India, 13th January 2026: SOCIAL, India’s neighbourhood café-bar, has released SOCIAL 2025 Wrapped, its annual data-led release that captures how people across Indian cities used SOCIAL’s spaces through 2025 from working and daytime dining to late-night deliveries, live music and community-led gatherings. The year-end snapshot highlights a clear shift in consumer behaviour, with SOCIAL increasingly functioning as an all-day, all-mood space where people don’t just drop in, but stay, return, and build routines around.
Commenting on the SOCIAL 2025 Wrapped, Divya Aggarwal, Chief Growth Officer, Impresario Entertainment & Hospitality Pvt. Ltd., said, “What stood out for us in 2025 is how clearly behaviour has shifted from ‘occasion-led’ to ‘mood-led’. People aren’t stepping out only for celebrations anymore; they’re stepping out because they want to experience something new, go to a familiar corner, or a quick reset. SOCIAL 2025 Wrapped captures that: ramen when you need comfort, chaat when you want a lift, a community event when you want to feel a part of a larger community, and delivery when the night runs longer than planned. The format that wins today is the one that can hold every mood without asking guests to be a certain version of themselves.”
From work hours to closing time
In 2025, SOCIAL clocked 2,025 community events and hosted 2,100+ live music gigs, reinforcing its position as a multi-use cultural space that transitions seamlessly from a daytime café to a late-night neighbourhood bar. Across cities, the format continued to attract guests who used SOCIAL as much for workday meals and catch-ups as for evening gatherings and music-led nights.
Food choices reflected comfort and familiarity
Food consumption through the year pointed to repeat, comfort-led behaviour. Guests consumed 1,46,055 bowls of ramen, 1,13,825 plates of chaat, and 63,275 servings of K-Krispy Lotus Stems in 2025. Certain dishes moved at near-constant pace, with a plate of Fully Reloaded Nachos selling every 1.25 minutes, a Couch Potato Platter every 4.25 minutes, and a Boss Fried Chicken Burger every 5 minutes, highlighting the role of shareable and familiar food in social dining.
An all-day beverage culture took shape
SOCIAL’s Peena Menu continued to mirror evolving moods and occasions. Over the year, the brand served 81,265,320 ml of its bestselling cocktails and shots, including favourites such as Banarasi Patiala, Longest Long Island Iced Tea (L.I.I.T), Longest Long Island Iced Coffee (L.L.I.C), and SOCIAL Kamikrazy, served responsibly across outlets. Alongside this, SOCIAL strengthened its all-day café identity positioning itself as a space where OG cutting chai and matcha comfortably coexist, reflecting the blending of café, work and bar cultures.
Live music and community programming scaled up
Music remained a core pillar of the SOCIAL experience, with 2,100+ gigs hosted across genres and moods through the year. Parallelly, community programming expanded in both scale and diversity. SOCIAL hosted 2,025 community events in 2025, including karaoke nights, bazaars, fan events, bar and dance workshops, sports screenings, sip-and-paint sessions, open mics, yoga with puppies and game-led formats.
The year also saw the growth of community-led IPs such as The SOCIAL Jumpstart, Fan S(#)cial, Lights Out, Out of Office, The Fan’Verse and The Fake Bachelorette, each designed to bring niche communities together within SOCIAL’s spaces.
Late-night delivery and deepening loyalty
Delivery trends underscored SOCIAL’s relevance beyond traditional dining hours. In 2025, the brand delivered 15,294 kilograms of biryani across India, with overall 50% of delivery orders placed after 11 pm, reflecting sustained late-night demand. Loyalty also deepened through the year, with more new Social Club members joining in 2025 than the capacity of a sold-out DY Patil Stadium show. At the extreme end of engagement, one guest spent ₹3.63 lakh at SOCIAL over the year, underlining repeat visitation and familiarity.
The human side of the numbers
Some statistics captured the lived reality of SOCIAL more than any performance metric. Over the year, 4,82,611 tissue rolls went missing, 9,347 glasses were broken, the phrase “chal, last drink” was heard 87,204 times, and 41,996 guests stayed till closing.
Read the full SOCIAL 2025 WRAPPED here: https://www.instagram.com/p/DTQV5jFDOpx/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
