When McDonald's entered India in 1996 serpentine queues formed outside its outlets as people waited patiently to be served the world-famous burgers. Back then burgers were a novelty and people could not get enough. The same happened with Subway sandwiches.
Over the years though, burgers and subs have become commonplace meal-on-the-go. The next big revolution is sliders. I believe sliders are the next big wave in the quick service retail format. Hence, I created the brand 'Sliders' and opened the first outpost in Mumbai.
Sliders are often deemed miniature versions of burgers. Besides its size, another thing that sets it apart is its simplicity. Traditionally it has a thin beef patty covered with some cheese and fried onions and placed between 2 buns, with minimal adorning. The burger bun weighs around 60 gms while slider bun will be around 20 gms.
It also means that one can finish off a slider in three easy bites which is why many restaurants are increasingly including it in their menu. I believe that sliders will be a hit with the Indian crowd, especially the urban youth. Our sliders are priced very competitively at INR 60-65 each, which suits the budget of our target customers, who are youngsters and corporate professionals. As we scale our business model we will drop the prices to those offered by leading burger brands.
I am currently working to build up the business' backend to outsource a bulk of its processes to other agencies, so that minimal cooking is required at the outlet. Everything including, breads, meat & sauces will come from these agencies & will be assembled at the outlets.
We are currently doing a litmus test with our flagship outlet which is located in a bustling part of Bandra, near three colleges, a major shopping mecca, and adjoining McDonald's & KFC. I believe that if we can get people to try sliders atleast once, then it is half the battle won.
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