Gohar Iqbal, founder of Jhonny & Jugnu reveals how he achieved his success

In a world filled with fast food giants like McDonald’s, KFC, and Subway, it takes something extraordinary to carve out a niche. Yet, Johnny & Jugnu, a Lahore-based fast food brand, has done just that, becoming a beloved name in Pakistan. The story behind this success is as much about grit, resilience, and vision as it is about burgers and wraps. At the heart of this story is Gohar Iqbal, the co-founder and managing partner of Johnny & Jugnu, who recently shared his journey in an interview that is both inspirational and insightful.

The Seed of an Idea: From University Hallways to the Streets of Lahore

Gohar Iqbal’s entrepreneurial journey began during his university years. Unlike many of his peers at the Lahore University of Management Sciences (LUMS), who were preparing for corporate careers, Gohar had a different vision. By his third year, he knew that the traditional corporate route wasn’t for him. Instead, he was drawn to the idea of entrepreneurship, driven by a desire to create something of his own.

Gohar’s initial projects were varied and experimental. He started an advertising agency, explored the concept of a food delivery platform, and even considered launching a bottled juice brand. However, it was a casual suggestion from his mentor, Dr. Dan, that led to the creation of Johnny & Jugnu. The idea was simple: a small fast-food joint serving burgers tailored to local tastes. What began as a project in Lahore’s Krishnagar area would eventually grow into the brand Jhonny band Jugnu

The Secret Sauce Behind Johnny & Jugnu’s Success

Johnny & Jugnu’s success lies in its deep understanding of local Pakistani food. Gohar and his team recognized that fast food from multinational chains didn’t fully satisfy the taste preferences of Lahoris. The burgers were either too small, not filling enough, or simply lacked flavor. Johnny & Jugnu set out to change that by creating food that was not only filling but also packed with desi flavors that appealed to the people of Lahore.

This focus on tailoring their food to meet local tastes was crucial in setting Johnny & Jugnu apart from its competitors. 

The Challenging Journey:

However, the journey was not without its challenges. As Gohar candidly shared, the fast food industry in Pakistan is tough, with low barriers to entry and intense competition. Moreover, the recent economic conditions, contributed by high inflation and increased operational costs, have made it even more difficult for businesses Yet, Johnny & Jugnu has managed to weather these storms, largely due to its strong value proposition and commitment to quality.

Gohar also highlighted the unique challenges posed by the pandemic. When COVID-19 hit, the restaurant industry was among the hardest hit, with many businesses struggling to stay afloat. But instead of giving up, Gohar and his team adapted. They launched a creative campaign that allowed customers to cook Johnny & Jugnu’s burgers at home, providing packaged sauces and buns for an at-home experience. This innovative approach not only helped the business survive but also strengthened its bond with its customers.

Building a Brand: The Power of Marketing and Storytelling

One of the most intriguing aspects of Johnny & Jugnu’s story is its approach to marketing. Gohar and his team understood early on that in order to stand out, they needed to create a brand that people could connect with on a personal level. The name “Johnny & Jugnu” itself is a result of this strategy, designed to be memorable and evoke curiosity.

Their marketing efforts, though sometimes unconventional, were highly effective. Gohar recounted the creation of what he described as the “worst ad on Earth”—a deliberately low-quality advertisement that went viral and brought in an influx of curious customers. This campaign, while unconventional, exemplified the brand’s ability to think outside the box and leverage humor and creativity to engage with its audience.

Expanding the Vision: From Lahore to the World

Despite the local success, Gohar’s ambitions for Johnny & Jugnu extend far beyond Lahore. From the outset, the goal was to build a brand that could compete not just locally but internationally as well. Gohar and his team have spent years refining their operations, building a strong corporate structure, and ensuring that their product can stand up to global standards. Their ultimate aim is to make Johnny & Jugnu a representative of Pakistani fast food on the international stage.

This vision of global competitiveness is not just a dream but a carefully laid plan. The company has been methodical in its approach, focusing on quality control, hiring top talent, and choosing the right partners. While expansion has been slow and deliberate, it is clear that Johnny & Jugnu is poised for bigger things in the years to come.

As Johnny & Jugnu continues to grow, Gohar remains focused on his vision of creating a brand that can stand toe-to-toe with the biggest names in the fast food industry. With plans to expand to other major cities in Pakistan and eventually to international markets, the future looks bright for this homegrown success story.