Delving into Customer Experience in the Food & Beverage Sector with The Hazelnut Factory with Ankit Sahni
Welcome to CX Quest, your destination for exploring the strategies and stories behind exceptional customer experiences. In this insightful interview, we step into the flavorful world of the food and beverage industry. This is a domain where crafting delightful products goes hand-in-hand with creating memorable customer journeys. We are pleased to feature a visionary leader Ankit Sahni, the Founder of The Hazelnut Factory. Ankit has built his brand with a strong focus on customer satisfaction.
The Hazelnut Factory (THF) was established in 2019 in the vibrant city of Lucknow. It has quickly become a beloved name across all age groups. It is renowned for its dedication to global best practices in food manufacturing and a tempting variety of treats. These are ranging from flaky croissants to traditional Indian mithai. Indeed, THF is redefining the sweet indulgence experience for its customers.
Approach to Customer Experience
Ankit, thank you for joining us on CX Quest! We are eager to learn about your approach to customer experience.
Ankit, your journey in establishing The Hazelnut Factory is truly remarkable. It begins rom your family’s strong presence in the real estate sector. Then it moves to your extensive research into the Indian food and beverage industry. Definitely your passion for creating memorable experiences has been a driving force behind THF’s success. You have masterfully blended the nostalgia of traditional Indian mithai with the sophistication of handcrafted, modern desserts. The motive has always been prioritizing taste and quality.
The Hazelnut Factory Journey
In this interview, we aim to explore some exclusive customer experience strategies. Strategies that have propelled THF’s impressive growth from a cherished local bakery in Lucknow to a premium food brand. The brand with ambitious national expansion plans. We will delve into how you have cultivated a loyal customer base and your vision. A for ensuring lasting positive impressions at every customer interaction.
CX Quest: The Hazelnut Factory has experienced significant growth. It is expanding from Lucknow with the aim of establishing over 50 stores across India. Could you elaborate on how your focus on the customer experience has been pivotal in this expansion? What crucial customer insights have informed your growth strategy?
AS: Our focus on delivering an exceptional customer experience has been central to The Hazelnut Factory’s growth. By prioritizing quality, ambiance, and personalized service, we’ve built strong customer loyalty. Key insights like the demand for consistent taste, Instagram-worthy interiors, and a desire for premium yet affordable offerings have guided our store design, menu curation, and expansion into high-potential markets.
Concept Behind The Hazelnut Factory
CX Quest: The concept behind The Hazelnut Factory, seamlessly blending artisanal mithai with a modern espresso bar experience, is quite distinctive. How does this unique fusion cater to the diverse preferences of your customers and contribute to a differentiated customer experience within your cafes? What kind of feedback have you received from your clientele regarding this cultural blend?
AS: The Hazelnut Factory’s fusion of artisanal mithai with a modern espresso bar caters to both traditional and contemporary tastes, appealing to a wide demographic. It offers a nostalgic yet fresh experience, making our cafés inclusive and memorable. Customer feedback has been overwhelmingly positive they love the innovative pairing and often highlight the unique cultural blend as a key reason for their repeat visits.
Investment From Bikaji Foods
CX Quest: Securing a substantial investment of Rs. 131 Cr. from Bikaji Foods is a strong indicator of THF’s potential. How does this strategic funding align with your overarching vision for enhancing the customer experience as you work towards becoming a Rs. 200 Cr. brand by FY 2026–27? Are there specific customer experience initiatives that this funding will directly support?
AS: The investment from Bikaji Foods aligns perfectly with our vision of scaling while enhancing the customer experience. It enables us to strengthen product innovation, expand premium store formats, and invest in tech-driven personalization. Key initiatives include improving in-store ambiance, faster service, and curated offerings all designed to elevate every customer touchpoint as we move toward our Rs. 200 Cr. goal by FY 2026–27.
Omnichannel Presence
CX Quest: In today’s dynamic market, an omnichannel presence is often key to success. How is The Hazelnut Factory strategically balancing its online delivery services, direct-to-consumer (D2C) channels, and your physical store locations to create a cohesive and seamless customer experience across all touchpoints? What have been some of the key challenges and successes you have observed in implementing this omnichannel strategy from a customer experience standpoint?
