Gen-Next

Following Lazeez inclinations

The go-getter attitude in the early days in his life actually helped Priyank Sukhija to establish a new brand that is now known for its strong brand recall. By Sanjeev Bhar

Establishing an Indian fine dine brand - and in a manner unprecedented, is the ambition Priyank Sukhija swears by. Food has to be a passion and there has to be that constant urge to understand the needs of the customer, he feels, in order to be successful in the restaurant business. The desire to enter this industry was partially because of his father's dream to own a restaurant brand, and his inclination to make food a profession. He affirms, "About eight years ago in 1999, I wanted to do something out of the ordinary and opening a different kind of restaurant lured me. I was propelled by my father as he initially helped me in setting up the chain Lazeez Affaire."

Being a first generation entrepreneur made the situation even more challenging for the director of the group, because building a brand from scratch is the most difficult thing in the food business. Says Sukhija, "To bring a new brand into the market and ensure its running, sans any proven legacy is tough in the Indian market. It was only the guidance of my father that has made me achieve what I have till date."

The anchor role

Competition is believed to bring out the best in people. And that was exactly the case for the young Sukhija, who was focussed on building a niche. He recalls, "Having just completed college, I was least bothered to make any plans myself. There was nothing wrong in not having a plan; that's the way it always was for me. But later I took a detour to restaurants and did everything I possibly could to learn the nuances of the restaurant business." He assimilated all creative urges in him and along with some expert advice from food consultants, interior designers, specialists in liquor and wines, and other areas of vital importance, the story of Lazeez Affaire came about.

Till today, Sukhija believes that his role has remained the same since the beginning of his career, i.e. the role of an anchor person. Over the last eight years his designations might have undergone changes; however his work approach has remained the same.

After completing his schooling in 1997 from Springdales in Delhi, he pursued a B.Com course from Delhi University. Immediately after that, he found himself caught in the hectic working of the food business. He claims, "I never went to any hotel school nor did I do any other sort of training after my graduation. But I had confidence that I could succeed and forsaw a future in the food business. There was something that pushed me to be an achiever always."

His responsibilities have changed considerably over the years with experience, and he admits that the workload has increased simultaneously, with increased operations. "I started with Lazeez Affaire at Chanakyapuri and now there are six RPMs, TOAST Bar & Grill incorporated under the Lazeez Affaire brand and at least three more properties to open within the next quarter," he informs.

So what makes Sukhija tick in the ocean of new age restaurateurs? "People are becoming rich, as the urban culture is witnessing a shift. A major part of this shift is towards luxury dining and serving specialised gourmets; Mexican, Italian, Lebanese, Turkish, Japanese and even Hungarian! But serving specialised Indian cuisines shall remain a forte in the fine dine business. Lazeez Affaire shall remain in its own league," he quips.

Go-getter

The constant need to be on one's toes is a vital rule of the food game. The young entrepreneur from the very beginning understood that the survival of the fittest is the rule of this jungle. "In order to stay afloat in this business, one should be creative enough to present his repertoire in interesting and acceptable forms. Offering specialised areas of cuisine is more important than putting everything on the same table," he says. This philosophy led him to expand the business through different brands. The point he ensured at all times was that the dining place and its ambience effused life. Besides, he saw to it that he never compromised or become complacent about strategies implemented to win customer loyalty.

The keyword to the Lazeez philosophy thus far has been - creativity and the thrust on customer preferences. Sukhija defines his growth by that of his brands. According to him, people and business ventures may come and go, but what makes one entrepreneur stand out from the rest is the cohesion of creativity poured into the business coupled with keen business acumen. His believes that his personal growth has gone from just bookish knowledge to practical knowledge acquired over years of being in the business. In fact, even as we speak, a lot is going through his mind regarding expansion plans for Lazeez Affaire and other brands under its umbrella.

So, do all forms of social life come to a standstill after becoming a restaurateur? "No way," he retorts. "I don't read, though I admire those who are bookworms. Frankly speaking, I don't read mainly because I don't have the time. Even when I do get time, it goes in living life to the fullest by partying hard and socialising with my friends and people from my business circle."

The go-getter attitude in Sukhija surfaces when he is asked to provide a word of advice to the new breed of aspiring entrepreneurs. "Never compromise on quality and work long, hard and patiently. This formula can take you miles in whichever field you desire to succeed in," he remarks.