Q] Your brand has seen rapid growth and expansion. As you aim for 500 outlets by FY27, what is the larger strategy behind this scale-up?
With strong momentum, we added 60 stores last year and now target 100 annually. Our location strategy uses multiple data points: delivery heat maps, consumer clusters, ROI, footfall, and delivery demand intensity and our business development team actively scouts new opportunities. Tier-2 and -3 cities are outperforming metros on ROI; high Desi Chinese demand and low competition make them key growth drivers.
Q] With the aim of `1,000 crore revenue by FY27, how is growth tracking, and what’s driving it?
Last year was an inflection point with over 100% overall growth and 65%+ same-store sales rise. The momentum continues, driven by new store launches, menu innovation, pricing restructuring, and focused marketing, both hyperlocal and on aggregator platforms, our key pillars of growth. Q1 has also shown healthy quarter-on-quarter progress, and we’re confident of ending the year with `1,000 crore in ARR GMV.
Q] You introduced an AR experience in your stores, which is rare for QSRs. What inspired this move, and how do you measure success?
The AR idea came from two insights: customers wait 10–15 minutes post-order, and cooking Chinese food is a skilled, multi-recipe process worth showcasing. To engage customers during the wait and highlight our chefs’ craft, we built an AR filter where a CGI chef prepares a wok dish. The response has been strong, with customers using and sharing it, and those who engage showing higher Net Promoter Score (NPS). We are now exploring similar tech to tell deeper brand stories and build stronger connections.
Q] You’ve launched a 10 year anniversary campaign. Can you share what it’s about, ad spend and its split across mediums, main KPIs, and early indicators including ROI?
To celebrate a decade of leading the Desi Chinese QSR space, we’ve launched consumer campaigns, a 10-year emblem, online contests, offline engagements, and a new menu with easy-to-customise combos for solos and groups. Advertising spends over the last 3–4 months across BAU and the 10-year campaign are `10–15 crore, split 40–50% in-app, 30–40% digital, and 10–20% on ground activations, traditional media, and CSR. Key KPIs include footfalls, orders, aggregator searches, social media engagement, brand recall, and sentiment. ROI for performance spends is tracked at 5–8X, while other activations are harder to measure. Early results are promising, with noticeable upticks in footfalls, dine-in orders, and online engagement.
Q] With 75–80% of revenue from deliveries, what strategies will drive dine-in to 35%, and how does your anniversary campaign support this goal?
Dine-in has grown from under 15% to around 25%, with a target of 30–35% by year-end. We are revamping store designs, adding AR tools, and creating hangout-friendly spaces to appeal to younger audiences across high-street and mall locations. While our two-month brand campaign supports both delivery and dine-in, many activations focus on boosting in-store footfall through immersive experiences, collaborations, and engagement-led initiatives.
