SOCIAL’s new menu fuels its shift from meal-time destination to all-day hangout

SOCIAL, the cafe-bar chain under Impresario Entertainment & Hospitality, has unveiled its new add-on menu that features a mix of contemporary global trends and Indian comfort foods. Dubbed ‘The Big Drop’, it includes offerings across categories such as breakfast, snacks, munchies, desserts, beverages, and more – all coexisting on the same table.

Divya Aggarwal, chief growth officer at Impresario, explains that the new menu goes beyond mere food offerings. It represents a strategic evolution of the brand into a multifunctional space, catering to both coworkers during the day and individuals seeking socialising opportunities in the evening.

“Not an office. Not just a cafe. We want SOCIAL to be a third place where work happens without feeling like a chore,” Aggarwal says.

Following global trends with an Indian flavour

The updated menu introduces new categories such as ramen, dunkables, and breakfast sandwiches and items like kimchi momo ramen, toast-e-galawati, and Tokyo pinja sandwiches that offer a mix of global curiosity and Indian familiarity.

This overhaul is deeply rooted in consumer data, yet responsive to everyday realities. 
“The core insight behind this drop was simple: India’s food habits are evolving, and SOCIAL is built to evolve with them. Whether it’s breakfast, lunch, snacking, or dinner, we wanted to show up in every part of the day with something for everyone,” says Aggarwal.

SOCIAL aims to acknowledge the way its guests actually use the space, working through breakfast, sharing a ramen bowl mid-deadline, or winding down with comfort food after hours.

Instagram played a powerful role in shaping this direction. SOCIAL observed how breakfast trays were styled and shared, how matcha, momos, or ramen became part of everyday stories, and how chai still held its own across generations. CRM data and feedback from staff across outlets further helped in building up the new menu.

SOCIAL as a co-working space: built-in, not bolted on

Before remote work became widespread, SOCIAL had already positioned itself as a space where people could work during the day and unwind by night. This idea has evolved into SOCIAL Works—a structured co-working option with early opening hours, high-speed Wi-Fi, designated work areas, and flexible seating for professionals.

“As work habits evolve, we’ve adapted,” Aggarwal adds. “Some outlets now open as early as 9 a.m. to meet that demand. The space naturally shifts from work-friendly in the day to a more casual vibe in the evening.”

Footfall patterns reflect this shift. Mornings attract remote workers and students; afternoons bring in solo diners and college groups, while evenings—from 7 p.m. onwards—are the busiest, with the space operating as a full-service bar.

Available on weekdays from 9 a.m. to 6 p.m., SOCIAL Works operates on a paid membership model, with passes priced at around Rs 300 per day, Rs 1,200 weekly, and Rs 5,000 monthly, and the entire fee is redeemable on food and beverages from SOCIAL’s menu.

Building community through campaigns

SOCIAL tracks local stories, tuning into what the audience is doing outside and figuring out how it can add value without stealing the spotlight.

“Take The Doosra Stadium, our cricket-season playbook. Or Run & Rave, which brings fitness and fun into the same space. These are ideas that people participate in, not just observe. They're repeatable, scalable, and most importantly, relatable. That’s where immersion beats impressions.”

From Traitors Thursday with Prime Video to Netflix’s Kho Gaye Hum Kahan activities, SOCIAL is known for turning cafés into experiential marketing platforms. Other IPs, fan events for artists, and pet-friendly rooftop meets are hyperlocal by design.

“Not every IP is pan-India—we choose outlets based on audience relevance and neighbourhood vibe,” she notes.

The brand sees community as a layered set of microcultures—runners, creators, artists, and regulars—all interacting with the space in unique ways. Loyalty, repeat visits, organic sharing, and emotional association form the new ROI, not just footfalls or impressions.

Influencer culture, reframed

With café discovery now driven heavily by Instagram and word-of-mouth, SOCIAL has leaned into the recommendation economy without falling into influencer clichés.

“We’ve always believed the best marketing doesn’t feel like marketing,” says Aggarwal.
From collaborating with Big Bang Social to launching hyperlocal Instagram handles for individual outlets, the brand treats creators as community members, not ad units. Even memes or creator moments are used to deepen cultural resonance—not just drive numbers.

While traditional media still plays a role, the brand now often leads with creators and lets culture shape amplification. “You should hear, ‘You’ve got to check this out,’ from a friend. That’s our marketing goal,” she adds.

Diving deep into already present cities

With presence across 10+ cities, SOCIAL is currently in its most expansive phase. But while the brand is growing, it’s not rushing. “Urban India continues to evolve at pace, and we see strong potential in doubling down on cities where our brands already have high recall,” says Aggarwal. 

The focus is on going deeper in existing markets like Delhi, Mumbai, Bangalore, Hyderabad, Pune, and Kolkata—though the brand is not averse to entering select Tier II or Tier III markets when the cultural fit is right. 

What ties it all together is Social’s unique naming convention: each outlet is named after its pin code or neighbourhood. “The pin code is part of our logo—CP is 110001, Hauz Khas is 110016. It’s a nod to our hyperlocal identity,” she says.

While SOCIAL is Impresario’s largest contributor, the group also owns Smoke House Deli, Bandra Born, BANNG, Prithvi Café, and delivery brands like BOSS Burger and Aflatoon. Each brand has its own identity—but the shared principle is cultural depth over corporate uniformity.