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Imagine launching a restaurant in the middle of a pandemic. Sounds crazy, right? But that is exactly what Vibhanshu Mishra, founder of Chalu Chinese, did. Not only did he survive—he thrived, expanding to over 200 outlets in just four years.
So, how did he do it? Let’s break it down with insights straight from the man himself, along with key takeaways for anyone looking to scale their restaurant business.
The Beginning: A Leap of Faith
In 2020, while most businesses were struggling, Vibhanshu took the plunge and launched his first outlet in Nagpur. “I had registered my company in February 2020, and then COVID hit. But instead of backing out, I used the time to do proper research and planning,” he shares.
While others hesitated, he prepared. This kind of mindset shift, where one sees adversity as a launchpad, is something every entrepreneur should cultivate.
His first brand, Chalu Chinese, took off during the lockdown because people craved outside food. Within a few months, he opened his second outlet in Bhopal—and that was just the beginning.
Picking the Right Location
Many people think opening in a metro city is the best choice, but Vibhanshu had a different approach. “If you don’t have big money, don’t go to big cities,” he advises. Instead, he focused on areas with natural footfall and low rentals, ensuring profitability from day one.
Choosing a location isn’t just about visibility—it’s about financial sustainability. A well-thought-out expansion plan that prioritizes high footfall, low cost, and quick break-even is a smarter bet than simply aiming for big, flashy locations.
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Market Research
Starting a food business? Here’s Vibhanshu’s golden rule:
- Forget about competitors – Focus on your own product and service.
- Be patient – “People rush into franchising before their brand is even settled. That’s a big mistake.”
- Keep tweaking – Your menu mix should evolve every six months based on data and feedback.
Too many businesses fall into the trap of chasing trends rather than setting them. By staying laser-focused on perfecting your product first, you create a business that attracts customers organically rather than relying on constant gimmicks.
Mastering the Numbers Game
One of the biggest reasons restaurants fail is poor financial planning. Vibhanshu is a firm believer in meticulous financial discipline.
He follows a simple formula: Rent × 7 = Break-even sales target. If your rent is ₹22,000, your outlet should make at least ₹1.5 lakh per month to survive.
Beyond break-even calculations, he emphasizes:
- Keeping labour costs within 14-16% of revenue
- Monitoring inventory closely to reduce waste and theft
- Using tech to track every rupee spent
“Most restaurant owners don’t track their expenses in detail. You should know exactly where each rupee is going. If you’re not tracking your numbers, you’re just running a passion project, not a business.”
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Managing Consistency Across 200+ Outlets
Scaling is hard. Keeping food consistent across multiple locations is even harder. But Vibhanshu has it covered:
- Fixed SOPs (Standard Operating Procedures) for recipes
- Ingredient measurements remain the same across all outlets
- Dedicated training outlets for new staff in different regions
Every outlet follows a strict SOP for everything—from how sauces are prepared to the exact grams of coriander used in a dish. Training outlets ensure that staff are well-equipped before they start working in an operational store.
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“Customers expect the same experience every time they visit, and without strong systems in place, businesses risk losing their core audience,” he explains. “The secret to scaling is not just opening more outlets, but maintaining the same taste, quality, and service everywhere.”
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The Power of Data, Technology, and Customer Retention
From day one, Vibhanshu invested in tech to track sales, inventory, and customer feedback. “We customized our POS system (PetPooja) so we could monitor everything in real time,” he shares.
His data-driven approach helps with:
- Sales forecasting: Predicting demand and adjusting inventory accordingly
- Customer preferences: Understanding top-selling items and tweaking the menu
- Operational efficiency: Identifying underperforming locations before they become unprofitable
He also collects customer feedback digitally. Every e-bill comes with a link for customers to rate their experience. “We act on it daily, except Sundays,” he says.
A strong customer retention system is just as crucial as acquiring new customers. Tools like Reelo help businesses capture and analyze customer data, ensuring that diners keep coming back. With automated loyalty programs and targeted marketing, restaurants can turn first-time visitors into regulars effortlessly.
Winning Customer Loyalty in a Digital World
“Gone are the days when people were loyal to one restaurant,” Vibhanshu says. “Today, customers want variety. So, you have to win them over every time.”
His strategy focuses on:
- Great food at affordable prices
- Personalized service
- Fast response to complaints
Marketing: The Next Big Move
VM Restaurants has grown without heavy marketing. “Every rupee I could have spent on ads, I used to open a new outlet,” Vibhanshu admits. But now that they’re established, big marketing plans are in the works.
- Print & digital media campaigns
- Metro city expansion
- Brand awareness initiatives
“We didn’t spend much earlier, but from now on, you’ll hear a lot about Chalu Chinese,” he promises.
Growth-first, marketing-second was a bold strategy, but it paid off. Now that the brand is established, investing in marketing will accelerate recognition and attract even more customers.
The Road Ahead
From one tiny QSR outlet in Nagpur to 200+ locations (including international expansion), Vibhanshu’s journey is nothing short of inspiring.
His advice for budding restaurateurs?
“Know your numbers, keep costs low, focus on consistency, and be patient. Success isn’t about luck—it’s about discipline, planning, and execution.”
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Conclusion
Vibhanshu’s story is a masterclass in resilience, smart expansion, and leveraging technology. Whether it’s choosing the right location, perfecting the menu, or using platforms like Reelo for customer retention, he has shown that scaling a restaurant business isn’t about luck—it’s about strategy. If he can do it, so can you.
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