Unleashed from the hands of the scepter of Hind Agro Industries Ltd (HAIL), the fraternity brings forth a diversified business with an enigma for the exuberance of youth, ‘The Fast Trax Restaurants’. Post key market analysis, the vast potential for growth was identified and executed for the ‘Quick-Service’ restaurant industry and staying abreast with the fortitude of HAIL – specializing in food and its exports in 45 countries worldwide – Fast Trax’s journey on the fast lane is well underway since August 2005.
Blaze to Brilliance
This brazen and energetic brand has all the ingredients to stand parallel to or even outperform MNC brands. Mr. Samar Qureshi – (Director, Fast Trax Food Pvt. Ltd) –envisioned a home-cooked brand with international food concepts molded into the traditional needs of the target market. The simplistic ideology behind this synthesis is an industry identification of catering to the market’s taste. The bedrock of tikka and kebab ran the stoves and ovens across the nation in every nook, trolley, and fast food corner. The scrumptious amalgamation from the kitchens of Fast Trax has the business model with all the ingredients necessary –Expressive, Blooming and Agile – all for the impatient and supersonic youngsters. The possibilities seem endless with the key strategy of upgrading Indian products in an international panorama. The youth of the nation are more interested in the international concepts of food, especially the burgers, the pizzas, and wraps, but still prefer the traditional savories of tikkas and kebabs. This assisted the experts behind the brand to overcome the challenges of coming up with a product after the business model was incorporated – the key strategy relies on the up gradation of Indian foods products and tastes in an international semblance to appease the culinary taste buds of the new Indian consumer.
The market appreciates high quality and value for money, the mere fact that fast food is perceived as junk food or an unhealthy form of food bestows a challenge for any quick-service restaurant brand. As deciphered by the experts at Fast Trax Restaurants, there is processed junk food – which encourages cheap alternatives and where quality is manipulated – and on the other hand there is natural fast food – which keeps the food products fresh, light and natural for consumption. That is where the impetus for the competitive edge lies for the brand over the competition. A unique characteristic of Fast Trax Restaurants is in serving fresh food for a fresh order placed; the ideology is consistent in this matter with scientific expertise behind the brand, that once a burger is cooked and presented to the serving-tray, it has approximately 8 minutes until the scrumptiousness lasts. Post then the burger tends to dry-up and lose vital nutrients causing it to be bland and relatively tasteless. Same is the case with French Fries, which tends to dry-up in 5-6 minutes once it is out from the frying pit. Consequently, the food is cooked right when an order is placed at the Fast Trax Restaurant, to maintain the freshness, nutrition and original taste complimenting the exemplary quality.
Engagement that Enthralls
Fast Trax Food Pvt. Ltd. is extremely active in associations with world sport which is analogous to their brand image for the fast paced life in the modern era. One such considerable association comes from The Commonwealth Games (CWG) 2010. As partners for the international event, Fast Trax served over 2 million spectators across over 100 fast food kiosks at all 12 stadiums exclusively. The brand also catered to selling CWG tickets at their restaurants located all over the city, coupled with iconic CWG merchandise. The signature ‘Play Meal (kid’s meal)’was customized to include a fun Shera toy. The CWG 2010 association had followed the Hero Honda FIH Hockey World Cup 2010 in March 2010. This association went beyond the horizons of branding, as the official food sponsors, the brand launched ‘Hockey Combos’ to attract the target market and hand them a chance to win and buy tickets at the outlets. The aftermath of these successful reputed associations, was witness to yet another prodigious association – The Indian Premier League season 4& 5–as official Food and Restaurant partners for The Delhi Daredevils and The Kings XI Punjab teams. The outlets had been given a brand new look and feel, starting from the packaging material to carry bags to posters, dug outs to table stickers everything defining this colossal and illustrious association which left the market stumped and bowled over.
Staying abreast with market dynamics and demographics, the metamorphosis in the Indian food product line with international presentation worked wonders for Fast Trax Restaurants; The Californian Chicken Burger – Sold over 1 million burgers – The Arabian Lamb Burger – Provides a familiar yet differentiated experience from the Middle East to the palate ; The Kebab Burgers and Wraps – Provides the much needed footfalls across demographics; The Crunchy Corn – A great hit for the conscious vegan; The Big Trax – For the full mouthful tease to the buds, with a side of French Fries and Flavored Milk & Shakes chaperones a unique experience and all together quenches taste buds across the fast food culinary. After Delhi NCR company has successfully entered Rajasthan and Punjab. Even though not from R&D or food tech background, Mr. Qureshi has been thoroughly involved with the continuous evolution of the FX products according to changing mass tastes and has created most of the menu including the crowd favorite, the crunchy corn and kebab burgers which are extremely famous amongst people.
Fast Trax Restaurants have procured the most competitive pricing in premium quality fast food, the ethos of service and team work, the durability and adaptability to the ever changing tastes of the consumer have proved to be critical success factors. The brand seeks to expand its network nationwide and in the GCC region and is contemplating a franchise format.