SIMPLE CONCEPTS

Sunny Chhina is a business tornado, on call seven days a week. Having been a takeaway marketing consultant, he launched The Fat Pizza just over six years ago. With more than 40 stores, and expectations for double that in a year, he understands franchising better than anyone – and is an inspiration to any foodservice or hospitality entrepreneur.

Also, as chairman of the Pizza, Pasta & Italian Food Association, he’s in a unique position to see how the sector is evolving. And having been to the likes of Hemel Hempstead, Coventry, Cambridge, Sunderland and Dubai in the last few weeks alone, it was a blessing just to get half an hour with him.

His goal is, on average, a couple of new stores a week, and setting up a simple process for franchisees is key. 

“We opened a Coventry site today (16 March) and I’m looking at the figures now – we’ve had nearly 40 orders already in just under an hour. It’s about understanding the two key points of failure: is the product the best around and does it work, and are you delivering in a decent time. Those are the basic parameters. While wood-fired might be all the rage, it doesn’t really work for delivery. They need to be eaten within 10 minutes of being served.” 

Being in delivery for years gives Chhina a unique understanding of what works and how to make it as smooth as possible – which in turn makes it profitable!

“I just look at each area and ask if we can be successful there. Additionally, we are taking over sites of a global high-street operator. Equipment has been removed but there’s still walk-in chillers. It’s a straightforward process.”

He gets numerous inbound requests around the regions for franchisee jobs, so that ‘straightforward process’ also has to apply to recruitment and leans heavily into AI. “There is no hard sell. Prospects must want a franchise with Fat Pizza, as they do not get chased by anyone here. 

“Everything is set up for any new franchisee team member to be successful. What’s key is that they makes money first, not me. 

“We have a bespoke tech model incorporating the best in each field to make sure that our franchisees have an advantage in operations, inventory and most importantly marketing. We manage it ‘in house’ and are probably one of the best at it. The AI means we are growing with AI, so we have the advantage of looking at what can be done using AI and not see what can be replaced by AI. A crucial difference in being able to use the tech differently. 

“Most important is that we own our customer data and ‘Native’ (direct delivery orders) make up the majority of our sales.” 

UNIQUE LANGUAGE

Of course, no international operator is immune to the current geopolitical climate, and having opened a site in Dubai, Chinna is watching developments closely. 

“Petrol prices are a major concern generally, because all the drivers are affected and we have to increase delivery fees. It hasn’t yet fed through into equipment food supplies but we wait and see. I went over and helped to launch the pilot store in Dubai and we are looking at different sites to expand the franchise model but it’s on hold currently.”

However, Chhina’s international ambitions are far from quelled. He has someone looking in Florida, Trinidad, Panama and all over South America, with India definitely in the pipeline. 

What courses through the veins of this almost incessant desire to expand is a unique understanding of what makes the pizza franchise and delivery operation tick, because the principles do not change, from Stockton-on-Tees to St Tropez.

“It’s a unique language. Basically, our cheese pizza is the number one seller, with pepperoni next and meat feast just behind – this doesn’t move much. Of course, we have quality chicken sides and desserts, while the protein and nutrition aspect is growing in importance. Oven-baked is one key health differentiator there, as when you fry stuff, you add calories. 

“But people (like me) just love pizza. When opening a site, we don’t bother with weeks of marketing. You don’t want people thinking about your menu and realising they can’t get a slice for another 14 days – they will go somewhere else. I publicise a day or two before launch. It’s a treat that you always go back to, and it’s something people often order on the fly. They’re not planning a delivery a few weeks in advance or walking down the high street and deciding to stop for a slice. You have to be in touch with your demographic.”

In terms of trends, the biggest one is a smaller 7-inch. “People asked why we were adding this and they soon worked out why. It’s now our second-bestseller.”

As if Chinna hasn’t got enough on his plate, he’s also launching a Fat Pizza pub concept in Cambridgeshire. 

“We are ready to go in the next few weeks. An inspiration was my sister, who is out in Los Angeles. She took us to BJ’s Brewhouse sports bar, somewhat reluctantly! But it had loads of TVs and got me thinking.

“So, The Fat Pizza will soon be operating from a sports pub and bar near Cambridge station. It’s going to have the exact same menu, with a delivery operation from the kitchen. And not just sports events…but things like Love Island hang-outs! 

“That’s what pizza does. It brings together mates, young and old, families – everyone. You just have to get ensure your product is the best.”