A branding lesson from Shamil Thakrar, founder of Dishoom.

The other day I caught wind of a podcast between Rory Sutherland and Shamil Thakrar.

While I’ve wrote about Rory and his contributions to the advertising world, Shamil is the founder of Dishoom, an incredibly popular Indian restaurant in England.

A true gem of a discussion, Shamil shares his perspective on branding and storytelling; it’s one of the reasons for his restaurant’s success.

Of course, in addition to the food being something to write home about.

Recalling from memory, a gem he shared in that discussion was:

if you’re not going to do something with poetry, soul and heart, you’re better of not doing it at all.

The interiors of his restaurnts are rooted in an old café aesthetic with touches of Indian culture, history and designs from the early 1900s.

Brick lining here, cement accents there and dark-brown wood furnishing to pull it all together.

Upon the grand opening of the second Dishoom restaurant, Shamil created a story around a fictitious character, complete with a supporting cast and plot.

For the first two weeks, there was a live theater performance amidst the waiters and staff.

To what I imagine sounds like eating on a movie set.

I feel like this is what all great restuarants do.

They craft this branding mixture of an overall feeling and story, amplify it through the interiors—sprouting from the tables and chairs, digging its roots beneath the floorboards—and give the food they offer additional meaning.

Which is something successful brands, whom tend not to be restaurants, do.

It’s not easy, but it’s simple: imagine a place and time, the things and people around you and the atmosphere taking place.

The food—or whatever you offer—can come second.

— George