Saturday, September 6, 2014

VV's Travelogue





A life altering Travelogue from the distant past - 
When the sweat was sweet...!

The recollections of crisp Mediterranean August are as fresh as the morning dew - the year was 1969.  My dear Bhisham Uncle walked into my room with his usual panache and announced that he had got me a scholarship   for a ‘Study & Training’ program in Michigan, Detroit, where I would get trained in one of the best and busiest restaurant in America - thanks to his American friend Smiggie. Indeed I was excited and happy.


Alas! The feeling was not to last long, for the very next day, Uncle Raj called Bhisham Uncle to inform that the family restaurant ‘Sirena’ in London was in a miserable state, and that it urgently needed to be salvaged. Uncle Bhisham then came to me and asked me to choose between my career and saving the family restaurant from withering away. It was indeed a ‘Hobson’s Choice’ - I chose to restore ‘Sirena’ and family prestige, the rest is history.
The Backdrop
This is the story of a young lad “Virat Varma” and his rather audacious escapades of early life, when his joys were substituted by challenges, trials and tribulations. It is Indeed a quaint paradox that it all started with the most thrilling drives of his life which was at the threshold of a turning point – Now imagine ‘Virat’ driving from Beirut to London when he was just Nineteen - given the fact that ‘This Guy’ had never traveled alone - leave alone staying in a hotel in a foreign land or back home in India. But he had the support of his dear Uncle (Chacha) his ‘Guardian Angle’ –who always very reassuring with words like he said, “that in case of any problem remember I will be  just a phone call away”. Thus began his maiden journey of life full of outlandish ironies – As they say each of us is peculiar, that in turn means unique in every sense  – So be it.    

The Preparation
Preparations for London started on a low key. To reach this coveted destination, I was to drive through eight countries over seven days - today it may sound like a motivating chronicle. Transit visas were applied for all the countries on the way, road maps were carefully studied, some clothes were bought for London winter. My Chachaji (Uncle) gave me a book called ‘Road Map of Europe’ in which the recommended route was to drive through Beirut-Syria-Turkey-Bulgaria-Yugoslavia-Italy-Switzerland – France and finally London U. K. (6000 miles flat). My ‘Chariot of Fire’ was a Red Convertible Fiat 1500 cc with manual gear shift, hard top, duly fitted with record player with four speakers. Thus began the biggest adventure of my life. It was Tuesday – A day when I go to a temple – even today.

In this blog I try to elucidate how life changes its course without our knowing and when the moment presents itself or by the time you realize, it’s a little too late as you are in the thick of dealing with the cardinal aspects of life and the comedy of human existence. But all said and done, I like to submit in all humility, that I have no regrets to have answered the clarion call of destiny in a positive manner at that point in time and would also like to believe that it was ordained.  Even today I am humbled at the thought of HIS GRACE who gave me the courage to accomplish the challenge hurled at me by fate and considers myself truly blessed – Such is the dichotomy of life. 


DAY ONE
Tuesday, 28th October 1969



My date with destiny & departure from Beirut was fixed for 28th of October 1969. In the morning I was all set and ready to leave, my car fully serviced, I looked at the mirror all dressed up in a black trouser, black shirt with a silver belt a red scarf and a double breasted London coat with silver buttons and of course my Ray Bans Aviators and with my killer Casanova appeal, I was all known to be a philanderer of the sorts-I looked good.

To my surprise, I found a travel companion who was also our old Chef Pratap Singh- wearing my uncle’s old suit and felt cap. (He was trying to run away because some people were forcing him to marry a girl against his wishes, and he had come the previous night to ask my uncle for help). Chef Pratap couldn’t speak English, couldn’t read map or navigate and slept through the trip. To cut the long story short, I started my journey early next morning at 6 A.M. The drive from Beirut to Tripoli and from Tripoli to Syrian Border was a breath of fresh air. On one side there was the Mediterranean Sea with valleys and mountains on the other. In a couple of hours I was out of Lebanon plowing the road through Syria on way to Turkey.

In 1969 compared to Lebanon, Syria was not as developed, the roads were bad throughout and we could not find one good restaurant for a meal. We stopped at a petrol pump for a refill and thats all we could get. Before crossing into Syria, on the Turkey border there were few shops selling Coke & Cream Biscuits, we helped ourselves with these small eats and some very special Arabic bread which was made more like a shell with a loop. 


(They make a hole in the bread and put some Za’ater ( Za’ater is a savory blend of dried herbs and spices). There were hardly any people at the border. The whole exercise of exiting from Syria and entry into Turkey took just 15-20 minutes. People were polite and spoke in the local dialect. Somehow with the help of my broken Arabic, I was able to resume our journey towards the unknown land - Turkey.



