City-based hoteliers have made Ramzan Food Fest a brand-building exercise this year.
Instead of serving just those who knock on their doors, they have started supplying chefs for catering to districts like Medak, Warangal and Khammam. Some have started serving even Andhra Pradesh districts including Kadapa and Vijayawada in Krishna district.
While for most sale outside added to their already existing publicity, for others the reach-out increased revenues by 2% to 3%. One of firsts among restaurants to let their chefs work in kitchens other than their own was Cafe Bahar, a restaurant established in 1973.
Popular brands including Paradise and Pista House too have caught up with the catering business. Speaking to The Hindu , Syed Ali Asghar, Managing partner of Cafe Bahar, said this year he expected to amass a revenue of ₹ 14 crore to ₹ 15 crore on account of the good sales. The hotel had catered during weddings hosted by bureaucrats and legislators this year. Cafe Bahar’s turnover last year was ₹ 13 crore. “Catering outside gets the hotel regular patrons.
The business model works well in this highly competitive market situation,” said Mr. Asghar.
For Mohddin Ali, Managing Director of Pista House-Nampally, this year witnessed a 3.7% increase in sales thanks to goodwill generated by off-campus cooking and serving exercise. “We cater in Khammam to expand the reach of the brand. We also serve in Kadapa where an emerging hotel market seems promising,” said Mr. Ali who has set up an outlet even in Bangalore for Ramzan sales.
The brand which sells the traditional Haleem and Hyderabadi dum biryani had increased its sales by a substantial percentage during the last decade, he added.
Traditional hotels
Some of the oldest hotels too have started serving outside their buildings. Shadab Restaurant which is known for its paya (goat leg soup) and sweets including Khubani-ka-Meeta and Double-ka-Meeta have started catering outside.
“The business has grown steadly inside the city. Catering outside, however, adds on to the goodwill and a small percent of revenue,” said Umar Ali, owner of Shadab located near Charminar.
Hotels in the city had recorded 5% yearly growth in 2016. The figures would only improve with most hotels opting for value-added services including ambience setting when they cater.
With Ramzan sales improving this year, Eid-ul-Fitr is expected to bring in more revenues than last. “We have seen a dip in sales for almost a decade.
With business looking optimistic this year, Eid is expected to bring in close to 1% of this year’s sales,” said Mr. Ali of Pista House.
For several restaurants catering outside is also the first step towards starting outlets in other districts, managers maintained.
