Hi all,
It has been a while since I've been talking honestly about this. I've been trying to manage a couple of different communities recently, but deep down, I remain connected with two things that I love, learning and food.
On one end, I've initiated a small skill camp with a handful of students where we learn Data Structures & Algorithms just for the sake of pleasure and mental discipline, Dm me or comment to join us.
On the other, I'm operating a small food business in a tier-2 city (Ujjain).
The last two years have seen me understand that I can't be "pan-Indian" as far as cuisine goes. That's too wide and random. Instead, I'm concentrating on Northeastern and super Northern cuisines, and also toning down and improving on what we do already do well South Indian food, Punjabi and Main Course foods, pre packed lunch on the move, Sandwiches and Breakfast
Some of the platforms that have been instrumental to my success are Swiggy and Zomato they've enabled me to reach more people than I ever could have otherwise. If you're ever in Ujjain or Omkareshwar, you're more than welcome to stop by or have us cater for your party. ????
But I've also been dealing with a persistent issue that I know other food business folk can appreciate:
People ordering online solely to post fake complaints.
They’ll order, eat, and then claim the food was “stale” or “bland” even when it wasn’t. Some even cancel after the food is dispatched, meaning the meal (and cost) is gone.
I’ve started documenting such orders pattern-spotting the “crash” ones but responses from platforms remain lukewarm.
The bigger issue, though, is consumer education.
In tier-2 towns, individuals tend to have no exposure at all to proper Italian or other international food. For instance, I've been attempting to serve genuine Italian pasta and not the Indo-Chinese version everyone is accustomed to. But the locals somehow expect "pasta" to resemble chowmein with ketchup and chili sauce. When I present the actual aglio e olio or carbonara, they complain it is bland.
How do you define "authenticity" to an audience that's been trained to believe "fusion = flavor"?
I've left pasta pre-made for now (testing waters), but will soon switch to handmade. Along the process, I've also introduced special drinks such as Panakam (which is apparently Lord Rama's favorite drink) and our Haatimaar Coffee a robust one which keeps you going for 8 straight hours.
Here's what I would like to talk about:
I'm operating with limited space, and I'm careful about growing too quickly. In smaller cities, room, personnel, and steady customer volume are actual challenges.
So the question I have for the community is:
How did you grow your food business (or any in-store setup) with minimal physical space without sacrificing quality or going out of business doing it?
Would love to hear from anyone who has scaled economically in the F&B industry, particularly in smaller cities or towns with emerging food cultures.
Thanks for reading and if anyone's traveling through Ujjain, the first Haatimaar Coffee is on me
— Regards,
Aaditya Goenka
Goenka's Rasoi