Maya Masala has two specific goals for this year — brand development and absolute food consistency across all the company’s Western Australian outlets: a new central kitchen is about to open and will supply food product to all the outlets in 3kg heat-and-serve bags similar to the boil in the bag meals.
Franchising began four years ago; the company has 17 stores across Western Australia and intends opening another three. Expansion includes targeting the eastern seaboard, almost certainly beginning in Victoria.
Tony Maddock of Franchise Selection is working with the brand in recruiting franchisees. “There are two types of outlet: express and brasserie,” Maddock explains. “The express stores are typically shopfronts (about 80 square metres) in major food courts in CBD, suburban, and regional shopping centres. A brasserie can be up to 300 square metres, could be freestanding, in a strip centre or on the outer perimeter of a large shopping centre.”
Trading hours are shopping centre hours if applicable, or seven days a week, lunch till late. “Customers are diverse. The student population of Asian and Indian descent is a given but middle Australia also loves the menu. The age group for the brasserie tends to be a little older than for the express outlets. Men and women are equally represented across the two offers.”
Express outlets have an average spend of $14: there are three meal sizes and there are combos that include beverage, or entree, or dessert. While licensed brasserie outlets average a customer spend of $25 it is the skill of the wait staff to add additional condiments and accessories to the order.
“Both express and brasserie can cater for both dine-in and takeaway,” says Maddock. “Takeaway is a great additional sale and families will often place large orders in advance to take home to re-heat even for functions. Maya Masala is able to provide everything that is needed for a dinner party.
“The central kitchen, the original Indian recipes which, though not adjusted for our tastes, are the most accepted in Australia. Low cost of goods, good pricing and high profit are great selling points.”
Franchise detail:
How many staff are required to run a franchise? In peak periods up to six people would be needed to serve customers efficiently. Only one or two are required for preparation and non-peak times in an express outlet. The staffing levels of a brasserie differ, as there is a requirement for chefs and wait staff, so it varies depending on the night and trade flow.
What has been the sales growth store-on-store for the financial year 2008-2009? Growth has been 15 to 20 per cent over the last financial year.
Is the franchise most often operated by the franchisee or by a manager? For Maya Masala, it’s 50/50.
What is the signature dish? Butter Chicken.