In 2006, buffets were all the rage for Indian food lovers, and Prosenjit Choudhury, the culinary expert at Sayaji Hotels in Indore, wasn’t satisfied with the usual. He wanted to add some creativity to the dining experience for those who considered eating out a special tradition.
Imagine the buffet scene in 2006, like a popular rock concert. Prosenjit Choudhury, the restaurant manager, felt it was time to spice things up. Armed with bold ideas and culinary brilliance, he set out to change the way people dined, making it more exciting and daring.
Gone were the days of dull buffet routines. Prosenjit aimed to make a statement with Barbeque Nation, a rebellion against ordinary dining. He envisioned a dining adventure where food wasn’t just served; it was a show, an event, a celebration of the art of eating.
So, with skewers in hand and a passion for tantalizing taste buds, Prosenjit Choudhury introduced Barbeque Nation—a culinary carnival that took the food world by storm. No more mundane buffet lines; now patrons became the masters of their meals, grilling their way to a gastronomic extravaganza.
In 2006, Barbeque Nation wasn’t just a restaurant; it was a revolution, served skewer by skewer. As Indian food enthusiasts flocked to join this carnivorous celebration, the success of Barbeque Nation became more than a story of culinary victory; it was a clever declaration that dining out could be much more than an ordinary buffet. Here’s to Prosenjit Choudhury, the culinary pioneer who transformed dining into a barbecue bonanza!
“From Cold Disasters to Hot Triumphs: Barbeque Nation’s Journey Unveiled!”
Once upon a time in the exciting world of cooking adventures, our hero had a brilliant idea to solve the problem of cold appetizers. Imagine unhappy customers faced with cold starters – a real disaster! Our main character’s genius solution? A live grill! Because nothing says “excitement” like grilling right in front of your hungry eyes.
With the courage of a culinary pioneer, he quickly approached his boss, Sajid Dhanani, and pitched the idea faster than you can say “medium-rare.” To everyone’s surprise (or maybe not), Sajid gave an enthusiastic green light, no second thoughts, no hesitation. And just like that, the hotel became a sensation with the birth of the legendary “live-grill” counter, marking the beginning of the Barbeque Nation era!
Now, imagine this culinary fairy tale unfolding in Pali Hill, Mumbai – a luxurious haven where even the air smells like success. Our visionary from Bangalore, Sajid Dhanani, decided to launch the first burst of flavor right here. And oh boy, it was a huge success! The debut outlet became incredibly popular, spreading rapidly. By the end of 2008, Barbeque Nation had conquered major cities – New Delhi and Bengaluru embraced the barbecue revolution.
The Secrets Behind Barbeque Nation’s Triumph
Barbeque Nation didn’t climb the success ladder by sticking to a single winning formula. Oh no, this culinary sensation has more tricks up its sleeve than a magician at a carnival.
Here’s the lowdown on how they turned grilling into a global sensation:
Location:Barbeque Nation doesn’t play the snobbish game of setting up shop only in posh neighborhoods. You won’t just stumble upon it in some high-end mall—no, you might find it sandwiched between an ordinary shopping mall and your local street corner. This clever move helps them keep their rent-to-revenue ratio 10% lower than those haughty casual dining places.
Price: Keeping it Real Since 2006
While others were busy inflating their menu prices like a balloon at a kid’s birthday party, Barbeque Nation decided to keep it real. Back in 2006, a live grill and a full buffet set you back INR 450/person. Fast forward twelve years, and it’s still a steal at INR 599/person.
Small Cities, Big Appetites
Barbeque Nation isn’t a snob when it comes to cities either. Metro? Pfft. They’ve set up shop in places like Jammu and Guwahati. Since 2016, they’ve been on a spree, targeting tier-2 and tier-3 cities like they’re going out of style. Launching 64 outlets in cities such as Meerut, Madurai, and Tirupur, they’ve turned into the neighborhood grill for everyone. The result? Their turnover saw a growth spurt, going from INR 4.3 crore to a mouth-watering INR 10.2 crore between FY-2013 and FY-2017.
Feedback Frenzy
Barbeque Nation knows that customers hold the secret sauce to success. So, they play it smart by gathering feedback from 20%-25% of tables within 24 hours. They call it the “Guest Satisfaction Index,” but we call it a genius move. Negative review? No problem.
The regional manager swoops in like a superhero, personally resolving issues faster than you can say “extra barbecue sauce.” And if that doesn’t cut it, the CEO himself steps in to save the day. Talk about customer service with a side of sizzle.
