Financial Daily from THE HINDU group of publications
Thursday, Oct 16, 2003
Financial Daily from THE HINDU group of publications Thursday, Oct 16, 2003 |
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Marketing
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Strategy Prime Roaster opens outlet in Chennai Nina Varghese
A Prime Roaster outlet in Chennai. -- Bijoy Ghosh
Chennai , Oct. 15 THE "thunder thighs" this time round were not that of the actresses of yesteryears nor were the "sweetest legs in town" that of the pretty young thing next door. The billboard advertising, which raised many a feminist hackle, drew crowds to the latest quick service restaurant in Chennai, the Prime Roaster. Mr P. Pandiyan, Chairman, Prime Roaster Restaurants and Franchises (P) Ltd, said that this was the first outlet in India and the company planned to open two more outlets in Chennai. The other outlets will be smaller kiosks, he said, of which there will be 10 to 15. The company is a joint venture promoted by two Indians and two NRIs. The company has imported most of the machinery from Malaysia, France and Italy. He said that the initial investment was higher because of the launch advertising and the need to import machinery. Subsequent expansions will not need so much investment, as they have identified suppliers in India, he said. Mr Pandiyan, however, did not divulge the investment figure. The company sources the chickens from C.P. Farms on the outskirts of Chennai. Mr Syaril Abdullah, Technical Director, Prime Roaster, said that C.P. Farms is a well-known brand in Thailand and has an abattoir of international standards. The farm, he said, maintains high standards of hygiene and the broilers are fed only on soya and corn. The ones supplied to the restaurant are 1.2 kg in weight and not more, Mr Abdullah said. The birds are supplied to the outlets from a centralised chilling plant in Madipakkam, which has the capacity to supply ten to 15 units in the city. The outlets will be fed at regular intervals by a reefer truck, Mr Abdullah said. All the other food, such as the patties, the nuggets, the Bolivian coffee, soup, and chocolate served at the outlet comes from Malaysia, Mr Abdullah said. He said the packaging for the takeaways is also imported. Another product that the company will be promoting in a big way will be soya milk, which is available in five flavours.
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