BY VIKRAM VIKAS VARMA
Head – Marketing, Barbeque Nation Hospitality Ltd.
When I first joined the hospitality business, I was told that the surest way for a restaurant to find success depended on five key things. When a wideeyed me wanted to know what those five things were, I was told the first three are Location, Location, Location, while the next two are Great Service and a Great Menu.
That struck me as being totally true and became the Five Commandments of the hospitality business. Until, that is, when I was serendipitous enough to join Barbeque Nation. The Five Commandments became Six Commandments, which is in tune with the human race which always talks about a Sixth Sense. In the case of Barbeque Nation, the sixth sense – which eventually took precedence over others is – A Great Idea. This great idea for us translated to investing in a pioneering concept of ‘barbeques’ – live charcoal grills on the dining tables.
This became our indomitable USP and a key driver for patrons to repeatedly visit the restaurant chain. The quick expansion to 40 chains across 16 cities in India was aided by this innovative product striking a chord with customers. Barbeque Nation became synonymous with the ‘experience’ of live grills on the table. While our buffet covers three courses, the barbecued starters remain resolute in holding on to the prime position amongst all courses.
This concept of introducing live barbeques on the table went on to prove the old adage that in life, simple things are the best. They are also the hardest to copy or ape and that is why the person who gets a good idea and implements it is forever renowned. Others may come along and might even produce or market it better, but the person who thought of the idea innovatively will always get the credit.
That is the premise of the idea of Barbeque Nation – it is very simple and the reason why it has been an enduring hit is purely due to that simplicity. We have not tried to add on to the simplicity of the barbeque as a device, or spin off some new-fangled ideas to make it appear all snazzy to keep up with the times. It is as originally planned, with the difference that instead of being all outdoorsy, it is now on the dining table with the diners, and the whole family and friends can have their meal prepared, or prepare it themselves, as they want it.
In America or Australia, where open spaces are de rigueur, barbeques are almost a must have with every family, with most lugging one over the weekend to have a picnic with friends or just opting to have a party at home. Unfortunately, that doesn’t quite work in India where only the rich few have the space available to have a barbeque at home and picnics are mostly what you pack and take away with you. In such a scenario, having a restaurant which provides you with your own barbeque is a deal that nobody could ever laugh at. The image of the all-American family, laughing as they enjoy the outdoors barbeque, has been supplanted by us as the Indian family enjoying themselves as they prepare the meal indoors.
Add to that the fact that barbeque recipes are by and large whole-hearted and honest, adding to the whole feel of the picnic brought indoors by Barbeque Nation, that is the crowning glory to an idea which is simple and good.
Feedback: vikram.v@barbeque-nation.com