Spicing it Up Locally
When Barbeque Nation hit a roadblock with their Lucknow outlet’s biryani, they didn’t throw in the apron. Nope, they embraced the local flavor game. CEO Kayum Dhanani spilled the beans on their Lucknow biryani hiccup, admitting their “Mumbai-style” biryani didn’t quite cut it. What did they do? Hired a local chef who spoke the language of taste buds in Lucknow, turning their frown-inducing biryani into a local delicacy.
Barbeque Nation isn’t playing hide and seek; it’s spreading its flavorful wings internationally! The sizzle isn’t just confined to India; we’ve got hotspots in the Middle East and North Africa, raking in the cash because, well, who doesn’t love tax-free feasts?
Among the best companies to work
Barbeque Nation has been recognized as one of the premier companies to work for, according to the “Great Places to Work” survey conducted by Economic Times in 2019. Securing the 13th position in the comprehensive list that encompasses workplaces across various categories, this accolade underscores the company’s standing as a preferred employer among the urban youth. Beyond its acclaim among diners, Barbeque Nation stands out as an esteemed workplace, as evidenced by its notable ranking in the survey.
Furthermore, the same survey identified Barbeque Nation among the top 10 employers within the Indian retail industry in 2019. This acknowledgment highlights the company’s commitment to fostering a positive and conducive work environment, placing it among the leading employers in the retail sector.
Business Model Overview of Barbeque Nation
Dining of Food and Beverages
Barbeque Nation specializes in providing an extensive array of vegetarian and non-vegetarian starters, complemented by a diverse range of main courses and innovative desserts. The dining experience at Barbeque Nation is characterized by prompt and courteous service, set within a casually elegant atmosphere.
The brand regularly hosts themed food festivals at its establishments, featuring a mix of Indian, Fusion, and International cuisines. Customers can enjoy a variety of beverages, desserts, and North Indian dishes, including delectable kababs.
Marketing and Promotional Activities
Barbeque Nation employs a multifaceted approach to marketing and promotions, utilizing various strategies to enhance brand visibility and engage with its target audience.
Influencer Marketing
As part of its influencer marketing strategy, Barbeque Nation collaborates with renowned food bloggers. For instance, the promotion of the “Jatt Set Go” Punjabi Food Festival campaign involved a partnership with Gurpreet Singh, popularly known as Mister Tikku. Leveraging his substantial social media influence, the brand effectively showcased its new dishes across different platforms, thereby maintaining a strong presence in the audience’s awareness.
Social Media Marketing
The brand actively runs campaigns and contests on diverse social media platforms to attract and engage a broader customer base. Notably, the “Jatt Set Go” campaign included the successful “Ask Makkhan” initiative, which garnered significant attention and participation on various social media channels.
Video Marketing
Recognizing the power of video as a highly engaging tool, Barbeque Nation incorporates video marketing into its strategy. For instance, promotional videos for the “Makkhan Singh Makkhan Lagake Chala Gaya” social media campaign achieved over 3 lac views in a short timeframe, effectively capturing the audience’s interest.
Offline Promotions
In addition to online strategies, Barbeque Nation utilizes offline promotional tools to reinforce its brand presence. During the “Punjabi Food Festival” campaign, the brand’s ambassador, Makkhan Singh (Mister Tikku), surprised customers by visiting outlets, engaging in casual conversations about food, and providing entertainment through various fun activities.
Information Technology (IT)
Barbeque Nation’s Information Technology (IT) infrastructure serves as a critical asset for the brand, playing a pivotal role in monitoring and enhancing overall operational performance. The utilization of IT systems is particularly notable in the meticulous assessment of guest feedback through the internal Guest Satisfaction Index (GSI), a key metric employed to evaluate the performance across all restaurants under the brand.
The integration and coordination of diverse functional areas within Barbeque Nation, encompassing sales, accounting, purchase, inventory, Human Resource Management (HRM), project systems, and reporting, are efficiently managed through the adept use of their IT systems.
These systems are instrumental in overseeing various facets of the business, including but not limited to budget planning, meticulous inventory tracking, ensuring the seamless operation of the business, and judicious product allocation across different restaurants within the brand. The comprehensive functionalities of Barbeque Nation’s IT systems underscore their strategic role in optimizing business processes and fostering operational excellence.
Conclusion
In conclusion, Barbeque Nation’s journey is a narrative of culinary rebellion turned into a global triumph. The brand’s ability to blend innovation, customer-centricity, and strategic acumen has positioned it as a pioneer in the dining industry, offering not just food but a celebration of flavors and experiences.
