When you get a tasty, safe and unlimited food experience, how does it feel? Yes, BBQ nation is one of the prominent food business models which captured the Indian audience's heart. When you get a self-grill option for the food which you ordered, it gives you a pleasurable experience.
BBQ Nation has a high customer base for their quality food service and recipes. Most of the middle class families are their major customer source. 600 rupees per head was their charge, which attracted all the families and office parties. We all liked the flavours and tastes, but the business model is complex and critical, due to its major operations, from management of staff to recipes, chefs, cooking staff and overall organizing. For one outlet, at least 2 to 3 crore rupees were needed. Eventually, they only targeted metropolitan cities, which quickly reached 13 stores across India and now has 250 stores with a net worth of 400 crore.
Marketing strategies
* Coal and grill strategy gave customers home environment.
* Created emotional bonding environments, where groups, families and office parties were organized, which gave a good experience of bonding among them. They could see increased footfall and crowds.
* Special training for staff for dealing with customers and helping them to grill. Whenever there were birthdays of customers, the BBQ staff used to sing birthday wishes and eventually, customers used to click images and upload them on social media platforms. Which gave them great marketing of BBQ naturally.
* Focused on 2 tier cities, as birthdays, parties and kitty parties are celebrated with huge enthusiasm.
In urban areas, parties are regular but in semi-urban or rural areas, parties are like festivals. It also reduced the costing expenses and better customer growth.
Failures.
* Expansion of 300 outlets, which increased deep operational, staff and rental costs. Which increased the overall debt cost by 700 crores and a rapid downfall in shares upto 85%. In 2023 and 2024, the inflation rate was highest in India, which increased raw material costs, which again increased bills and salaries.
* Since most of their customers were middle class, they couldn't even raise the prices, as there were high chances of customer downfall. During the time of COVID-19 many of the BBQ stores were shut, which was also a reason for the reduction in business of the BBQ nation.
