GROUP 3:

Shawn Fernandes
Shefali Rawat
Shivam Sejwal
Shivanshu Sharma.

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 CASE STUDY ON BARBEQUE NATION

Barbeque Nation was founded in 2006 with a simple vision – offering a complete dining
experience to customers at affordable prices. Barbeque Nation is an Indian restaurant
chain headquartered in Bengaluru. The restaurant chain also has private equity firm CX Partners
as its investor. Barbeque Nation has been a Company Owned Company Operated (COCO)
business since the beginning. Owned by Mr. Sajid Dhanani. It has multiple outlet in over 121
locations providing their guest with an outstanding Barbeque experience. It’s traded as Barbeque
Nation Hospitality Ltd.
One of the most successful casual dining chains in India, Barbeque Nation pioneered the
concept of live grills embedded under dining tables – allowing customers to grill their own
barbecue’s right at their tables.
A novelty at the time, the restaurant allowed clients to customize their own starters with
their preference of flavours – ushering the era of ‘Do It Yourself cuisine’ in India. The look and
feel of all outlets is rustic and casual with wood and open-brick wall surface. The sizzle of the
grills livens up the whole atmosphere and gives diners a comfortable and cozy experience.
In its very first outlet in Mumbai in 2006, Barbeque Nation inculcated the one principle
that would cause the chain to expand pan-India in an amazingly short time period, putting the
customer first at all steps of the dining experience – from reserving a table and customizing the
level of spiciness, to creating in house live entertainment and taking feedback from customers
long after their dining experience was over.
The unique ‘DIY’ (do-it-yourself) concept caught the fancy of Indian food-lovers,
propelling the casual dining chain on a rapid expansion spree. By 2011, Barbeque Nation had
opened its 25  outlet in Vadapalani (Chennai, Tamil Nadu). While the novelty of the Do-It-
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Yourself concept was enough to attract customers, loyalty to the brand came because the chain
offered quality food at affordable rates. Barbeque Nation offers both vegetarian and non-
vegetarian menus, drawn from Mediterranean, American, Oriental, Asian and the Indian
cuisines. The menu comprises of 5-vegetarian and 5 non-vegetarian barbeque starters in
unlimited helpings, a main course vegetarian and non-vegetarian buffet along with variety of
soups, salads and desserts.
By 2008, the barbeque chain had a significant pan-India presence, with outlets in
Chandigarh, Delhi NCR, Uttar Pradesh, Rajasthan, West Bengal, Maharashtra, Karnataka,
Andhra Pradesh and Tamil Nadu. Across India, the chain appealed to the value conscious Indian
consumer because it offered quality food including prawns and exotic foreign foods, in an
unlimited quantity, at a fixed price. As of 2008, the company had plans to open centres
across Dubai, Singapore, and the United Kingdom, after establishing itself as a major restaurant
chain in India. Barbeque Nation introduced it’s first festival ‘Hakuna Matata’ in 2009.
As of July 2012, the company has announced plans to open 30 more outlets in India by
March 2013. The restaurant had 36 outlets in India as of August 2013. Miele Guide has listed

