Fire N Ice

My friends and I used to frequent Fashion Bistro in Mumbai. It was small & forever crowded. We used to end up sitting at the chaiwalla outside a lot. It was there that we started wondering why Mumbai did not have a nightclub that compared to discotheques abroad! The ‘someone must do it’ discussions turned into ‘why not us?’

We had no idea where to start, but we were trained in different fields, Vishal Shetty was a DJ, I had done Hotel Management and Rajeev had the resources; so it was at our dear chaiwalla’s that the concept for Fire N Ice was born.

There’s a lot of work and finances involved to open a club that sets a standard. After a lot of hard work and preparation, days & nights of brainstorming & hunting for the right property, we founded Fire N Ice – a really catchy phrase that we came up with! It was an exclusive club and it was rocking! We are extremely proud that Fire & Ice gave birth to the nightclub scene in Mumbai. It feels great to be a trend-setter.

All that being said, it is tough business. You need to be focused, you have to treat it as business and not pleasure. You also need to have some sort of training, either from a Management Institute or Hotel Management Course! Get atleast a year of work experience with a hotel because hands-on training is the best. Always remember to value your money – the money you start with & the money you make.

But don’t forget to keep the fire burning!  

Calling out to all patrons of the beloved nightclub, Fire N Ice! We’re recreating the magic for one night only! Come reminisce your favourite memories of the place at Tote on the turf @ Mahalaxmi on April 30th.

Impresa Hospitality Management

I established Impresa Hospitality (IHM) in 2011 after training and working with some of the best restaurants and bars in the city. The time spent I spent there, helped me build a solid foundation, honing my marketing and strategic skills.

Since its incorporation, we have strived to establish the company as one of the finest hospitality companies in the country. We have been able to acquire a diverse portfolio of brands which includes some of the biggest and most successful chain of restaurants & bars. Each has been individually tailored to offer varying degrees of luxury, path-breaking design and unfailing service across market segments. Among them are, Two One Two Bar & Grill, Maroosh, and Cafe Sundance.

Presently, the company is poised for growth and expansion. Equipped with an experienced management team, we are suitably prepared to meet the needs of an ever-expanding market. Our company has also been able to foray into consulting, developing and managing several restaurants in the city. It is this multifaceted approach that has facilitated the delivery of an outstanding product with equally outstanding value.

Our Commitment to Quality

At Impresa Hospitality, we do do not outsource our food supply, we manufacture our own products. With a detailed inventory management linked to a central hub and kitchen, IHM not only ensures consistent standards of quality, but strategically leverages economies of scale.

Equipped with an experienced management team, IHM is suitably prepared to meet the needs of an ever-expanding market. In the current scenario, IHM’s immediate focus is to set up state- of-the-art kitchen infrastructure which provides safe, hygienic and quality food products to larger sections of people in the country.

Back to Beginnings

For all those who are not aware, Maroosh is Lebanese for ‘fanning the coal’! The inspiration behind Maroosh was to make available a concept that was novel and at the same time appetizing to the Indian palate. Lebanese cuisine is remarkably close to Indian cuisine in terms of spices and flavours and has widespread reach in our country. 

I believe I have a good understanding of the Indian taste and palate and have strongly focused on this Lebanese Indian fusion taste for the past 14 years to create a cuisine that would appeal to all.

Now with the Unilazer investment and their deep understanding of the Indian consumer, I feel we are on a strong growth trajectory This investment will prove as a boost to Maroosh’s regional expansion in Western India followed by an extension in our home delivery services.

Maroosh opened its first store in Mumbai in 2000.

See more at: http://www.businessworld.in/news/corporate/screwvala-ventures-into-food-servicing/1299557/page-0.html#sthash.B75XTXOv.dpuf

The Strategic Partnership

Impresa Hospitality has entered into a strategic partnership with Ronnie Screwvala led Unilazer Ventures, whereby the latter has acquired a 43% stake in Maroosh! Looking at the way Maroosh is growing, we felt that it was time to take it to the next level. We reached a point when we had to make a decision on what we could do to enhance the brand’s value & purpose. We want to make the Maroosh experience available to everyone across the country!

There is currently a lack of restaurants in the QSR space that cater to local flavours and Maroosh is one of the fastest growing chains in the industry that caters to the Indian palate in a unique way. Benefiting from Unilazer’s experience and understanding of the consumers’ psyche, Maroosh has gained leverage and economies of scale. The investment ensures that we can get our back-end and ecosystem right as the brand expands across the country!

What Ronnie Screwvala brings to the table is not just funds but also value creation for the brand. Maroosh’s expansion plans include 50 more outlets by next year and 300 new outlets in the next three to four years! Also, a new revamped menu is in store!

The Eating Out Trend

At least 50% of consumers eat out at least once every three months & the QSR concept has played a significant role in this shift. This stat is set to increase as Indians become more adventurous with their food choices which creates huge potential for Maroosh to grow significantly!

Quick service restaurants are the foundation of the Indian food service market, and are growing fast. Within the consumption space, QSR has the biggest potential, according to industry estimates. In India, dine-in accounts for almost 67% of sales at QSRs, while takeaways account for 19%, according to a report by the National Restaurant Association of India and research firm Technopak.

Around 80 per cent of the consumers order in food at least twice a month, which emphasizes the need for this facility especially in larger cities where distance is a concern. With the investment from Ronnie Screwvala, Maroosh is working towards catering to this segment!

Read more: http://articles.economictimes.indiatimes.com/2014-03-20/news/48402040_1_unilazer-ventures-consumption-space-ekstop-shop

Maroosh – For The Fast-Paced Youth

The youth of our country is all about ‘left-hand’ eating as they constantly look to multi-task and Maroosh caters to this huge segment with its fast food services that combine taste and quality while satisfying the Indian palate.

With the fast paced life of today’s youth, it is hardly surprising that they are looking at quick alternatives for everything including for food. Hot, fast, filling and reasonably priced – that’s how the youth want their food. That’s where the ‘QSR’ segment comes into the picture.

The entire idea of QSR is to cater to busy individuals who value high-quality food, quick service and an affordable price. Without one or the other, the whole concept falls apart. Hence, it becomes increasingly important to ensure that your back-end and ecosystem are right as you look to expand. With the investment from Unilazer, Maroosh has gained strategic traction in the QSR segment.   

Read more: http://articles.economictimes.indiatimes.com/2014-03-20/news/48402040_1_unilazer-ventures-consumption-space-ekstop-shop

Impresa Hospitality reaffirms its strong presence in India’s highly growing QSR segment

Impresa Hospitality has entered into a strategic partnership with Ronnie Screwvala led Unilazer Ventures, whereby the latter has acquired a 43% stake in Maroosh! 

Maroosh, a signature brand of Impresa Hospitality Management, caters to a combination of authentic Lebanese and Indian cuisine. It is one of the fastest growing chains in the ‘Quick Service Restaurants’ segment and in a short span has managed to capture a substantial share of the market in India. The investment by Unilazer will facilitate its sustainable growth as the brand looks to expand across the country.

Maroosh, with 14 outlets & growing rapidly, has effectively built a popular brand of authentic Lebanese & Indian fusion food at highly affordable prices. With its investment, Unilazer plans to take the esteemed brand to the next level! Maroosh’s expansion plans include 50 more outlets by next year and 300 new outlets in the next three to four years! Also, on the cards are a revamped menu and a new logo!

Watch this space for updates!