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Revolution in Indian sandwich market
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Friday, 01 August, 2008, 08 : 00 AM [IST]
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Nandita Vijay, Bangalore
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'United Restaurants Ltd is now creating an impact on the Indian sandwich market with its new format ' ToastyZ' which was commissioned in Hyderabad recently is viewed as a revolution in the world of submarine sandwich or sub. This first time in India toasted subs will provide the fast paced population a chance to chew and relish the ultimate convenience in food. In an interaction with Nandita Vijay, Kavita Gulati, head, ToastyZ reveals the business development initiatives along with an overview of the Indian sandwich market. Excerpts:
What was the reason to conceive the outlet ToastyZ?
We believe that every one deserves a great taste and convenience at a reasonable price. ToastyZ offers tasty fast food at a convenience, variety, price and novelty. ToastyZ will goad the consumer to the Try Original American Style Tastes.
How different is it from the Subway?
ToastyZ subs are made from French begets. Appearance may look similar as both are subs, but are totally different in taste, texture, flavour and value. Every sub at ToastZ is run through a conveyor belt toaster. In every bite, the taste of the dressing, meat, cheese and veggies comes through. A toasted sub is low in calories and easier to digest.
Indian sandwich market is an unorganised sector, how do you intend to stand apart and woo customers?
Indian food business market is growing rapidly and thrives on modern life styles, awareness of new concepts which are less messier and healthier. People are looking for snacks that can be packed and eaten at a convenience. ToastyZ offers corporate lunch boxes (with different combos of sub and soup or soup and salad or sub and dessert) and party platters.
How is the outlet at Hyderabad been accepted? You had planned for expansions in Hyderabad & Bangalore. What is the reason for the South India foray? Sandwich is more of a northern and western India interest, please comment.
ToastyZ is accepted well in Hyderabad. Additional outlets are coming up there at Abids Brand Factory, Himmayath Nagar and Banjara Hills. Hyderabad was opted for its Information Technology sector, retail expansion and the new international airport. People are looking for new options with value for money. Affordability and good taste are driving the business. The trend of eating out and home deliveries are gaining ground. Our franchisee in Mumbai is opening an outlet on Yari Road, Andheri. We have signed up for master franchise in Goa. Discussions for a Delhi outlet are in advanced stages.
What is your process of identifying the franchisees?
Franchising is the best way of expanding a concept. This model enables rapid growth in food retail industry. We are looking for entrepreneurs keen to own and operate. ToastyZ. Knowledge of the food or catering industry is preferable but not essential. Once they open the first ToastyZ restaurant, growth possibilities are endless.
Which products have been the fastest to move off the shelf?
ToastZ soup in bread bowl is popular. In subs "over spiced Barkat" (a shredded mutton sub with typical Hyderabadi flavour) "Mesquite Chicken" (chicken strips with herbs)," Cottage Cheese" (veg sub) "Spicy Overload" (veg with soya granules), Doubble Cheese Melt are in demand. Under the mocktails, Watermelon on Blast, On The Rocks, Oreo Blast, Mud Sligh are gaining considerable interest.
What kind of pricing have you adopted for the products and which segment of the population is your target?
ToastyZ is quiet economically priced. The 6-inch subs are priced from Rs 48 to Rs 70. Soup with 200 grams of Bread bowl is Rs 55 (Veg) and Rs 65(non veg). Coffees are at Rs 35-45. ToastyZ is for all ages, from kids to senior citizens.
What is your growth plan for 2008 in terms of investments and outlets?
ToastyZ will invest Rs 2 crore this fiscal for corporate owned stores.
In 2008, 20 outlets are on the cards. Expansion plans are in Mumbai, Goa, Delhi, Hyderabad and Bangalore.
The entire food sector is faced with serious shortage of manpower, what is ToastyZ experience?
True. It is difficult to get a trained team. For the first outlet in Hyderabad, our team is from a catering college in the city, and is both young and dynamic.
The sandwich culture came in late 80s and early 90s, how would you describe the present scene?
Sandwich culture has picked up as every café outlet, retail supermarkets or bakeries and in-flight service offers ready-to-eat sandwiches. The main reason for an increased interest to invest in a ToastyZ franchise is the novel concept in the Indian market with no real competition in terms of the menu. ToastyZ is looking at a major pan-India footprint which would include the franchisee concept.
What are the challenges before sandwich business parlours in India?
According to surveys conducted, the Quick Service Restaurants (QSR) franchises are registering impressive growth than some of the leading names in the fast food industry including KFC and McDonald's. In fact, the only fast food or food related franchise that is growing at a faster rate in US is the Subway brand. That makes the ToastyZ franchise a good investment for many.
What are the likely factors that will drive the growth of this market?
Market research indicates that disposable incomes, increased demand for healthy, convenience and tasty food which is combined with efficiency in service without compromising on quality are key growth driving factors. With a fast paced life, people demand great taste in minutes.
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