When did you decided to enter into restaurant business?
I decided to start this business after my varied experiences of eating out abroad and the trend of outlets offering something novel and unique that sets them apart from others. I wanted to bring in an all American food experience to the city and that’s how it all got started.
How many stores are there within your brand today and what is the average store size?
Super Donuts is a young 'n' fresh brand that offers a delectable range of donuts and All-American deli products-burgers, wraps, bagels, shakes and more. Currently, we are present at three locations within Chandigarh providing a wide variety of menu at all three stores. We are also coming up with two more stores within a month as a part of extensive growth plan. Average store size is 800 square feet.
What is the major challenge growing the business?
Though several foreign and Indian brands have forayed into this segment but challenges continue to stare in the face. One of the major challenges is to keep the interest going. People have spending capacity, they understand taste, they have travelled abroad, and they’ve been to international doughnut brands; so they start comparing. One can have a great product or service, but the bottom line is you have to engage the customer. In many ways, Super Donut stores are keeping up with competition through large social media presence and targeted marketing.
As you are operating under a QSR format, what competition do you see from other donut brands?
Super donut’s is a quick service restaurant. India's growing economy and favorable demographics is making this format a natural pull and of course the fastest evolving market. Donut purveyors are recognizing the need to keep up with technology to improve efficiency, delivery speed and to attract a younger demographic of customers who use smart phones.
Do you have a growth targets for the next few years and can you reveal any strategy for how you intend to achieve this?
We have an aggressive expansion plan and intend to be household name whenever the mention comes of amazing Donuts. We intend to be leaders in sale of Donuts in quality as well as quality, elbowing our competition in product innovation and customer services. With its continuous expansion in Punjab the next step would be to create a strong foothold in north India. An extensive funding plan to develop the brand is going to be the next course of action.
Where would you like to see your brand in the next 5 years?
Super Donuts intends to create a strong foothold in India. This in turn means having a consistent expansion plan in tier 2 and tier 3 cities.