Carl’s Jr, California-based, is looking at opening their first
restaurant in New Delhi by the end of the first quarter of 2015. CKE
Restaurants Holdings, the parent company of Carl’s Jr, recently signed a
development agreement with Cybiz BrightStar Restaurants, owned by CybizCorp, to
develop 100 restaurants in the initial phase. Elaborating on the same, Samir
Chopra, group chairman and founder, Cybiz Corp, stated, “Carl’s Jr will be
targeting the development of Tier II and III cities after it’s initial launch in
the Delhi and NCR area and other Tier I cities.” He also mentioned that they
are looking at expanding through a company owned company operated (COCO) model
only, however, at a later stage they may venture into FOCO (Franchise Owned
Company Operated).
To create a niche for themselves in the India market, Chopra
believes that Carl’s Jr is not a mass appeal brand. “The brand is a premium
quick service restaurant which offers partial services to customers, and is
recognised for its premium products, centred on wide variety of fresh and
delicious charbroiled burgers that lead the industry in taste, quality and
innovation,” he stated. Based on their research, Carl Jr has also developed a
vegetarian menu to be launched here, apart from their signature dishes. Talking
about marketing and promotional strategies, Chopra added, “Our target audience
is the young and hungry which defines more than 50 per cent population of India
and this audience is engaged on different social media platforms, and hence
initially we are keen on the new age social media strategies but definitely in
the later run we will be following a parallel approach used successfully by
Carl’s Jr globally.” burger chain
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