Ohana Hospitality, a renowned name in hospitality business in eastern India, recently launched its first fast food joint named YaYa's (young & young adults). Targeting a faster and easier expansion via franchising, Chayan Bhattacharjee, CEO, Ohana Group,
Ohana Hospitality, a renowned name in hospitality business in eastern India, recently launched its first fast food joint named YaYa's (young & young adults). Targeting a faster and easier expansion via franchising, Chayan Bhattacharjee, CEO, Ohana Group, tells us the details.
What is YaYa's business and what is its USP?
YaYa’s is a business venture of Kolkata-based Ohana Group that has an established business reputation in hospitality, media and entertainment. Over the years, Ohana has positioned YaYa’s as an important front in the fine dining sector with great insight and complete know-how of the business.
YaYa’s Food Cart is a hassle-free take-away kiosk concept that connects with new-age casual eaters to offer ‘food on-the-go’.
Since there are a number of companies serving fast food, what are YaYa’s differentiating factors?
We have an assortment of the popular fast foods available in various cuisines, viz, North India, Chinese, South Indian, Gujarati and so on, that not only offers a great variety but something for all too.
Food-Cart industry in India has very limited players in the market. With aggressive expansion plans, we want to be a rage in the industry, to hold maximum market share with dominant presence in the space.
How many outlets do you have and what are your expansion plans?
The management has already placed 35 contracts with some of the leading names like Brand Factory, Home Town, Big Bazaar, Spinach and Spencer’s in and around Kolkata. However, the company is in the process of setting up operational units in other regions as well and is looking for a pan India expansion in a phase-wise approach.
How do you source your products?
Our operations and logistics are the backbone of our business and we have made them extremely robust for smooth and easy functioning. Our model offers minimal hassle of cooking, eased through our centralised processing base that avoids the sweat of procuring or processing raw materials.
We are associated with an NGO called 'Silence', through which we engage one 'differently-abled' person at franchised kiosks falling under our social responsibility area, therefore, creating tremendous aspirational value and captivating goodwill for the brand.
How important is localisation for YaYa's in terms of different taste, size and price?
Very important! We will customise the regional food preferences based on the demand of the consumers.
What kind of training and support will a franchisee get while partnering with you?
All the expenditure involving the cart development, equipment placement, etc, is provided by us. We also facilitate support through minimum guarantee on rent and human resource.
The food is delivered twice at the franchisee counters through a process cycle set by us. An order book maintains records of the franchisee orders for easy operations.
Royalties are charged on revenue basis from the franchisee. The kiosks/carts are allowed to follow 'Rent-to-Revenue' model to achieve financial viability.
We provide one week of initial training for easy understanding of the business. Weekly visits are conducted for regular supervision. Consistent quality checks and price checks are conducted at the franchisee kiosks ensure quality maintenance.
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