My entrepreneurial journey has been a deeply rewarding experience, especially with 99 Pancakes. After over 20 years in business, the most fulfilling aspect has been witnessing the joy and excitement our customers feel when they enjoy our pancakes. Building a brand that people genuinely love and crave has been a significant achievement. The connection with customers, who often share their appreciation and enthusiasm for our products, constantly reaffirms the hard work and dedication we’ve invested into the business. These moments of satisfaction inspire me to continue innovating and growing, making the journey both meaningful and motivating.
The inspiration for starting 99 Pancakes came in 2017 while I was conducting research for a new concept within my catering business. During a collaboration with a friend, we realized there was a unique opportunity to open a café focused entirely on pancakes—something that hadn’t been done before in the country. The name “99 Pancakes” holds personal significance for me as well, as it marks the year I started my first venture, back in 1999, which was a pivotal moment in my entrepreneurial journey. We also wanted to make pancakes accessible to a broader audience, so we priced them starting at Rs. 99, offering delicious and creative options without compromising quality. The experience has been incredibly rewarding so far, as we've seen our concept resonate with customers and continue to grow.
For FY25, 99 Pancakes has ambitious expansion plans. Currently, we have 50+ outlets across 17 cities, and by the end of this calendar year, we aim to expand to SEVERAL more cities, particularly in Maharashtra and Gujarat. Looking further ahead, our goal is to reach 200 outlets by December 2025. This rapid growth will allow us to introduce our unique pancake offerings to more customers and strengthen our brand presence nationwide.
Additionally, we’re actively exploring opportunities in international markets. While our primary focus remains on solidifying our domestic presence, we believe our innovative concepts and commitment to quality will resonate well with international audiences. We’re currently conducting market research to identify regions where 99 Pancakes can thrive and expand globally.
In the next five years, we envision 99 Pancakes expanding to all major cities across India, becoming a household name in the dessert industry. Our growth strategy will not only focus on the domestic market but also on key international locations, including Dubai, Bali, Bangladesh, and Sri Lanka. By establishing a strong brand presence and tailoring our offerings to local preferences, we aim to introduce our unique desserts to new audiences and create an unforgettable experience for dessert enthusiasts worldwide.
We have embraced technology to fuel our brand's growth and expansion by incorporating several essential digital tools. We've partnered with online delivery platforms such as Zomato and Swiggy, while also developing our own app and website to ensure smooth online ordering. Digital marketing via social media has been crucial in enhancing brand visibility, connecting with customers, and nurturing a loyal community. By leveraging data analytics, we are able to personalize our offerings and continuously improve the customer experience.
At 99 Pancakes, we're excited to tap into the growing markets of Tier II and Tier III cities by offering high-quality, affordable treats that everyone can enjoy. Our value-for-money pricing, including ₹99 pancakes and waffles, is designed to cater to budget-conscious customers who still seek quality. As we expand, we'll focus on strategically placing outlets in high-traffic locations such as shopping malls and local markets to make our products more accessible. To reach a wider audience, we're utilizing digital platforms, partnering with popular food delivery apps like Swiggy and Zomato, and offering a seamless online ordering experience through our app. Building strong relationships with our customers is key, so we'll actively engage with local communities through targeted social media campaigns and influencer collaborations. By maintaining a focus on quality, consistency, and providing a fun, family-friendly atmosphere, we're confident that 99 Pancakes will become the go-to destination for dessert lovers in Tier II and Tier III cities.
Influencer marketing is crucial for F&B brands, especially in today’s digital-first landscape. It plays a significant role in boosting brand awareness, reaching target audiences, and fostering customer engagement—particularly in an industry like food, where visuals and experiences are key. In the F&B sector, influencers—whether macro or micro—help humanize the brand, showcase products authentically, and build consumer trust. Their ability to create relatable and engaging content around food often results in higher conversion rates, as followers are more likely to trust their recommendations than traditional advertisements. At 99 Pancakes, we've embraced influencer marketing as a core strategy, particularly for new product launches and special campaigns. By collaborating with food bloggers, lifestyle influencers, and local creators, we craft authentic, engaging content that resonates with our audience. Influencers highlight our visually stunning desserts, new menu items, and limited-time offers in a way that feels natural and relatable, generating excitement and awareness around our brand. Their trusted recommendations not only enhance visibility but also encourage their followers to visit our stores or try our products, helping us expand our customer base and build deeper connections with our audience.
Franchising has become a vital business model in the F&B industry, particularly for brands aiming to scale rapidly and efficiently. It enables brands like 99 Pancakes to expand their reach without shouldering the full cost and responsibility of opening new outlets. By partnering with local entrepreneurs, a brand can leverage regional expertise, minimize operational risks, and accelerate growth. Additionally, franchising ensures a consistent brand experience across multiple locations while facilitating faster market penetration, which is essential for maintaining a competitive edge in the fast-moving food industry. Looking ahead, franchising will likely remain a central part of expansion strategies for many F&B brands. As consumer demand for convenience and quality continues to rise in both Tier I and Tier II cities, franchising provides a proven pathway to meet this demand in diverse markets. For 99 Pancakes, franchising will not only help us expand quickly across India but also enable our entry into international markets like Dubai, Bali, Bangladesh, and Sri Lanka. With the continued rise of digital platforms and evolving consumer preferences, franchising models are expected to become more adaptable, incorporating delivery-first or cloud kitchen concepts, allowing brands to quickly adjust to shifting market trends.
At 99 Pancakes, we provide extensive support to our franchisees to ensure their success. This includes staff training programs, centralized marketing assistance, and guidance on local promotions. We also offer operational support, supply chain management, and access to premium ingredients. Our franchisees benefit from integrated technology, such as POS systems and online ordering platforms, to streamline operations and improve the customer experience. Additionally, we provide menu innovation support, helping franchisees stay current with new products and seasonal offerings. This comprehensive support system enables franchisees to grow their businesses while maintaining brand consistency and quality.
