Sriram subramaniam

SRIRAM SUBRAMANIAM CAREER PROGRESSION DETAILS

alias Sunny Sriram

(‘Sunny’ prefixed during the overseas sojourns in Japan and New Zealand to enable pronunciation convenience, has remained entrenched in the professional realm!)

Address: B4 Anubhav CHS, Sri Raghavendra Swami Marg, Sarvodaya Nagar, Mulund West, Mumbai, Maharashtra, India 400080.

Email: [email protected]

Mobile: +919769545955

mailto:[email protected]

PERSONAL STATEMENT

A consummate hospitality professional, enriched with a multi-cultural exposure of over 26 years in supervisory and senior positions. The diverse experience includes managing a wide range of hospitality operations, from boutique QSRs and coffee chains, urban Business hotels to Heritage hotels, Wildlife Park resorts to Boutique hotels, Resorts & Motels. Adept in managing QSRs, especially chain-stores; conceptualizing, installing and operating fine dine & specialty restaurants; restrobars, interactive dining areas, banqueting and industrial catering operations. Have had an enriched exposure in project stages of heritage hotels, business boutique hotels and pilgrimage resorts as well.

CORE COMPETENCIES

Germinating greenhorn projects

ROI strategizing

F&b marketing and business development

Good articulation skills, strengths in merging

performances with enduring relationships

Multi-tasking in multi-cultural environments the

forte

Strengths in analytics while choosing alternatives

for decision making

CAREER SUMMARY

India: Arrow Hospitality Consulting, Chief Consultant and Proprietor since April 2012

Aromas Café & Lounges (Ideal Hospitality Private Limited), President from February 2009 – February 2012. W o r k e d u n d e r p r i n c i p a l s b a s e d a t B r i s b a n e , W A u s t r a l i a f o r s e t t i n g u p b o u t i q u e c a f é Q S R c h a i n i n I n d i a a n d m e n t o r i n g i t s i n i t i a l p h a s e

Rodas , a boutique Ecotel Hotel (Concept Hospitality Limited), General Manager during Dec 2001 – Dec 2006

Lotus Nikko Hotels & Restaurants, Group General Manager during Apr 2001 - Dec 2001

WelcomHeritage Noor-us-Sabah Palace, General Manager from Jul 2000 - Jan 2001

The Sariska Group of Hotels, Vice President - Operations & Sales from Sept 1999 - Jun 2000

New Zealand: Easydine Consulting, Managing Director from Apr 2007 - Feb 2009

Japan: The Taj Mahal Group, GM Operations & Sales from Sept 1994 - May 1999

CAREER IN CHRONOLOGICAL DETAIL

Since April, 2012

ARROW Hospitality Consulting (Founder & Principal Consultant)

Details of prowess summary in ensuing slides…

February 15th 2009 until February 14th 2012 - Mumbai

Aromas Cafe & Lounge (Ideal Hospitality Private Limited) www.aromas.asia,

Position: President

Reporting to: Chairman and Managing Director

Responsibilities: Mentored the Indian JV partner at the onset of operations,

under guidance from Aromas Australia, the gourmet coffee chain, HQ in

Brisbane. The primary task was to build an f&b organization with high

international standards. Gave vision and direction to business expansion

plans, and suitably amended strategies, keeping the focus on primary

objectives, which were to deliver operational break-even and ROI within

taut timelines. Codified processes for strict implementation for scalable

implementation. Also travelled extensively to Tier 1 and 2 cities pan-India

to study topical sensibilities and prepare region-specific templates for ROI

potential.

http://www.aromas.asia/

CONTD…2/-

Key responsibilities that remained until the tenure, besides leading the team, were:

(a) Prepare customized strategic business plans for

ROI of individual locations pan India based on

research on customer preferences and lifestyles.

Work to establish 99 outlets in Tier 1 and Tier 2

cities in Phase 1 plan.

(b) Formulate policies and budgets for performance;

monitor progress month-on-month and take

corrective action on variances.

(c) Review efforts to reduce Capex and Opex costs while increasing covers and APC in all

outlets.

(d) Maintain rapport with landlords and stakeholders, and ensure statutory

compliances.

