Out of the Box and Lord of the Drinks – The Restaurant Brands Built by Priyank Sukhija

India’s restaurant and nightlife industry has changed considerably over the years, with customers increasingly looking for dining spaces that combine food, drinks, music, interiors and social experiences. Out of the Box and Lord of the Drinks are two restaurant and hospitality concepts associated with entrepreneur Priyank Sukhija, whose business journey has been closely connected with the growth of organised nightlife and casual dining in India. Through his hospitality company First Fiddle Restaurants, Sukhija developed multiple concepts aimed at different customer segments and occasions. Out of the Box became known for its casual dining and social atmosphere, while Lord of the Drinks developed a distinct identity around food, beverages and nightlife. Together, the brands illustrate how restaurant businesses can evolve from individual venues into recognisable hospitality concepts.

The Story of Out of the Box

Out of the Box was one of the restaurant concepts associated with Priyank Sukhija and his growing hospitality business.

The concept was developed around the idea of creating a restaurant and social space where food, beverages and ambience played equally important roles. Rather than operating as a traditional restaurant focused only on meals, the format was designed around a broader customer experience.

Its positioning reflected the changing preferences of India’s urban dining audience, particularly customers looking for places to spend time with friends and colleagues.

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A Casual Dining and Social Experience

Out of the Box combined elements of dining and entertainment within its restaurant format.

The concept was suited to occasions ranging from casual meals to social gatherings. This approach became increasingly relevant as restaurants began competing not only on menus but also on atmosphere, interiors, music and overall experience.

The brand therefore formed part of the larger shift toward experience-driven dining in India’s metropolitan markets.

Lord of the Drinks

Lord of the Drinks became another prominent hospitality concept associated with Priyank Sukhija and First Fiddle Restaurants.

The brand was developed around a combination of food, beverages and nightlife, giving it a different identity from a conventional restaurant.

Its name and branding were designed to create a strong identity, while the format catered to customers seeking a lively environment for dining and socialising.

Building a Distinct Restaurant Identity

In the competitive hospitality sector, a restaurant brand needs more than a menu to stand out.

Lord of the Drinks built its identity around its name, visual branding, interiors, food and beverage offering, and social atmosphere. This approach reflects the importance of creating a complete brand experience in the modern restaurant industry.

The concept also demonstrates how hospitality businesses can use distinctive themes to develop restaurant brands that are easier for customers to recognise.

Priyank Sukhija and First Fiddle Restaurants

Priyank Sukhija is associated with First Fiddle Restaurants, a hospitality company that has developed several restaurant and nightlife concepts.

His business journey has involved experimenting with different formats and creating brands designed around particular customer experiences.

Rather than relying on a single restaurant identity, the multi-brand strategy allowed First Fiddle to operate concepts with different positioning.

Out of the Box and Lord of the Drinks represent two examples of this approach.

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How the Two Brands Differ

Although both concepts are associated with Priyank Sukhija’s hospitality journey, they have different identities.

Out of the Box is associated more closely with casual dining and a social restaurant experience, while Lord of the Drinks places greater emphasis on its bar, beverage and nightlife-oriented identity.

This distinction demonstrates how a restaurant group can create separate brands for different occasions and audiences instead of offering the same experience across every outlet.

Brand	Core Identity	Experience
Out of the Box	Casual dining and socialising	Food, beverages and relaxed social atmosphere
Lord of the Drinks	Restaurant, bar and nightlife	Food, drinks, entertainment and social experience

The Changing Indian Hospitality Market

The growth of brands such as Out of the Box and Lord of the Drinks reflects broader changes within India’s hospitality industry.

Urban customers increasingly view restaurants as destinations for socialising rather than simply places to eat. This has encouraged restaurant companies to invest in ambience, music, design, beverages and entertainment alongside their food offerings.

For hospitality entrepreneurs, the challenge is to create concepts that remain distinctive while adapting to changing customer preferences.

From Restaurants to Lifestyle Brands

Modern restaurant businesses often operate at the intersection of food, entertainment and lifestyle.

A successful concept can become more than a place to eat when its name, design, menu and atmosphere create a recognisable identity. This has become particularly important in India’s competitive metropolitan nightlife and dining markets.

Out of the Box and Lord of the Drinks demonstrate two different ways of approaching this broader hospitality model.

Priyank Sukhija’s Restaurant Business Journey

Priyank Sukhija’s career in hospitality has been shaped by the development of multiple restaurant and nightlife concepts.

His business journey reflects an entrepreneurial approach centred on identifying dining trends and developing brands around specific experiences. Through First Fiddle Restaurants, he has been associated with concepts spanning restaurants, bars and entertainment-led venues.

Out of the Box and Lord of the Drinks remain important examples when examining this journey and the development of branded hospitality businesses in India.

Read this – First Fiddle Restaurants Journey: The Story Behind a Multi-Brand F&B Business

Key Points

• Out of the Box is a restaurant concept associated with Priyank Sukhija.
• Lord of the Drinks is another hospitality brand associated with Sukhija and First Fiddle Restaurants.
• The two concepts have different positioning within the restaurant and nightlife sector.
• Out of the Box focuses on casual dining and social experiences.
• Lord of the Drinks combines food, beverages and nightlife.
• Both brands reflect the growth of experience-driven hospitality in India’s urban markets.

Conclusion

Out of the Box and Lord of the Drinks represent different chapters in Priyank Sukhija’s journey through India’s restaurant and hospitality industry. While Out of the Box developed around casual dining and social experiences, Lord of the Drinks established a stronger restaurant, bar and nightlife identity.

Together, the brands highlight the evolution of India’s organised hospitality sector, where restaurants increasingly compete through a combination of food, beverages, design, entertainment and customer experience. Through First Fiddle Restaurants, Priyank Sukhija’s business journey illustrates the multi-brand approach used to create distinct concepts for India’s changing dining and nightlife audience.