Quick Service Restaurant (QSR) format is increasingly addressing the rising demand of varied food services in India. Marrybrown – the restaurant chain that’s come to be synonymous with lip-smacking food and all round family entertainment plans to make a significant impact in this space. In an interview with Mr. C Arthur Hill, Franchise Manager, Marrybrown India shares the expansion and future plans of the company.
Tell us about the concept and origin of Marrybrown?
The company was founded in 1981 and is originated from Malaysia and today the company and its franchisees operates over 430 outlets across Malaysia, Singapore, Brunei, China, India, UAE, Sri Lanka, Africa, Maldives and Indonesia.. The food concept has a blended QSR cuisine of Indo-American food.
What is the USP of the brand? Why did it opt for the franchise growth model?
Marrybrown’s USP is ‘QSCV’.Marrybrown owes much of its success to the company’s basic values of high Quality food, fast Service in a friendly and Clean environment and great Value for money.
How does the brand plan to exploit the potential of the Indian market?
Marrybrown-India is now expanding in II & III tier cities and towns which have a great potential for food business.
How do you make sure you stay one step ahead of the competition with the other brands into the market?
We at Marrybrown-India follow our operations system very strictly without any deviations and we give our products an Indian blended taste to suit the Indian palate.
How many franchisees do you have presently in India? What are your plans for the year 2015?
We at present have thirty six (36) franchisees in South India and by the year 2015 we plan to totally have around seventy five (75) franchisees all over South India.
What all parameters do you follow before opening your outlet at a particular location?
First of all we choose the right potential investor then we choose a few happening locations and then choose the right location. We also do an online and personal survey of the location, it’s surroundings etc;
What are the qualities and qualifications that you seek for in your franchisees? How much investment is required by aspiring franchisees?
The only quality that we look at an investor is the investor’s interest and passion towards the business; its products to be sold and what exactly they are going to get into. The investment is between INR 40-70 lakhs as we have three different formats as per the investor’s expectations. The investor/franchisee should have the financial managerial resources to effectively establish multiple units of Marrybrown.
What training and support can the franchisees expect from you?
Right from the start till end of time the franchisees are given complete support and training. Initially the teams and the franchisees are given 30-45 days training on the Standard Operating Procedures which includes product knowledge, hygiene, inventory, projections etc; after that the teams and the franchisees are given operations, marketing, training, supply support till end of time.
How do you analyse this sector?
Two of the major factors to analyse this sector would be the growth rate of franchising in the market and the brands USP. People are now more ambitious and eager to take up a franchise of a popular brand with good returns.