Achievements: Successfully installed 7 outlets in just over a year, and well set to open

multiple outlets in 2012 ~2013.

CONTD..3/-

April 22nd 2007 ~ January 5th 2009 - Auckland

Easydine Consulting

Position: Managing Director

Clients: Sai Motels Ltd., Auckland; Dakshin Food Products Ltd., Auckland; Denny’s Restaurants, New Zealand; Spice Traders Ltd. , Auckland, Concordia Institute of Business, Auckland, Auckland University Canteen.

For Sai Motels Ltd., Consultant–cum-Resident Business Development Manager . The role involved daily

operations as well as marketing the

property through corporates. revamping

the motel by adding dining hall,

conference venue and swimming pool.

Personalized operations and marketed

the property resulting in 38% growth,

despite the recession.

CONTD..4/-

For Dakshin Food Products Ltd. (Jewel of India Restaurant, Mission Bay, Auckland;

Office catering operations; South Indian brunch service; Ready-to-eat packaged

foods marketing). In Auckland's oldest

170-cover Indian restaurant, streamlined

operations and achieved growth

in sales, customer service and productivity.

Planned and executed the commencement of

brunch service. Besides drafting Standard

Operating Procedures and framework for

service quality audits, worked hands-on in the

restaurant. Conceptualized and commissioned the Office catering which grew

from zero to 17 clients within 3 months. Sales rose by 31% during this period,

with a healthy upward trend at the time of closure of contract.

For Spice Traders Ltd., gave consultancy that included handling of daily operations

and marketing. Achieved a 22% increase in sales within a short period of time

for their Oriental outlet in Albany.

CONTD..5/-

February 22nd 2007 ~ April 21st 2007 - Auckland

Denny’s Restaurants, New Zealand

Position: Training Manager

Reporting to Chairman

Responsibilities: Initial responsibilities were to manage flagship restaurants at

Manukau and New Lynn, and thereafter deputed to revise existing Standard

Operating Procedures and conduct scheduled technical training programmes

exclusively for supervisory staff across the 6 stores in New Zealand.

December 2001 ~ December 2006 - Mumbai

RODAS, an Ecotel Hotel, managed by Concept Hospitality Limited, Mumbai, India

(www.rodashotel.com. Part of the Orchid group of hotels. Ecotel operates

environmentally sensitive hotels)

Position: General Manager

Reporting to: Technical Director

Responsibilities: Sales & Marketing, Daily operations, Budgeting, besides initiating

and conceptualizing projects of 4 new food & beverage outlets.

http://www.rodashotel.com/

CONTD.. 6/-

Achievements: a) ROI in 3 years and 8 months; b) the highest GOP per employee in

the Group, c) the lowest Cost % to Sales in the Group, d) the lowest manpower

attrition % in the Group. As GM of the luxury boutique township hotel in North

Mumbai, the unit rose from a fledgling 36 room and 11 serviced apartments, a

coffee shop, to a specialty interactive Oriental

restaurant, 4 banquet halls, a rooftop

barbeque, a Patisserie, a 'Room Service'

operation catering to the township, a

Discotheque, an event-based Restrobar,

outdoor catering operations, Industrial

catering, besides two off-location f&b outlets.

The role included business development, creating

business plans and execute the timebound strategy plans. During the 5 years,

presentations and pitches were given to corporates, and strategic contracts

were negotiated in view with the boutique nature of operations. Conceptualized

over 50 events and festivals to promote f&b outlets and maintained a high ARR.

CONTD..7/-

Key projects handled were

(a) Launch of Zwigs, a trendy nightclub and musical theatre, that catered to the

over 30,000 staff of call-centres in the close vicinity;

(b) Launch of the first event-based RestroBar of Mumbai, Aura, with live

entertainment packaged alongwith an eclectic gourmet cuisine;

(c) Launch of the first fully interactive fine-dine specialty Restaurant, the Far East;

(d) Launch of Industrial catering, RICK’s within the township.

Created a demand for fine dining (higher end APC) and industrial catering (lower

end APC), and executed the creation of 3 fine-dine specialty restaurants and

RICK's, an industrial catering unit. The hotel received various National awards in

Environment conservation.