First Episode – Mother’s Grace
A small incident that has not left me even today, and must be recorded as it relate to my mother’s blessings - to who I was so very dear. When I came from India I brought with me my mother’s comb, it has been with me in my briefcase all along. I always used it to comb my hair. While getting into the car my hair got ruffled, to groom them back for my ‘Cool Killer Look’, I took it out from my briefcase and sloppily left it on the bonnet of the car. When we stopped at another petrol pump after 220 kilometers drive, I was surprised to see that this comb was still on the bonnet - as though a part of my mother was with me for my protection.  Years have passed but, I still use my mother’s comb even today, It is symbol of my mother’s protection .More importantly, it The Comb still makes me feel like a young Casanova as I comb my graying hair. Although time & tide waits for none, but in the minds we remain young - as if it was only yesterday.

The journey from Turkey was rather harsh. This stretch of the journey was bad and the roads were very poor, going up and down through the mountains. I even had a flat just after 30-40 kilometers of driving into Turkey, but after that I did not have any problem till I reached London.

The first day of the journey was very tiring but we reached Antakya - our destination for the day by 5 pm. Back in 1969 Antakya was a small town with a kind of village high street on a higher altitude overlooking the rest of the village or town. There were about 15 odd restaurants, along with other shops all around the street selling ‘Shish Kebabs’. We checked into a small hotel and came down to one of the restaurants where,  as a vegetarian I could only get a very limited choice-  bread and hummus with salad while Pratap Singh relished those lovely sheesh kebab .We slept early as we had to start in the morning. The night in Antakya Hotel was uncomfortable and scary as the hotel was not at all comfortable.  

Second Episode - Nightmare at Antakya

Imagine the thrills of this young lad staying in a hotel- in a foreign land-for the first time in his life with over £1000 in his pocket given by his rich uncle for expenses on the way back in 1969.Must be feeling rich – In sixties it was hell of a lot of money.

We had checked in a small hotel overlooking the high street, the room was on first floor with no air-conditioner. All I can still recall is the nauseating stench of kebabs in the air; we had to keep the windows open as it was quite suffocating. My travel mate Pratap Singh was snoring away to glory. The bed bugs and stench kept me company through the night. It was indeed a nightmare at Antakya. This was also the night that changed the way I was to live in hotels in the future.

Throughout the journey then and even today, I always make it a point to choose the best hotels in the town for my stay and have not compromised ever since.           

DAY TWO
Wednesday, 29th October 1969  
The morning was nice, a bit chilly yet bright and we started for our next destination Ankara, the capital of Turkey. This part of the drive was scary yet memorable, I remember going down the hill into the valley, and I spotted a tea shop, a comforting sight indeed. The temperature must have been close to 3 or 4° C, the strong winds whistled past our eardrums. We stopped at the tea shop, and were served tea without milk and some buttered bread. Famished as we were, this was the best snack we had after a long time. I was surprised at myself to think that here was a man who had never had tea in his life was enjoying his tea even without milk. This was one place where I can never think of spending the night. The rest of the journey was typically a high way ride and we were able to cover the stretch rather quickly as the traffic was also very scant. We were able to reach Ankara by 11 AM. Ankara was a clean looking town with few smart buildings. The place reminded me of Chandigarh of the seventies, in many ways, very green and spread out. I don’t remember the name but it was the best looking hotel, we decided to have breakfast. The menu was limited, clean toilets very clean environment. We spent an hour or so to relish their courtesy and then decided to move on to our next stop - Istanbul. Although I don’t remember the name of the hotel where we had our breakfast but I would love to go back and look for on my next visit to Ankara.

The journey from Ankara to Istanbul was all about driving up and down the hill, but we reached comfortably as it was a double carriage well made highway. Rest of the ride was quite smooth and the road was straight. It was here for the first time, I saw the illusion of ‘Horizon’ the LINE where road meets the sky- it was a breath taking sight. Traffic on this road was quite intense and we drove at top speed. One scary part of the journey was, when I was trying to overtake a cart, a big truck was coming from the opposite side, this fellow got so annoyed seeing me moving into his lane, he chased me out of the road into the green fields. Fortunately there was no damage and we continued the journey. As imagined Istanbul was beautiful, there was a distinct difference between European and the Asian part of Istanbul. The Asian part had a skyline of old 14-15 century buildings, while the European side was  more modern, with wide roads and to top it all it had the look and feel of entering Europe. Both the parts of this city were equally beautiful, with a unique charm of their own.

Because of the unpleasant experiences of Hotels, I was very apprehensive and tired, I started looking for an accommodation to spend the 2nd night of the journey, I was looking at the tallest building on the European side when I saw Hilton and I checked in. The 900 Kilometer drive had left me exhausted, I slept early. I knew that next day we were to enter into a different world altogether – A communist country then called Bulgaria - and did not know what to expect.


DAY THREE
Thursday, 30th October 1969


As always, I woke up early in the morning, got ready, and loaded some food which we might require while driving past Eastern Europe. On entering Bulgaria, we could feel that we were passing through an under developed country. The Russian architecture was predominant all around, most of the buildings  looked similar to the USSR Embassy in Delhi - cold and strong.

