In an exclusive interview with Restaurant India, Dinesh Mahajan, Director, Hwy55 Burgers, Shakes and Fries talks about driving the brand to India.
As your brand is much more than burgers, it’s about frozen custards and other classic favourites. What are the things that you're planning for India?
While designing the menu for India; all clusters were kept in mind and we pledged to intend fusion of American recipes and Indian taste palate. Of-course burgers, shakes, fries and soft beverages will be significant part of the menu. Apart from that we aim to design and integrate local delicacies with "Hwy55 twist".
What market segment are you focusing most in India and why?
Our food, procedures or guidelines do not restrain “Hwy55 Burgers, Shakes and Fries” to a particular segment. That’s why we are dedicated to serve all segments of Indian marketplace. We are dedicated to serve all.
What are you doing to make your product suitable for local customers?
Our food bites will be served non-frozen with adequate cost structure. We will maintain and regulate quality and hygiene, while operating closely with Indian Food & Health Authorities. We will introduce authentic taste, consistency in the ingredients and recipes of Hwy55 Burgers, Shakes and Fries, USA and accomplish them as per the guidelines.
Tell us about your operations in the Indian market in terms of number of outlets and expansion plans?
We are well arranged with our financial and business plans to launch “Hwy55 Burgers, Shakes & Fries” outlets. Primarily, we have developed two distinctive models. We intend to open large format with nearly 75 covers and Quick Service Format with 40 covers. Furthermore, we are orientated to operate on Highways of India. Our Master Franchise “Nimble-Bites & Infusions Private Limited” will elect and choose right locations and Sub-Franchisers. As a partner we are undoubtedly determined in making “Hwy55 Burgers, Shakes & Fries” a colossal hit and a distinguished trademark in India.
As you're starting with a franchise partner, what are the criteria that you observed while choosing the right partner?
Yes, Nimble-Bites & Infusions Pvt Ltd is our franchise and development companion of Indian Sub-Continent. Two of the directors of master-franchise partners are American residents and of Indian origin that provides an advantage that they both apprehend Indian and USA culture in a better way. Moreover, each director of "Nimble-Bites" has more than 20 years of proficiency in businesses like real estate, overseas education, consulting and many more. Criteria were financial viability, acquaintance, morality, diligent and enthusiasm to make “Hwy55”popular in India.
Considering the global trend, don't you think you are entering India a bit late? Or do you think it is the right time?
Neither we are late nor early to enter Indian market. India has already attained International food savor. Recently, Pizza establishments in India have correspondingly begun to offer burgers in their Menu. This is an extremely encouraging aspect for “Hwy55 Burgers, Shakes & Fries.” All age profiles; specifically youth of India has undeniably embraced Quick Service Food format. In our opinion, this is an accurate time to propose additional and the best American food possibilities to Indian masses.