At BrilliantRead Media, it is our constant endeavour to bring meaningful and powerful stories from India and around the world to empower and motivate our growing community. As part of this, we invited Mitesh Diyora for an exclusive interview with us. He is an Entrepreneur, Leader and the Founder and CEO of Coffee King Food And Beverages Pvt. Ltd. Let’s learn more about his incredible journey, background, and advice for our growing community!
Excerpts from our exclusive interview with Mitesh;
We are aware of your contribution to the ecosystem, talk us through your background and your journey as an entrepreneur, please;
I grew up in a village called Ansodar in Lathi, Amreli District of Gujarat. My family worked as farmers, and after completing my 12th grade in commerce, I decided to pursue my graduation in Ahmedabad. I joined Sahajanand Arts & Science College at Ahmedabad under Gujarat University. Our principal, Mr. R.R. Shah, encouraged me to do more than just B.Com.
To support myself, I looked for a part-time job nearby and found out that Cafe Coffee Day (CCD) was hiring. I got the job and started working there. My manager, Mr. Manish Chandwani, played a crucial role in helping me learn the ropes quickly. I enjoyed the work, from making coffee to managing the cafe single-handedly.
Yearning to learn more, I later joined Shambhu’s cafe and gained valuable experience. After completing my graduation, I moved to Surat and worked in a couple of cafes. Eventually, I shared my business idea with my brother-in-law (Jiju), and after his interest and my confirmation, we decided to set up a cafe. We found a location in Adajan and opened our first lounge outlet in April 2015.
Following the success of the Adajan outlet, we expanded and opened Surat’s largest cafe lounge in Vesu. Despite the challenges posed by COVID-19, we managed to open our third outlet in Katargam, Surat. Currently, we operate three lounge outlets, and to maintain consistency, we have a central kitchen where we standardize recipes and control wastage.
We not only serve customers in our cafes but also supply our sauces, premixes, and cafe supplies to other cafes. Our efforts in pre-recipe preparation were recognized by the Government of Gujarat, and we were acknowledged as a startup in 2022.
What attracts you towards entrepreneurship instead of a corporate career?
In my family, business was our tradition, and corporate jobs weren’t common. Being Gujarati, our community usually leans towards the textile and diamond industries.
However, my path changed when I decided to study in Ahmedabad. It was there that I encountered CCD, a well-organized business with strong use of ERP and SOPs. The efficient operations at CCD left a lasting impression on me, and while making coffees there, I began contemplating the name for my own future business.
‘CK F&B Pvt. Ltd.’ is such a unique name; talk us through more about it, please. Our audience would also love to know what kind of problem you are solving?
Coffee King Food And Beverages Pvt. Ltd., also known as CK F&B Pvt. Ltd., is the main company behind Coffee King. CK F&B aims to solve a big issue for commercial kitchens, which is having live food on their menu. One common problem in restaurants and cafes is having reliable staff and maintaining a consistent taste.
We noticed repetitive tasks and long processes, like making sauces and premixes. In the early days of Coffee King, we faced delays in food delivery during busy times. To address this, we quickly started working on our Central Kitchen, which cuts down on lengthy processes. Now, we deliver fresh sauces, gravies, and premixes every day with our own delivery system.
This helps other kitchens control wastage, keep recipes consistent, and save time. We also take measures to protect unique recipes through non-disclosure agreements.
What does your company specialize in?
Coffee King stands out as the beloved cafe chain in Surat, boasting a rich history and a high rate of repeat customers. Our extensive menu features freshly brewed specialty coffees, manual brews, mocktails, smoothies, shakes, sandwiches, pizzas, rice dishes, pasta, sizzlers, and delectable desserts. Catering to diverse tastes, we have become a favorite among individuals and families alike, thanks to our varied menu choices, comfortable seating, friendly service, reasonable prices, and genuine offers.
For added value, we operate the highly successful CK Royalty loyalty program. Customers earn 10% KingCoins with every purchase at Coffee King, which can be redeemed for our delicious offerings. With an impressive 34% redemption rate, we lead the industry in customer loyalty. We prioritize customer feedback, maintaining an exceptional 95% 5-star rating, solidifying our reputation as the best cafe in town.
How do you manage to keep going despite the challenges? What drives you?
I always stay prepared, like having a bat ready for hitting a six in cricket. I keep some not-so-good examples in mind to relate to when facing tough situations. This makes our challenges seem smaller.
I believe that every problem has a solution, and trying different approaches is important. Learning from experiences never makes us feel down; it always provides some valuable lessons.
It’s crucial to remember our mission. We’ve often heard the advice to ‘never give up’ since childhood in movies, stories, and motivational speeches. Trust me, it really does work.
Who do you believe has been the biggest source of motivation in your daily life?
I look up to various people in my life, and who I admire tends to change based on the situation. I’ve noticed some individuals who didn’t have extensive education but still managed to establish a chemical plant and export a lot of goods from India.
Hearing about their struggles inspires me. Once you reach a point where you can provide for your family’s basic needs, it’s important to start helping others. Supporting people who want to enter the business can keep you motivated.
What are some of the strategies that you believe have helped you grow as a person?
> Be truthful and kind.
> Listen to others with respect.
> Strive to assist those around you.
> Employ humble individuals and work towards enhancing their lives.
> Maintain a mindset of continual learning, avoiding the belief that you know everything.
> Take responsibility for your actions.
In your opinion, what are the keys to success?
To understand the business thoroughly, acknowledge your shortcomings. Realize that not everyone will be your customer, so focus on a specific group. Understand their mindset and financial situation, then create +1 products for them. Seek assistance when needed, and value feedback. Following these steps reduces the likelihood of failure.
What advice would you give students and young professionals who want to have a successful career?
Understand your interests, abilities, and circumstances. Make a mature decision about your field of work. Identify the right audience for your product. Aim to provide an excellent experience to your customers. Concentrate on specific products.
Be present in various places and invest in effective marketing. Gain confidence in your product or service and stick to your chosen field. If strategies aren’t working well, consider changing them instead of switching fields.
Last but not least, what are the three most important lessons you have learned in your life?
1. When you lack resourcefulness, it gives you a chance to learn and become stronger.
2. Avoid giving up easily; stay committed to your products or services.
3. By creating values, you’ll obtain valuable outcomes.
BrilliantRead is committed to bringing stories from the startup ecosystem, stories that reshape our perspective, add value to our community and be a constant source of motivation not just for our community but also for the whole ecosystem of entrepreneurs and aspiring individuals.
Note: If you have a similar story to share with our audience and would like to be featured on our online magazine, then please write to us at [email protected], we will review your story and extend an invitation to feature if it is worth publishing.
