VD Hospitality to take its biryani brand, Biryani Art to Malaysia

Dharmender Singh has strong roots as he passed out from IHM Lucknow. Further on his talent and passion for F&B he got selected as a management trainee in Carlson Group of hotels for their kitchen and since then he never looked back. Worked across the country with brands such as Radisson MBD Noida, Radisson blu Mahipalpur, Kebab Factory, Park Plaza Gurgaon and Clarks groups of hotels. He also managed to handle all aspects of Kitchen management including monitoring food production and aesthetic presentation of food and beverages. Furnishing the management with constructive idea for overall improvement and marketing plan in all aspect of operation was also that he did very religiously. At present, Singh owns about 5 restaurants in India with plans to take them to global diasporas.

What passion brought you into restaurant business?

Well being advent in this industry I would say this is one of the booming industries in the world. Every second day people are coming up with new ideas. People are also stepping towards casual dining to pubs and bar for meals as earlier it was restricted to Fine dine restaurant. On the other hand big brands are also entering in the market of kiosk and food trucks. The best part is everyone is trying to do something new in market as this the demand of patrons nowadays. My passion of cooking and serving food to people force me what I am today. The combination of passion for cooking and never ending learning’s triggered me towards this industry. We opened the restaurant just 6 month back and used our personal savings to start a restaurant.

What all is served in your menu? Name the dishes which are most loved by the people?

It is a concept restaurant which specialises in the art of cooking appetizing authentic biryani, based on the city of Nizam, Hyderabad. The restaurant has staffs that have hands on experience gained in Hyderabad itself. The dishes which are kings in menu are Mutton Biryani, Chicken Biryani, Chicken 65, Chicken Lollipop, Apollo Fish, Prawn Fry, Mutton Egg Kebab, Shikampuri Kebab, Dum Ka Murg, Andhra Gosht Curry, Haleem and Shahi Tukda.

While going through menu Apollo fish and chicken lollipop are most preferred non-veg starters and Paneer 65 and Vegetable Manchurian are most famous veg starters. Chickem biryani served with mirchi ka salan and raita is the favourite of the biryani lovers. Shahi Tukda and Khubani ka Meetha is the must try dessert here.

What are the design elements you kept in mind while designing the restaurants?

Taking a leaf from the culture of India, we aim at creating a culinary experience that is as enthralling as the history of Hyderabad regions; we hanged posters of Hyderabad Nizams, Charminar and relevant regional quotes on each wall. To give a theme we have used wooden flooring along with comfortable sofa and chair sitting with wooden table top, which give you soothing ambience and huge look. Paint and texture has mild colour which promise you to sit for long time in restaurant.

Which section of market you love to focus on?

Authentic Hyderabadi cuisine is our USP specially various type of Biryani. As far as market section is concerned we are aiming to masses considering the popularity of Biryanis among all age group. At Biryani Art our focus is to bring families together.

How much competition do you see from nearby market?

Well it's true that competition in the market is very high nowadays. But our strategy remains very straight. We work on our basics; we always look forward to provide highest quality of food with offer able service. Our dedication towards following our basics helps us in leading in this competitive market.

What is your say towards change in consumer behaviour?

Well innovation plays a bigger role in our industry, as everyone wants to try something new when they choose to dine outside home. And when it comes to me, we are also in search of new innovation, as it is very necessary for us because it converts our new customers to repeat customers and we need to introduce new dishes in menu periodically. Also, we plan food fest and events to break to monotony to guest.

What is your expansion plan?

We are planning to expand our business and thus coming up with more outlets at Pune and Bengaluru in India and also taking brand to international level by opening first Biryani Art in Malaysia in coming year under Umbrella of V. D Hospitality Services.