The first Rasta outlet was launched as a 24-hour pit stop café, located strategically in Ramnagar, along the Bangalore-Mysore highway. Following its success, a second outlet was launched in Kalyan Nagar, which was positioned as a neighborhood café and bar.
Crafting Genius has been associated with Rasta Café right from the time its founders first conceived the idea of a highway café. In its initial phases, Crafting Genius helped identify the target audience and also worked closely with an external design agency in ideating and defining the brand promise. We were responsible for planning and executing several on-ground activations for the brand. We also conducted competitor analysis – studying key market players such as Café Coffee Day and Barista, and creating a differential value for Rasta.
We helped them procure the necessary license from the State’s Health Department and identified suitable retail partners to ensure a consistent brand experience on the property. Crafting Genius also managed a flow of over 400 phone calls over the weekends, ensuring operational efficiency with regard to bookings and reservations. We brought to the café, a footfall of nearly 800 people every weekend.
For key events that were hosted at the Rasta Ramnagar property, we defined the target audience, developed the content strategy for the dedicated Facebook campaigns to ensure ticket sales, thereby generating revenue. We helped coordinate the various events that they hosted, ensuring that they were all successful. We also connected them with artists for décor and spatial design.