Happy Hakka, the â€˜Joy of Chineseâ€™ is designed to offer a new kind of dining experience for customers who are quick, smart and hassle free. Talking to RI, Gautam Ghai, CEO at Happy Hakka speaks about his next stage of expansion plans.
Happy Hakka was born in Noida on Feb 2015 with the desire to do something about the absolute lack of fresh, wholesome, consistent delivery/takeout experience in the Asian food segment at a value centric price point.
What are the challenges you face at the time of online orders and delivery?
The main challenge in an online order is the fake orders, case of Cash on Delivery orders. However, once the online order portal is integrated with our POS, Online orders are great. Similarly, during delivery the frequent traffic jams, timely deliveries are the main challenge. However, we deliver within five Kms of our outlets to mitigate the risk of delay.
Who are your target customers? Do you see any threat from your competitors?
Our target customers are family as it is a fast casual restaurant, young working couples who look to order good healthy food at value prices on a regular basis.
With a growing number of food delivery outlets coming up, competitors definitely pose a challenge at regular intervals. We, as a firm, like to constantly innovate and stay aware of the market competition in order to ensure our service and quality remains top notch.
What according to you is the top selling menu in your restaurant? What is the revenue generated out of it?
The top selling dish is Hakka Noodles and it contributes about eight to nine per cent of total revenue. But the most popular and appreciated dish is the Khao Suey, which contributes four to five per cent of total revenue.
How much social media is included when marketing?
We place great emphasis on all platforms of social media. It provides great returns. Almost 50 per cent of our marketing is based on social media platforms and that includes our pages as well as aggregators. We generate a good amount of orders through social media websites.
What is your expansion plans?
Currently, Happy Hakka has four locations in Noida, Lajpat Nagar, GK-2 and Vasant Kunj. We're in the process of opening up in Gurgaon which is coming up in within 45 days. By early next year, we look to expand in tier-2 cities across Northern India. The target is to complete 35 stores within next 18 months.
We're also looking to take the brand to other cities and want to focus on non-metro cities of the country as we realise that the real potential and market lies there.
What was your initial funding?
The initial funding was two crore. Even Ajay Relan, Founder and Managing partner of CX Partners has invested one crore at an early stage of the company.
What is your revenue? What is your target revenue?
We generate about eight lakh per store per month. And now the target revenue is ten lakh per store. We have already received angel funding from Ajay Relan, CX Partners. Yes, we are in talks with some big market players in this space.
Food tech like Dazo has shut its operations and SpoonJoy has closed its service in Delhi. How do you find yourself balancing in the current scene?
Happy Hakka was created to fulfil the market gap and also a profit generating model with GMV’s of 60 per cent. We do not believe in burning money outright. We ensure our company is fundamentally sound in terms of operations and cash positive at every stage, before we look to move into the next stage of expansion.