Deliciously seasoned biz opportunity
Founded in 1980 in Ontario, Canada, the Chinese QSR chain ‘Manchu WOK’ currently owned by Hon Kong based Cafe' De Coral today has strong worldwide presence. As the brand is mulling expansion via franchising, in an interview, Kelvin Chen, President and CEO, Manchu WOK shares the company’s growth plans in the Middle East.
Namita Bhagat (NB): Tell us about the origin and concept of 'Manchu WOK'. What is the USP of the brand?
Kelvin Chen (KC): The brand started 31 years ago in Canada. Immigrants from Hong Kong wanted to share their famous recipes with their new Canadian family. We utilise Cantonese and Szechuan recipes mixing deliciously seasoned meats with fresh vegetables served hot to our customers. We are one of the largest Chinese QSR brands in the world and have been consistently successful because we do not compromise on the quality of our product or the service that we provide to our valued customers. We offer a variety of signature dishes from our Orange Chicken to our Hunan Beefalong with traditional sides like rice, noodles, and egg rolls, Manchu Wok has something delicious for even the most discerning taste buds.
NB:What were the motivating factors for the company to opt the franchise model forthe brand's expansion? What consumer segment does the brand cater to?
KC:We currently have close to 160 units operating in North America and worldwide. Unlike some franchise concepts that open a couple of company owned units, we chose to prove the model with many company locations prior to rolling out a franchise model. The key factor to our consistent success regardless of region of the world or venue is the scalability and the ability to replicate the concept. We have a great combination of both a limited menu making the operational aspect manageable but we still have a menu that I would consider diverse, allowing our loyal customers to experience their favourite entrees wherever they are in the world, but offering other options to eliminate menu fatigue. The Asian QSR and fast casual segment is one of the fastest growing in the world right now, customers want fresh delicious Asian food that has a high level of quality and is consistent from location to locations. Manchu Wok has all the key ingredients that made us such a successful franchise concept for over three decades. We have unique flavour profile, excellent training and operations, a seasoned management team, scalability, and profitable franchisees!
NB:Could you share the company’s operational strategy to enhance the brand'spresence through franchising in the Middle East?
KC: We are currently looking to grow through the Middle East, especially in the GCC region where we feel there is a consumer demand for our concept. We will evaluate qualified candidates on a case by case basis and, in concert, decide if a master license or a traditional unit development model makes the most sense. Operationally we want to partner with experienced franchisees that both understand the respective cultures of the region as well as any specific operational challenges the QSR segment presents.
NB:What are your expansion plans for the region in terms of target locations and number of franchisees?
KC: We are targeting between 80 and 100 units in the region over a number of years. Ultimately we would prefer to have one or two solid partners developing the region.
NB: What are the qualities the brand seeks in its franchisees? What kind oftraining and support does the company provide them?
KC:Manchu Wok only wants franchisees that are of the highest calibre. The restaurant industry is highly competitive, here in North America, and around the world. One of the reasons for our longevity has been our franchise selection process. We are looking for well capitalised, experienced,operators that share our passion for Manchu Wok along with our vision of growth. We have one of the best support structures in the industry. Manchu Wok is a true turn - key franchise opportunity. From development, operations, pre-opening support, grand opening support, to marketing and on going support, Manchu Wok is with its franchisees every step of the way!
NB:What other international markets you are looking at for launching the concept. Couldyou share the time line?
KC: Currently we are targeting, Western Europe, the Caribbean Basin, CentralAmerica, and South America. The GCC region is our first priority and then the other regions will be developed strategically thereafter. It is our motto to grow aggressively but to never rush or over commit. It is aprecious thing to have been blessed with 30 years of success; we must keep true to our organisational principle of smart growth.
