Up close and personal with Sohail Yousaf

Tell us about your professional and personal life.

I belong to the family who are the manufacturers of Super Asia Washing Machine and Super Asia Motorcycle. I did my graduation from UMT in 2002 and then my Masters in Marketing from Bedfordshire University England. My siblings were associated with our family business but I wanted to establish my own business apart from the current setup. Now, I own a chain of Hardee’s all over North Region. My determination, family and a good team have always been my support in setting up my business.

How did you start your business? Tell us about your journey?

Though I had monetary support from my family it took 5-6 years of hard work to bring Hardee’s in Pakistan along with a struggle to convince my family on it. When I did my masters in 2002, my father and my two more uncles who had equal shares in Super Asia Washing Machine gave me the responsibility for the business development of Super Asia Motor Cycle. Since that time, I wanted to do my own business so I started working on many business plans. I started a company named as ST- Hitech of automobile parts but even that wasn’t enough to satisfy me. The plan to bring a Quick Service Restaurant (Q.S.R) to Pakistan was also in my mind for which I met the business directors of various famous international food franchises but it wasn’t so easy to convince my family to take this step nor was it easy to convince the franchisers to give me their franchise. I worked on it for 5 years. Then, in 2008, the team of Hardee’s from USA came to Pakistan to examine and approve my investment. In this way, I opened my first Hardee’s franchise in Pakistan. Our reputation as a formidable franchisee has developed and many other international brands are in talks with us regarding their franchises as well.

What made you successful?

My determination, follow up, commitment, a cooperative team and the support of my wife made me successful. For me, every day is a challenge and it has been like this since I started working. It is this everyday challenge which made me successful. The Hardee’s where you come and eat is the effort of me and my team who have to be very focused at each and every stage to get the best quality products for you.

How determined were you to have a successful business?

As I told you it took me 6 years. It was not easy to get investment from a joint family business of three brothers. The dollar appreciated immensely during the time period when I was trying to convince my family, making my struggle even more difficult. The amount of objections from my uncles and father were huge but it was only my determination due to which I made it. I kept knocking on the doors of various brands for many years. I never let the wait subdue me.

Shifting from an electronics business to a fast food business sounds ironic then.

What made you invest in Hardee’s?

This question was also asked by the director of KFC and other food chain restaurant owners when I was working on it. They said, ‘how can you handle it’. I didn’t want to put all the eggs in the same basket so I had an urge to do another business but it was not in my mind that I would gain such success in the food business. I think it was my destiny which brought me here.

You were the first to bring Hardee’s in Pakistan, why did you choose Hardee’s?

At that time, there were only franchises of KFC and McDonalds in Pakistan. There wasn’t much of a concept regarding beef burgers. Hardee’s allowed me to introduce this new concept to Pakistan.

What are three important things which you consider essential for your business?

The determination and a trust that you can do this, building a good team and honesty are the important things for me in my business.

 What do you do for your employees?

I think a business can be only be setup if you have a good team. I started this business with four employees and now I have 600 employees. I have made a good team by getting them trained from the regional office of Dubai and by being personally available for them. They can call me at any time. I take care of them and give them employment packages as per labor laws. I listen to the personal problems and always support them in monetary terms and try to keep their spirits high.

We also remain in touch with various NGO’s in order to provide jobs to people who are rather slow learners or have a special issue. We encourage them to learn and develop over here. Many of such special cases have improved a lot over these years and have developed as professionals.

Tell us about your likings in clothes, perfumes, cars and gadgets.

I am a simple person who likes to remain attached to his routes so I’m not such a brand conscious person but I dress up according to the situation. In perfumes, I like Tered’hermes and in cars I like BMW 530.

Tell us about your family

My marriage was arranged and my wife is educated and very supportive of me. I have three kids and I love them very much. Because of work, I don’t give them proper time but I wish I could.

What is your favourite hobby?

I love traveling that is my obsession.

Which is your favorite place?

The Bay area of San Francisco. I want to make my home there.