On a breezy yet warm Delhi morning, most guests would usually rush to secure a seat indoors at a cafe. On a Tuesday, at a cafe tucked away among the bungalows of a South Delhi neighbourhood, a queue would be even more unlikely. Yet, on a recent visit to one such spot, it became clear that something is shifting in India's cafe culture.
The Roastery Coffee House Collaboration
The Roastery Coffee House in Sarvodaya Enclave was buzzing with activity. Servers moved swiftly between tables, the kitchen and the cashier, while others politely asked waiting guests for a little more time. The rush was not merely due to Delhi's rising temperatures, but also because of a cafe within the cafe: 'The Romy Cafe' by Tory Burch.
According to the brand, the idea is about 'blending fashion with moments of pause and connection.' It is, in essence, a more personal way for customers to engage with the brand.
Special Menu and Increased Footfall
Special menus were introduced at Roastery Coffee House for the luxury pop-up by Tory Burch. Shivam, a staff member at the cafe, says, 'Ever since the pop-up began on April 23, we have noticed a significant increase in footfall. We were fully booked over the weekend, and even on weekdays, people have been curious to see what is happening here.' He adds, 'Many guests wanted to buy the Romy bags directly from the cafe. However, they are only for display, so we direct interested customers to the Tory Burch store in a nearby mall.'
Across the space, the Romy bag is reinterpreted into everyday objects, from cup holders and coasters to dessert carriers and packaging designed to be held and carried. The cafe also offers a special menu featuring customisable cupcakes, bite-sized puffs and butter croissants. At the centre is an installation showcasing the Romy collection, which has quickly become a focal point for social media content.
Customer Response and Marketing Strategy
'There has been a real craze around these cups and bags. People specifically ask for their coffee in Tory cups because they look so simple and elegant,' Shivam says. A graduate of IIHM, he describes the pop-up as 'a very effective marketing strategy.'
'The response has been strong. Our visibility has increased significantly. We have had visitors coming from Faridabad and Noida, even though we have outlets there as well. They come here for the experience. People are constantly taking pictures with the large bag installation. The Indian aesthetic of the Roastery complements Tory Burch's Western design language,' he adds.
Founder's Perspective
Nishant Sinha, founder of Roastery Coffee House, echoes the sentiment. 'What started as a simple idea turned into something far more meaningful for us. It was an opportunity to bring together fashion, space and coffee in a way that felt natural, not forced. We spent weeks thinking through every detail, how it should look, how it should feel, and most importantly, how people should experience it,' he says.
'This kind of collaboration is still rare in India, so it has worked well for us. The execution of the pop-up is particularly interesting, and our sales have doubled since it was installed. It is encouraging to see people using the space for content creation, as that also enhances the cafe's visibility on social media,' adds Nishant.
Why Delhi Was Chosen
On why Delhi was chosen for its first Indian pop-up, the brand states, 'India offers a compelling context for this expression, with a growing audience that values both style and cultural nuance. New Delhi, in particular, provides a setting where fashion, food and conversation intersect with ease.'
