Hotelier India introduces the face behind one of India’s iconic and most celebrated brand for family dinners, Cream Centre – Sanjiv Chona.
At the young age of 18, Sanjiv embarked on his entrepreneurial journey to take forward his father’s legacy. What started as one outlet of a concept restaurant, is one of the most celebrated chains of family diners across 20+ locations in India. Sanjiv’s zeal and enthusiasm to go beyond and introduce global concepts while ensuring a local touch gave India some of the most iconic dishes including – savoury sizzlers, sizzling brownies, a local touch to nachos and more.
He further articulates his hospitality journey, maintaining this legendary brand, success mantra and more…
1. From one outlet in 1958 to now – 7 states, 10 cities and 20+ locations, how has the expansion journey been so far?
I inherited Cream Centre Chowpatty from Ramesh Chona, my father, in 1976 when he passed away and I was only 18 years old. I opened New Yorker when I was 20 years old and was introduced to India, Mexican and Italian cuisines.In 2000, I founded Blue Foods and pioneered the modern F&B industry by opening Bombay Blue, Spaghetti Kitchen, Noodle Bar, Gelato Italiano, Coffee Bean & Tea Leaf, Food Court brands and sold the company in 2008 after opening close to 100 locations.
What was close to my heart has always been Cream Centre and it gives me immense satisfaction that I have been able to successfully carry my father’s legacy forward, as we celebrate 65 years of Cream Centre this year. As India’s economy really started to transform in the 21st century, I found it was imperative to evolve from the traditional Indian restaurant we started out as. This inspired me to conceptualize a new vision for the brand and transition to a modern multi-cuisine eatery with a new logo in 2018, a contemporary look designed by the famous architect Ajit Shilpi and we started our expansion journey with my son Rishi Chona.
2.What is the business philosophy that you swear by?
My business philosophy has always been extremely simple: Use the best raw materials and never compromise on quality of whatever we serve and of course the customer is the king! As such, my creative endeavours as a businessman have always revolved around enhancing our customers’ experience, whether be in terms of creating a vibrant ambience or sourcing the highest quality of ingredients. As a restaurateur, I have always perceived my job to be as someone who is in the business of providing moments of joy, rather than just merely selling food.
3.With growing F&B trends, how does Cream Centre stand apart from its competitors?
Our USP is that we offer premium multi-cuisine vegetarian food, in a chic and modernistic environment, at reasonable prices. Many restaurants offer one or two of the above, but we believe we provide our customers with a holistic dining experience. Our extensive menus also cater to all members of a family, so that grandparents, parents, teenagers, and children can go home feeling happy.
4.What is your success mantra?
My mantra has always been to create a family environment in our organization. I believe that in order to create a successful organization, one needs to inspire leadership and initiative at all levels of the business.
We have plenty of people that have been part of the Cream Centre family since 25 plus years in all our departments who know our brand inside out. This has been key to our success.
5.What is next for the group?
We are currently working behind the scenes to introduce our own exciting version of a QSR model by Cream Centre for modern India. We also plan to enter the Ready-To-Eat packaged food industry in the future, so that our famous Channa Bhatura and many more dishes can be enjoyed by people across the world.
The Group also owns and successfully runs ‘Ice Cream Works, a premium ice-cream brand, and later on this year will launch two more ice-cream brands which will change people’s mind as to what is really great ice-cream.
