Rising Sunny

There’s dedication and passion for what you do… and there’s Sunny Chhina, the driving force behind The Fat Pizza. His business model has expanded to 30 UK franchisee businesses, with an eye on the international market, and to say he understands his product is something of an understatement.

“Well, I think I’ve had a pizza every day since I was 13 years old! And I still believe I’m the fastest maker at The Fat Pizza. I’ll cook one myself, then I know what the quality is. There’s only one item I don’t really like, which is garlic mushrooms. But the sales are so good, I have to leave them on the menu.”

Looking at Chhina’s background, his career pathway comes as no surprise. “My parents were franchisees with Perfect Pizza in the 1990s, so I learnt about the industry early, running one of the stores at 17 – doing my A-level studies out the back of the shop. My dad was friends with the bank manager, so I asked if I could get a loan for a franchise of my own and the rest is history.”

Onwards And Upwards

Chhina’s Perfect Pizza project was a financial success, before Papa Johns took the brand over in 1999. It was time to strike out on his own.

“I’d had various franchises, but realised that I wasn’t learning much any more – so The Fat Pizza was born in Essex in 2020. We started franchising in, but obviously the pandemic put a stop to that. Now we go again, as I understand it inside and out. It’s also my own secret recipe, so I’ve had a hand in every pizza we’ve produced. The main machine that makes our dough mixture is in Southend and I put all the ingredients in there.”

In an ever-changing, somewhat cutthroat hospitality sector, Chhina adopts a straightforward attitude: “I know that we’ve got a better pizza than everybody else – and that’s the most important thing. Reach and awareness is important, of course, but all I really care about are sales and service. Everything you do has

“But as Domino’s links up with an aggregator, that puts the heat on smaller operators. They need to think about menu re-engineering and development, with inflationary pressure on ingredients.” to be for a reason and you must believe in what you’re selling – otherwise the customer will find you out.”

Today’s aggregator model is offering choice, with independent businesses under increasing pressure – something Chhina recognises. “The UK is one of the most mature takeaway markets in the world, with the consumer having more information, so it’s important to double-down on what you are good at. Previously, you’d search on different websites and menus, but now you can compare 10 offerings in two minutes.

“But as Domino’s links up with an aggregator [an exclusive UK partnership with Just Eat late last year], that puts the heat on smaller operators. They need to think about menu re-engineering and development, with inflationary pressure on ingredients and overheads.”

PAPA DON’T PREACH

As the new vice-chair of the Pizza, Pasta and Italian Food Association (PAPA), Chhina appreciates the responsibility of the role – and giving something back. “I know how hard it is as an independent, so that’s where I’m coming from. I’m looking forward to helping businesses understand things like labelling and sustainability, alongside the health and safety teams looking at allergen legislation. It’s especially important for those entering the sector.”

There’s one aspect Chhina is unequivocal on: “Profit and loss (P&L) models are essential. I look at the prices in stores and takeaways, and just wonder if they’re getting financial rewards. This is particularly important as aggregators get bigger. I recall a gentleman with a pizza and kebab business – and his costs were around 90% and he was losing £500 a week. We did some work with him and turned it all around. He was incredibly grateful and it was fantastic to help.

“PAPA has a unique opportunity where our voices can be useful and we can try and help everyone. There are people on this committee who have probably forgotten more than I will ever know, so it’s a privilege to be part of this forum. The committee can also help me with plans for international expansion. There is a real credibility about the Association, but we need to keep evolving.”

A Family Affair

It appears that this generational labour of love has a way to go yet. “My two teenage boys (17 and 13) are a big part of the business. They’ve been coming into stores since they were around five or six years old, providing honest feedback – there’s no sugar-coating. In fact, my eldest, Ishaan, has been directly involved with putting carbon ratings on our menus – it was something he really wanted to do. We’ve trialled it, set up the scale, and it’s ready to go now. And, of course, they can make them!”

A supportive family is crucial for Chhina, as there isn’t much free time to spare. “I can count on two hands the number of Saturdays when I haven’t worked – either going into a store or opening up the laptop to check on one. I mean, you can do 25% of your sales on a Saturday. But I enjoy it. Although family and friends could only really see us all together on Christmas and Boxing Days.

“The past few years have been incredibly challenging… an unprecedented situation. Labour is tight and people are rightly watching what they spend. But it doesn’t feel like work. It’s a hobby and there’s plenty still to do.”