INCOME, GUARANTEED

RASHAYS RAMPS IT UP

Simple systems, customer service and an ambitious growth plan are all on the menu at Rashays.

By Sarah Stowe

Hospitality chain Rashays has revealed a mega goal with plans to open more than 100 new stores in Australia, with New Zealand and Middle East expansion part of the bigger plan.

The casual-dining business has already spread its network along Australia’s east coast, starting with Sydney and moving into Newcastle (one store), the ACT (three stores) and Brisbane region (three).

Right now there are 30 outlets operating and plenty of room for growth including three outlets planned for Victoria this year.

Founder Rami Ykmour says, “We are so confident in our brand: it can be a shopping centre, standalone, a food strip or precinct. It’s family focused, holiday destination focused.”

Rami hasn’t excluded regional sites from the expansion and with all stores at capacity the business is ready to ramp up the growth, he says. There are 100 locations already picked out.

He reveals there is about 80 per cent capacity still to utilise at the warehousing and food preparation space, which will support business growth.

And as the brand’s footprint grows interstate it will establish mini kitchens in the Melbourne and Brisbane areas to replicate the food prep processes.

WHAT’S ON THE MENU?

CHICKEN SEAFOOD PASTA PIZZA BURGERS SALADS SHARE PLATES DESSERTS SIGNATURE SAUCES

SIMPLE SYSTEM FOR FRANCHISEES

Rami says the model is designed to promote franchisee work–life balance.

“That’s why we give you all the systems, so you can go home at the end of the day and your staff can operate the business. ”

What’s distinctive about Rashays is its business model built around a centralised kitchen.

At the western Sydney head office, prepping teams start work at 2 am in a series of self-contained units (salads/ sauces/meats/pasta/bakery) to prep ingredients and meal parts, and par-cook some dishes, so store staff are required only to finish the cooking process and serve up the meals. Portion sizes are prepped and packed for daily delivery to franchisees.

It’s a substantial operation given the relatively small number of outlets it caters for right now.

In addition to the food prep, franchisees benefit from admin support including an accounting firm that can take on the bookkeeping. Back office demands focus on rostering and keeping supplies up to date using one central online hub to place orders.

The head office facility incorporates a full Rashays kitchen and restaurant area, used not just as a staff canteen but for training and trialling menu additions.

A LEGACY BUSINESS

The Rashays story started back in 1998 in Liverpool, Sydney, when Rami and his wife Shannon set up their first restaurant. Gradually one outlet turned into several.

“People knocked on my door or found a site. We’ve been building this foundation for 23 years, we could have scaled a lot faster earlier. This is about legacy,” he says. “It’s not about the bottom line today, it’s how do we build business long term?

“People appreciate the slow growth, it’s real. We are reinvesting into a great platform.

“We’re a family brand right through,” says Rami. “We look for franchisees who love serving people, who want to make a change in their community.”

Franchisees must live within 20 kilometres of their store to ensure they become active in the community, and commit to spend five hours a week on community-focused projects.

“That’s how we grew our brand, working within the community.”

Giving back to charity is one of Rashays’ core foundations. In fact, the business has established the Rashays Foundation, which is committed to helping underprivileged kids and sick newborns via the Miracle Babies Foundation.

“Contribute to the local community, do charity work, and watch your business flourish,” says Rami.

TRUE TO THE BUSINESS

Rami points out table service has gone missing from pubs and casual dining – in part, of course, due to Covid. He is adamant personal touches are important to the business.

“People don’t just pay for the plate of food, they pay for your smile, the hello, the warm feeling.”

Staying true to the business, and the menu, is important – with minor adjustments; more than 20 vegetarian items are listed on the menu, and up to 20 per cent of the dishes are labelled gluten free.

“We’re very inclusive but we don’t play with trends, we stay within our profile, we remain comfort food, true fresh Aussie tucker. We see brands come and go, we continue to grow.” n