"A concept with a good value and a great experience for the customers" - Sanjay Chhabra, Co-CEO, Jamie's Italian and Pizzeria, India
Q- How did you get into the food business? Take us through the journey?
As an entrepreneur, promoter and veteran in the Indian food and hospitality market, I have been in this industry for a decade now. It started with home grown brands. I started with Mapple Group, which owns hotels, catering and luxury train operations. After that we (IMM Associates, our Joint Venture partner, and us) acquired the master franchise rights for International brands like Wendy’s, Jamie's Pizzeria. Our vision has always been to bring concepts which are of a good value and give a good experience to our customers.
Q- How has been the journey and response so far for Jamie’s Pizzeria in India?
The journey has been very exciting and encouraging. The idea was conceived with Jamie’s International team from UK and we wanted to make sure that it’s really a great value. We realized that there is a gap in the market in terms of pricing and offerings’ and our product could bridge this gap. A great quality with a brilliant value and experience is what Jamie’s Pizzeria is all about. We are opening its third outlet in Mumbai in Lower Parel after the 2 outlets in Delhi. Having the third outlet open in such a short span of one year is itself a testimony of the fact on how successful we have been.
The product is very well accepted and we are at a very sweet spot in terms of product pricing. We have a very casual environment and the ambience of a very young and a cool product. I would also like to add that we have done a lot of evolution of our product to suit the local palate. Menu has evolved and has a good variety of products’ that everyone would love to taste. Overall the response is great!
Q- If you could share your role in the brand and your expectations from the third outlet?
I am the Co-CEO of Jamie's Italian and Pizzeria in India with our Joint Venture partner Jasper Reid (CEO and Founder of IMM Associates). Honestly, we are so privileged to be open in Mumbai, joining such an exciting food scene, and it is something we have wanted to do for ages. I expect the restaurant to do what we have done in Delhi with our other two Pizzerias i.e. serve the freshest pizzas at amazing prices. Now I can't wait to hear the feedback of our Mumbai customers.
Q- Any major challenges that you faced?
Real Estate and the reason being that retail Real Estate is very expensive and hard to find. Getting a place at an area which has a good footfall is a big task. The rent to revenue ratio is something that is a big challenge, not only for us but for everyone in our industry.
Q- What is Jamie’s Pizzeria doing on the experiential marketing front?
We are doing and have planned a lot in terms of experiential marketing. To start with, we had a kids group and we started by teaching them how to cook a pizza. I would like to share a simple example of the kind of events and activities that we do. We once hosted a birthday party for a girl wherein we taught all her friends to cook pizza and also allowed them to cook it there and then. As a matter of fact, Jamie’s Pizzeria International is very active on this front to give a different experience to the customers. We have a full calendar of event planned for the same. The young generation is actively involved through these activities and it is much above than only the commercial offers that we give. T name some, Jamie's Italian does wine & nibbles nights, cooking classes (one on one, group sessions, school lessons), mocktail classes, cocktail classes, Italian festival, book launches (Jamie's Super Food), CSR-cooking lessons, work experience, etc. Also, Jamie's Pizzeria by Jamie Oliver conducts pizza making classes, eating competitions, nutrition classes, etc. to name some.
Q- What are your thoughts on the concept of event catering?
It is definitely on the cards. We will soon have something called mobile Pizzario launching soon and the blueprint for the same is being created. It will enable us in doing outdoor catering of Italian cuisine and thus will not limit us with geographical boundaries in delivering great food and experience to our customer.
Q-After Delhi and Mumbai, which will be the next market?
We have the franchise right for the entire country and we definitely have plans for expansion. I feel that Delhi and Mumbai alone are very large markets and there is a huge scope in these markets itself. We will also be soon launching in Southern part of the country. A lot of markets in Tier 1 and Tier 2 cities have a huge potential for our concept and these will our target markets for the coming years.
