Launched in the year 2019, The Rolling Plate is an innovative business model in the Food and restaurant sector. They are based on the cloud kitchen concept and work under the FOCO (Franchise Owned Company Operated) model. This self-funded start-up holds the title of being the first to introduce this idea in the Indian food industry. A concoction of F&B, online business, and IT, they strive to bring a wide variety of cuisines of our country to their customers no matter where they live.
“THE INSPIRATION BEHIND STARTING THIS COMPANY WAS TO CURATE A WIN-WIN STRATEGY FOR ALL. I WANTED TO CREATE A SYSTEM WHERE IT WAS EASIER FOR THE CUSTOMER TO OPERATE & ALSO AN INCREASED GAP FOR MARGINS FOR US”Jahaan Khurana
They have come up with a unique revenue-generating system that brings profit to all. They currently have 11 brands; all cloud kitchens offering North Indian, Mughlai, and Chinese like Dana Paani, Kahi Se Bhi, and Raja Bhoj. All the investor has to do is invest Rs. 2.9 lac and choose one of their brands. In return, the investor gets the ownership of a virtual restaurant where they don’t have to pay any rentals or salaries. The company also manages the operational costs and overhead expenses.
Unlike other restaurants where, after investing, there remain other expenses to cover to start operating the business properly, here the franchisee can begin immediately after the investment. They share with the franchisee 18% of the gross sales. In short, Rs. 2.9 lac is the only investment one has to make, and from then onwards, the investor can enjoy a whopping profit depending on his sales. Some of the other benefits of the investor include minimum food costs, being provided with kitchen partners, and others.
“TRP ENVISIONS ITSELF TO BECOME AN ALL INDIA WIDE & ONE OF THE MOST POPULAR ACTIVE WORKING CLOUD KITCHENS & FOCO MODELS IN THE COUNTRY”JAHAAN KHURANA
Although their service is limited to Delhi only, they are actively working to make this a nationwide network. Their FOCO model, as said by one of the co-founders of Rolling Plate, reduces the challenges faced by people that find it hard to start or own a business from scratch. Their targeted audience are not only those who are looking to invest their money but also those who aren’t looking. Moreover, since it’s an online business, anybody from any part of the world can invest and own a franchise. These, along with their USP, serve as a great advantage against their competitors.
“KNOWING YOUR IDEAL CUSTOMER & INTEGRATING A STRATEGY AROUND IT IN ORDER TO GAIN MORE EXPOSURE & CONVERTING A LEAD INTO A CUSTOMER MAKES FOR A SUCCESSFUL MARKETING STRATEGY”JAHAAN KHURANA
While talking about their social media presence, they revealed that YouTube collaborations bring a majority of their leads. They also collaborate with influencers from different platforms. And even though they lack optimum reach at the moment, they are working to have organic growth for all their social platforms, priority being YouTube & Instagram. For this self-funded start-up, direct selling and influencer marketing has proven to be their two most effective marketing strategies.
“BRANDING BRINGS YOU INTO LIGHT AND HELPS PEOPLE RECOGNIZE YOUR EXISTENCE”JAHAAN KHURANA
In their words, branding is what brings value to a start-up it deserves and marks your individuality in the crowd. They not only improve visibility among customers but also among investors and stakeholders. A large part of their revenue goes into product and operations; however, they are also working to make their brand well versed and active on the marketing front.
In terms of their industry’s future, The Rolling Plate voiced out that Cloud Kitchens is going to play a dominant part in the entire FMCG sector.
“THE GREATEST CHALLENGE WAS TO MAKE SURE EVERYBODY INVOLVED WITH OUR SYSTEM FEELS LIKE THEY ARE ON A BENEFICIAL SPOT. IT WAS HARD TO PLAN & INTEGRATE THE COMMUNICATION OF THE SAME”JAHAAN KHURANA
They faced challenges to make people understand that everybody associated with their business will have benefits. But detailed studies and brand positioning helped them to solve the issue and keep the brand going.
During the global pandemic, orchestrating a successful delivery system and ensuring people are interested in investing in them posed as a challenge. The outspreading of the virus made people hesitant in ordering food online. Businesses also showed uncertainty in investing due to economic fall down. Nonetheless, constant efforts and reach out plans aided in controlling this situation and getting through it.