Lenexis Foodworks does Chinese junk food under the brand name Chinese Wok, formerly called Wok Express; and Indian food under the brand nameBig Bowl Chinese Wok and Big Bowl run in around 200 shops throughout 25 cities. Lenexis Foodworks has a nine-year-long tale in the food service. Cracking down on customer understandings and riding the technology wave to attain uniformity and range, their Founder, Aayush Agrawal, informs us their tale.
Tell us concerning the understanding that birthed your food brand names.
We knew that Indo-Chinese is the 2nd most favored food after Indian food in the nation. And there aren’t lots of QSR brand names at range that offer Chinese food inIndia We began Wok Express in 2015 and tailor-maked our offerings for the Indian taste.
India was never ever a bread-eating society. Our key diet regimen was rice. That is why our offering is various from a Subway, McDonald’s or Domino’s– they have bread in their offering and we have noodles and rice.
Chinese food has actually constantly been eaten in India, either in dining establishments or on the roads. Our offering is someplace in the center of those cost factors. So we have the possibility to take both dining establishment laid-back restaurants and individuals that delight in road food.
We are honored to claim that in the last 9 years, we have actually had the ability to develop the biggest Indian QSR Chinese brand name. Our significant supremacy remains in Tier 1 cities, where 85% of our shops are, presently. We are additionally existing throughout shopping malls, high roads and dark cooking areas and we use 3,000-odd individuals.
Lenexis Foodworks has a distinct company-owned, company-operated (COCO) service design. Why is that?
Being COCO is a distinct design for an Indian firm and even for multinationals that generally go the franchise business path. We do it due to the fact that by doing this, we have the ability to preserve our high quality criteria and educate the group based upon our needs. We desire our clients to obtain the most effective high quality experience throughout our shops. We’ve been fortunate with the reaction that we’re entering nearly all markets where we are a leading gamer and will certainly quickly take on bigger multinationals in regards to numbers.
What have been the most effective methods to connect to possible clients?
We do accuracy advertising and marketing via electronic. And we market on Swiggy andZomato The collectors are where great deals of the distribution service originates from. Delivery collectors have actually made points less complicated for dining establishments and food providers due to the fact that they deal with the last mile distribution. But at the exact same time, if you intend to stick out from various other gamers provided on their system, you need to do your advertising and marketing. Otherwise, you’ll wind up needing to commoditise your offering and contend for cost, which we do not desire to do.
Have you saw any type of substantial modifications in customer practices in the food service?
Dine- in numbers are back up to pre-Covid numbers. However, in specific mini markets, customers still have not returned to their workplaces and IT parks– they’re still functioning from home. People are price-sensitive and seek reduced offerings, however the brand name pull that originates from advertising and marketing and brand name projects most definitely lowers cost level of sensitivity. The variety of shipment has actually additionally boosted. To solution them, we have actually begun dark cooking areas in areas where eating in restaurants does not exist as a lot, which has actually succeeded for us.
The customer is ending up being progressively wellness and environment-conscious. Does that have a result on your brand names’ offerings?
In regards to ecological awareness, we have actually constantly offered and supplied our food in multi-use plastic as opposed to single-use plastic. Health awareness, I think, is a little and certain market today and it is extra for self-made food. When it concerns dining establishments and dining in restaurants, individuals like to delight.
What do the growth intends resemble?
We’ve seen varieties been available in from our Tier 2 and Tier 3 growth. We have actually become aware due to IT parks and schools turning up in Tier 2 and Tier twos, there is a substantial need. Up till in 2015, it was an untapped market for us. Now, 80% of our brand-new 100 shops will certainly remain in Tier 2 and Tier 3 markets. We’re additionally seeing that in a great deal of areas, the supply develops its very own need. I think that will certainly be the India tale for the following couple of years, not simply years.
