Sukhi Singh, founder of Sukhi's Gourmet Indian Foods, recounts how the company kept operating after a severe commercial kitchen fire in San Leandro in 2000.
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“So I was very lucky. I had this staff of Indian people who found this It's a restaurant in San Francisco. They had the cooking space available. So I sent off a whole bunch of people over there to start doing the samosas and the naan. And now I found another one in Richmond to do Indian bread, like rotis and all. So we didn't miss a single farmer's market. We gave them the samosas and the naans and the products we still had.”
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More from Sukhi Singh
Disclosure
Sukhi Singh says she would sell the business to the right buyer
“Yeah, so we would sell if the right person came along, I guess.”
Sukhi SinghMar 14, 2022▶ 57:51Sukhi’s Gourmet Indian Food: Sukhi Singh and Dalbir Singh
AssertionNot checkable as stated
Sukhi Singh sold her Oakland deli for $65,000 after paying $175,000
“Something we had bought for a 175, we sold for 65 and got out.”
Sukhi SinghMar 14, 2022▶ 22:10Sukhi’s Gourmet Indian Food: Sukhi Singh and Dalbir Singh
Insight
Sukhi Singh: Traditional Indian recipes intimidate consumers with excessive ingredient lists
“You know, if you open an Indian cookbook and you look at a recipe, it has 14 ingredients on it, and people just shut the book and they put it away. It's too difficult to collect all that stuff, or to follow those directions, because cooking Indian food is very…”
Sukhi SinghMar 14, 2022▶ 23:19Sukhi’s Gourmet Indian Food: Sukhi Singh and Dalbir Singh
AssertionNot checkable as stated
In-store sampling converted 80% of tasters into buyers for Sukhi's
“30% of the people who would walk into the store would stop at the demo table, but About 80% of the people who would taste it would buy it.”
Sukhi SinghMar 14, 2022▶ 30:01Sukhi’s Gourmet Indian Food: Sukhi Singh and Dalbir Singh
Insight
Food brands must sell instantly consumable products to drive repeat purchases
“That time I decided we have to do something which is instantly consumable and they come back for more. That's where I started pushing food service and the frozen food and all because I knew that we had to grow in areas which would be there year round.”
Sukhi SinghMar 14, 2022▶ 43:23Sukhi’s Gourmet Indian Food: Sukhi Singh and Dalbir Singh
AssertionPartly supported
Costco pays suppliers within 15 days, easing cash flow for growth
“But unlike retail stores or food service accounts, they pay you within 15 days. So you have not paid your vendors yet, and you get the money from Costco. So they're an excellent, excellent company to deal with, especially in your growth period.”
Sukhi SinghMar 14, 2022▶ 47:49Sukhi’s Gourmet Indian Food: Sukhi Singh and Dalbir Singh
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