Jeffrey Goh, Group CEO, Morganfield’s and Mocktail Bar, started his entrepreneurial journey 18 years ago. As India presents a lucrative opportunity for his brands, Goh has a bigger plan for this market. In an exclusive interaction with Payal Gulati, he shares his vision for India.
How do you perceive the opportunities in the Indian market?
What’s your franchise strategy for India? What is the criterion for evaluating the Indian partner?
We plan to grow in India through area master licensing partners. For Morganfield's, we are looking at 4 partners each covering a region namely North, South, East and West and for Mocktail Bar, we are looking at 16-18 partners. The criteria we look in a potential partner is previous F&B and business experience, financial capability to expand the brand within a stipulated period and ability to source for sites.
What kind of training and support will you offer to the franchise partners?
The initial opening team from India will be trained for 6-8 weeks in our training stores in Malaysia. For the opening of each outlet, a team support will be provided from our headquarter. Also, we will be doing quarterly inspection visits in the stores after they are opened. As usual, all training manuals, SOP and recipe manuals will be provided.
How will you set yourself apart for the competition?
Morganfield’s is the only American-inspired concept to focus primarily on ribs, especially pork ribs but we are open to localize about 30 per cent of our menu including vegetarian dishes, etc.
What’s your biggest learning in franchising business?
Finding a suitable local partner, who shares the same goal, is crucial to the success of the brand besides understanding the local market.
How big are your plans here?
We are planning to open 15 Morganfield’s outlets and 100 Mocktail Bar in 5 years.
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