BURLINGTON MASS. —The smells and flavors of our childhood become a part of us, helping define who we are and lingering deep in the background of our memory. Like many immigrants, Yogi Sood, who came to the United States from Punjab in northern India as a graduate student, brought such memories with him. Ultimately, they led him to leave his engineering career and open Gourmet India, a six-unit chain he’s looking to grow to 30 or more units.
With locations currently in upscale malls in the Greater Boston and Providence, R.I., markets, Sood wants to build a “critical mass of eight to 10 units” by the end of 2009 and begin moving into new markets where he sees great potential, such as Chicago and Dallas. His core clientele includes not only Indian immigrants but students and aficionados of Indian cuisine. —The smells and flavors of our childhood become a part of us, helping define who we are and lingering deep in the background of our memory. Like many immigrants, Yogi Sood, who came to the United States from Punjab in northern India as a graduate student, brought such memories with him. Ultimately, they led him to leave his engineering career and open Gourmet India, a six-unit chain he’s looking to grow to 30 or more units.
With its rich flavors, spices, and emphasis on such healthful fare as Basmati rice and whole-grain foods, Indian cuisine is beginning to move into the mainstream. To date, however, Indian food “hasn’t reached its potential yet,” said Thomas John, executive chef of the Boston-based Au Bon Pain bakery-cafe chain, whose culinary career began in New Delhi. —The smells and flavors of our childhood become a part of us, helping define who we are and lingering deep in the background of our memory. Like many immigrants, Yogi Sood, who came to the United States from Punjab in northern India as a graduate student, brought such memories with him. Ultimately, they led him to leave his engineering career and open Gourmet India, a six-unit chain he’s looking to grow to 30 or more units.
John said it is difficult to find chefs trained in the nuances of India’s many regional cuisines. In addition, tougher national-security rules make it harder for Indian chefs to obtain visas, which also could limit growth, he said. —The smells and flavors of our childhood become a part of us, helping define who we are and lingering deep in the background of our memory. Like many immigrants, Yogi Sood, who came to the United States from Punjab in northern India as a graduate student, brought such memories with him. Ultimately, they led him to leave his engineering career and open Gourmet India, a six-unit chain he’s looking to grow to 30 or more units.
At the same time, some observers predict that Indian fare could be the “next Chinese,” said Darren Tristano, vice president of Technomic Inc., a research and consulting firm in Chicago. —The smells and flavors of our childhood become a part of us, helping define who we are and lingering deep in the background of our memory. Like many immigrants, Yogi Sood, who came to the United States from Punjab in northern India as a graduate student, brought such memories with him. Ultimately, they led him to leave his engineering career and open Gourmet India, a six-unit chain he’s looking to grow to 30 or more units.
So far, however, Indian chains have failed to proliferate, and those that exist have failed to grow big, Tristano said. —The smells and flavors of our childhood become a part of us, helping define who we are and lingering deep in the background of our memory. Like many immigrants, Yogi Sood, who came to the United States from Punjab in northern India as a graduate student, brought such memories with him. Ultimately, they led him to leave his engineering career and open Gourmet India, a six-unit chain he’s looking to grow to 30 or more units.
“Indian [food] in the U.S. is very independent, with very few chains even of five to 10 units,” he said. “The best opportunity exists in the fast-casual market, where Daphne’s has just started to create a major Greek chain.” —The smells and flavors of our childhood become a part of us, helping define who we are and lingering deep in the background of our memory. Like many immigrants, Yogi Sood, who came to the United States from Punjab in northern India as a graduate student, brought such memories with him. Ultimately, they led him to leave his engineering career and open Gourmet India, a six-unit chain he’s looking to grow to 30 or more units.
San Diego-based Daphne’s Greek Café has about 80 units. —The smells and flavors of our childhood become a part of us, helping define who we are and lingering deep in the background of our memory. Like many immigrants, Yogi Sood, who came to the United States from Punjab in northern India as a graduate student, brought such memories with him. Ultimately, they led him to leave his engineering career and open Gourmet India, a six-unit chain he’s looking to grow to 30 or more units.
