Kolapasi Indian Canteen: Introducing an International QSR to America
CLIENT GOALS
Kolapasi Indian Canteen is a first-of-its-kind international fast-casual restaurant offering delicious, authentic South Indian cuisine. Already renowned in India and Australia, Kolapasi, meaning “extremely hungry” in Tamil, crafts each dish with flavorful heritage and consistency through its branded masalas and innovative chefless kitchen. Its unique ‘See. Taste. Order.’ (STO) model allows customers to proactively sample all of the menu offerings to ensure they are pleased with the spice levels and flavors before they order. In 2024, Kolapasi expanded to North America, opening its flagship location in Greenville, S.C.
To support its new market expansion, Kolapasi partnered with JDPR to creatively build brand awareness and connect with a new audience. Kolapasi sought a partner who understood food and beverage storytelling, the nuances of entering competitive U.S. markets, and with deep experience in multi-market launches, making JDPR the ideal collaborator for Kolapasi’s U.S.
Objectives
- Strategically increase brand and STO concept awareness across the U.S., with focused efforts in priority markets, through targeted media placements, influencer collaborations and cultural relevance.
- Tell a brand story that merges cultural authenticity with a disruptive QSR experience.
- Shape and amplify Kolapasi’s story by highlighting its innovative model and social impact, creating emotional resonance with media, customers and stakeholders.
- Leverage earned media, hyperlocal storytelling and community partnerships to generate buzz, incentivize visits and foster long-term brand loyalty.
- Solidify Kolapasi’s reputation as a category-defining brand by emphasizing its culinary excellence, commitment to clean, high-quality ingredients, and distinct ‘experiential’ approach to fast-casual dining.
- ments.
TACTICS
- Pre-Launch
- Developed a tailored media list and facilitated exclusive previews with targeted journalists and influencers to generate early buzz and drive awareness ahead of Kolapasi’s grand opening.
- Sent a targeted media alert inviting local journalists and news outlets to attend a grand opening in an effort to secure organic, on-site media coverage.
Launch
- Coordinated a high-visibility grand opening event featuring a ribbon-cutting and official mayoral proclamation of “Kolapasi Day” with the City of Greenville.
- Leveraged professional videography to capture high-quality b-roll, customer testimonials and event highlights, creating a library of hype videos to support promotion in upcoming new markets.
Post-Launch
- Continued media outreach to keep momentum across upcoming market launches
- Continued hosting VIP tastings for local influencers, food bloggers and community leaders to spark digital buzz.
- Leveraged positive coverage in Greenville to pitch Kolapasi to national outlets and trade media.
THE IMPACT
- Welcomed over 100 attendees to the Grand Opening event, which included families, young professionals, members of the South Asian community, local reporters, foodies/influencers, as well as new leads for prospective investors and new store affiliates.
- Secured over three dozen earned media placements within the first 12 months, garnering more than 478 million impressions across local, regional and national audiences.
- Official ribbon-cutting ceremony and recognition from the City of Greenville with a mayoral proclamation declaring August 3rd “Kolapasi Day”.
- Attendees included the Mayor, the Vice Mayor Pro Tem for City Council, a half-dozen Chamber of Commerce members, and several members of The Greenville City Economic Development Corporation.
- Continued North American expansion support with several additional locations across the Southeast and into the western U.S.
