Director of Lenexis Foodworks Pvt. Ltd. Aayush Agrawal tells Restaurant India 70% profit at Wok Express comes from dine-in and 30% from the delivery format.
Wok Express is India’s first Asian food brand in the QSR space, launched in May 2015. Having started the first outlet at Pali Naka in Mumbai, the chain soon expanded to Kemps Corner, Churchgate and BKC in the city within the year.
Wok Express offers its patrons a fun experience with its cool ambience and menu. The various cuisines served at the restaurant are baos, dumplings, chicken wings, soups, appetizers, mains and bubble teas. Also, the iconic ‘Make Your Own Wok’ now Chinese Rice and Noodles Bowl - are a customized meal where you choose your noodles/rice, vegetables or meats and sauces. The menu comprises a wide range of pan-Asian cuisines which predominantly includes Thai, Chinese, Japanese and Burmese food.
“We started out with just Chinese Rice and Noodle Bowls–Wok & as per the market demand we expanded our menu which today boasts of dumplings, baos, traditional appetizers and mains, all of which are popular and at pocket-friendly prices,” said Aayush Agrawal, Director of Lenexis Foodworks Pvt. Ltd.; the company owns the QSR chain Wok Express.
Chinese Rice and Noodles Bowl Woks are served in a variety of sizes like personal, medium and large. Each combination is uniquely crafted to suit the discerning Indian palate and also offers a range of food to choose from.
“Our menu changes have always been basis the customer feedback and market trends because of which, every time we have done a menu change, we have received an overwhelming response from our patrons,” said Aayush.
All outlets of Wok Express are company-owned and operated with dine-in and delivery formats. Wok Express posted impressive comparable Q2 sales for FY 2018-19 that increased to 22.4%; the overall orders during this year saw a remarkable 61.8% surge, Aayush Agrawal told Restaurant India. “The gains have come from both dine-in and delivery sales. 70% of our business comes from dine-in and 30% from delivery,” said Aayush.
Rice or Noodle Bowls as a concept is at a nascent stage and is evolving. It will continue to grow in the coming years with a loyal customer base. “At Wok Express, we are growing at 50 percent growth rate per restaurant and aim to be the market leaders in this space,” added Aayush.
The QSR brand, currently, has 35 restaurants across the city and is soon moving into other key cities in India including Delhi, Hyderabad and Bengaluru aiming to take the restaurant count to 100 in the next three years.
Indians are now warming up to the mixed bag of cuisines and flavours available to them. Chinese cuisines are among the second most preferred cuisines in our country. They have tickled the Indian taste buds. “We take customer feedback very seriously and periodically introduce products to our menu which are relatable and cater to the Indian taste buds,” said Aayush.
Rice and noodle value bowl starting at Rs 55 for vegetarian and Rs. 85 for non-vegetarian. Apart from these Chicken Wings, Baos and Refreshing Coolers are extremely popular among the customers.
At present, Wok Express has 35 outlets across Mumbai and Pune.