Talking to Restaurant India, Aayush Agrawal- Director, Wok Express shares about his idea of starting make your own meal concept.
When is Wok Express started?
Wok Express is started in May 2015 with Sakinaka and expanded to Lokhandwala, Church gate and BKC in last one year. The response is very good as it is a new concept in the market and today we are operating 5 outlets in just one year.
What was the thought that made you start this concept?
The concept is making your own wok and the customer makes his own meal with his own preference and choice. You can customize by first choosing your own base (steamed rice, wheat/ramen/soba noodles, or skip the base), then choose your favourite fresh vegetables or meats and lastly the sauces, which range from traditional teriyaki to more adventurous ones such as Massamam curry or Black Bean. Each preference is uniquely designed so that you will always have something new to try at Wok Express.
How has been the response?
The customers are very happy and good number is coming to us with a loyal customers making to our restaurant. We are growing at 40 percent growth rate per outlet.
What is the driving factor that keeps you going?
The driving factor is that there is no Chinese QSR in good environment and I think that is a tremendous scope and that’s what we are bringing to the table. And, we want to expand very quickly so that India can have good affordable Chinese restaurants.
Going forward what is the expansion plan?
In five years down the lane we want to be at 125 locations in India. We can have 20-25 restaurants alone in Mumbai. Our entire effort is to expand the restaurant. We are looking at areas like corporate hubs and neighbourhood areas.
What was the unique marketing strategy?
Right now what traction we are getting is all because of word-of-mouth and online and social media marketing.