Driving to Sophia the Capital of Bulgaria was tough. Out of 650 kilometer 550 roads were not tarred and were made of stone- it was one bumpy ride. My cousin in Beirut had described these roads as ‘dug-dug’ roads. We were rather tense and kept on praying for my car to stay intact and not collapse on the road. We did not stop anywhere and were able to reach Sophia by 7.30 in the evening. In the city, traffic was quiet and scanty and the best hotel was Sophia International. This hotel was very good and fully occupied, the reception staff was courteous and friendly they offered assistance for all what we required. We went to our room, freshened up and came down to the dining hall. They had a fix menu. We ate what we could. Staff serving food was polite. They all look well fed and were happy to know that we are Indians. In sixties Indians were favorite of communist world because of our relationship with Moscow. We decided to call it early night as next day we had to reach Belgrade, Yugoslavia.

Third Episode – The Beautiful Bait
At about 10 P.M. somebody knocked at the door. By this time Chef Pratap Singh was snoring away, so I went up to the door, I opened the door and saw a very pretty and well fed girl who was speaking in broken English she asked “can I come into the room?” Thinking she is a hotel staff I let her come in. Only after she got inside the room I realized that it was a mistake. She offered to spend night with me if I gave her 20 Dollars and she also offered to call her friend for my sleeping friend (Chef Pratap Singh) on the second bed. I remember my uncle’s lecture on growing up where he had told me never to pay for such things. I politely offered her some chocolates and requested her to go - What a Dumb Ass I was!


DAY FOUR
Friday-31st October 1969
For any Indian, Belgrade the capital of Yugoslavia was a very important destination. Marshal Tito was the President of Yugoslavia and was a close friend of our country; we had grown up listening Tito and Nehru stories. The a small part of journey next day again was on the Dug Dug road, but once we entered Yugoslavia roads were good, beautiful Landscape. The feel of the area was much liberal and relaxed as we comfortably reached Belgrade in the afternoon. Total journey was about 400 kms thus far. We stop at a highway restaurant and had something to eat and when we were close to Belgrade we realized that  Zagreb was only 350km away and we decided to drive past.  The road was good and we reach Zagreb at 8 pm and checked in a hotel called International hotel. This was a nice hotel with modern facilities and we could see people moving around within the hotel and outside on the road.

For the first time since we started a journey from Beirut we were enjoying ourselves. After a wash and change we came down, went around the city, had a nice meal in their restaurant it was a great evening spent. We were also excited, because tomorrow we were going to cross over to Italy. 


DAY FIVE
Saturday, 1st November 1969 


Zagreb looked progressive and a well planned city from the 7th floor of the hotel room. I could see many modern buildings, people were smartly dressed, and few of them could even speak English. It was 6AM, I was in two minds, whether to move on or spend another night. I guess the duty called and by seven in the morning we were back on the road to Venice - Italy.






It was a pleasant drive, the roads were smooth, this was a stretch of over 50 Km road running parallel to the sea, the weather was pleasant and sunny and so was the journey. It did not surprise me when I reached the out skirts of Venice by 10 AM., in minutes we entered Italy and were on Motor Ways going all the way to Milan and Turin. Without wasting any time after entering the city we decided move on to Milan. Driving on the 3 lane motor ways was something what I had only read about but never experienced. First time I could step on my accelerator to touch the speed of 150 /160 km, promising myself to visit again I said good bye to Venice. 

Italy as a country always used to excite me, may be because my favorite Italian cuisine, specially Pizza and Ravioli besides the best brands of clothing in Beirut were all Italian. 
I used to imagine that every nook and corner in Italy would be serving Pizzas and Pasta and designer clothes. Unfortunately, I did not see any such thing, but still what I saw did impress me. Most impressive were their drive-in restaurants. I remember visiting one particular restaurant built like an overhead bridge across the road. The Bridge Part was a proper restaurant, we had lunch there. Restaurant was properly laid out with table clothes, wine glasses and smart waiters. As I perused excitedly through the menu I had no luck with the pizza, but they did have chicken curry and rice. Finally we had to do with soup and a sandwich. Driving on Italian Motorways was pure luxury and by 2o’clock we were on the outskirts of Milan and once again I decided to move on to Turin which was approximately 150 km from Milan. Journey from Milan to Turin was uphill and the weather was getting pleasant and nippy. We decided to spend the night in a motel on outskirts of Turin.  

Fourth Episode – Italian Motor Ways, Maserati and Adrenaline rush
My Fiat 1500 with five gears was a very good sport car of that time and could touch about 160-165 km on Italian Motor ways. I remember driving from Venice to Milan at a speed of 140 km an hour. I was holding on to hard top of my car because the buckle which holds the hard top roof was loose. Driving at high speeds against the wind, with adrenaline flowing through my blood, the music from my record player was not audible because of the roaring sound of engine and the wind. I was in the 2nd lane and wanted to overtake a car in front, I gave the indicator to get into the third lane and try to drive faster so to overtake the car in front. When I crossed that car there was a flash from back indicating that I was off the lane to 2nd lane. With my all effort when I came to 2nd lane I saw a beautiful sport car with man and woman talking to each other and next second they zoom passed me. Only thing I could notice about car was W. I have never seen a car being driven at that speed with driver and a companion sitting and talking. As though they were moving around marine drive, later on when I found that car was Maserati. For me even today the best car in the world is Maserati.