AS: The Hazelnut Factory’s omnichannel strategy ensures a seamless customer journey across physical stores, online delivery, and D2C channels. We maintain consistency in quality, branding, and service to deliver a unified experience. Successes include increased reach and customer convenience, while challenges have involved logistics and maintaining freshness.
Continuous upgrades and customer feedback help us refine and align all touchpoints effectively.
Future Plans of The Hazelnut Factory
CX Quest: Looking towards the future, The Hazelnut Factory has outlined plans for an IPO by 2029–30. How does maintaining a strong emphasis on customer experience and fostering customer loyalty factor into your long-term financial planning and vision for going public? What role do you anticipate customer feedback and overall satisfaction playing in this future growth trajectory?
AS: Customer experience and loyalty are at the core of our long-term vision, including our IPO plans for 2029–30. A strong, satisfied customer base drives sustainable growth, brand equity, and financial performance. Ongoing feedback helps us adapt, innovate, and build trust—key factors that will support our public market readiness and long-term success.
Commitment to Prioritizing Taste
CX Quest: You have emphasized a commitment to prioritizing taste and have innovatively moved away from traditional ingredients like khoya to allow the pure flavors of each component to shine. How has this focus on product quality and innovation directly impacted customer satisfaction and the development of customer loyalty towards The Hazelnut Factory? Have you observed this approach particularly resonating with specific segments of your customer base?
AS: Our focus on taste and innovation, like moving away from khoya has elevated the purity and flavor of each creation along with increased shelf life, this has greatly enhanced customer satisfaction. This commitment to quality has built strong loyalty, especially among younger, health-conscious, and urban consumers who value authenticity and freshness. It’s helped position The Hazelnut Factory as a modern yet rooted brand, deeply resonating with evolving customer preferences.
The Hazelnut Factory Vision
CX Quest: The Hazelnut Factory’s vision includes creating “sweet moments that connect people.” Could you share some specific examples of how THF actively cultivates this connection and builds a strong sense of community around your brand, both within your physical locations and through your online platforms?
AS: At The Hazelnut Factory, we create “sweet moments that connect people” through thoughtful experiences like personalized gifting, festive collaborations, and community events in our cafés that bring people together. Online, we engage through interactive content, behind-the-scenes stories, and customer features that foster a sense of belonging. These efforts help us build an emotional connection and a loyal community around our brand, both offline and digitally.
Disruptor, Visionary, and Perfectionist
CX Quest: Your leadership style is characterized as that of a disruptor, visionary, and perfectionist. How do these qualities directly influence and shape the customer experience at The Hazelnut Factory? What are some of the core principles or values that you instill within your team to ensure the consistent delivery of exceptional customer experiences?
AS: I focus on challenging norms, anticipating trends, and obsessing over the details directly shaping a customer experience that’s fresh, forward-thinking, and flawless. I instil values like customer-first thinking, innovation, attention to detail, and accountability within the team.
These principles ensure that every touchpoint from product quality to service is consistently exceptional and emotionally resonant.
An Avid Traveler
CX Quest: As an avid traveler and passionate food enthusiast, you draw inspiration from diverse cultures around the world. How do these explorations and experiences translate into innovative ideas and offerings that ultimately enhance the customer experience at The Hazelnut Factory? Could you provide a specific example of a customer-centric innovation that was inspired by your global travels?
AS: Traveling and experiencing global food cultures constantly inspires me to reimagine Indian flavors with a modern twist. One example is our Labon, fusion inspired by French bonbon and Indian ladoo. It’s been a customer favorite, showcasing how global influence can elevate local experiences and create standout, memorable offerings at THF.
Ankit, it has been truly enlightening to learn about the deeply ingrained customer-centric philosophy that underpins the success of The Hazelnut Factory. Your dedication to crafting memorable experiences, seamlessly blending tradition with innovation, and consistently prioritizing the customer at every stage of their journey is evident. Thank you for sharing your valuable insights on navigating and excelling in customer experience within the ever-evolving food and beverage industry.
Ankit Sahni, Founder of The Hazelnut Factory, we extend our sincere gratitude for taking the time to share your expertise and vision with the CX Quest community. We wish you and the entire team at THF continued success in your national expansion endeavors and in your ongoing mission to create delightful and memorable sweet moments for your customers.
