What food startups should focus on to succeed in the GCC: Key insights

The food and beverage industry is one the fastest growing in the UAE. International and homegrown brands have set shop to cater to the growing and dynamic market.

Gulf Business talks to WOK BOYZ CEO Gaurav Sabharwal who set up the homegrown quick service restaurant chain, first in the UAE followed by an expansion in the region. He shares insights into the journey of scaling the brand during the pandemic years and beyond, the motivation behind its fusion cuisine concept, and the strategic decisions driving its growth in the GCC.

Q. Could you provide our audience with a deeper understanding of your journey and the rationale behind WOK BOYZ’ focus on fusion food, particularly in the UAE?

The UAE serves as an ideal market for culinary innovation, boasting a diverse culture and progressive dining scene. Our journey stems from a passion for redefining traditional Asian cuisines through fusion concepts.

We recognised a gap in the market for customisable fusion dishes that cater to individual palates. This led us to introduce a creative blend of flavours and ingredients, offering customers a unique dining experience.

Q. Can you delve deeper into the transition from a side project to a full-fledged business venture?

What began as a passion project quickly evolved into a promising business opportunity. As the positive response from the UAE market grew, it became evident that the brand had the potential for substantial growth.

The decision to transition from a corporate role to fully commit to WOK BOYZ for me, was driven by the scale of growth and the need to capitalise on the brand’s momentum. It ceased to be a side gig and became a primary focus, demanding dedicated attention and resources to nurture its success.

Q. The expansion across multiple countries is impressive. Could you provide our audience with an overview of the brand’s growth trajectory and its strategic approach to international markets?

The expansion journey reflects a strategic approach to capitalise on emerging market opportunities while leveraging the brand’s strengths.

We currently operate 10 outlets across four countries, with plans for further expansion in the GCC region. Our growth strategy emphasises market familiarity and accessibility, making ourselves an appealing franchise option for potential partners.

By aligning with local market dynamics and leveraging our robust support systems, we aim to establish the brand as a leading player in the global quick service restaurant sector.

Q. How does the franchise model contribute to your expansion, and what factors ensure its profitability for franchisees?

Franchising offers a strategic avenue for expansion, enabling WOK BOYZ to scale its business while providing franchisees with revenue opportunities.

Our franchise model is designed to be plug-and-play, offering comprehensive support systems to franchisees, including POS systems, marketing, and operations assistance. The average investment per store is approximately $200,000, with variations based on market dynamics.

We prioritise operational efficiency and negotiation leverage to ensure profitability for franchisees, fostering long-term partnerships and mutual success.

Q. How does the brand navigate the challenges of delivery partnerships, given the competitive market landscape and commission structures?

Delivery partnerships are integral to the operations, requiring a proactive approach to address challenges and ensure seamless customer experiences. While commission structures pose a consideration, our negotiation leverage is bolstered by our high volumes and favorable relationships with delivery aggregators.

We maintain close collaboration with aggregators, addressing issues promptly and optimising delivery logistics to maximise efficiency. By staying adaptable and customer-focused, we navigate the competitive delivery market while prioritising profitability and customer satisfaction.

Q. With your expansion plans in mind, what advice would you offer to aspiring entrepreneurs in the food and beverage industry?

To aspiring entrepreneurs, I would emphasise the importance of adaptability, innovation, and customer-centricity. Embrace market opportunities, leverage industry trends, and prioritise customer experiences to drive success in a dynamic and competitive landscape.

Stay agile, remain focused on your vision, and never underestimate the power of perseverance in achieving your entrepreneurial goals.