Can anyone create one own Desi pizza chain?
One can create, and it was created by a man who had absolutely no experience in the food industry. And that too, without any money from investors. It was created like this. It is India’s fastest-growing pizza chain. It has a turnover of Rs. 1000. It has more than 600 stores and comes in third after Domino’s and Pizza Hut.
And this has been done in just 12 years. When Zudio grows very fast, then we say it’s a Tata group. They are big people; they must have done this. However, when a common man grows so fast and achieves turnover, despite having dominoes and a pizza hut as a competition, he makes a separate name for himself.
The story started in 2011, and the hero of the story is Sanam Kapoor. He works at HCL. He was an IT guy. However, he decided to do my own work and left the company. and started his first business outlet in 2011 in a small space of 120 sq m in Chandigarh, and opened his first pizza store. He names it “Pinocchio Pizza.” He was self-employed and did the work by himself. From making the recipe for pizza to managing bills and money, he does all the work by himself.
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He doesn’t have any knowledge about his business, and he starts selling pizza through a different concept, not like dominoes or pizza huts, but like western countries. Where it was sold in slices, not whole ,.
After that, he changed from Pinocchios to Lapinoz . Lapinos, meaning giant pizza in Italiania”. Hence, the first difference they made from the rest is this: They said that whether you go to Five Star or Dominoes, all flavors are foreign. There is nothing like the flavor of India, so they started giving it an Indian flavor.
Now if you go and check the menu of Lapinoz, there is panner makhani , panner korma , and panner butter masala . So the first difference is the size of the pieces. The second difference is the desi Indian tadka. After some times, they bigger with extra-large pizza too. They have a very large pizza, and they have different toppings.
Now that their first outlet is profitable, they make another outlet where the customer is happy and asks for a franchise with different knowledge from the rest of the franchise. They find a local person who can see and have knowledge and who will take care of that area.
1st Francis in 2013; by 2015, they had 50 franchises in just 2 years. After that, in 2017, there were 100 franchises in 4 years. However, it took less than 2 years to open 200 franchises; in 2021, there were 300 franchises; in 2023, there were 600 franchises; and with this, they crossed the 1,000 crore turnover.
With this, they make one more difference: they changed 4% inside of 8% royalty, and secondly, they made a difference in that the material will be supplied by me only. Lapino has opened its outlet in U.K and planning to open 3 new branches in Sri Lanka, Dubai and Canada.
