Dishoom Story Plates

To launch Dishoom Shoreditch a restaurant based on the Bombay cafés of the 1930s, it needed to stand out from the hundreds of other Indian restaurants in London and attract a new customer base. We sourced stories from the original Bombay café customers back in India and turned them into unique designs. To get them directly into people’s hands we used the plates in the restaurant as our media. The plates featured in restaurant reviews, design blogs, radio shows and design exhibitions, attracting a 46% increase in new customers. The diners loved the idea and created their own stories with the online tool, with one romantic even using their plate for a marriage proposal.