Fifth Episode- Chef Pratap Cooks Indian Meal in Turin
The Motel at Turin on the road to Mont Blanc tunnel was rather quiet. We got a room on the first floor, once we checked in; Chef Pratap almost had a nervous breakdown. He begged me to go to the manager and request, if he could cook some Indian food for both of us. With slight hesitation, I walked in the manager’s office; luckily he could speak and understand good English. After listening to my request he smiled and asked me again if Pratap was a genuine chef or just an Indian wanting to eat Indian food, when I told him Pratap was a very good Indian chef, and has been managing our restaurants. He put his condition, he said this time of evening we are 7-8 of us working in the hotel, I will give you permission to cook but he will have to cook for all of us. It was memorable evening as Pratap cooked nice chicken curry, some pulao and vegetables for them. They were kind enough to make a pizza for me. We all sat together and had a great meal and mind you, they did not charge us a penny for the dinner and for breakfast next morning.


DAY SIX
Sunday 2nd November 1969



Next morning was cloudy, allowing sun to feast on snow Clad Mountains in the north. The Motel being next to highway, we were able to get on the motorway quickly. Just after a few kilometers we came on the regular mountain road. In 2 hours we were at the entry point of the longest man made tunnel in the world, 

The Mont Blanc Tunnel, it is a highway tunnel in Europe, under the Mont Blanc mountain in the Alps. The passageway is one of the major trans-Alpine transport routes, cutting through Mont Blanc Mountain with entry from Italy and exiting in France. Immigration for Italy and France both were cleared before entering the tunnel. There were two lanes on each side and there was a speed limit of about of 60kms an hour. Next half an hour was amazing journey, as though I was making a history. We came out on the other side of the mountains overlooking the beautiful valley - we were in France. Little further down we could see Geneva.


Being a Lebanese driver fast and rash when I tried to move onto the main road without stopping, the French policeman stopped me and gave me a spot lesson on how to enter the main road for next 20 minutes. And then he asked me if I have any foreign coins. I took out a handful of them from my pocket; he selected quiet few and let me go. In the next half an hour we were in Geneva. A beautiful town with a lake in the middle and as usual my hunt for a good hotel started. I spotted a nice big hotel close to the lake, it was called Hotel D’Angleterre. I checked into this hotel in Autumn of 1969 they charged me approximately 30$. Even till today I have never stayed in better hotel in my life. Rooms were very spacious and fantastic view overlooking lake. In the middle of lake I could see fountains shooting jet of water to about 150 feet high. I had my bath, got ready and put on a suit as I was going to meet one of my old girl friends who had moved to Geneva- I guess not was another my story.

The Lunch at d'Angleterre was memorable, being a vegetarian I found it to be very satisfying there was a large variety vegetarian Hor’devours and other salads spread over the buffet counters. I still remember relishing vinaigrette Artichoke, asparagus, baby peas, sautéed mushroom, along with that they serve me spinach and cheese cannelloni. Food was just divine. After lunch we decided to visit the city centre which was just round the corner. I think we were the only two Indians in the whole wide world of Geneva. We ordered Dinner in the room as Chef Partap was very uncomfortable eating with fork and knife in the restaurant. Service of the hotel was courteous and efficient. I still remember in 1969 housekeeping staff giving us a night service asking me whether I require soft or hard pillow. Although there was central heating, we were provided feather quilts. They were really light and warm. We had one of the best sleep of the trip.

Sixth Episode- Virat the ‘Prince’
 Wanting to find out the best route to get into France I walked up to the concierge desk and he politely explained that the shortest route was through Lausanne. Thereafter he asked me if I was a Prince of some Middle Eastern country. I smiled and asked him what made him think that I was a Prince. He replied you are well dressed; you have a very beautiful sport car with Arabic number plate and most of all you have a body guard who does not leave you even when you are having lunch and so in all probability you have to be a prince. I laughed and cleared his ‘judgment’, and explained that I was an Indian and I live in Lebanon and was going to London and my body guard was actually my Indian chef. Isn’t it an irony that our appearances sometime attract different reactions in different countries? Partap’s appearance in my uncle’s suit and felt hat (which he never removed even while eating his lunch) most probably made everyone from Syria to Yugoslavia was that of a boss and I was a driver. But the minute I entered Western Europe the world of money, power, influence he became my body guard.

DAY SEVEN
Monday, 3rd November 1969 


Next day, after a deep sound sleep – the best in last six days of the journey – and a hearty breakfast we left Geneva at 7.30 in the morning, for Lausanne, the 70 km journey took over an hour and half and this is where we started our journey toward Dijon in France. From Dijon we got onto the motorway and were on the way to Paris, Switzerland. Motorway to Paris was really very smooth, modern and nice, 500 km journey made us reach Paris at 2 o’clock in afternoon. 

