Written by Nestlé India has collaborated with SOCIAL, India’s favourite neighbourhood café, to test launch MAGGI Professional’s plant-based range. The products have been used to craft The New Irresistible Menu, that is available at 42 SOCIAL and 40 BOSS Burger outlets across Delhi (NCR), Mumbai, Bengaluru, Pune, Dehradun and Chandigarh for three months, starting January 27th 2024.
The plant-based range has been especially developed for chefs and features two offerings – a burger patty and mince, alternatives to meat-based meals. The products provide similar sensorial attributes as chicken, with the familiar bounce and juiciness. They are a source of protein & fiber, and naturally free from cholesterol. The range caters to the evolving preferences of a young audience with global cultural exposure and mindful consumption habits.
At SOCIAL, the New Irresistible Menu, features a celebration of culinary innovation and delicious combinations such as Sensational Seekh #NotGuilty – Seekh and you shall find these impressive plant-based kebabs! Served with mint chutney and laccha onions; Chilli #NotChicken – we’ve put the chilli In chillin with this succulent plant-based chunks tossed in a finger-licking chilli sauce; and Garden Club Sandwich – super fulfilling and tasty club sandwich with veggies and plant-based treat.
At BOSS Burger, the new menu includes options such as The ImBOSSible Cheeseburger – a plant-based cheeseburger that’s so bold and blockbuster, it will go beyond craving; and the Crumb De La Avo Burger – crumbed patty topped off with smashed avocado – bold, creamy, tasty and planti-ful.
Talking about the partnership, Suresh Narayanan, Chairman & Managing Director, Nestlé India said, “We are delighted to announce our partnership with SOCIAL, to pilot MAGGI Professional’s new plant-based range through a limited period menu. This is a part of our commitment to offer more food choices to our valued consumers, both in home and out of home. We are confident that the chefs would enjoy cooking with this range and create novel dishes for their consumers.”
Commenting on the initiative, Riyaaz Amlani, Founder & Managing Director, Impresario Entertainment and Hospitality Pvt. Ltd. said, “We are thrilled to embark on this culinary journey with Nestlé which brings together the culinary expertise of SOCIAL and the innovative plant-based range from Nestlé India. The New Irresistible Menu is not just a testament to our commitment to providing exceptional dining experiences, but it also signifies a significant step towards a more sustainable, conscious, and innovative approach to dining. We believe this collaboration will redefine the possibilities of plant-based dining in India, and offer our guests a novel, sensory symphony of flavours.”
Guests can now try The New Irresistible Menu at select SOCIAL outlets 27th January 2024 onwards, and for delivery on BOSS Burger via DotPe, Swiggy and Zomato.
*SOCIAL outlets featuring The New Irresistible Menu:
| City | Outlet |
| Mumbai | Capital SOCIAL |
| Colaba SOCIAL | |
| Versova SOCIAL | |
| Goregaon SOCIAL | |
| Khar SOCIAL | |
| Vikhroli SOCIAL | |
| Carter Road SOCIAL | |
| Powai SOCIAL | |
| Vashi SOCIAL | |
| Thane SOCIAL | |
| Chembur SOCIAL | |
| Malad SOCIAL | |
| Dadar SOCIAL | |
| Wadala SOCIAL | |
| Nesco SOCIAL | |
| Ghatkopar SOCIAL | |
| Delhi NCR | Dwarka SOCIAL |
| Nehru Place SOCIAL | |
| Cyber Hub SOCIAL | |
| Vasant Kunj SOCIAL | |
| Noida SOCIAL | |
| Saket SOCIAL | |
| Hauz Khas SOCIAL | |
| Aero City SOCIAL | |
| Civil Lines SOCIAL | |
| IFC SOCIAL Gurgaon | |
| Sector 85 SOCIAL | |
| Dehradun | Dehradun SOCIAL |
| Bengaluru | Whitefield SOCIAL |
| Churchstreet SOCIAL | |
| Koramangala SOCIAL | |
| Sarjapur SOCIAL | |
| Indiranagar SOCIAL | |
| New Bel Road SOCIAL | |
| Hebbal SOCIAL | |
| Pune | Viman Nagar SOCIAL |
| FC SOCIAL | |
| The Mill SOCIAL | |
| Koregaon Park SOCIAL | |
| Chandigarh | Sector 7 SOCIAL |
| Elante SOCIAL |
Boss Burger outlets featuring The New Irresistible Menu:
| City | Outlet |
| Mumbai | Lower Parel |
| Versova | |
| Vashi | |
| Bandra Kurla Complex | |
| Carter Road | |
| Colaba | |
| Thane | |
| Goregaon | |
| Chembur | |
| Vikhroli | |
| Powai | |
| Wadala | |
| Dadar | |
| Malad | |
| Nesco | |
| Ghatkopar | |
| Khar | |
| Worli | |
| Delhi NCR | Nehru Place |
| Dwarka | |
| Noida | |
| Vasant Kunj | |
| Cyber Hub | |
| Saket | |
| Hauz Khas | |
| Aero City | |
| Civil Lines | |
| Gurgaon | |
| Sector 85 | |
| Bengaluru | Koramangala |
| Sarjapur | |
| Indiranagar | |
| New Bel Road | |
| Hebbal | |
| Pune | Viman Nagar |
| FC Road | |
| Dhole Patil Road | |
| Koregaon Park | |
| Chandigarh | Sector 7 |
| Elante |
ABOUT SOCIAL
SOCIAL is a path-breaking urban hangout that’s designed to take you offline while still keeping you connected. From an all-day café serving great food, coffee, and cocktails, SOCIAL transforms from this creatively charged collaborative space into a high-energy bar when work hours end, striking the perfect balance between work x play. Each outpost is a representation of the neighbourhood it resides in, from the pin code to the people. It’s a second home, workplace, and hangout, all wrapped up in one mind-blowing experience.
ABOUT IMPRESARIO ENTERTAINMENT & HOSPITALITY PVT. LTD.
Impresario Entertainment & Hospitality Private Limited (“Impresario”) was founded in 2001 with its maiden venture Mocha – Coffees and Conversations. Today, Impresario boasts a network of 60+ restaurants across 15+ Indian cities. Its umbrella of brands includes scaled brands such as SOCIAL, Smoke House Deli, and Mocha, as well as boutique one-offs such as Bandra Born and Slink & Bardot. It also owns and operates dark kitchen brands like BOSS Burger, Lucknowee and HungLi. The company’s core strength lies in understanding the changing dining habits of young India and delivering quality experiences tailored to delight its patrons.
ABOUT NESTLÉ PROFESSIONAL
Nestlé Professional is dedicated to address the unique business challenges and opportunities of Out of Home customers by providing high quality and relevant food & beverage solutions and services. Nestlé Professional offers solutions across product categories – food and dairy solutions, confectionary, whole roasted beans, premix based beverages.