Sizzling success

Catering to the taste buds of its consumers by offering live barbeque is Sizzling Grillz, a chain of fine dine restaurant. In an interview Anwar Ali, Managing Director, Sizzling Grillz briefs about the debut of the brand and its long term goals.

Abha Garyali (AG): How did the brand ‘Sizzling Grillz’ originate and how has been its entrepreneurial journey so far?

Anwar Ali (AA): Established in 2010, Sizzling Grillz is a chain of fine dine restaurant started in Hyderabad. The Company recently adopted franchising and in a short span of time the brand has got success in finalising franchise in Bangalore and Bangladesh. The pipeline projects are in Kuwait and Jammu. The short term goal of the company is to come up with 3-4 franchises by 2012.

AG: What is the USP of Sizzling Grillz? How is it different from other restaurants?

AA: Sizzling Grillz brings a unique fine dining experience with live barbeque on the table where one can make veg. and non veg. kebabs on one’s personal grill embedded in each table. The concept is clubbed in a buffet package which also includes an exquisite range of crunchy salad and mouth watering desserts to complete your perfect dining experience.

AG: When and what inspired Sizzling Grillz to adopt the franchise route for expansion? Where do you see the brand in five years?

AA: After achieving success in franchising ice cream parlors and bakeries, Maverick food solutions made a decision to franchise its fine dine restaurant brand, ‘Sizzling Grillz’. In the long term goal of five years the company would like to appear in top 10 franchise restaurant of the country and open multiple outlets across the major cities both company owned and franchised.

AG: What according to you is the scope for aspiring franchisees in this business? What can you say about its future success in the country?

AA: Sizzling Grillz is certainly good for the long term and stable career perspective for young entrepreneurs and people having moderate budget for investment. The ROI can also be seen in the initial six to eight months. Franchisees will be able to witness a gradual and steady increase in the business volume. With a well qualified and trained team the company encourages people, not necessarily from food industry, to partner with it.

AG: There is lot of competition in F&B industry with lot of brands having already established themselves. What is your take on this?

AA: Today’s market is very dynamic and competitive. We do pose a risk of losing uniqueness of the concept due to active media, improved communication and weak laws for intellectual property. However, in the long run it is not the idea alone which can get success. An entrepreneur needs expertise and professional people to bring the sustenance in the business.

AG: How many franchisees do you have at present? What are your future expansion plans?

AA: Currently, we have one operational outlet in Hyderabad and the Bangalore franchise is expected to be operational from Oct 2011. The pipeline projects are in Kuwait & Jammu.

AG: What are the qualities and qualifications that you seek in your franchisees? How much investment is required by aspiring franchisees?

AA: We are looking for franchise partners who can dedicate time to this business and have basic knowledge of people management, business management and food and beverage industry. Regarding the investment capacity, risk ability and market potential we have designed three formats of our business model. The investment range is from Rs 25 lakh to 80 lakh.

AG: How does the company support and train its franchisees?

AA: To start with the company provides market survey, location selection assistance, restaurant design, branding, marketing, staff procurement, vendor/ supply chain setup and kitchen staff etc. The brand also provides new recipes, advertisement campaign, staffing backfill, period audit. We have complete set of training material to do the knowledge transfer.

AG: What challenges do you see for your franchises? How can they overcome the challenges?

AA: The biggest challenge is to give same kind of experience in regard to good quality food and services across all the outlets.  However it can be managed by proper training and knowledge transfer to all the franchisees.