In Conversation with Vikesh Shah, Founder, 99 Pancakes

In a market teeming with Quick Service Restaurant (QSR) options, 99 Pancakes has emerged as a trailblazer, captivating food enthusiasts with its creative pancake offerings and commitment to excellence. Under the leadership of Vikesh Shah, the brand has achieved remarkable growth, expanding its footprint across India.

With a focus on innovation, sustainability, and leveraging technology, 99 Pancakes continues to redefine the QSR landscape, blending global trends with local flavors to cater to evolving consumer tastes. In this exclusive insight, Vikesh Shah shares the key drivers behind the brand’s success, strategies for consistent quality across outlets, and his vision for the future of the QSR industry in India.

What are the key factors behind the rapid growth of 99 Pancakes, and how do you plan to sustain this momentum?

The rapid growth of 99 Pancakes can be attributed to several key factors:

• Identifying a Market Gap: We recognized an opportunity to offer high-quality, innovative, and affordable pancake-based dishes, catering to the increasing demand for unique food experiences.
• Social Media Strategy: Leveraging platforms like Instagram has played a significant role in generating buzz. Our colorful, photogenic pancake creations are highly shareable, which has helped attract attention and drive customer engagement.
• Quality and Consistency: Offering great-tasting pancakes while maintaining quality at scale has been crucial in retaining customers and generating positive word-of-mouth recommendations.
• Strategic Partnerships: Collaborations with popular brands, food delivery platforms, and influencers have helped boost visibility and broaden our customer base. These partnerships enable us to reach new demographics and enhance our brand credibility.

To sustain this momentum, our approach focuses on:

• Continuous Innovation: We plan to keep introducing fresh and exciting products to keep customers engaged and ensure we stay ahead of food trends.
• Rigorous Staff Training: Ensuring our team delivers consistent quality and exceptional customer service is a priority. We will continue investing in staff development to maintain high operational standards.
• Data-Driven Insights: By closely analyzing customer data, we aim to better understand consumer preferences and adapt our offerings to meet evolving demands.
• Expansion Across Channels: We are focused on growing both our physical presence and digital footprint. Expanding into new locations and enhancing our online presence will help us reach a broader audience while staying aligned with our brand values of quality, innovation, and customer satisfaction.

This combined approach will allow us to maintain and build upon our rapid growth in the coming years. 

With 99 Pancakes’ expansion plans, how do you maintain consistency in quality and customer experience across all outlets?

We achieve this by implementing standardized operational procedures across all outlets. This includes regular training programs for staff, a centralized supply chain for key ingredients, and strict quality control measures. We also use technology to monitor performance, gather customer feedback in real-time, and ensure that each location adheres to the same high standards of food quality, service, and ambiance. Moreover, each new outlet is carefully chosen to ensure it aligns with our brand values and customer expectations. By building a strong company culture focused on excellence and accountability, we can scale while keeping the customer experience consistent.

How do you see the future of the QSR industry evolving in India, especially with the increasing demand for innovative food concepts?

The QSR industry in India is rapidly evolving, driven by changing consumer preferences, an increasing demand for convenience, and a more innovative food options. We see significant potential in offering products that cater to diverse tastes and regional preferences which is why innovation is key to staying relevant. Brands that can creatively blend traditional Indian flavours with global food trends are likely to thrive. Additionally, with the rise of digital platforms and the growing popularity of delivery services, we expect an increase in the demand for food that is not only quick but also tech-enabled, offering online ordering, customized experiences, and enhanced convenience. At 99 Pancakes, we are focused on constantly innovating our menu to cater to evolving tastes, while also ensuring that the product remains accessible, fresh, and high-quality.

What role do sustainability and eco-friendly practices play in the future of the food and beverage industry, and how is 99 Pancakes addressing this?

At 99 Pancakes, we recognize the importance of reducing our environmental footprint. We are committed to adopting eco-friendly practices across our supply chain, from sourcing ingredients sustainably to minimizing waste. For instance, we are exploring packaging solutions that are recyclable and biodegradable, and we strive to minimize food wastage by implementing efficient inventory management systems.

As the QSR market becomes more competitive, how do you think technology will reshape the industry in the coming years?

Technology is set to play a pivotal role in the future of the Quick Service Restaurant (QSR) industry, driving significant improvements in both operational efficiency and customer experience. Advancements in artificial intelligence (AI), automation, and data analytics are revolutionizing how QSR brands manage everything from inventory management to customer service, and we at 99 Pancakes are embracing these innovations to stay ahead of the curve.

• Operational Efficiency: AI and automation are helping streamline back-end operations, reducing costs and improving speed and accuracy. For example, automated ordering systems, kitchen equipment, and inventory management software are enhancing operational workflows, ensuring faster service and reducing human error.
• Customer Experience: Technology is also transforming customer interactions. We have integrated online ordering systems to provide a seamless experience for our customers, making it easy to place orders, customize their pancakes, and choose delivery or pickup options. Additionally, AI-driven personalization tools help us tailor recommendations based on individual preferences, creating a more engaging and relevant experience.
• Data-Driven Insights: We are utilizing data analytics to better understand customer preferences and trends. By analyzing order patterns, feedback, and customer behavior, we can fine-tune our menu offerings, improve service delivery, and create targeted marketing strategies.

At 99 Pancakes, we are committed to continuing our investment in technology. We are exploring new ways to leverage tech to enhance both our back-end operations (such as supply chain optimization and operational automation) and front-end customer interactions (like interactive kiosks, loyalty programs, and enhanced online platforms).

We believe the future of QSRs will be deeply tech-driven, and we are excited to be at the forefront of this transformation. Our goal is to create a frictionless, personalized, and efficient experience for both our customers and our team, ensuring that we remain competitive in a rapidly evolving industry.

Author: Jaun Shahi

Journalist, Sub-Editor, Travellers’ World Jaun is a soft-spoken and gentle soul who thrives as a Journalist with his exceptional observation skills and an eye for intricate details. He is a true multitasker who efficiently handles various tasks and always brings a professional approach to everything he does. His genuine team spirit makes him an integral part of the TW family, as he consistently collaborates and supports his colleagues.