In an exclusive interview with Restaurant India, Anirudh Poddar, owner of Chai Break unveils about loyalty programme offered to customers.
Please share your entrepreneurial journey and what led to inception of this brand?
Chai Break was incepted in 2010 with a small outlet of 40 sq ft in a kiosk model and then we developed a small café model in early 2011. After success of this experiment, we launched our flagship store in November 2011. The idea behind this establishment was a thought that there is no good place to have a cup of tea, which tasted like home or as prepared by expert dhabas. After a long time, while meeting school friend Aditya Ladsaria, now my partner, the thought of creating this place with a difference came to our mind.
How many stores are there under your brand name today and what is the average store size?
We have seven stores with an average size of 2000 sq ft.
What are the different types cuisines served at your restaurant?
Italian, Chinese, Indian, Thai, Mexican food and many more are served at our restaurant.
What are the challenges with growing your business– i.e. maintaining standards, brand integrity, customer experience etc and how have you met these challenges?
We started from a very small level, so we have seen ourselves evolve with all sorts of problems such as customer complains, food complains etc. After facing these issues we exactly know what our customers look for. As we usually have high man power and turnover, one of the biggest problems we face is to train them.
Can you tell us more about your business operations from the standpoint of loyalty Program, technology (Hardware & software), raw material sourcing and talent recruitment & training?
We have a loyalty programme, which has been designed by our marketing team to retain our customer base and have been using capillary solutions for it. Customers will also have some free points from every last purchase which motivates them to drive to the café.
Our raw material sourcing is mainly done from Kolkata, but there are certain items like cheese, kesar and few more which are sourced from Delhi. We believe in creating opportunities inside organisation for employees to showcase their talent and work that assist them to grow. .
Do you have a growth target for the next few years and can you reveal any strategy on how you intend to achieve them?
Yes, we plan to open a minimum of four outlets in 2016 – 17. The strategy is to double our turn over.
Where would you like to see your brand in the next 5 years?
In next five year, I would like the brand to be spread Pan India, serving good food and beverage across all classes, major cities and B towns.