“With regards to Gourmet India, they seem well positioned with a good approach to being in higher-end malls and [areas with] Indian demographics,” Tristano said. “I just don’t see Indian growing outside of the East and West Coast today. Give it a few more years.” —The smells and flavors of our childhood become a part of us, helping define who we are and lingering deep in the background of our memory. Like many immigrants, Yogi Sood, who came to the United States from Punjab in northern India as a graduate student, brought such memories with him. Ultimately, they led him to leave his engineering career and open Gourmet India, a six-unit chain he’s looking to grow to 30 or more units.
Sood wants to develop one market at a time, each with an initial central location followed by others within a 30-mile radius. —The smells and flavors of our childhood become a part of us, helping define who we are and lingering deep in the background of our memory. Like many immigrants, Yogi Sood, who came to the United States from Punjab in northern India as a graduate student, brought such memories with him. Ultimately, they led him to leave his engineering career and open Gourmet India, a six-unit chain he’s looking to grow to 30 or more units.
Like many restaurateurs, Yogi Sood and his wife, Vijay, began as a couple that cooked Indian food at home and for guests and occasionally talked about opening a restaurant. —The smells and flavors of our childhood become a part of us, helping define who we are and lingering deep in the background of our memory. Like many immigrants, Yogi Sood, who came to the United States from Punjab in northern India as a graduate student, brought such memories with him. Ultimately, they led him to leave his engineering career and open Gourmet India, a six-unit chain he’s looking to grow to 30 or more units.
They wondered why freshly prepared Indian cuisine couldn’t be offered in a casual fast-food setting in the Boston area, since similar concepts had prospered in New York. —The smells and flavors of our childhood become a part of us, helping define who we are and lingering deep in the background of our memory. Like many immigrants, Yogi Sood, who came to the United States from Punjab in northern India as a graduate student, brought such memories with him. Ultimately, they led him to leave his engineering career and open Gourmet India, a six-unit chain he’s looking to grow to 30 or more units.
In 1995, intent on making their dream a reality, they recruited two chefs from New York and opened their first 600-square-foot unit in the Burlington Mall north of Boston. —The smells and flavors of our childhood become a part of us, helping define who we are and lingering deep in the background of our memory. Like many immigrants, Yogi Sood, who came to the United States from Punjab in northern India as a graduate student, brought such memories with him. Ultimately, they led him to leave his engineering career and open Gourmet India, a six-unit chain he’s looking to grow to 30 or more units.
Initially, the unit struggled, but Yogi Sood, encouraged by his wife, was determined to stay open and keep the food quality high. —The smells and flavors of our childhood become a part of us, helping define who we are and lingering deep in the background of our memory. Like many immigrants, Yogi Sood, who came to the United States from Punjab in northern India as a graduate student, brought such memories with him. Ultimately, they led him to leave his engineering career and open Gourmet India, a six-unit chain he’s looking to grow to 30 or more units.
CHAIN FACTS NAME: Gourmet IndiaHEADQUARTERS: Burlington, Mass.MARKET SEGMENT: quick serviceMENU: Northern IndianNUMBER OF UNITS: 6AVERAGE UNIT VOLUME: $1 millionAVERAGE UNIT CHECK: $7.5-$8LEADERSHIP: Yogi and Vijay SoodYEAR FOUNDED: 1995 —The smells and flavors of our childhood become a part of us, helping define who we are and lingering deep in the background of our memory. Like many immigrants, Yogi Sood, who came to the United States from Punjab in northern India as a graduate student, brought such memories with him. Ultimately, they led him to leave his engineering career and open Gourmet India, a six-unit chain he’s looking to grow to 30 or more units.
