**IPL Season Boosts Restaurant Growth Amidst Delivery Surge**
The recently concluded 18th season of the Indian Premier League (IPL) has significantly contributed to the growth of the restaurant industry, particularly in the delivery sector. With late evening matches driving demand, restaurants experienced a business growth of up to 20%. This surge aligns with the record viewership seen in previous IPL seasons, highlighting the tournament’s increasing importance for restaurant chains, especially during a period of sluggish demand in late 2022 and early 2023.
The IPL, which ran from March 22 to June 3, has become a crucial element in the marketing strategies of many eateries. Jasper Reid, founder of International Market Management Ltd, noted that the IPL is a key focus in their delivery marketing calendar due to its proven ability to boost orders. In April, their delivery orders rose by 39%, while dine-in increased by 6%. However, in May, delivery growth slowed to 5%, with dine-in orders surging by 30%, partly due to a brief pause in the tournament caused by geopolitical tensions.
Aayush Madhusudan Agrawal, Founder and Director of Lenexis Foodwork, reported a 7-10% overall business increase during this IPL season, with 60-70% of this growth attributed to dinner orders. This trend underscores how match timings coincide with peak delivery hours, particularly in their top 10 cities, which account for 60% of their total growth. The company operates over 235 restaurant outlets and more than 200 cloud kitchens, featuring brands like Chinese Wok and The Momo Co.
According to JioStar, the official IPL broadcaster, the tournament reached over 450 million viewers on both TV and digital platforms before a temporary suspension on May 9, resuming on May 17. Additionally, EazyDiner reported a 35% year-on-year increase in dine-in bookings across major cities such as Bengaluru, Mumbai, Hyderabad, and Pune during the tournament.
As the IPL continues to drive restaurant growth, the focus now shifts to retaining the new customer base acquired during this high-traffic period, making this season one of the most impactful for the industry.
**FAQ**
**How has the IPL impacted restaurant sales?**
The IPL has led to a significant increase in restaurant sales, particularly in delivery orders, with many establishments reporting growth rates of up to 20% during the tournament.
