Sudipta DevMumbai

Aayush Agrawal

Launched about a year ago, Wok Express is doing something unique in Mumbai’s restaurant scenario – it is promoting branded Chinese fast food concept which has so far been an unexplored space. The company has opened seven outlets with plans to expand to 20-25 outlets in the city by the end of the financial year. “We felt that branded Chinese fast food is not available to the consumers. There are fast food options for pizza, burgers, etc, but not Chinese food,” said Aayush Agrawal, director, Wok Express, pointing out that it is an interesting space because there is no competition currently, even globally there are not many players in the market. “Competition is always good but at the end of it, a lot depends on the execution of the concept. I hope competitors come in as the industry for Chinese fast food will grow,” mentioned Agrawal.

The food is customisable and there is something new on the menu every three months. “The wok is the pan in which the food is cooked – it is a four step process – selection of base (rice/ noodle), sauce, vegetable/ meat, and finally choosing the topping. Almost 65-70 per cent of our sales comes from this. We have also launched dimsums and sushi, which we are doing at an affordable price. There is a centralised (base) kitchen to maintain consistency. At the outlets there is no cooking, it is primarily assembly,” stated   Agrawal. All the outlets are company owned and company operated. Wok concept has originally been takeaway with limited dining, but the company has focus on dine-in business as well. Wok Express has seating for 40-45 people at every outlet.

Currently the outlets are in residential areas (Pali Naka and Lokhandwala) and corporate hub (BKC). “Our sales are mixed between corporates, families and college going students / teenagers. The new outlets in Mumbai would include high street, malls, and maybe corporate centres. Next year we will expand to other cities,” stated Agrawal.

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