“The first two years were really tough,” he said. —The smells and flavors of our childhood become a part of us, helping define who we are and lingering deep in the background of our memory. Like many immigrants, Yogi Sood, who came to the United States from Punjab in northern India as a graduate student, brought such memories with him. Ultimately, they led him to leave his engineering career and open Gourmet India, a six-unit chain he’s looking to grow to 30 or more units.
But the food began to catch on, and its popularity has continued to grow, he noted. —The smells and flavors of our childhood become a part of us, helping define who we are and lingering deep in the background of our memory. Like many immigrants, Yogi Sood, who came to the United States from Punjab in northern India as a graduate student, brought such memories with him. Ultimately, they led him to leave his engineering career and open Gourmet India, a six-unit chain he’s looking to grow to 30 or more units.
“I was always interested in cooking and recipes, and we developed a lot of repeat customers,” Yogi Sood said. “People began to discover that Indian food doesn’t have to be very spicy and that it’s very health-conscious. Garlic and ginger are key ingredients and very good for you, and turmeric is one of the best antiseptics around. When I was little, my mother used to put it on cuts.” —The smells and flavors of our childhood become a part of us, helping define who we are and lingering deep in the background of our memory. Like many immigrants, Yogi Sood, who came to the United States from Punjab in northern India as a graduate student, brought such memories with him. Ultimately, they led him to leave his engineering career and open Gourmet India, a six-unit chain he’s looking to grow to 30 or more units.
In addition, cumin, cardamom and cinnamon, often found in Indian cuisine, are known for aiding digestion, he said. Gourmet India’s food is primarily Northern Indian, but on weekends some dishes from the south are offered as weekend specials and to provide “something different.” —The smells and flavors of our childhood become a part of us, helping define who we are and lingering deep in the background of our memory. Like many immigrants, Yogi Sood, who came to the United States from Punjab in northern India as a graduate student, brought such memories with him. Ultimately, they led him to leave his engineering career and open Gourmet India, a six-unit chain he’s looking to grow to 30 or more units.
The menu offers such items as samosas, or turnovers with peas, potatoes, chicken or lamb; spinach kabobs that are battered with chickpea flour and fried; chicken tikka curry; chicken saag; lamb vindaloo, which is cooked in a vinegar and onion sauce with herbs and spices; shrimp masala in curry sauce; and Kulfi Falooda, an ice cream available in mango or pistachio flavors made on site. The average check is $7.50 to $8, and average unit volumes approach $1 million. —The smells and flavors of our childhood become a part of us, helping define who we are and lingering deep in the background of our memory. Like many immigrants, Yogi Sood, who came to the United States from Punjab in northern India as a graduate student, brought such memories with him. Ultimately, they led him to leave his engineering career and open Gourmet India, a six-unit chain he’s looking to grow to 30 or more units.
Sood quickly developed partnerships with 17 local hotels, enabling Gourmet India to cater functions interested in serving Indian cuisine. Catering accounts for about 15 percent of total sales. —The smells and flavors of our childhood become a part of us, helping define who we are and lingering deep in the background of our memory. Like many immigrants, Yogi Sood, who came to the United States from Punjab in northern India as a graduate student, brought such memories with him. Ultimately, they led him to leave his engineering career and open Gourmet India, a six-unit chain he’s looking to grow to 30 or more units.
“We were the first to get involved with the hotels to introduce Indian cuisine,” Yogi Sood said. “We made big inroads with Marriott, Sheraton, the Boston Ritz-Carlton, and it’s a very key aspect of our business. When you have an audience of 300 to 400 people eating your food at a function, that’s a good way to acquaint them with your cuisine.” —The smells and flavors of our childhood become a part of us, helping define who we are and lingering deep in the background of our memory. Like many immigrants, Yogi Sood, who came to the United States from Punjab in northern India as a graduate student, brought such memories with him. Ultimately, they led him to leave his engineering career and open Gourmet India, a six-unit chain he’s looking to grow to 30 or more units.
