'Fine-dining' at home: ITC, Marriott, Taj plot their way out of pandemic

Five star hospitality chains have launched new food and delivery labels to service customers at home. Does this strengthen, or dilute their brands?

Just a few months ago, Gourmet Couch, Flavours, Qmin may well have made up a list of swanky restaurants, overlooking the sea or a pool, inside the five-star properties that have just launched them. However, in a contact-less world where direct-to-customer is the universal mantra of success, these are gourmet labels that help the hospitality chains navigate the new world of ‘fine-dining’ at home. Launched by ITC, Indian Hotels and (Taj Hotels) respectively, the newly minted food and food delivery services are meant to extend the exceptional dining experience promised in these restaurants to a home-delivery set up, thereby keeping