CO-CEO, Wholesome International LLC
His story From Startup to Expansion
Despite Choolaah’s seemingly meteoric rise, its creators spent more than a decade perfecting the concept. The creators had a shared vision to create a company that could “transform the quality of life of everyone we touch.” They formed Wholesome International in 2004, initially as franchisees for the ballyhooed Five Guys Burgers & Fries enterprise.
With two mates, Randhir founded Wholesome International in 2004 as franchisees for the much-hyped Five Guys Burgers & Fries chain.
Despite the fact that Five Guys was a big success for them—their store count has risen to 20 locations around the Pittsburgh and Cleveland markets—they kept working on an idea for a concept with infinite potential: a quick-service restaurant dedicated to bringing their native country's cuisine to a wider audience in an authentic yet approachable manner. Their first attempt at an Indian-themed food service never made it past the business plan, but by 2011, they thought Choolaah's time had come. They opened their first location in Cleveland, which was quickly called a "genre-busting eatery" by Cleveland Scene magazine.
Choolaah currently has four sites, including one in King of Prussia, with a fifth in Pittsburgh on the way. Choolaah's team hopes to implement new ways of guest engagement in the future, such as online purchasing, distribution, and a mobile app for the time being, they're working hard in King of Prussia to become as indispensable in fast-casual dining as Apple or Google—creating "raving fans" by delighting every guest every time, whether in the dining room, takeout, or a catered order, as the company mission puts it.
Wholesome International is a small hospitality company based in Pittsburgh, PA with only 120 employees and an annual revenue of $30.0M.