SOCIAL Is No Longer Just a Café. It Is Now Your Whole Day in One Place

With a revamped menu and a sharper focus on community, SOCIAL is evolving from a café-bar to a vibrant all-day hangout. From co-working mornings to nightlife evenings, the brand is now redefining what a third space can be.

SOCIAL, the beloved café-bar chain under Impresario Entertainment & Hospitality, is going through a transformation that is hard to miss. What once started as a quirky meeting ground for coffee lovers and cocktail seekers is now positioning itself as a space that fits into every hour of your day. With its newly launched menu, nicknamed The Big Drop, SOCIAL is rewriting the playbook on how India eats, works, relaxes, and connects.

The new menu is more than a list of trendy dishes. It is a reflection of how food habits are changing in India. SOCIAL now serves everything from hearty breakfast trays to ramen bowls, dunkables, and international sandwiches like Tokyo pinja and toast-e-galawati. There is comfort food for when the day winds down and grab-and-go options for those in a hurry. The flavours carry global influences but stay rooted in Indian tastes.

This shift is backed by a mix of data and cultural instinct. SOCIAL studied feedback from its staff, CRM patterns, and even Instagram trends to curate what people are genuinely craving. The rise of content featuring breakfast trays, momos, matcha, and ramen signaled a clear change. The team translated that curiosity into a menu that fits every appetite and every moment. The aim is simple: whether you are working at 10 a.m., snacking between meetings, or chilling with friends post-sunset, SOCIAL has something ready on the table.

What makes this transformation especially effective is the natural evolution of SOCIAL as a co-working space. Even before remote work became a lifestyle, SOCIAL had already positioned itself as a work-friendly destination with fast Wi-Fi and open seating. Today, this has matured into SOCIAL Works, a structured co-working offering with paid daily and monthly passes, all of which are fully redeemable on food and drinks. Early openings, flexible seating, and zones designed for both productivity and social interaction make SOCIAL one of the few spaces in urban India that does not force you to choose between work and play.

SOCIAL’s commitment to community-building is equally impressive. It creates campaigns that people live through, not just watch. Events like The Doosra Stadium for cricket fans and Run and Rave for fitness lovers show how SOCIAL is blending culture with engagement. These moments are not mass-produced but carefully localized. From streaming party collaborations with platforms like Netflix and Prime Video to pet-friendly rooftop gatherings and underground music IPs, the brand understands that every city, and even every neighbourhood, has its own vibe.

The brand’s marketing also reflects a cultural shift. Instead of chasing influencers with big numbers, SOCIAL collaborates with creators who already feel like part of the space. These creators are not ad placements but community voices. Memes, reels, and casual moments are treated as cultural cues, not forced promotions. By setting up hyperlocal Instagram handles for individual outlets, the brand gives each location its own digital identity, building loyalty that goes beyond a single visit.

SOCIAL is now present in over ten Indian cities, including Delhi, Mumbai, Bangalore, Hyderabad, Pune, and Kolkata. But instead of spreading itself thin, it is choosing to go deeper into these markets. Each outlet is named after its pin code, making its local connection a part of the logo. That identity helps people feel like SOCIAL is their neighbourhood space, not just a chain.

Impresario, the group behind SOCIAL, is also responsible for other well-known names like Smoke House Deli, Bandra Born, Prithvi Café, and BOSS Burger. Each brand stands alone but shares one common principleculture first, strategy second. SOCIAL might be its biggest name, but it is clear that its success lies in its ability to read the room and then redesign it.

With The Big Drop menu, SOCIAL has made one thing clear. It is no longer just where you grab drinks after work. It is where you start your day, share stories over lunch, co-create ideas at 3 p.m., and find your crew again by dinner. It is not a place you visit. It is a place you belong to.

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