India is witnessing entry of foreign F&B brands at a large scale. In this competitive market establishing a brand can be challenging. Arnav Saluja, Chairman, Beverly Food & Beverages- Master Franchisee, Mr. Sub, India shares how the brand has strategised its business plan to expand this Canadian cold submarine sandwich chain in India.
Challenges you see in Indian market for establishing your brand.
The biggest challenge for anybody is revamping and creating a new product. Devising a new strategy all together within the brand parameters for a different market and getting it right according to consumer tastes and preferences is not simple. Another big challenge is getting the human resource. There is a lot of talent pool but directing and channelising it towards you is a task today.
How have you planned the brand expansion?
We are planning to open 25 stores by March in Delhi NCR. Our prime focus is on this region. In the second fiscal we shall move down to Bombay, Bangalore, Pune and Hyderabad. Following this we wish to expand in tier II and III cities with a mix of company owned and franchise model. We are looking at a total of about 250 stores in next two and a half years.
Franchise model is quite profitable. One can expand with company owned units as well but franchising helps others also to get associated with your brand. One could open company owned stores with ease, but with franchising, you expand, gain brand recognition and more people get attached to the brand. This way you are enabling the people to grow as well and not just the company.
Tell us about the presence of Mr. Sub in India.
Presently we have a total of two outlets in Delhi. First one opened up at SDA market and the second one is in West Patel Nagar. We have five more outlets coming up. One outlet is in pipeline at Connaught Place. Other locations include Defence Colony and GK1. We are in talks with malls at Vasant Kunj and Gurgaon. We are coming up with outlets in RK Puram, Kamla Nagar and Model Town. We will open up at Galleria market and Sector 29, Gurgaon.
Why did you choose master franchising over joint venture?
Though joint venture helps in creating a brand together without having the responsibility on one person alone, master franchise route suited me. It helped me to use my creativity.
Will you be sub franchising further?
Yes, we are in the planning phase of sub-franchising, so we are open for franchisees as well.