Studying Taaza Thindi To Understand The Secret Behind Scaling With Quality
I have been fascinated by Aravind Eye Care model for quite a while and made couple of visits just to understand it more deeply. It has been my subject of discussion with those who have seen Dr. V/Aravind more closely- spent hours just to scratch the top surface. This institution is for sure one of my role models! My effort has been not just to understand their mind-blowing numbers or their incredible achievements, but more on their deep-rooted philosophy and the way they look at entrepreneurship- may be social or not social!
This is the first of a series of articles I’m going to write before I point out 10 strong reasons why social entrepreneurship is failing in India!
Taaza Thindi – Case Study
Recently, I visited Taaza Thindi, a food joint near Jayanagar, for breakfast. What stands out every time I visit this place is not the high quality and simple food menu they offer, but the sheer brilliance they display to cater the mass. From what I know, they haven’t changed their prices or added/edited anything in their menu since inception.
Under 50 INR, you can treat yourself with 2 Idlis & Vada with mouth watering chutney, top it up with Chow Chow Bath, and gulp it down with a steaming hot coffee! Other than this, you can go for a 20 INR Masala Dosa!
There is a restaurant just 100m away from Taaza Thindi, who has more elaborate food menu but offered at double the price, may be with little lesser quality. It’s the same story for many restaurants close by; they don’t even attract 1/10th of the crowd that Taaza Thindi has nor it can match their taste/price. So what differentiates Taaza Thindi from the rest?
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Communicating What You Are Offering Clearly
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Putting Kitchen In The Centre With Transparency
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Ensuring Mobile Food Receipt Issuer And Killing Wait Time
Every brick needs to work with highest speed and utmost precision to ensure faster check out and higher satisfaction- and they do it amazingly well!
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Offering Space To Customer, Instead Of Seats
Like me, I am sure you are also left with a question- How did the founders and investors design for quality with scale and find happy customers in poorest to elite audience? The Aravind model at work- where they are in similar lines are able to offer eye care services from range of 0 INR to what patients can afford and in the process, ensure their quality attracts poorest in the community to President Kalam for eye care treatment!
Would you like to discuss more on this model? If you are an entrepreneur/young organisation/about to start-up, and want to meet institutions who many see as a role model, do reach out to me at jaideep@knowyourstar.com. I’ll be happy to connect you to the right folks and you can return the favour by-
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Enjoyed reading about this? Then you might like to read Jaideep 2.0 : Rich In So Many Forms Of Capital Today But The Bill-Paying One
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