Tin Drum Asian Kitchen’s New Leadership Team Reignites Franchise Opportunity, Aims for 100 Units in Five Years

After introducing a new store model that proved wildly successful, even throughout the thick of the COVID-19 pandemic, Tin Drum is preparing for large-scale growth, aiming to reach 100 units in markets across the country over the next five years.

“We’re in a position to grow, and we’re excited to share what has proven to be a strong operational model for passionate entrepreneurs,” said Altaf Popatiya, Tin Drum’s COO and partner, who, along with his wife Amisha (CMO and partner), joined the brand’s executive team in 2018, two years after becoming Tin Drum store owners.

Since joining the brand’s corporate team, the Popatiyas have helped reignite Tin Drum’s franchise opportunity, bringing on talented new franchisees and nearly doubling the franchise’s system-wide sales along the way.

Brand history

Tim Drum’s History of Growth

Founded nearly two decades ago by Steven Chan, Tin Drum was inspired by the Asian sidewalk-style eating he had loved as a child growing up in Hong Kong. Its first location was established on the campus at Georgia Institute of Technology, where Chan had studied architecture, a passion he would draw from when designing Tin Drum’s signature store model, which recreates the liveliness of Hong Kong’s curbside cafes.

Tin Drum’s Georgia Tech location was an immediate hit, and it wasn’t long before Chan opened a second store. Then a third. Then a fourth. Today, Tin Drum boasts 10 locations in and around Atlanta, each introducing the brand to a new base of die-hard supporters, making it one of the most popular chains in Georgia.

In 2010, Tin Drum launched its franchise opportunity, which is how the Popatiyas came to the brand. Amisha says she and Altaf were so inspired by their experience as franchisees with the brand, they decided to invest in the company and join the Tin Drum’s corporate team to help new entrepreneurs find the same success they had found.

New leadership team

New Leadership Inspires a “Franchise Rebirth”

“What we found with Tin Drum was without a doubt one of the best opportunities available in the franchise industry, but we learned that people just weren’t aware of it,” Amisha said. “When we had the opportunity to join the corporate team, we saw an opportunity for a franchise rebirth. We had a great foundation with an excellent product and a proven operational model, and we seized the opportunity to turn that into the thriving franchise we knew it should be.”

In 2019, Tin Drum introduced a new store prototype, combining Chan’s authentic Hong Kong design elements with a streamlined and cost-effective buildout. In its first year, the prototype store more than doubled the volume of Tin Drum’s previously top-selling store.

That was just the beginning of a new commitment to innovation and growth the Popatiyas instilled with the relaunch of Tin Drum’s franchise opportunity. Soon after, the brand introduced a suite of new technology designed to make running stores easier and more profitable. The centerpiece of that rollout was a POS system that centralized virtually every operational variable for store owners. Like the prototype store, Tin Drum’s technological upgrades proved a massive hit.

The Popatiyas also helped Tim Drum launch a number of new menu offerings that have quickly become fan favorites, including an array of small plates and Asian fried chicken sandwiches.

“We expanded the menu from 12 bowl options to a range of exciting Asian dishes, each packed with the authentic flavors and fresh ingredients Tin Drum is known for,” Amisha said. “Those menu upgrades have reinvigorated the buzz around Tin Drum, helping our franchisees grow rapidly and pursue multiple units.”

Pandemic resistance

Tin Drum Proves Pandemic- and Recession-Resistant

Then, in 2020, COVID-19 changed the way the restaurant industry operated. But Tin Drum’s stores didn’t experience the dire fate other restaurant concepts suffered. Instead, Tin Drum not only survived the pandemic, it thrived, proving the strength of the brand’s operation even in the most trying circumstances.

“So many businesses in every sector struggled or failed during COVID, and it was especially hard for restaurants,” said Amisha. “The only way to make it through was to have tremendous customer loyalty and a finely tuned operational model that could withstand the economic pressure. We already knew that’s what we had with Tin Drum; COVID proved it to the world.”

Growth strategy

Tin Drum Supports Franchisee Growth Through Tech and Menu Innovation

As Tin Drum emerged from the pandemic, the brand remained laser-focused on growth and innovation. In 2021, after completing an in-depth market research project, Tin Drum rolled out a new beverage program, featuring bubble tea, which is now on track to contribute nearly 20% in annual sales despite being available at just six of Tin Drum's 10 locations.

“We looked very carefully at what options we had to increase top-line sales for our store owners, and beverages, particularly bubble tea, emerged as the most profitable option,” Amisha said. “That exemplifies just how careful and deliberate we are in our efforts to make our stores more profitable for owners.”

According to the Popatiyas, Tin Drum’s recent menu innovations go hand in hand with its renewed focus on technology.

“Ultimately, the launch of bubble tea was no different than the introduction of our new technology suite,” said Altaf. “We are proactively looking for opportunities to make each and every store easier to run and more profitable for our franchise owners, and that’s what we’ll continue to do, through new technology, menu items and any other resource we can provide.”

“Tin Drum never stops innovating,” Amisha added. “Franchisees can expect new upgrades and developments throughout the year, which helps boost sales by keeping fans excited to come back for what’s new.”

Why Now Is the Time to Invest in Tin Drum

As Tin Drum prepares for growth into new markets, focusing on development in cities like Dallas, Texas; Houston, Texas; Miami, Florida; Nashville, Tennessee; and Raleigh, North Carolina, Altaf says the brand has ambitious expectations but is not growing for growth’s sake alone.

“We expect to have at least 100 units in our pipeline within the next five years, but unit-count is really not the driving force behind our strategy; unit performance is,” he said. “We want every single one of our stores performing at the highest possible level. So, we’re prepared to grow our franchise system, but we are doing so in a way that will prioritize AUV and ROI for each and every franchise owner.”

Because Tin Drum’s operational model has been refined and streamlined, Altaf says franchisees require no prior restaurant experience to be successful, which means his team is free to vet candidates based on passion and values rather than their resumes.

“We are looking for people who are savvy enough to see the full value of what Tin Drum has to offer, who have the drive to make the most of the opportunity, and who share our commitment to being pillars of our communities,” Altaf said. “We know how important community is to a restaurant, so we give our owners the ability to go into any market and really behave as a local brand, according to the needs and preferences of their community, but with the full support of a killer corporate team behind them. That’s a rare and valuable opportunity in franchising or any industry.”