April 2001 ~ December 2001 – New Delhi

Lotus Nikko Hotels & Restaurants, New Delhi, India

5 Specialty Oriental Restaurants in New Delhi, and Buddhist circuit Hotels in

Kushinagar and Shravasti, and an Indian restaurant in Nagoya, Japan.

Position: Group General Manager

Reporting to: Director

CONTD..8/-

Responsibilities: Primarily responsible for Sales & marketing, however the scope included daily administration of the Restaurants and Hotels including planning and execution of strategies, projects, kitchen management, training and appointment and handling promotions.

Achievements: Successfully completed projects in Front office systems Applications, Kitchen Facility Planning in the Hotels, Recruitment of Senior Managerial staff. Created and installed Standard Operating Procedures for all departments, including review of quality standards. Signed strategic contracts with key travel companies for the promotion of Buddhist pilgrimage tours, and installation of customized services to attract Japanese tourists.

July 2000 ~ March 2001 - Bhopal

WelcomHeritage Noor-us-Sabah Palace, Bhopal,

India; Position: General Manager

Reporting to: Chairman & Managing Director

Responsibilities: Main responsibility besides

managing day to day operations was to head

the Sales and marketing for the boutique

hotel.

CONTD.. 9/-

Achievements: Liaised with State Tourism officials to organize the first-ever state convention on tourism, which was represented by all major international travel agents. Prepared SOPs for the city's first specialty fine dine Indian kebab restaurant.

September 1999 ~ June 2000 - Rajasthan

The Sariska Group of Hotels, affiliated to the HRH hotels, Rajasthan, India

The Sariska Palace & The Kuchaman Fort, Rajasthan, India

Position: Vice President - Operations & Sales

Reporting to: Managing Director

Responsibilities: To position the Resort as the

Best Heritage Hotel of the country.

Achievements: Won President's medal for the

'Best heritage Hotel‘. Marketed the popular

Sariska Stayput Series concept and the

hugely popular “Night trek into the Jungle”.

Designed and developed the Sariska

Hermitage - ayurvedic spa. I also executed

the facility planning & kitchen management prior to the launch of 'The Kuchaman Fort', one of India’s largest fort hotel. Key Clients handled included Heads of State - Queen Wilhelmina Armgart Beatrix of Netherlands with her family and entourage during the Millennium; and Richard Branson.

CONTD.. 10/-

Sept 1994 ~ May 1999 - Japan

The Taj Mahal Group, Sapporo, Hokkaido, Japan

7 Indian Specialty as QSRs and 21 takeaways in

Hokkaido, Japan.

Position: GM, Operations & Sales

Reporting to: Chairman & Managing Director

Responsibilities: Incharge of daily Operations

and Sales and Marketing.

Achievements: Conceptualized a central

production unit for standardization of operations. Executed 4 food festivals that

received extensive media coverage. Initiated automation for efficient MIS,

Logistics and Inventory Management. Pivotal in the over 400% increase in sales

at one of the premier restaurants.

CONTD..11/-

Earlier:

Food & Beverage Manager, Clarks Shiraz, Agra. June 1994 ~ September 1994

Bhatnagar Hotels & Resorts Ltd., New Delhi, India. April 1990 ~ June 1994

[Restaurant Manager; Resident Manager, Hotel Hawa Mahal, Jaipur; General Manager,

Hotels, Manali ; Group General Manager]

Assistant Manager Banquets, Ambassador Pallava, Chennai, India. July 1987 ~

December 1989.

Started hospitality career subsequent to completing Diploma in Hotel Management, as

Management trainee at Taj Group of hotels, Chennai

Academia Summary and Professional development

University of Delhi Bachelor of Commerce degree 1986

Institute of Hotel Management, Diploma in Hotel Management, 1987, Chennai, India Catering Technology and Applied Nutrition

Masters in Business administration in Marketing (unfinished, 1990 - 1991) from Newport University, California.

Auckland Regional Council General Manager's Certificate & License Controller Qualification (NZ) 2007.