On the way to Dijon from Lausanne we came across beautiful green valleys, bright sun and breath-taking scenic beauty. [Although I lived in England for many years later in life but the only thing which comes close, to this  is the welsh countryside]. On Paris Motor Way, Drive-Inn was very modern, sleek. It is there for first time I had a beef burger. I was really impressed by the modern kitchen layout and service style.

 In Paris, only thing I remember was is the Eiffel Tower. A magnificent monument – one that takes your breath away, it was like  miracle  and I saw this humongous wonder, it was very hard to believe, something of that magnitude could be built in 18th centaury .We spend about an hour looking around Paris and then resumed our journey towards Ferry Port, Calais, then for the next one hour we went around Paris trying to find our way to Calais. Each and every person we met just refused to answer in English and said  No-Parle’ English , finally we met an Armenian guy, he was kind enough to guide us and said” my friend  they all know English but they will not answer because French always looked down at English and they have never forgiven them for murdering Joan of Arch”. We reached Calais by 4 o’clock, took a ferry and sailed for England.

For any Indian Sea Ferry journey from France to England with few 100 cars on the board along with the passenger was quite an eye opener. It took about 3 hours to cross the English Channel; boat was well designed with Restaurants, Cafes and Gift shops. They even had immigration office. Where immigration officers were securitizing passports for visa and entry permit. While I had a visa to get into England but Chef Partap did not have one. When we reach the immigration officer’s desk, with lot of persuasions he agreed to give Partap 3 month’s visa. Most amazing thing was that out of 100s of cars on the ferry, he knew that I was driving Red Sports Convertible Fiat   and being a car buff he discussed with me my journey from Beirut to France and wished me luck.


Reaching England after sun set was a tricky situation but as we were one hour away from London, we were not worried as we had already reached our destination. After reaching Hounslow we kept on looking for Sirena Restaurant and finally when we were really fed up of looking around for it we saw a police car (I had heard great things about British–Bobbys’-all good). 
Little frustrated I went over to him and asked him the location of the address. He smiled and looked at me and said are you joking, shockingly I asked him what made him think so. He smiled confidently and said the restaurant you looking for is right behind you. When I turned around I finally saw Sirena Indian Restaurant.
Thus ended this long and tiring journey, I never considered this an achievement of the sorts, but with the passage of time, as I look back  I realize that for a boy just 19 years old it was indeed,  quite an accomplishment to start with. Today the memories are alive and fresh as the morning dew when I reflect. Deep down somewhere – someone tells me to go back and do a repeat of the same journey, traverse the same trail with friends and record the changes between1969 and now. I am sure the world has changed - so have I. I feel it is important to record Europe of sixties and compare it with Europe of 2014/ 2015.






Written By : Anil Chak & Virat Varma

Saturday, November 30, 2013

Indian Hospitality Industry 3



Fast Food Scene in Indian Hemisphere


The chronology of Indian fast food scene takes us back to early 70’s, when we saw Narula’s launch the first American style fast-food outlet in Delhi. They were “The First” to introduce Burgers and Pizza’s in India. This was followed by Vijay Mallya’s UB Group launching pizza chain McDowell’s Pizza King in early 80’s. Then came Wimpy’s the British fast-food chain in late 80’s. McDowell’s Pizza Kings closure in 1987 gave few lean years to the industry and then came Dominos Pizza, followed by Pizza-Hut. Finally McDonald made a grand entry in late 90’s. The turn of the century (21st century) saw brands like Barista, Costa Café, Pizza Land and finally Starbuck and Dunkin Dounuts. Keeping in view that three decades have passed. I thought, it would be a good idea to look into and study success and failures of the fast food industry in India and also evaluate what has been happening to Indian fast food Industry.

Global Hospitality Consultants conducted an exhaustive study of each product and brand and discovered some startling facts which are being presented before my readers. 

American Fast Food

1.Nirula’s Restaurants chain: Nirula’s Restaurant chain was started by two senior Nirula brothers in 50’s and they opened some rather exciting Restaurants like La Boheme, Gufa, Chinese Room and Nirula’s Bakery. They were very innovative in their concepts compared to competition at that time and were considered one of the best brands in 70’s and early 70’s. Both the brothers had a son each, the sons were sent abroad to study. Older one, Lalit Narula came back to India in mid 70’s and opened an Indian fast-food chain in Connaught-place, serving Mutton-Chops & Omelets with Hash browns and Dosas. They did exceedingly well. In late seventies they opened the Americanized fast-food, serving Burgers and Pizzas. The product compared to their international counter-parts was quite sub-standard but having no competition they ruled over Delhi for decades. When the younger brother Deepak Nirula came back to India, (after graduating from Cornell University) and he started Ice-Cream Parlors with twenty odd flavors of ice-cream. India had never seen anything like that before. People went crazy. 15’ X 20’ feet ice-cream parlor in Connaught-place used to earn more revenue than all their other brands put together. They also opened an up-market restaurant called Potpourri serving café food with Salad Bar, first time in India. Those years Nirula’s had Midas-touch, what-ever they touched become success. They expanded to over 35-40 outlets and finally sold their business to a Singapore fund. Today, unfortunately Nirula’s is in a pathetic state and we would not be surprised if we might see those closing operations by 2015. Present owners are looking at various option to exit including selling the chain.


