Tell us about your brand?
Kutchi King is quick service restaurant for Indian street food. We offer street food like Vada pav, Bhel, Sandwiches, Dabeli etc. without changing the authenticity of the product. We only ask the cook to order food and not frozen food. We also use only Indian spices and don’t use western sauces as others do. That’s what our brand is all about. We are over to 200 outlets in Gujarat and Maharashtra and plans to go pan India.
How do you do the pricing?
We tend to compare our price with the hawkers. Looking at our expenses and the competition around, we customise the price for the region. For example, we serve Vada pav in Bombay for Rs 15.
How much competition do you face from the street hawkers?
Every food business is our competition. Also they complement to our business. We don’t see anyone as a threat to us. But, the nearest competitors will be hawkers, because they can play with the price as they don’t have any overhead cost.
Who has done the designing of your outlets?
We have our in-house designers. Now, we also have finalised a design menu as per the outlet.
What are the key products which serve at your restaurants?
We serve mainly Bhel, Sandwich, Bread Pakora, Dabeli etc. But Dabeli is our key item, it is a spicy snack made by mixing boiled potatoes with a dabeli masala and putting the mixture between pav (burger bun) and served with chutneys made from tamarind, date, garlic, red chilies, etc. and garnished with pomegranate and roasted peanuts.
We are a pure veg restaurant and also serve the entire menu to Jain also.
What is your present revenue? And what is your target revenue for this fiscal?
Our present revenue is 15-17 crore. For targeted revenue, we want to grow profitable franchisee. Presently, we have 85 per cent profitable franchisee and this we want to take up to 95 per cent franchisee and that’s our target to get more revenues.