In recent years, the phrase “Drinks at MRP!” has become the buzz phrase in Nepal’s hospitality industry. This copywriting tactic, especially popular among restaurants and ‘Sekuwa’ hubs, initially served as a unique selling point. However, its rampant use has led to a “me-too” strategy, where competitors imitate each other’s marketing tactics. This has diluted its uniqueness, turning it into a mere trend rather than a distinct strategy. A “me-too” strategy often results in a lack of differentiation in the market, as businesses fail to stand out from their competitors.

Unpacking The Emergence of  ‘Drinks at MRP*’

Customer consumption habits have evolved significantly. Today, consumers are adept at comparing products and prices before making purchasing decisions. Historically, sekuwa corners have been known for offering cheap grilled meat and affordable alcohol. However, to attract a younger crowd, these establishments have had to adapt. The unknown, cheaply brewed alcohol has been replaced with well-known domestic and imported alcoholic beverages. Similarly, the once dark, shoddy, and grimy interiors have given way to clean and open environments.

In this context of evolving consumer preferences and competitive pressures, businesses often engage in price wars to attract more customers. ‘Drinks at MRP’ has emerged as a powerful strategy in this regard. By offering alcoholic beverages at Maximum Retail Price (MRP), establishments can draw in cost-conscious patrons who are looking for quality drinks without the markup typically seen in restaurants and bars. This strategy not only boosts foot traffic but also enhances customer loyalty, as patrons appreciate the transparency and fairness in pricing. 

However, some establishments employ ‘Drinks at MRP*’ merely as a me-too strategy, mimicking their competitors without truly offering the promised benefits. Many customers do not notice the asterisk (*) often placed after the phrase, which indicates that terms and conditions apply. These terms and conditions are rarely disclosed openly, leading to potential dissatisfaction when customers realize the offer is not as straightforward as it seems. Some of the brands that have been employing this marketing strategy are Jigri Sekuwa, Jheer, Timmure and Sekuwa By Kilo. 

The Pioneer Brand

One of the pioneers and prominent adopters of this strategy is Jigri Sekuwa. Since its establishment in 2023, Jigri Sekuwa has grown into a well-known brand with a strong presence. It has already opened seven outlets in Kathmandu Valley, one in Pokhara, and is in the process of spreading its name throughout Nepal. Jigri Sekuwa has used ‘Drinks at MRP’ as one of its key selling points since its inception.

So, what does ‘Drinks at MRP’ mean at Jigri Sekuwa? At Jigri Sekuwa, previously we provided all beers at MRP and offered other alcoholic beverages with a 10% caring charge. Recently, we’ve updated our pricing structure since mid-2024, we now include a 7% caring charge for beers and the same 10% caring charge for other alcoholic beverages.

As a consumer, you might wonder about the carrying charge. This fee covers the care we take with the drinks we serve, including proper storage, providing ice and glassware, and cleaning up after. This minimal charge helps us maintain high service standards while still offering drinks at competitive prices.

By embracing ‘Drinks at MRP,’ establishments like Jigri Sekuwa are redefining customer expectations and setting new standards in Nepal’s hospitality industry. As this trend continues to grow, it is poised to reshape the landscape of dining and drinking experiences across the country.