2.Mac-Dowell’s Pizza King: In mid 80’s, Vijay Malya, owner of McDowell & Company decided to launch a Fast-Food chain called McDowell’s Pizza King. They were the first Professionally Managed Fast-Food chain serving three sizes of pizzas with two types of base - thin and thick. Along with that they were the first one to cameup with Grilled Sandwiches and Salad Bar in each restaurant. McDowell’s Pizza King was headed by Mr. Kisan Mehta, President U.B. Group; the waves “Pizza King” created in the food industry have never been matched before or after. Their flagship restaurant in Connaught Place opened to a mile long queue. India Today wanted to do a cover story on us and international magazines like Times and Newsweek wrote about Pizza revolution coming to India. All in all they opened 12-15 outlets in Delhi and Mumbai. Unfortunately Pizza King’s waterloo came with a) Launch of Mumbai’s Operation b)Vijay Malya’s UB group getting into financial mess with Indian Government

     Mumbai Fast-Food market was very confusing. But Mr. Mallya forced us to open Restaurants in Mumbai without conducting marketing study as he believed that Mumbai market would be twice the size of Delhi market and that was the biggest blunder for us and chain’s undoing. Pizza King’s biggest competition in Mumbai was a Dabba-Wala. While weekends were sold-out in most of the restaurants but weekdays were very low. As all the Restaurants were franchised and that led to total chaos and disaster.None of the outlets were able to recover (very high) Rent. Mumbai collapse also led Delhi operation in major financial crunch. Finally in 1987 McDowell’s Pizza King closed their doors to the market. This was an abrupt and  unceremonious end to the most successful fast-food chain, ever, in the country. When Mac-Dowell’s Pizza King opened in Delhi total Pizza market was worth Rs. 17/18,000 per day. When they closed after three years Pizza King alone sold more than 150/160,000 worth of Pizzas every day- a growth of over 100% every year. I feel they were way ahead to their time.


\
3.Wimpy’s: A famous Burger chain from England made an entry in India some time in 1985. Their product was reasonably good and in first few years they were quite successful too. Unfortunately chain’s back-up organization miserably failed and they started losing one restaurant after another. Although Wimpy’s still exists in Delhi but is not the Wimpy’s which came to India but a very poor product? Rather sad end to my favorite Burger chain from England.


4.Domino’s Pizza: Next chain to come to India was Domino’s Pizza in 1996, most successful American Pizza delivery chain. After the closer of McDowell’s Pizza King a big gap was there between demand and supply of Pizza in the market and this Delivery concept Chain fill the gap created by closure of McDowell’s Pizza King. Domino’s delivery of Pizza in 30 minutes was instant hit. Their Pizza products were average but they have the best delivery system in the world. They have been growing since then and today have over 100 outlets in Delhi alone. They became envy of most of the restaurants because they were able to provide pizza to client from not a very expensive location and that too in just 30 minutes. Although today nearly all Pizza Restaurants are providing Home Delivery but Domino Pizza remains king of Pizza Delivery.

                                                               
5.Pizza Hut: Pepsi’s one important arm is Yum Brand Inc. owner of Pizza Hut restaurants world-wide, a Pepsi product. They launched their first Pizza Hut in India on June 1996 with first outlet in Bangalore. Today they have over 170 Restaurants and more the 11 take away outlets. Pizza is a meal close to majority of the middle class Indians food needs providing them large quantity of Carbohydrates (Pizza base), Sauce (tomato), vegetables and protein (cheese and assorted meats). All Indians are very comfortable eating Pizzas because they feel that this is closest to what they eat. I remember when I opening Milkfood Fast Food in Amritsar our largest Desi Ghee Dealer from Amritsar complimented me in front of his Boss saying that Roti with tomato sauce and cheese (Pizza) was very tasty.


Pizza Hut, when they came in, brought American Menu, along with Pizzas they had Salad Bars and Sandwiches, In all their restaurants, although the product was way below the American standards but still we saw a lot of rush and an up market clientele was always waiting outside the Restaurants. That was the height of success that Pizza Hut achieved. In late 2000 onwards, slowly people realized that the Pizza Hut was as expensive as eating in a good restaurant or coffee shop and quality of some of their products like Soup and Salad Bar were way below, seems Pizza Hut also realized that and they stopped having Salad Bars in their Restaurants. Today Pizza Hut has a large number of successful restaurants all over India. They also have quite a profitable delivery system but unfortunately as far as the Pizzas go they are as good or as bad as the Domino’s. My final verdict is, with people becoming aware of Gourmet Pizzas. Pizza Hut is losing the market although they are still doing well commercially but instead of the up market all knowing clientele they now have people who don’t know any better.

