Today, Indian fast food industry is set for exponential growth, owing to the rising disposable income of the middle class. Evolving lifestyles, urbanisation, and growing nuclear families have long supported the upward trend of the restaurant market in India. Investors are also seeing Indian market as an attractive market with its robust economic growth, rise on urbanisation, expenditure on food and dining out, and high presence of young customers who are more likely to spend more and try out different food options. Additionally, the growing exposure to the international cultures and lifestyles has led Indians to experiment with food; they are developing their tastes for different cuisines, apart from traditional Indian cuisine.

Adnan, a creative professional and a brand consultant; Saadi, an HR professional with a rare quality of keeping everyone on toes and happy, at the same time; Omair, an industrious individual with multiple business interests and Irfan, a real estate hotshot and a serial entrepreneur with an ultra-simple lifestyle, when the group of came together, an accidental discussion that broke over casual tea went on to taking the shape of the brand called United By Food India (UBF). Headquatered in Bhopal, Madhya Pradesh UBF is the best quick-service chicken concept (based on the number of units). Setup in 2015, in QSR industry, UBF distinguishes itself with a unique style menu.

Having applied their strengths in respective fields and helping businesses grow, with UBF, the team envisioned building a food brand that was not just globally appealing but also Indian in nature and highly affordable in terms of pricing. "We all are totally contrasting in nature, coming from diverse backgrounds, divided at most opinions but united by one thing ­`Passion for Good Food' and a common professional tendency of going an extra mile to achieve excellence and keep things simple. An extensive research on consumer habits, gaps and potential in current fast food industry and a vision to change the landscape of the QSR industry in India brought us to a small start that started turning out bigger than what we had expected from the first day", says Adnan, Co-Founder, United By Food India (UBF).

Unique in their Own Special Way
Set up with unique inception ideology, UBF experience is different. The founding team has taken extra efforts to design products that are globally popular but are also

Indianized in nature, both in terms of taste and pricing. "Consistency is the key when it comes to restaurant operations. Customers expect the quality service, food, and atmosphere no matter where they are. To keep everything consistent across each unit, we have our rulebook outlining the do's and don'ts of franchise ownership. When you agree to purchase a restaurant franchise, you are also agreeing to adhere to all their rules. At UBF, we are focused on maintaining the authenticity of the items that customers intend to eat. UBF's appetizing taste is the taste on which you can dimly trust. If it's a Smoky Chicken Bundle, you'll feel the `chicken' and the `smoke' or it's a Mutton Pizza, you get to feel the aroma of mutton that is served on a thin crust base, which is well cooked, and the cooks at UBF ensure that the taste is just how our customers like it to be", speaks Adnan.

Set up with unique inception ideology, UBF experience is different and the founding team has taken extra efforts to design products that are globally popular but are also Indianized in nature, both in terms of taste and pricing

UBF has a twofold marketing strategy i.e brand-specific and store-specific. Keeping it holistic in nature where both visual and experiential aspects of marketing are simultaneous in frame, the firm also believes in marketing that's local in nature. UBF does provide a guideline for store specific marketing along with a centrally managed creative support for assistance at all levels. All UBF outlets are `turnkey' ready with kitchen layout, dining spaces, menu, store branding and even the marketing campaign are all carefully curated focusing on the consumers and their requirements. UBF model is uniquely designed in a way where typically one doesn't have to wait too long to achieve the break-even-point. Once that is achieved, it relieves you from operational financing stress. UBF doesn't provide financing assistance but it does ensure that the investments are recovered and profits are made in a reasonable time. You don't have to work at building name recognition because that recognition is part of what you are buying. In many ways, you are purchasing an automated business.

Driven by Passion for Good Food
One thing that is valued the most at UBF is `values'. A passion-driven organization, UBF gives a lot of room for innovation and free-thinking. The firm has a culture code that promotes excellence, friendliness and respect. UBF takes pride in having great people and it wants to keep attracting greater people. Their unique incentive policy entitles its employees for remuneration without an upper cap.

“One thing that is valued the most at UBF is `values', a passion-driven organization, UBF gives a lot of room for innovation and free-thinking. The firm has a culture code that promotes excellence, friendliness and respect”

With Innovation, Process and Passion to go extra mile to deliver excellence and keep things simple, being the major factors driving success for UBF, Adnan shares, "It took us three years of constant research before we started our first store. However, the result of this extensive hard work was that our store became profitable from first month, which is very rare for any business. It's too short a journey so far to count milestones but with the love and response that we are getting from our customers on a consistent basis, UBF is sure to become India's most loved fast food brand. We have a way to go before we start celebrating milestones."

UBF is a highly differentiated QSR brand with a passion for its flavorful authentic food. UBF serves food and is continuing to expand its reach. As a company, in coming years UBF Brand Pvt. Ltd. intends to spread its wings and take Indian Fast Food brands global very soon. Along with expanding UBF in India and abroad, the firm is also working on new ventures keeping in view customer base in vegetarian, health as well as specialty food segments.