Kentucky Fried Chicken (KFC) and Five Star Chicken will soon face stiff competition soon as US-based Genuine Broaster Chicken enters India. In a partnership with Yellow Tie Hospitality, the restaurant chain plans to invest Rs. 20 crore to set up outlets in India, according to Economic Times. The first outlet of the restaurant will be setup in Mumbai and additional planned openings of 300 outlets across 40 cities is expected by 2018.
The restaurant chain which was founded in 1953 in the US, is known to serve pressure fried chicken, similar to the world-renowned KFC. The restaurant also offers several additional items on the menu such as burgers and varieties of fried chicken. Speaking of the company’s offerings and its prospects in India, Bill Loeffelholz, head of international operations, said, “Genuine Broaster Chicken contains zero trans-fat. With Broaster chicken, the customers will enjoy delicious fried chicken, which is of far superior quality, uses less oil and retains natural chicken moisture. We are very bullish about our products in India.”
Entering An Emerging Market
Genuine Broaster chicken has outlets in nearly 36 countries across the world and is planning to get a piece of the ever growing food services industry in India. The quick service restaurant (QSR) sector in India has an emerging market with several international chains setting up shop in the country. Speaking of the brand entering India, Karan Tanna, CEO of Yellow Tie Hospitality, said, “We are looking at opening multiple format stores to cater to different customers. So we will have kiosks, quick service restaurants and casual dine-in with alcohol.”