6.KFC (Kentucky Fried Chicken): Pepsi’s second fast-food restaurant chain in India is KFC, which was launched in Bangalore in 1995 followed-up with an outlet in Friends Colony, Delhi. Both the restaurants to start with were quite successful and even the product was well received but unfortunately they got themselves into a lot of negative publicity because of health factor. They were blamed for  adding Monosodium glutamate(MSG) more than prescribed limit to make Chicken more tasty and they were frying chicken in pork fat. Unfortunately, due to these reasons, they closed both outlets.KFC was again re launched in 1999 in Bangalore, but they opened Delhi outlet much later in  Rajouri Garden, which has a very large population of Punjabi community great lovers of chicken. Today they have over 280 outlets in India. Unfortunately to survive in India, KFC the Chicken people survive not by selling fried chicken or even chicken Burger but their over sixty five percent revenue comes from vegetarian food, beverages and desserts, not their core competence.


     7. McDonald's, Family Restaurants(!): For every Fast Food Fanatic McDonald's is the God
of modern fast-food. Fact is they are responsible for elevating quality of fast food to the level of excellence. Ray Kroc founder of McDonald's was a man of great vision and it is because of his principles and value, even today, after 40 years of operations and hundreds of newer successful concepts McDonald's is still No.1.


              Like Yum Foods, McDonald's also launched their first outlet in 1996 in Vasant Vihar.


They followed with outlets in Greater Kailash, Green Park, Connaught Palace in Delhi and similarly opened McDonald’s in Mumbai. Today all together McDonald’s has over 1500 outlets in India. Today even in India they are the largest fast-food chain serving chicken and vegetable Burgers& Wraps in different combinations. Unfortunately in last 27 years of operation in India, I notice that they went away from basic principles and the values on which Ray Kroc build McDonald as the best fast-food chain in the world. In India to save money local franchises created sub-suppliers picked-up inferior quality product and the most alarming was compromise on hygienic and quality standards. The most alarming decision was to start home delivery service in India of Burger which has a safe eatable life of 10 minutes (McDonald's quality specification) and delivering to customer in 30 minutes. Thus by their own standards compromising on the health and safety of their customer (kindly read my blog dated 29th June 2010- Dream Gone Sour). My personal feeling is that, McDonald’s is well aware of what is going on in India, but refuses to interfere because they do not have the required freedom to function. Today with liberalization in economy; they have taken charge of the operation. I really hope they will try to rectify all what is wrong in McDonald’s India.


Another point to note that MacDonald’s core competency product has been Burgers, Chicken and meat but ironically enough in India they are surviving on sale of Softy ice creams & Sundays and Aaloo-Tikki Burger, which constitute up to 70% of their revenue.


8.Dunkin Donuts: Fast Foods latest concept in India called Dunkin Donuts. They were introduced last year by Bharti Industries, owner of Dominos India. After the success of Domino’s Pizza, the company has launched Dunkin Donuts, in the Indian market. They serve

variety of donuts made in their central kitchen. They have no outlet where fresh donuts are prepared and served. Automatically this is the reason for their donuts not. Selling so well, because of which they are surviving on the sale of Sandwiches and newly launched sub-standard Burgers. Its an interesting paradox, to see the Dunkin Donuts publicity and marketing collaterals having photographs of all kinds of foods except Donuts. Today they have 16 outlets. My prediction is they will only survive if some miracle happens, otherwise we expect them to fade away into the blue like many other brands.

There are other smaller fast-food outlets like Papa Jones Pizza, Pizza Express, and Pizza corner, Café Coffee Day, Barista and Costa. Some of them have done well but most of them are still struggling to survive. Reason being the Indian eating trends. Most of the international chains go out of the way to changes in their core competence by trying to adapt to Indian taste and flavors. How will it work? A large part of our huge middle class has travelled abroad and has tasted the original and loved it. So we all look for the taste we had in USA, Europe, Middle-east or South-east Asia. If they want an Indian fast-food, thus would prefer to go to Indian fast-food restaurant .At no stage will I try to find the taste or flavor of Chana-Bathura or Tandoori Chicken in a Burger or a Pizza joint.

Indian Fast-food in Delhi and Northern India

  Today Indian Fast Food is doing extremely well. In north Chana-Bathura and Chaat, in Mumbai Pao-Bhaji and Vada-Pao and south Indian food all over India. In Delhi, today there are three major Indian fast-food players; between them they control 65-70% of fast-food market. For decades, all Halwai shops also have been serving food along with Indian sweets, Chana-bhatura, Samosa and Chat has become essential part of our everyday snack. In early 80’s, most of these shops had small sitting area of 3-4 tables where they served Indian snacks, soft-drinks etc. for the people who came to buy Indian sweets. The real change came after the closure of Pizza King between 1987 to 1994-95, because the vacuum created by the closure of large fast food chains (except Narula’s) forced people to look for never pasture and renovated Halwai Shops with larger food choice attracted masses to visit sweet shops in large numbers. Stores like Haldiram, Bengali Sweets Shop, and Nathu’s Sweets, all started acquiring more and larger shops next to them and started to increase the menu items. First genuinely successful Indian fast-food, was in Friends Colony by the name ‘Nathu’s Sweets’ where only 1/4th space was given to the sweets and the remaining to cafeteria style sitting followed by Haldiram, Bengali Sweets Shop and Evergreen Sweets House. Today after nearly 26-27 years, there are four invincible leaders.


