India based global entrepreneur Teja Chekuri has acquired nine(9) US Dunkin franchisees this week for $ 18,000,000 via their company Golden Horn Group. Chekuri, together with his business partner Mitesh Patel lead the deal as they aim for 150 outlets in the next 5 years across several US cities. Retailer Magazine spoke to him on his plans to expand his restaurant business and grow his business both in Indian and in global market. Excerpts from the interview:

You are running a multi-brand company across India and US. How has been the journey so far?

While the journey has been quite challenging, it has also been immensely fulfilling. To grow from a single outlet to a multi-brand food and beverage venture with a presence across US and India is nothing less than a dream come true. However, there is a lot of work still to be done and our focus is to grow and become the foremost hospitality chain across the globe.

From taking and running an Indian restaurant to the global market to taking a global brand franchisee. How difficult or easy it was for you?

It has not been easy, but I have always believe in putting together a team to pull through such challenges. We have had our fair share of successes and learnings, but we are glad, strived persistently towards our vision.

You recently signed a franchisee agreement with Dunkin to operate at its 9 locations in the US. How much time did it take and what were the challenges?

We have been thinking of taking up Dunkin’s franchisees for a while, primarily because of the brand appeal and scope of business. As an official Dunkin franchisee, we now have the opportunity to lead the brand in a new direction of growth. We’ve started with nine Dunkin stores in and around Boston, Massachusetts and intend to reach 150 outlets in five years across several cities in the US. It took us about two years to get the Dunkin franchise because they have quite a stringent process and due diligence in place and we expect the transfer of ownership of these franchisees to take another six months. The challenging part right now is the waiting period and we cannot wait to get started!

What’s your plan for growing Dunkin in those markets?

We are in the process of strengthening our backend systems. And, to bolster our ideas and ideologies, we have in place, a strong background in establishing innovative as well as tried and tested concepts in the food and beverage industry. In the days ahead, we hope to add to the vibrancy and growth of the brand as we restructure teams to chase future targets.

Any plan of taking this franchise beyond US market or to grow the partnership in India?

As things stand, we are focusing on growing within the US market, however, we do have a goal of establishing over 150 franchisees in the next few years.

Tell us about your restaurant Madras Dosa Company and Godavari. How is the response for these brands in the US market?

Godavari and Madras Dosa Co are casual dining restaurants that focus on serving authentic Indian food to our patrons. The response in particular with the Godavari has been overwhelming as it has over 26 outlets across the US. The Madras Dosa Co is a fairly new brand that has carved out a niche.

What’s your expansion plan for growing your in-house brands?

We are intent on expanding our footprint through a franchisee-led business model, with a focus on engaging our target audience, developing a unique brand voice and maintaining a consistent social media presence while pivoting to newer avenues for growth.

Ironhill is one of the best Microbreweries that India has, what are certain elements that need to be taken care of when building such concepts?

We believe in having a strong product, a great brand identity, a positive brand image, brand culture, and brand personality. And more importantly, at Ironhill, we believe there needs to be an inherent belief that the team can implement a successful brand strategy which helps increase brand trust, loyalty and awareness.

It’s believed that with Dunkin, it would be your first foray with an American brand. How are you planning to take this ahead as franchising is a huge hit in US QSR biz?

We are professionals with experience in the food and beverages domain and look forward to incorporating our learnings to strengthen the existing systems and bring improvement where need to build the brand.

Five tips you would want to share with people taking global restaurant franchisee?

• Do your research
• Keep abreast of new developments and trends in the food and beverage sector
• Understand the efforts needed build the franchise and commit to it only if you can immerse     yourself fully into it
• Employ risk assessment and mitigation measures in place.
• Go for brands with a good reputation and positive work culture.

Trends you foresee.

• Collaborations between brands,
• Personalized marketing and creating an experienced economy
• Increase value added services or events that promote or support the core product while engaging and enhancing the customer experience will be in focus going ahead.