The positive word-of-mouth advertising generated from such functions, which can range in size from 10 to 1,500, has helped drive business for Gourmet India, he said. —The smells and flavors of our childhood become a part of us, helping define who we are and lingering deep in the background of our memory. Like many immigrants, Yogi Sood, who came to the United States from Punjab in northern India as a graduate student, brought such memories with him. Ultimately, they led him to leave his engineering career and open Gourmet India, a six-unit chain he’s looking to grow to 30 or more units.
“We also cater for businesses, hospitals, colleges,” he said. “Our customers are very particular about freshness and high value.” —The smells and flavors of our childhood become a part of us, helping define who we are and lingering deep in the background of our memory. Like many immigrants, Yogi Sood, who came to the United States from Punjab in northern India as a graduate student, brought such memories with him. Ultimately, they led him to leave his engineering career and open Gourmet India, a six-unit chain he’s looking to grow to 30 or more units.
Finding qualified employees, however, can be difficult. —The smells and flavors of our childhood become a part of us, helping define who we are and lingering deep in the background of our memory. Like many immigrants, Yogi Sood, who came to the United States from Punjab in northern India as a graduate student, brought such memories with him. Ultimately, they led him to leave his engineering career and open Gourmet India, a six-unit chain he’s looking to grow to 30 or more units.
“Unlike burgers, our food is prepared by expert chefs,” Yogi Sood said. “They have 10 to 15 years of training, and there are not that many of them around.” —The smells and flavors of our childhood become a part of us, helping define who we are and lingering deep in the background of our memory. Like many immigrants, Yogi Sood, who came to the United States from Punjab in northern India as a graduate student, brought such memories with him. Ultimately, they led him to leave his engineering career and open Gourmet India, a six-unit chain he’s looking to grow to 30 or more units.
Another challenge is the “skyrocketing” cost of ingredients. The past five months have seen prices spike by 30 percent because of the drop in the value of the dollar, he disclosed. —The smells and flavors of our childhood become a part of us, helping define who we are and lingering deep in the background of our memory. Like many immigrants, Yogi Sood, who came to the United States from Punjab in northern India as a graduate student, brought such memories with him. Ultimately, they led him to leave his engineering career and open Gourmet India, a six-unit chain he’s looking to grow to 30 or more units.
“I worry that if gas goes up to $4 a gallon, everyone importing items from overseas will get killed,” he said. “A bag of Basmati rice that used to be $24 is now $32 because of the exchange rate.” —The smells and flavors of our childhood become a part of us, helping define who we are and lingering deep in the background of our memory. Like many immigrants, Yogi Sood, who came to the United States from Punjab in northern India as a graduate student, brought such memories with him. Ultimately, they led him to leave his engineering career and open Gourmet India, a six-unit chain he’s looking to grow to 30 or more units.
At first Yogi and Vijay Sood took a gradual approach to growth, opening a 1,300-square-foot restaurant in Brookline, Mass., just west of Boston, in 2001. —The smells and flavors of our childhood become a part of us, helping define who we are and lingering deep in the background of our memory. Like many immigrants, Yogi Sood, who came to the United States from Punjab in northern India as a graduate student, brought such memories with him. Ultimately, they led him to leave his engineering career and open Gourmet India, a six-unit chain he’s looking to grow to 30 or more units.
“I didn’t want to do it too fast,” Yogi Sood says, “because quality is very important to me.” —The smells and flavors of our childhood become a part of us, helping define who we are and lingering deep in the background of our memory. Like many immigrants, Yogi Sood, who came to the United States from Punjab in northern India as a graduate student, brought such memories with him. Ultimately, they led him to leave his engineering career and open Gourmet India, a six-unit chain he’s looking to grow to 30 or more units.