Presented a white paper to the Ministry of Tourism, Government of India on destination analysis and marketing of the Bastar region of Madhya Pradesh with self-experienced successful case study presentations from Sariska, Kuchaman, Kushinagar and Shravasti.

Gave various representations on behalf of the Ecotel Group on environmentally sensitive topics in seminars. Applied for and was successful in achieving the prestigious 'Five Globes' quality standards from HVS International, a worldwide environmental credit rating organization.

Achieved a '9, 9’ Managerial Grid stress assessment level during a corporate training programme in 2005.

Was lauded as best speaker at the India International Coffee Festival 2012, as invited speaker on the topic, ‘Café Experience in India’.

IT Credentials

Fluency in Computer applications: Lotus 123 & MS Office

Working knowledge of Hotel Operations softwares: Shawman, Roonsoft, Fidelio, TCS.

LIST OF SUCCESSFULLY COMPLETED F&B PROJECTS - PAGE 1

Coffee Shops:

Salt & Pepper, Chennai

Bansuri, Agra

Blossoms, Jaipur

Parabola (World cuisine buffet coffee shop) Mumbai

Aromas Café & Lounges at (1) Powai, (2) Dhole-Patil Road, (3) Koregaon Park, (4) Thane, (5) Fergusson College Road, (6) Bandra

Denny’s (Round-the-clock Family dining) at Manukau & New Lynn, Auckland

Fine-dines:

Talk of the Town (Fine-dine Continental Restaurant), Chennai

New Delhi Metro (Themed multi-cuisine Restaurant), New Delhi

Taj Mahal (Indian fine-dine specialty) at Honten, Kita-2-Jyo, ….


…..Taj Mahal restaurants at Factory-ten, Nishioka, Asahikawa,

Miyanomori, Otaru (Hokkaido, Japan)

Lotus Restaurants (Oriental fine-dine specialty) at Malcha Marg, Bhikaji-Cama Place, Punjabi Bagh, New Delhi

Far East (Oriental fine-dine specialty), Mumbai

Jewel of India (Indian fine-dine specialty), Mission Bay, Auckland

Aanch Indian fine-dine; XTC exclusive bar lounge; Kash hookah lounge, Shoppers Stop Rajouri Garden, New Delhi

Lounge Bar:

Society (A Grade Bar), Chennai

Alleycat Bar, Hiranandani Meadows, Thane

Aura (RestroBar & Lounge), Mumbai

XTC (exclusive bar lounge); Kash (hookah lounge), New Delhi


Banquets:

Dynasty (Banquet Hall), Chennai

Pavilion (Banquet halls /Exclusive on location banqueting), Mumbai

Oasis Banquets, Hiranandani Estate, Thane

Gallery (Banquet Hall), Auckland

QSRs:

Domino's, South Extension Part II, New Delhi

Taj Express (Indian Takeaway) at Mitsukoshi, Seiyu & Seibu, Sapporo, Japan

Lemongrass Thai Malay kiosk, Albany, Auckland

Spice Traders (Indian takeaway), Onehunga, Auckland


Auckland University of Technology Canteen, Auckland Domain

Aromas Express Café s at Ghatkopar and within Crisil office

Soup Bowl (India’s only soup chain) at Mumbai, Thane, Pune and

Bengaluru

Discotheques:

Saturdate (Discotheque), Chennai

Zwigs (Discotheque), Mumbai

Industrial Catering:

RICK's (Industrial catering operations), Mumbai

Dakshin Industrial catering (Indian cuisine office catering), Auckland

The ‘Exper ience’ spec ia l i s ts !

Proprietor & Chief Consultant

A Prowess Summary

WELCOME TO AN EXPERIENCE OF OPPORTUNITY CREATION

Extend your

hand! Let us

handhold you

through an

exciting

process of

consummation

of hospitality

success.

A team of hospitality professionals brought together from a virtual pool to create synergies for the flow of positive energies towards completion of assignments. This briefly describes what to expect from ARROW Hospitality Consulting.

Whether incubating a hospitality venture, expanding or seeking solutions in existing outlets, call us and let’s chat.

Our hands-on consulting is based on decades of successfully understanding the industry in all its facets.

