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Home > Strategy > Food Chains- Consistency is the key.

Food Chains- Consistency is the key.


WAH JI WAH Delhi Graphic

I first ate at “Wah Ji Wah” about a year ago at their outlet in Sector 18 Noida. Since then I have seen the chain expanding by leaps and bounds. I recently ate at their outlet in Patiala and then at South Ex, New Delhi- although the dish I chose was exactly same I had at their Noida outlet, the taste, the tinge and the tenor of their “Soya Chaps” was different at all the three outlets.

Of late we have seen many such chains (Soya Express, Dosa Express etc) expanding their outreach footprint into many Indian cities. Frankly speaking, I have had lunch at Soya Express only once and that was not a very good experience and I have never tried Dosa Express. Now, take the case of Mc Donalds or Pizza Hut or KFC- when I walk into one of their outletss and order something, I already know what it will taste like. They might have localized their offerings in terms of taste and portion size, but within a country, I hardly feel any difference when I order a Farm Fresh Pizza from Dominoes in Delhi or in Chennai.

I really appreciate the efforts being put in by the Indian fast food/takeaway chains in offering their wares in multiple locations, but the key to achieve customer satisfaction is offer consistency in terms of taste and customer service. The customer should relate the eating experience to the brand and not the location. I should not be a customer of a particular outlet, I should be a customer of the brand.

[This post should not be considered a complaint against Wah Ji Wah or any other chain. This should be considered as an advice for all such startups and SMBs striving for expansion.]

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  1. May 28, 2013 at 2:14 pm

    This is a great tip especially to those new to the blogosphere.
    Simple but very precise info… Appreciate your
    sharing this one. A must read article!

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