct on-campus surveys and interviews
Identify student needs: affordability, convenience, fun
Analyze digital trends among students
Define brand tone and messaging
Develop youth-centric marketing strategy(15-23 age)
Phase 1 : Responsible Teams
Market Research Team: Survey design and data analysis
Brand Strategy Team: Positioning and tone of voice
Competitor Analyst: Benchmarking other youth-focused
food brands
Phase 2: Digital Pre-Launch Marketing
(Month 4–6)
Teasers with humor, slang, and trends
Influencer partnerships with student societies
Memes, polls, and student engagement posts
Geo-targeted ads near campuses
Early access offers through 'Biryani Insider' list
Phase 2 : Responsible Teams
Digital Marketing Team: Campaign content, social media execution
Influencer Outreach Team: Managing student influencers and
societies
Creative Design Team: Visual assets, memes, and video content
Phase 3: Full-Scale Launch (Month 7–9)
Launch student meal combos with ID discounts
Host on-campus live events
Release loyalty app with 'Biryani Points'
User-generated campaigns and TikTok challenges
Street activations during student events
Phase 3 : Responsible Teams
Events & Activation Team: On-campus stalls and live events
Product Team: Student combo meal pricing and availability
App Development Team: Launch and monitor loyalty app
UGC Campaign Team: Social media challenges and tracking
Phase 4: Feedback & Brand Growth (Month 10–12)
Collect feedback through QR and WhatsApp
Showcase student testimonials in ads
Highlight Biryani Ambassadors at top universities
Referral program for students
Expand to hostels and new campuses
Phase 4 : Responsible Teams
Customer Experience Team: Feedback collection and response
Marketing Analytics Team: KPI tracking and performance review
Ambassador Program Team: Managing student reps and referrals
Video Production Team: Creating "Behind the Biryani" content
Key Marketing Channels
TikTok & Instagram: viral youth content
YouTube: Vlogs & Behind-the-scenes
WhatsApp marketing: direct promos
Influencers: Campus-wide promotion
Geo-targeted digital ads
KPIs – Students & Marketing
+50% student engagement growth
+25% student-driven orders
1000+ app downloads from students
100+ UGC posts with branded hashtags
Presence in 10+ university events
Conclusion & Next Steps
High engagement expected from students
Blended marketing approach: digital + campus-
based
Real-time KPI tracking
Plan Year 2 based on insights and data
Social Media Posts
Thank You
group memebers
manahil Ismail
dua batool
areeba saleem
rafay khan
anas mushtaq
