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Barbeque Nation’s expansion starts with saying sorry, bringing customers back


It’ll be 100 restaurants by 2017, powered by equity investment from CX Partners. Dubai is on the cards too.

To grow from 52 restaurants this year to 100 by 2017, Barbecue Nation is starting by rebuilding customer trust with an apology & goodies for unhappy customers.

It is trying to woo unhappy customers back by sending an apology letter along with a bouquet of flowers and cake. The Indore-based company pays a huge premium on its Guest Satisfaction Index (GSI) and it has a GSI score of 89.5%. It has a call centre that calls 18,000 customers (approximately 20% of people who dined at its restaurants) to get their feedback on the service and later review and evaluate them.

“Customer delight as we would like to call it is our only prime concern, that leads to everything else, the reason we welcome competition not get wary of them,” said Uday Menon, Chief Business Officer, Barbeque Nation.

In his first year, Menon has plans to open 100 restaurants by 2017 from its current 52 restaurants all in tier I, II and III cities. The reason the company has for the first time got equity investment from CX Partners LLP, that infused capital since.

Among the largest casual dining brands with 52 restaurants across 16 cities in India. It features a “live-on-the-table” grill setting with an unlimited serving at a fixed price along with alcoholic beverages. The proportion of food and beverage is 65:35, since food is where the volume is driven, nearly 80% of the revenue comes from food.

BBQ Nation’s next stop is Dubai where he will be instrumental as he knows the market very well.

After the Maggi controversy, with all eyes on the food makers and restaurant chains, BBQ Nation’s Chandigarh outlet just faced wrath of the Municipal authorities with a sudden raid. However the restaurant came out to be squeaky clean for the watchdogs. “The reason we have our kitchens with glass walls so that customers can see through what’s happening inside,” says Menon.

Source: Business World

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