The Recipe for Success

I'm the founder and President of VEDA-Fine Indian Takeout, a fast-service restaurant on Yonge Street, in Toronto's trendy Yorkville district, that opened in November, 2005. Our goal at Veda is to provide our customers with a healthy alternative to traditional fast food and help them meet the demands of their fast-paced lifestyles.

Together with my chef, Umair Niazi from Pakistan, we have created a unique blend of traditional Indian recipes featuring authentic spices, healthy ingredients, and minimal use of oil. Our simple menu features a mix of vegetarian and meat dishes including our signature Spinach Basmati Rice, traditional chickpea curry, and the popular butter chicken. Because of the popularity of our butter chicken, we have also created a one-of-kind butter tofu for our vegetarian customers to enjoy.

During the course of the MBA program at the Joseph L. Rotman School of Management at the University of Toronto, I made the decision to follow my entrepreneurial dream, as opposed to seeking the traditional MBA career.

At first, I wasn't sure what type of business to create -- until I realized a lack of healthy alternatives in the fast-food market. I wanted a business that would represent a fusion of my interests. My passion for business, my love of cooking, my desire to lead a healthy lifestyle, and my fascination with Indian cuisine all led to my decision to open a healthy, Indian takeout restaurant.

Here's a typical day at VEDA:

7:00 a.m. -- I'm out the door, heading to the gym for a workout and energy boost before I start the day. Fortunately, I have an expert chef, Umair, who opens the kitchen every morning before I arrive.

10:00 a.m. -- I arrive at the restaurant after making two stops for fresh ingredients and spices.

10:15 a.m. -- My dedicated father, who left the comforts of retirement to join our team, has already begun to set up the front of the restaurant. Meanwhile, I'm in the kitchen tasting today's dishes to ensure consistency. Consistency in our food and processes is crucial because we're planning to develop a franchise model.

10:30 a.m. -- I retreat to my office, where I check e-mail and voicemail for catering orders. A buzz is spreading fast in the area, and catering is becoming a major part of the business.

10:45 a.m. -- Unexpectedly, the packaging distributor stops by with some new, unique options for me to consider. I have just two minutes to meet with him before I get into my car to make a catering delivery.

11:00 a.m. -- A local paper calls asking for a phone interview. I'm hoping this will create more buzz and attract new customers.

11:30 a.m. -- The restaurant opens and customers slowly trickle in. A new hair salon opened next door, which is bringing in more people than usual.

Noon -- The lunch rush begins and the tables are filling up.

1:30 p.m. -- Things slow down, which allows me some time to order takeout containers for the following week. Adding to the authenticity of the experience, we use special containers that represent the traditional Indian Tiffin tins. I like to think of it as a modern approach to an old tradition.

2:00 p.m. -- A businessman walks in. He pitches an idea to add my Indian restaurant chain to the food court of a new entertainment and shopping complex his company is building. It sounds appealing, but I will have to run the numbers first.

3:00 p.m. -- I check e-mail and am excited to see two large catering orders for tomorrow. I also receive an e-mail from a friend who saw a great review of Veda online.

3:30 p.m. -- I call my real estate broker to discuss new locations. I'm ready to expand Veda into additional locations.

4:00 p.m. -- My designer comes in with a new sign that he created for the window. We have some of the best real estate in Toronto, and I want to take advantage of every inch.

4:30 p.m. -- With a larger lunch crowd than expected, I had to run to the grocery store to buy more fresh ginger and garlic, staples in Indian cooking.

5:00 p.m. -- Gearing up for the dinner rush, the evening staff arrives. Umair and I discuss various new menu options and chutneys that we plan to develop to keep our menu interesting. When it comes to demands for dishes, spice levels, and portion sizes, we take our customers' feedback very seriously.

6:30 p.m. -- The dinner rush begins and will likely continue until we close at 9 p.m. Without a regular delivery driver, I'm in and out all evening running orders. It's not a glamorous job, but it's very important that I understand the logistics of delivery as the chain expands.

7:30 p.m. -- Some friends show up for dinner. I sneak away to share a meal with them. My first break of the day ends fast as a line forms, which forces me to rush behind the counter to help serve.

9:00 p.m. -- Close the restaurant and cash out for the day. The dishwasher finishes by 9:30, and I create lists of items needed for the following morning. I'm ready to leave by 10 p.m., which is an early night.

10:00 p.m. -- Time to wind down and meet some friends just down the street for dinner and drinks.

11:30 p.m. -- It's time to head home to finish some paperwork and go to bed.

Owning a business isn't for the faint of heart, and the restaurant business is one of the most difficult industries to find success. Although people warned me about the risks of entrepreneurship and being a restaurateur, I'm thankful that I followed my heart and stuck to my strategy. The struggles I have faced along the way may have forced others to throw in the towel, but I firmly believe in my idea and will continue to deal with any challenge that comes my way.

My MBA has been invaluable in so many ways. However, one thing business school doesn't teach is how to prepare for the less glamorous, humbling jobs like scrubbing the bathroom floors and driving around the city making deliveries.

But it's worth it because I'm passionate about my business. For as long as I can remember, I dreamed of being an entrepreneur. Now my dream is a reality, and the risks are mitigated knowing that I reap all the rewards of my hard work. I love every grueling minute of it and can't wait to go to work tomorrow.