The Hindu Business Line : KFC plans outlets in Kolkata, Hyderabad

Quick service chain Kentucky Fried Chicken (KFC) is stepping up the scale of Indian operations and is all set to take the number of outlets from five now to 12-15 by the end of the year. Over the next few months, the company will set up shop in Kolkata, Hyderabad and other metros to increase its footprints in the market, Ms Sharanita Keswani, Director, Marketing, Yum! Restaurants International, the chain's parent company, said.

The company last week marked its foray into the Western Indian market with its first outlet in the region at Pune's newest destination, the Mariplex multiplex where, among others, it shares retail space with competitor McDonalds.

The 4,500 sq ft, 140-cover outlet will tap the huge captive audience of staff in more than half-a-dozen BPOs in the vicinity and visitors to the new multiplex, Mr Asif Adil, Director, Kernel Foods Pvt Ltd, the local franchisee for the brand, told reporters.

"Pune epitomises the new India with a population of young Indians who have an aspirational lifestyle and are on the look-out for a variety of experiences. The city is also witnessing a major retail boom and is a major hub for IT, auto and education, all of which makes it the right destination for a young and happening brand like KFC," Mr Adil said.

Kernel Foods will also open its second KFC outlet in Pune in a few months, at another upscale mall coming up at the city's main business and retail district off M.G. Road.

After its first innings in India was marred by a few unsavoury incidents, which resulted in brakes being applied on expansion, the KFC brand is now all set to roll into other markets.

KFC has four restaurants in Bangalore and one in Chandigarh. "The market has evolved since our first innings and consumers are now aspirational in their living. What has worked for us is the fact that we have offerings for everyone from a low price-point entry level of Rs 23," Ms Keswani said.

The brand will also leverage the fact that it is now armed with a vegetarian menu that includes the veggie-burger, some fusion Indian recipes, including the paneer tikka wrap and mixed vegetable fingers, the icing on the cake being a vegetarian thali comprising among other things of pepper rice and spicy curry.

"The idea is to bring in the footfalls into our outlets and our low price point and a vegetarian menu ensures that families can come in as a whole and have an evening out without a dent in their pockets," Ms Keswani said.

The company is catering to the vegetarian clientele with comfort features — the Pune outlet for instance, has completely separate production lines for vegetarian and non-vegetarian foods, separate storage, cooking oils and equipment. A separate crew with colour-coded uniform will handle vegetarian food and serve it in colour-coded packaging.

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