Financial Daily from THE HINDU group of publications
Tuesday, May 10, 2005
Financial Daily from THE HINDU group of publications Tuesday, May 10, 2005 |
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Marketing
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Retailing McDonald's to open more restaurants in North Our Bureau
New Delhi , May 9 MCDONALD'S India today announced an investment of Rs 400 crore, along with its suppliers, for a large-scale expansion drive in north India. The company plans to add 14 Family Restaurants, four McDonald's Express and six Mc Donald's Kiosks this year to its current strength of 70 restaurants in the country. The new outlets will be located in the northern States of Uttar Pradesh, Uttaranchal, Punjab, Himachal Pradesh and the Union Territory of Chandigarh. The towns and cities to be targeted include Agra, Allahabad, Ghaziabad, Kanpur, Dehra Dun, Chandigarh and Shimla. Besides the cities, McDonald's is focusing on expanding its presence across national highways, expressways, railway stations and places of convenience such as petrol pumps as well. The new avenues for expansion, according to the company, would drive 50 per cent of its growth. The company, as part of its Quick Service Restaurants (QRS) businesses, has introduced different concepts for its outlets. While the Family Restaurants serve the entire menu, McDonald's Express sticks to a limited menu and are largely located in Food Courts, while McDonald's Kiosks serve just the beverages and desserts in places such as petrol pumps among others. Home Delivery right now has been extended to 23 restaurants out of the 45 in North India. "We see the Indian QSR industry growing at a rapid pace. To leverage on this huge opportunity, and establish ourselves as a volume driven mass marketer, we are focusing on three key essentials," said Mr Vikram Bakshi, Managing Director, McDonald's India and Joint Venture Partner for North India. He listed the essentials as high quality, affordability and penetration and introduction of new formats including home delivery. The company also plans to continue its expansion drive and reach 100 restaurants by the end of 2006.
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