How Goli Vada Pav has grown from ethnic to a 'digital' brand

Over the years Goli Vada Pav has grown its brand presence in India. By setting a trend of franchising into the Indian brand, the Vada Pav chain has grown close to 350 stores within 11 years of time targeting at around 88 cities in the country.

And, as it moves towards a serious expansion, the ethic brand is looking to move forward by turning into a digital brand. Recently, Goli has started The Android and ios compatible app in Bengaluru, which will be soon hitting Mumbai, Gurgaon and other cities in the phase manner to make the delivery more comfortable.

According to Venkatesh Iyer, CEO and Co-Founder, Goli Vada Pav, as customers’ is innovating and becoming friendly with the digital space, evolution is the way forward for any brand who is looking at a bigger pie of the fast growing Indian food service market.

“We have rolled out a mobile app to enable customers to order from across our 85 stores in Bengaluru as a pilot market to understand customer buying patterns and price points. We will enter Gurgaon and Mumbai soon, expanding to tier-II cities,” adds Iyer.

The group has also launched golibadapav.com, for placing orders online which is accessible at certain locations in the cities where it has launched the digital campaign.

"We are focusing on three things right now, the local area marketing, new products, and at the store level (operations) and new channels,” points Iyer who has also brought people from food majors like ITC, McDonald’s, Unilever, Britannia to scale and build the business of a local food.

According to him, today there is lots of opportunity in all the food segments in India, as the customers who prefers a burger on Monday, prefers Pizza on Tuesday and heads to vada pav the other day.

“We should always integrate with online, because more people are online today and we are eyeing 20-25 per cent business from digital space,” believes Iyer.