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Barbeque Nation as one among the Top 100 restaurants in Asia and among the top 20 restaurants
in India.
In 2014, Barbeque Nation added the concept of ‘Kulfi Nation’, a counter within each
restaurant where clients could choose amongst 8 basic Kulfi flavours which ranged from the tried
and tested Malai Kulfi  to bold flavours like paan. The restaurant offered unlimited quantities of
800 different combinations of dips, sauces and toppings on the kulfi’s.
It was with great pride, in 2015, that Barbeque Nation inaugurated its 50  outlet in
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Mysuru, Karnataka. Barbeque Nation’s outlets now encompassed the length and breadth of the
country, from Guwahati to Surat, from Chandigarh to Chennai.
In 2015, Barbeque Nation introduced ‘Live Counters’ at their outlets, where a chef would
cook food exactly according to customer’s preferences.
2016 has been a year of many significant developments for brand Barbeque Nation.
Firstly, Barbeque Nation ventured into foreign markets for the first time. The brand opened its
first international outlet in Dubai, UAE. This marks the beginning of an exciting journey towards
becoming an international brand, with plans to open in Sri Lanka and other Asian countries.
Secondly, Barbeque Nation taken a conscious decision to rebrand itself in select outlets in
Delhi (Janakpuri), Bangalore (Soul Space Arena, MI Road), Dehradun, Kanpur, Hyderabad
(Banjara Hills) to cater to a more niche class of clients. The outlets boast of a new, bold look,
redecorated interiors and more upbeat ambience, represented by a stylish new logo. The format
of the brand has also undergone a change, with open kitchens, a more exotic menu on offer and
greater customization through live counters. However the trademark live-on-the-table-grills and
buffet counters continue to delight customers at the revamped outlets as well.
Lastly, 2016 is the year of a major milestone, Barbeque Nation opened its 75th outlet in
MI Road (Jaipur, Rajasthan). The brand has witnessed expansion across India, with a presence in
almost every major region in India. As of Jan 2016, Barbeque Nation operates 63 outlets across
the country & has spread its wings to Tier-2 & 3 cities like Ludhiana, Nagpur, Amritsar & more
locations.
Barbeque Nation is a company that values relationships and satisfaction, both among its
customers and employees. The brand was awarded one of the Top 37 best places to work in India
in the largest workplace study conducted by The Economic Times. The ‘Great Places to Work’
award was a testament to Barbeque Nation’s work culture, which motivates team members to
exceed expectations.
In 2017, Great Place to Work with association with RAI (Retailers Association of India),
awarded Barbeque Nation as one of the Top 10 retailers to work for in 2017. On 30  June 2017,
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for the second consecutive time, Barbeque Nation was awarded as Top 36 best places to work in
India & the study was conducted by Economic Times.
The first milestone of 2018 was, consecutively for the second year, Barbeque Nation was
awarded as the Top 10 Retailers to work for in India. The second milestone was the launch of
100  outlet at Dimapur, Nagaland on 19  Mar 2018, but a formal announcement was done in
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Gurugram (Ambience Mall) with Chef Vikas Khanna as the Guest of Honour. We also
contributed Rs. 25Lakhs to Helpage India as we crossed this milestone.
Thirdly, Barbeque Nation was rated as the 17  Best Places to work for in India by Great
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Place to Work – India in 2018. Fourthly, the expansion into the South East Asian market started
with Pavilion Mall in Kuala Lumpur, Malaysia on 15 Aug 2018.
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Fourthly, Barbeque Nation introduces 100 dishes variety being served in the menu. This
operations has started at Lokhandwala outlet & has spread to major outlets in the country.
The year 2019 has started with a big milestone i.e. an award for the third time
consecutively as the Top 10 Best Places to Work in Retail in India by Great Place to Work India
in association with Retailers Association of India. Secondly Barbeque Nation was awarded as the
Asia’s Best Place to Work for as the 14  Place by Great Place to Work Asia.
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Thirdly, Barbeque Nation has introduced a new look & feel at its Amanora, Pune &
Sarjapur, Bangalore outlets with introduction of Barbeque Pit, Pizzas, Dessert Station, Egg
Station & many live counters. Fourthly Barbeque Nation achieved a milestone of serving 50
million Happy Guests. Fifthly Barbeque Nation steps in Muscat.
The real secret behind the Barbeque chain’s growth is the philosophy of always putting
the customer first. Adhering to this principle, the restaurant chain offers innovative food festivals
across outlets introducing patrons to a range of culinary and experiential aspects of interesting
locations-both exotic international places and hidden gems within India.
Barbeque Nation is now 125+ Outlets strong in India, 4 outlets in UAE & 1 outlet in
Malayasia.
It also plans to open in Colombo, Dhaka and Kathmandu soon.

Barbeque Nation also enters in to the Outdoor Catering with a brand name called

Atmosfire. It’s a unique concept catering which will have live grills. The pilot project is
operating in Bangalore. Barbeque Nation now thrives to work harder on establishing new
properties in various other countries for people to enjoy the luxurious barbecuing experience in a
restaurant.