by Suman Gupta
Mumbai, 2018: India’s top most restaurants Franchise Management Company Yellow Tie Hospitality have launched a new brand – “Dhadoom – Flavours & Fun”. Dhadoom is co-owned by Celebrity Chef Harpal Singh Sokhi. Bright colours, Superhero inspired comic-theme based casual dining restaurant launched in Mahavir Nagar, Kandivali west. Restaurant was inaugurated by Celebrity Chef Harpal Singh Sokhi, the 8thDhadoom store. As the name suggests, Dhadoom is a fun brand which means “make some noise – Dhadoom!” It promises to make a blast of flavours in your mouth!
Targeting the youth, the brand has been inspired by loud Indian and international comic bestsellers. As soon as you enter Dhadoom, you will feel like you’ve entered a world of comic book! The walls are painted with fun bright red & yellow colours with a dash of black & lots of comic doodles. The wall near the counter has a fun comic-inspired story depicting how Dhadoom was born much to the delight of younger customers. The store also displays & sells official Marvel approved merchandise.
The cuisine of Dhadoom focuses on “Fusion Food” ! And all the recipes come with Chef Harpal’s culinary magic with an Indian twist. The menu comprises of a lot of interesting items like Pav Bhaji Sandwich, , Oreo Pakoda, Paan Shake, fries served in a mini toy truck called “Fries Ok Please” etc.
Commenting on how the brand Dhadoom came into being & the seed of thought from where the idea generated, the Namak Shamak Chef Harpal Singh Sokhi stated,“I regularly visit Canada & I noticed that Poutine is a very popular street food. Poutine is basically handmade potato fries & India loves potatoes. Dhadoom is about happiness, flavours, and fun colours with a simple ingredient – Potato!” I thought why not add our Indian Desi Tadka with lots of interesting Indian & International gravies into fries and why not give those fries in a modern format and that made me believe the masses will love the food & that was inspiration behind creating Dhadoom.
Besides Poutine, Dhadoom also offers a wide selection of Starters, Main Course, Desserts & Beverages all prepared under the creative direction of Celebrity Chef Harpal Singh Sokhi. The brand also serves a unique selection of Wraps, Burgers, Sandwiches & a lot more. Some of the noticeable & interesting food items are American Cheesy BBQ Burger, Paneer Chilli Sandwich, Paneer Bhurji Paratha Wrap & Brownie Shake.
Yellow Tie Hospitality has plans to launch 50 Dhadoom stores by end of 2018, of which the company plans to open 20 stores in Mumbai. Within first 30 days of start of 1ststore, Dhadoom also opened4 stores in Mumbai & 1 store in Mysore followed by launches in Ahmedabad, Surat, Delhi , Bnagalore & Pune. The company has budgeted to invest 12 crores in the next 18 months to grow the brand.
The Franchise owner, Mr. Deepesh Khatri explains, “We wanted to invest in a ‘today’ brand & Dhadoom is just that. It appeals to today’s generation with it’s fusion recipes, fun vibrant interiors and great menu. We are happy to introduce the brand to Mumbaikars. Yellow Tie has provided us a lot of support in launching the brand right from raw material sourcing, to marketing support and staff training.”
The Founder & CEO of Yellow Tie Hospitality, Mr.KaranTanna was quoted as saying,”At Yellow Tie Hospitality we are committed to extend our portfolio with brands that have mass appeal and are of Indian origin. We have made a much optimized investment model so that our franchise investors get a quick return of investment. We are committed to invest heavily for next 2 years to make this a pan India brand.”
About YTH:Yellow Tie Hospitality provides support to brands to grow their business through Franchising. Currently, the company has 6 brands under it’s portfolio – American Diner ‘Genuine Broaster Chicken’, UAE based ‘Just Falafel’, UK based ‘Wrapchic’, Nizami cuisine ‘BB Jaan’, Innovative Vegetarian Indian cuisine with ‘Twist of Tadka’, India’s only veg healthy oriental food rband “Wok This Way” & Regional Indian food brand “Umraan”, besides ‘Dhadoom’. The company’s expertise is to design and manage scalable restaurant concepts by optimized outlet level economics, smart menu engineering, vendor sourcing, supply chain/logistics, increasing efficiencies at outlets & focus on marketing and brand building. Yellow Tie wants to give sense of partnership to franchise owners and make them owners to drive brand’s growth.
To know more about the brand visit:
ABOUT CHEF HARPAL SINGH SOKHI: The Man who has redefined cookery shows with his own style, humour and Punjabi vibe which is why today his television show TurbanTadka happens to be the number one culinary show in India’s only 24 channel FOOD FOOD.His fun-to-watch and humorous style of presentation on TV has won many a hearts across the globe.
As a brand Chef, Harpal Singh Sokhi is probably the only person in India having a spectrum of people- 2-90 years, following him on TV and The Web. Chef Harpal Singh Sokhi has a series of restaurants – Twist of Tadka in Bangalore & Amritsar, BB Jaan & the Treasury in Jalandhar.
He has also participated in reality dance show JhalakDikhlaJa season 9 & his most often used phrase “NamaakShamaakNamaakShamaak Dal DetehainNamaakShamaak”, is a rage in the country and people recognise him by this tag line now.