1.Haldiram: Haldiram, even today is most professionally managed sweets shop and restaurant. There first successful venture as self service restaurant was in their central kitchen at Faridabad Road followed by Ring Road, Lajpat Nagar and subsequently a very large Central Kitchen and Restaurant on NH-8,Gurgaon. By this time they got into a mode of standardizing the product and working as a very successful system in all there outlets. Today they have over 22 large restaurants in Delhi-NCR serving 40 t0 50 thousand everyday and by an estimate their             profitability would be the highest in the city.

 2.Bikaner: Bikaner Sweets Shop and Restaurant although started little late, they had franchised their name extensively but the first successful venture as a professional Restaurant opening in sector-29, Gurgaon. Where they had created Restaurant-cum-Banquet-cum-Sweets Shop in nearly 20,000 square feet area. Their menu is very similar to Haldiram. Their service style, method, system and procedures are 100% copy of Haldiram. Today they are the second largest player for opening at least one of outlets every year. Bikaner like their better half has over 22 outlets in NCR.   


     3.Evergreen Sweets House: This sweet shop was opened by four brothers who worked hands on to start with and by early 70’s established themselves as one of the best Halwai’s shops in the country. Remembering their success in 70’s, I remember at Diwali they took-over Green Park market area supplying sweets to most of the middle class in South Delhi and even today they are rated one of the top Sweet Shops. As for the food from the very start, every day they used 30-35 covers in a sweet shop serving food like Chana-bhatura and Chaat. They got in touch with us in 2003, as they had taken-over a shop next to their old shop and wanted to open a shop similar to Haldiram and Bikaner and wanted my help to design and start the place. We (Mr. Shyam Chopra and Myself) discussed the weaknesses and strengths of existing Indian fast-food chain and designed a model unique, yet very appreciated. One of the biggest weaknesses in most of existing fast-food chains was their self-service system. Guest going with his family had to stand in queue to select what they wanted to eat while the family sat occupying the table so that nobody else would take it away. After cutting the bill the man went to various counters as per his order and would place the order. Then would wait for his order to get ready and bring the food to the table and then they all ate the food. On an average such a table took minimum of45 minutes of occupancy. In Evergreen, we decided to have waiter service and captains to receive the guest, make them comfortable, take their order and start serving the food immediately. By doing so, we converted Evergreen into the most comfortable, convenient and reasonably priced restaurant in the country. We were reducing the time of table occupation at a time by half at peak hours. This concept has worked so well that their ownership has themselves confirm that today their business is much more profitable than sweets business. Their menu not only includes Pasta and Pizza but also Chinese and Dim sum. I personally feel that these concepts are so strong and in future we will see many more such restaurants doing successful business

4.Sagar (Ratna) Restaurant

 In 1986 after leaving Mcdowel Pizza King, I took upjob as GM Centaur Srinager. After three/ four months I visited my home town ,Defence colony  NewDelhi and came to know about a newrestaurantin Def Col market serving amazing Dosas.I liked the product so much that I wanted to meet the owner of the restaurant. After praising his product, I offered him a place in my Hotel to openSagar in Srinagar. He was very excited and agreed. After six months when I came back to Delhi to sign him, he just looked through me. His world had changed, there was a queue of between 50 to 100 people waiting to get into that small place. Within days he bought over first and second floor of his shop plus first and second floor of next shop. Rest was history. He became most sort after concept in Delhi. Very soon from one outlet today his company own nearly 70 Restaurant, before he sold 75% equity to a new York base fund. Unfortunately, today quality of food has gone down and menu prices have gone up. I feel Sagar is going Narula’s way.

Conclusion

Final evaluation clearly shows that nearly most of the International fast food operators didn’t have it easy in India. Worldwide quality, recipes, service standards and reputation has been compromised at all levels. MacDonald is surviving by selling softy ice-cream and aloo tikki Burger, delivering products with a edible shelf life of ten minutes, after half an hour. Evidently the hygiene standards have been compromised by all international restaurant chains. Pizza Hut which boasts of high quality International Pizzas are trying to compete with Domino in quality and most of the time losing to them. KFC sell everything but their main product. Dunkin Donut sell more sandwiches and burgers then Donuts. In India it’s all topsy-turvy, but the question is why? Its High time they took a closer look at the Indian Fast food scenario  and realized that Indians of today want the original taste; they don’t eat Chana Bhathura in Mumbai and Batata Vada in Delhi. Similarly International operators must bring same quality of product, high hygiene standards and most importantly the same Menu and flavors to India, or else they will be rejected sooner than later.  


Written By Anil Chak and Virat Varma