Mumbai: Time and again it has been proved that there is absolutely no better combination than food and cricket. The partnership of EatSure and RCB is proof of just that. India’s food court on an app - EatSure is in full swing for this T20 season 2023 with an exciting partnership as the official food delivery partner of one of the leading T20 teams - Royal Challengers Bangalore (RCB).
Indiantelevision.com spoke to EatSure brand head Addarsh Barathi about the partnership with RCB, what this partnership entails, and more.
EatSure, considered as a category creator in food delivery and an omnichannel player with online and offline presence will not only exclusively curate the eating experience at all RCB home matches in Bangalore’s Chinnaswamy Cricket Stadium but will also have exclusive offers on match days on its app platform. With this association, EatSure became the first food-tech player to curate the entire food experience and bring multiple iconic brands, both own and partner, to a stadium during a T20 match.
EatSure will offer multiple iconic brands such as Faasos, Oven Story Pizza, Behrouz Biryani, Sweet Truth, and Wendy’s in the food court experience that it will be curating for fans at the stadium. EatSure will also be a one-stop hunger killer for RCB and T20 fans, wherever they watch the match - be it their homes or in the stadium.
Edited excerpts:
On the EatSure-RCB partnership. What are the exclusive rights that EatSure will gain through this partnership?
EatSure’s partnership with RCB is a strategic move to position EatSure as a pioneer and category creator in curating the entire food experience and bringing multiple iconic brands, both own and partner, to a stadium during a T20 match. With multiple brands on offer, EatSure aims to connect with Indian cricket fans, strengthen its brand positioning along with enhancing its brand visibility and drive consumption. As a part of this partnership, EatSure gets exclusive rights to sell food in the concessionaire area of the stadium across all 7 home matches of RCB. Additionally, EatSure customers and RCB Fans will also get a chance to get their hands on match tickets & exclusive RCB merchandise like jerseys, caps, bats etc.
Along with being present as the official food delivery partner, EatSure is also the official sponsor of The RCB Podcast. As a property, the podcast has gained prominence since the start, as it shared interesting life stories of key RCB players around a common theme - “Game Changers”. The 2023 podcast features, Virat Kohli, Faf du Plessis, Dinesh Karthik, Harshal Patel, Mohammed Siraj and other favourite RCB stars talking about the game changing moments of their lives.
Being the proud partners of RCB, we also had a chance to create engaging content with players. The cricketers found EatSure to be their perfect solution to their group ordering needs and enjoyed a hearty meal together.
On EatSure curating an exclusive eating experience at all RCB home matches
IPL being one of the biggest planned events in India, crowds of people are often seen in large groups across multiple age groups, tastes and preferences. EatSure through this partnership is enhancing the experience of the audience while watching the match whether they are at home or at the stadium by allowing customers to order their preferred choice of food as per their mood across iconic brands by offering food court experience for fans at the stadium which features several renowned brands, including Faasos, Oven Story Pizza, Behrouz Biryani, Sweet Truth, and Wendy’s. With this association, not only will EatSure curate a unique dining experience exclusively at all RCB home matches in M. Chinnaswamy Stadium but it will also provide exclusive offers on its platform during match days so that the customers don’t have to compromise on their food ordering experience.
On the highlight of the offerings of EatSure for the IPL
EatSure’s unique proposition will allow customers to order from many brands in one order while watching the match whether they are at home or at the stadium without compromising on what they want to eat. Being committed to becoming a one-stop hunger killer for RCB and T20 fans, EatSure aims to provide a great viewing and eating experience during this season.
On the new product offerings and tie-ups that you will introduce through the IPL to offer an exclusive experience
EatSure follows a customer first philosophy by placing heavy emphasis on satisfying the customers' wants. This proposition makes the platform unique and allows us to target and innovate with partnerships. Through the RCB partnership, we are able to target thousands of customers watching the match in the stadium by bringing multiple brands together. Similarly, we have also tied up with RCB super fan “Sugumar”. We have also done vox pops across the city asking people about their food choices and questions on cricket. We have an action packed social media calendar that will have engaging content on cricket, food, RCB and EatSure. We will also be giving away match tickets and RCB merchandise through offers and promotions in the app. The IPL season also sees new product offerings getting added by in-house rebel brands like Oven Story & Faasos across various parts of the country.
On the partnership between EatSure and RCB being unique and different from the other partnerships
Being a category creator in the food delivery space, we believe in creating memorable experiences for our customers. Our partnership with RCB is a first-of-its-kind initiative, making us the first food-tech player to curate the entire food experience and bring multiple iconic brands to a stadium during a T20 match. We have also created some memorable creative assets as part of this association where we show key RCB players talking about the benefits of EatSure as a food ordering platform that will be used to promote EatSure on both outdoor and digital platforms. Overall, EatSure's commitment towards offering a unique and unforgettable food court experience to cricket fans during the IPL season is something that will set them apart from its competitors.
On EatSure’s partnership with The RCB Podcast
EatSure is proud to partner with Royal Challengers Bangalore by being the official sponsor for The RCB Podcast named Game Changers. Podcasts have become an essential part of popular culture for millions of listeners and hence, a great opportunity for EatSure to leverage the power of podcasts. Our association with the popular RCB podcast, featuring prominent cricketers like Virat Kohli, Faf du Plessis, Dinesh Karthik, Harshal Patel, Mohammed Siraj, and other RCB stars, has turned out to be a great opportunity to connect with cricket-loving audiences and promote our brand. These podcasts have got great visibility across multiple channels as the cricketers shared their stories and poured their hearts out on them.
