Imagine walking into a restaurant and giving your order to a chain conveyor above you. At Bruciato Food Factory (BFF), a bistro in Airoli, there are no waiters; your order is literally taken by a machine. Customers scribble what they want on small writing pad with a number on it and stick it on the conveyor with the help of a magnet, and the order then goes directly to the kitchen. The bill too comes to the customer in a similar fashion.
Navi Mumbai 04-12-2017 :Customers placing order by writing on notepad and attaching the same with the help of magnet on conveyor belt. photo - Yogesh Mhatre Story- Varda Sharma
The founders, childhood friends Chirag Patel and Ronit Bhogle, did not intend to be this innovative when they began the restaurant last November. “The concept was born more out of a need,” says Mr. Patel, a mechanical engineer. “We did not have enough funds and hence wanted to cut costs wherever possible. Moreover, we wanted to give it the look of a factory to match its name.”
The name has an interesting origin. During a brainstorming session, followed by a rigorous Google search, the two came across the Italian word ‘Bruciatio’, meaning burnt to a crisp consistency. The name clicked with them, as they wanted to serve baked and crisp Italian and American food with a local touch. But, says Mr. Bhogle, the name somehow appeared incomplete, and they decided to add Food Factory to it. “It would now be BFF, which can stand for Best Friend Forever, signifying our friendship and also forever-friendship bond with our customers.” Mr. Bhogle, who is pursuing his Company Secretaryship.
During their research, the founders came across a Sushi restaurant in Japan where food is served on a conveyor belt. “The concept was beautiful but could not have been replicated in our 280 sq-ft restaurant. Further, it required huge expenses,” says Mr. Bhogle.
However, they realised they could customise the concept. Mr. Patel’s background in mechanical engineering helped, and the two along with a carpenter and an electrician, began work on the interiors. “At least 70% of the interior is made from scrap and the chains used on the conveyor are discarded motorcycle chains.”
There were hurdles along the way. “First of all, the rent was too high and we did not want to spend too much time on the interior,” says Mr. Patel. Secondly, while the concept was clear to them, it was difficult to explain it to the vendor who was doing the soldering.
“Safety was the biggest concern for us and hence a lot of time was spent on the trial run,” says Mr. Bhogle. Finally after working day and night for two months, BFF was finally launched with two chefs.
“Ronit and I are good chefs ourselves and help in the kitchen whenever there is a rush,” says Mr. Patel. Though Mr. Bhogle learnt cooking only after venturing into this business, Mr. Patel loved to try new recipes right from childhood. “I used to watch my mother cook with fascination and whenever I got opportunity, cooked for my friends and family,” he says. Their compliments made him decide to venture into this field. However, as in most families, his parents wanted him to study engineering.
Navi Mumbai 04-12-2017 : Rohit Bhogle and Chirag patel Founders of Bruciato Food Factor photo - Yogesh Mhatre Story- Varda Sharma
“It was not easy convincing them,” says Mr. Patel. To make matters worse, their first venture in 2015, a breakfast delivery system in Airoli called Sub Street, was a failure.
“We had no idea about the market or the food industry then and had conceptualised a poor business plan,” says Mr. Bhogle. “However, it was a great learning experience.”
At BFF, the food is freshly cooked, with no precooked sauces or chutneys. It serves a variety of pizzas, burgers, pastas, sandwiches and garlic bread.
The customers vouch for the “unique flavour” and “the aromatic spices” in the recipes. Iram Memon, a Vashi resident, has been visiting BFF since January and just “loves the food” and “the really cool interior”. She loves the “volcano pizza topped with the pink sauce and cheese garlic bread” the most.
Anuja Waykar, a Mulund resident, is drawn by the “tasty food, novel concept, comfortable seating arrangements and the economical price.”
The bootstrapped venture — the duo invested ₹3.8 lakh towards interiors, and were helped by friends and family — has 12 employees with sales touching ₹2.7 lakh in the very first month.
“We have a seating capacity of just 20. But with the number of customers increasing steadily, we are planning to expand our premises and are looking for investors,” says Mr. Patel.
Bruciato Food Factory
Founders: Chirag Patel and Ronit Bhogle
Founded: 2016
Funding: Bootstrapped
Employees: 12
Facebook: @bruciatofoodfactory
