-By B Swaminathan (cbedit@imaws.org)
Wat-a-Burger, which is a dynamic burger joint, conceived and run by young minds with a sole mission to take fresh, delicious, yet affordable burgers to people. Founded by Farman Beig and Rajat Jaiswal, Wat-a-Burger soon became the largest homegrown Burger Brand of India spread across 16 cities and 9 states serving more than 8 Thousand delicious burgers daily. In the beginning, the co-founder had just ideas and inspired by them they decided to take fresh, delicious, and affordable burgers to people. ‘High Quality’, ‘Exquisite’ and ‘Affordability’ work hand in hand at Wat-a-Burger. Being a bootstrapped brand the decision-making power rests with the founder which has brought the brand so far. The brand strongly believes that the match of taste and quality with the price is decidedly attractive and is the true USP. In a quick chat, Farman Beig, Co-founder & CEO, Wat-a-Burger, shares on the company’s views, expansion plans and how the pandemic had changed the way QSRs are functioning. Edited excerpts.
How are things opening up post-COVID?
Pandemic has changed the way market worked earlier, we have also brought changes in the way we worked, from receiving orders to delivery, everything has changed. Initially, it was a little challenging, but now as the market is opening up again, we are very much back on track and working aggressively on providing the best services to our customers.
How is Business Getting Back on track?
Business is going great; we can say that the pandemic was in-fact not a pushback but surely has been a huge driving force for us, we have made many technological advances in the various aspects of our brand, we have changed the way we received raw materials, the way we prepared our meals and the way customers received their orders. We have also changed our dine-in experiences considering and strictly abiding by the SOP’s provided by the Government.
How are restaurants adopting technology for contactless orders?
We are adapting pretty well, before pandemic as well, we used to make sure that all our deliveries are up to the mark and abiding by our standard checks, and in the times of pandemic we have only taken our standards higher, every order is packed with utmost care and safety, every delivery rider’s temperature is checked after certain intervals of time. In our kitchen as well, we follow all safety precautions from cleanliness to hygiene.
How is Brand getting ready for the anticipated third wave?
As a brand Wat-a-Burger has always been ahead of its times, and even today we work on those principles, we are all set and ready for any anticipated third wave or so, we are ready to provide the best of services to our consumers even during the darkest of times because that is what we stand for.
What are the key USP for your brand?
The key USPs of our brand are ‘High Quality’, ‘Exquisite’, ‘Affordability’ and ‘Innovation’.
What are your top 3 expansion plans?
Our top three expansion plans are: –
- Widening our footprints with new flagship dine-in outlets in various cities like Lucknow, Pune, Patna, etc, across India.
- We are planning to tap tier 2 markets more and more, as we have got amazing responses in these cities.
- Expanding in South India.