An exclusive team shall be created to work on your projects from the corpus of professional talent available with us, to deliver extraordinary results within tight deadlines.

THE CONCEPT OF ‘EXPERIENCE’ CONSULTING

In the business of

restaurants, where

besides huge

investments by the

entrepreneurs,

careers of a

number of

professionals

depend on the

success of the f&b

establishment,

you’d need experts

to hold your hand.

Imagine walking into a cafe and smelling freshly ground coffee, the sensation of the just-about-right temperature, and pleasant chatter. You would want to linger around, savor the pleasant feel it gives your heart, and enjoy the 'experience‘. More than attentive service, great food and impeccable interiors, it is this experience that draws patrons to their favorite eatery time and again.

As 'experience specialists‘, we make your staff feel happy working, since only happy staff can make guests happy. Valuable data collected during operations is corroborated and post analysis, course correction alternatives are presented. The result:, higher mileage of productivity, better presentation, increasing revenues and repeat new customers.

THE SKULL AND BONES, NUTS AND GEARS

We have put down

a brief perspective

of what we do, but

this need not be

seen as limiting, as

requirements are

multi-dimensional

dependant on the

project.

Conduct effective research for multi-national chains prospecting hospitality business in India.

Assess the requirement in realistic terms to make business / working plan for establishing an individual outlet / chain organization in the field of hospitality

Make objective assessment of the organization’s operational and training needs, including a preliminary SWOT analysis

Assist in screening prospective locations for food & beverage outlets; identification and finalization on the basis of FiftyPointer* - a customized package relevant to F&B outlets.

Work out Facility and Layout Plans and provide alternate options for back areas (Receiving, Staff, Admin, Security, Warehouse / Stores, Utility Services, Maintenance and Back-up Power, etc.) and front areas (Operational areas including Kitchen, Restaurants, Lounge, etc.)

*Arrow Hospitality Consulting specially created programme

TISSUE AND CARTILAGE, LEVERS AND FULCRUM

The ambit is

large, but

never

intimidating…

Create Franchising documentation, develop appropriate ecosystem to attract franchisees, clinch and facilitate a healthy franchise relationship.

Assess equipments required to be purchased for operations, customize wherever required, screen vendors and select, finalize BOQ, negotiate rates and execute projects till their satisfactory completion. Also assist in sourcing original or customized products of high quality.

Review and upgrade existing management strategies and tools including drafting / redrafting SOPs and quality thresholds.

Provide innovative marketing strategies keeping in focus the company goals, targeted customer profile and using the latest in innovative techniques.

Conduct Mystery shopping reports followed up with recommended corrective plan and evaluator visits.

IMPLEMENTATION OF LIFE EXPERIENCES IN REAL SITUATIONS

Clarity of

thought and

purpose, and

understanding

strengths and

weaknesses is

half the battle

won!

Implement effective HR and training strategies to win employee loyalty, motivation and input. Drive performance excellence through organizational development, improved internal communication and customer service training.

Equip business with custom-designed policies, human resources strategies, job descriptions, training and evaluation tools. Coach Supervisors in problem-solving, effective people management, employee motivation and overall supervisory performance.

Develop and facilitate customized training programs, seminars, workshops and employee communication sessions. Train Trainers in a group setting or through one-on-one coaching sessions.

Provide effective Customer Service Training; lead participants to focus on Customer needs and expectations, adopt an integrative approach and help achieve marketing and business objectives.

NO SHORTCUTS TO SUCCESS AND NO ELEVATOR TO REDEMPTION

A disciplined and

contended team,

willing to jump

when

commanded, and

thirsting to achieve

realistic goals can

accomplish the

unimaginable!

Prepare dynamic employee handbooks as key reference tools and as training guidelines; develop / revise existing training and operational manuals; re-write job descriptions in a manner that realistically indicates what and how team is expected to perform, and on the basis of which performances get evaluated.

Professional assistance in areas served outsourced by the company, such as event organization, executive search, locating required suppliers, internet research and marketing, etc.

Work in tandem with other consultants whose values, quality, and mode of operation are in harmony with ours.

Thank you for your time!