INDIA - Thailand based Charoen Pokphand Foods' fully owned subsidiary, CP Foods India is planning to expand its quick service restaurant chicken brand Five Star Chicken.
The company is planning to target cities like Mumbai and Pune in the initial phases and expand further to other cities in Maharashtra, reports HospitalityBizIndia.com.
The company has first established the brand in Bangalore and today operates 265 outlets in India, largely in Southern states and Konkan region of Goa. As an estimate, the company will start its outlet in Mumbai by the end of 2015 and in Pune in the start of next year.
The company has plans to set up over 500 outlets by the end of 2018 and plans to focus on regional expansion because the company has to put in place their own feed mills, poultry farms and processing plants to service the outlets.
CP Foods has seven feed mills and poultry farms in India in states like Karnataka, Tamil Nadu and Pune, and a processing facility in Bangalore.
The company has the entire supply chain for Five Star Chicken integrated and managed by the company itself. While ensuring quality, this also helps them to offer products at a competitive price compared to competition.
To generate more revenue from quick service restaurants, the company follows the model of company owned stores and franchisee outlets.
Currently, 90 per cent of their stores are franchisee operations and remaining ten per cent company owned.
Considering the popular demand for full meals, CP Foods has plans to introduce full meals through their outlets in India in the next couple of months’ time.
Five Star Chicken is one of the most popular brands in Asia with presence in 9 countries having more than 7000 outlets with its in Thailand, Myanmar, Cambodia, Vietnam, Laos, Malaysia, China, Bangladesh and India.
The company has over $13 billion of sales in the agriculture and food industries globally.ThePoultrySite News Desk
Top image via Shutterstock