When Kainaz Messman Harchandrai was approached to write a book on her story, the co-owner and founder of Theobroma was full of doubts. One thing led to another, and soon, Kainaz and her sister Tina Messman Wykes penned the journey that led to Theobroma and all the challenges that came with it. ‘Baking A Dream: A Theobroma Story’ tells the story of a food-obsessed family that grew a home-catering business into a multi-million dollar venture. Kainaz and Tina share their journey of writing the book with TMM and reveal their plans for expansion in the near future.
You started by not wanting to write a recipe book and instead, wrote a book on your baby, Theobroma. How was the experience of putting it all together and what’s the response you have received for it?
We enjoyed the process of collating our thoughts, remembering the good times and acknowledging the many people who have contributed so significantly to our company and have been a part of our beautiful journey.
The feedback has been warm and encouraging. We have received so many beautiful messages from people known and not, from employees and guests. We have read beautiful reviews online and are immensely grateful by the many comments and memories shared on our Facebook page.
We are genuinely delighted by the way our words have resonated with our readers. Our story is an easy read, it is not intended to be teaching about business, we hope that everyone will find it inspiring, honest, and enjoyable.
So many people have their favourite Theobroma story. You have shared a few of yours in the book. But what stands out as a really, really special memory for both of you?
When we were crafting our vision for Theobroma, we went on a patisserie adventure and ate our way around London. We simply drew up a list and visited every patisserie in London that was known to us at that point. We had the best time, and it remains one of our fondest memories of starting Theobroma.
We had a blue notebook in which we would jot down what we liked about each place we visited, any ideas it gave us for our own business, and how the cakes and desserts we were eating were constructed. I would sit there observing what people ate, the way they ate and when they ate – as this is a subject of great interest for me. It was all in the name of research, but we had a wonderfully sweet time compiling it.
There have been so many challenges along the way. At the end of the day, what do you think are some of the things that have made Theobroma the brand it is today?
Simple products and consistent quality. Our classic products outsell anything trendy many times over. Guests return to us, time and time again, for familiar family favourites. We put a lot of effort into maintaining product quality, this means our products taste the same in 2020 as they did when we started more than 15 years ago.
Tina, what do you think has been Kainaz’s biggest strength in building the brand and Kainaz, what would you like to say about Tina’s contribution?
Tina: Kainaz has a good palate. She understands the likes and dislikes of our guests well. This has developed over the years of listening to and feeding people. Kainaz adapts products well, and she somehow makes them better. Theobroma’s Chip Butty is better than anything served in the UK, Kainaz’s Stollen is moister and flavourful than what is available in German Christmas markets and our Strawberry Tart is more delicious than the tarts I have eaten in France.
Kainaz: Tina does a lot of the work that I get credit for. Tina pushes us to do more; she is always chasing the next idea.
On a personal level as well as professionally, what have these 15 years of Theobroma brought in your lives?
Joy, satisfaction, and fulfilment. We are privileged to be doing a job that we love. There is much happiness is making people happy; we serve smiles on a plate.
Not only does everyone have their favourite Theobroma story but their favourite products as well. What have been some of yours?
Kainaz: Strawberry Tart/Mango Tart (when the fruit is in season), is by far the most delicious, attractive, and enjoyable thing to eat. In December, it is Theobroma’s Classic Stollen.
Tina: Cookie Brownie, Mava Cake, and Dipped Chocolate Truffles.
What are your plans for expanding to other cities and strengthening the current outlets?
We currently have 52 outlets in Mumbai, Pune, Delhi, Noida, and Gurgaon. In 2020 we hope to open in Hyderabad and Bengaluru. We are aiming for 100 outlets within the next 3 years. We have planned for 50 outlets between Mumbai and Pune, 25 outlets in Delhi NCR and 25 outlets between Hyderabad and Bengaluru.
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