SOCIAL’s Bold New Menu Redefines Itself as an All-Day Hangout, Not Just a Meal Stop

Introduction: More Than Meals—It’s a Lifestyle

Over the years, SOCIAL has become a mainstay in India’s bustling urban scene. Known for its rustic interiors, industrial aesthetic, and quirky pop culture references, SOCIAL has always offered more than just food—it’s been a vibe. But now, the iconic brand is going one step further by repositioning itself as an all-day, all-purpose hangout space—and at the core of this transformation is a brand-new menu.

Gone are the days when SOCIAL was only a place to grab brunch or sip cocktails post-work. The new offering is bold, diverse, and tailored to fit your entire day—from that morning hustle with an espresso in hand to late-night nachos and beer with friends.

Let’s explore how this menu evolution signals a deeper shift in how SOCIAL is engaging with its community of diners, co-workers, creators, and conversationalists.

From Café to Culture Hub: The New Direction

SOCIAL’s new brand push is clear—it doesn’t just want to serve meals; it wants to host moments. That means creating an environment where people don’t feel compelled to come just for lunch or dinner, but feel equally welcome to work, read, brainstorm, or simply chill.

The new menu serves this goal beautifully. Designed for flexibility and fluidity, it reflects how modern urban lives are lived—non-linear, spontaneous, and increasingly unscheduled.

Whether it’s power breakfasts, coffee-fueled laptop sessions, midday nibbles, or post-sunset cocktails, SOCIAL wants to be your go-to place—no matter what time the craving hits.

Menu Philosophy: Designed Around You

The revamped menu reflects SOCIAL’s deeper understanding of what customers need today:

• Portability: Dishes that are easy to eat while working or moving

• Shareability: Platters and portions that bring people together

• Comfort and curiosity: A mix of reliable classics and experimental twists

• All-day accessibility: Breakfasts at 11 pm and snacks at 11 am? Yes, please.

• Cultural fusion: Street food inspirations meet international flair

From an all-veggie Korean burger to filter coffee rasgulla to a Parsi-style farcha taco, the new lineup reflects SOCIAL’s no-rules, pan-Indian-meets-global DNA.

What’s New on the Menu?

Here’s a taste of some of the headline dishes and drinks from SOCIAL’s updated menu:

All-Day Breakfast Staples

• The Grilled NRI: An English breakfast grilled cheese sandwich with eggs, bacon, cheddar, and onions

• Bombay Bhurji Bao: Spicy egg bhurji nestled inside soft steamed bao buns

• Oats Upma: A healthy twist on the South Indian classic with nutty textures and a coconut punch

Snacks That Travel Well

• Samosa Popcorn: A fusion twist—bite-sized samosas with spicy corn and masala mayo

• Churros Chaat: Sweet meets savory—chaat masala, mint chutney, and tamarind glaze over fried dough

Big Meals, Bigger Cravings

• Nihari Scotch Eggs: A desi take on the British staple with mutton keema and yolky centers

• K-pop Thali: Korean rice bowls with Indian flavors—kimchi paratha, paneer bulgogi, and gochujang chutney

• Thai Thalipeeth Pizza: Maharashtrian meets Thai in a crispy flatbread base topped with lemongrass veggies and mozzarella

Desserts That Make You Stay Longer

• Filter Coffee Rasgulla: Bengal’s pride soaked in South India’s obsession

• Banoffee Pudding Pot: Creamy, indulgent, and layered with crumbled biscuits

The Beverages: From Office Hours to After Hours

• Mumbai Masala Cold Brew: Bold coffee with a kala khatta twist

• Tamarind Tonic G&T: Refreshing, with a hit of spice

• Midnight Espresso Martini: Designed for creators who don’t clock out

It’s a menu that tells stories. It’s not about being fancy—it’s about being flavorful, fun, and fiercely free-spirited.

Coworking Meets Cocktails: The Dual Personality of SOCIAL

One of SOCIAL’s most defining features has always been its dual identity—a coworking café by day and a buzzing bar by night.

The new menu supports this hybrid culture better than ever:

• Work-friendly offerings like smoothie bowls, artisanal sandwiches, and pour-over coffee cater to the day crowd

• Evening specials, loaded platters, and comfort food appeal to after-hours visitors

• Health-conscious options like detox juices and vegan bowls serve the fitness-conscious

• Indulgent late-night eats cater to the night owls

In essence, you can work, eat, drink, and vibe—without ever needing to change venues.

Interiors and Ambience: Still Raw, Now More Relevant

The physical aesthetic of SOCIAL hasn't changed drastically—and for good reason. Its industrial, grungy-chic interiors, scribbled-on walls, and exposed brickwork have become part of its identity.

But subtle shifts now align with its new menu philosophy:

• More natural light and charging stations in the day

• Mood lighting and communal tables in the evening

• Flexible seating for work-alone or dine-together moments

• Multifunctional zones that can be used for open mics, jam sessions, or team meetings

The environment is now more dynamic, more welcoming, and less binary. It isn’t just “a place to eat.” It’s a community canvas.

SOCIAL’s Target Audience: The Urban Multi-Tasker

SOCIAL knows who it’s speaking to:

• The 20-something entrepreneur hosting client calls over cold brew

• The gig worker hopping from deadlines to dinner

• The group of friends planning content over drinks and dim lighting

• The solo diner looking for good music and even better comfort food

It’s not about categories anymore. It’s about mindsets. And SOCIAL’s menu speaks to a fluid, fast-moving, expressive generation who want more than function—they want feeling.

Digital and Delivery Integration

The menu shift doesn’t only affect in-house diners. SOCIAL is also leveraging this refresh to expand its delivery and digital offerings.

• All-day menu on food apps

• Pre-ordered breakfast plans for busy professionals

• Subscription-based beverage packs

• QR-code-linked stories about dishes and ingredients

• Interactive ordering with customization sliders

The offline and online experiences are more seamlessly integrated, ensuring the brand stays top-of-mind even beyond the restaurant walls.

Brand Positioning: Not Just a Café, Not Just a Bar

This new menu is SOCIAL’s way of saying:
“We’re not just here when you’re hungry. We’re here when you need space, vibe, inspiration, or connection.”

It aligns with the broader cultural trend of third places—spaces that are not home or office, but somewhere in-between. Places where people:

• Work and unwind

• Meet new people or be alone

• Create, consume, and chill—all at once

SOCIAL isn’t trying to be everything to everyone. Instead, it’s curating a playground for modern life, where food and drink are just the starting points.

Marketing the Shift: A Fresh Narrative

To introduce this evolution, SOCIAL has rolled out:

• High-energy visuals and short films on Instagram and YouTube

• Street-style food videos showcasing the quirkiest dishes

• Influencer visits documenting full-day experiences

• User-generated reels around “A Day at SOCIAL”

• Interactive posters in cafes that come alive with AR filters

The campaign language is informal, youthful, and confident. And it has struck a chord—especially among audiences in metro cities looking for more flexible hangout culture.

Conclusion: The Menu Is Just the Beginning

With this menu relaunch, SOCIAL has reasserted itself as a culture-forward brand, not just a restaurant chain. It understands that in today’s world, people don’t just want meals—they want meaningful spaces.