Other mall sites followed in the Prudential Center in Boston’s Back Bay; Providence Place in Rhode Island; Natick Mall in west suburban Natick, Mass.; Square One Mall in Saugus, Mass.; and South Shore Plaza in Braintree, Mass. —The smells and flavors of our childhood become a part of us, helping define who we are and lingering deep in the background of our memory. Like many immigrants, Yogi Sood, who came to the United States from Punjab in northern India as a graduate student, brought such memories with him. Ultimately, they led him to leave his engineering career and open Gourmet India, a six-unit chain he’s looking to grow to 30 or more units.
Customer service is key to the concept. —The smells and flavors of our childhood become a part of us, helping define who we are and lingering deep in the background of our memory. Like many immigrants, Yogi Sood, who came to the United States from Punjab in northern India as a graduate student, brought such memories with him. Ultimately, they led him to leave his engineering career and open Gourmet India, a six-unit chain he’s looking to grow to 30 or more units.
“I learned a lot about customer service in engineering,” Yogi Sood said. “You have to do whatever is in your power to make sure the customer walks away happy with the food and the experience. Basically, they want a good meal and friendly service. Our customer expects that someone will explain a lot of things about the cuisine, and we encourage them to taste each dish. It’s in our favor if they try more than one. —The smells and flavors of our childhood become a part of us, helping define who we are and lingering deep in the background of our memory. Like many immigrants, Yogi Sood, who came to the United States from Punjab in northern India as a graduate student, brought such memories with him. Ultimately, they led him to leave his engineering career and open Gourmet India, a six-unit chain he’s looking to grow to 30 or more units.
“This business is word-of-mouth. I handle every single catering request personally. It’s very important that each one gets our best effort. With a potential event with 300 to 1,100 people, if you mess up, they’ll tell many more.” —The smells and flavors of our childhood become a part of us, helping define who we are and lingering deep in the background of our memory. Like many immigrants, Yogi Sood, who came to the United States from Punjab in northern India as a graduate student, brought such memories with him. Ultimately, they led him to leave his engineering career and open Gourmet India, a six-unit chain he’s looking to grow to 30 or more units.
The Soods are targeting other upscale malls for future development. Yogi Sood noted that food courts let customers “walk around, browse and taste different foods.” —The smells and flavors of our childhood become a part of us, helping define who we are and lingering deep in the background of our memory. Like many immigrants, Yogi Sood, who came to the United States from Punjab in northern India as a graduate student, brought such memories with him. Ultimately, they led him to leave his engineering career and open Gourmet India, a six-unit chain he’s looking to grow to 30 or more units.
“It’s a chance to expose those unfamiliar with Indian food to the cuisine,” he said. “Our food is prepared fresh before the customers. They can see it and smell the aromas. We marinate in yogurt and cream and cook over charcoal in Tandoori clay-lined ovens. We even take our ovens to catered events that we do.” —The smells and flavors of our childhood become a part of us, helping define who we are and lingering deep in the background of our memory. Like many immigrants, Yogi Sood, who came to the United States from Punjab in northern India as a graduate student, brought such memories with him. Ultimately, they led him to leave his engineering career and open Gourmet India, a six-unit chain he’s looking to grow to 30 or more units.
The future, he declared, depends on “how well we execute the concept.” —The smells and flavors of our childhood become a part of us, helping define who we are and lingering deep in the background of our memory. Like many immigrants, Yogi Sood, who came to the United States from Punjab in northern India as a graduate student, brought such memories with him. Ultimately, they led him to leave his engineering career and open Gourmet India, a six-unit chain he’s looking to grow to 30 or more units.
“It’s up to my son, Vishal, who’s our general manager, to take it to the next level,” he said. “We see huge potential.” —The smells and flavors of our childhood become a part of us, helping define who we are and lingering deep in the background of our memory. Like many immigrants, Yogi Sood, who came to the United States from Punjab in northern India as a graduate student, brought such memories with him. Ultimately, they led him to leave his engineering career and open Gourmet India, a six-unit chain he’s looking to grow to 30 or more units.