Business Daily from THE HINDU group of publications
Friday, Nov 23, 2007
ePaper | Mobile/PDA Version
Business Daily from THE HINDU group of publications Friday, Nov 23, 2007 ePaper | Mobile/PDA Version |
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Marketing
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Strategy US Pizza in expansion mode
The outlets aim at total interactivity and to be 360-degree entertainment centres. Sravanthi Challapalli Chennai, Nov. 22 The Bangalore-based company US Pizza will expand its presence across the country next year. It has also begun to open high-profile, flagship outlets in all the State capitals and principal cities. It will set up about 25 such outlets in the near future, said Mr Akbar Khwaja, Managing Director, US Pizza. For now, the company is concentrating on populating the Southern and Western regions of the country — it has 60 outlets in 30 cities, and aims to have at least a 100 open by March next year. As of now, the brand has a scattered presence in the East and the North, but that will change after March, said Mr Khwaja. Mr Khwaja said the flagship outlets would offer a varied menu of pizzas, salads and soups. The outlets aim at total interactivity and to be 360-degree entertainment centres rather than mere restaurants. Interactivity would be taken forward through the pasta, salad and dessert counters. “We have incorporated a space for aerobics in the morning and a customised area for dance with the DJ playing choice of locally preferred music,” he added. The ambience of each flagship outlet will be based on a theme that the local crowd can identify with, be it cricket or F1. On marketing, Mr Khwaja said the company will not use mass media advertising at all for the next few months. “We will look at below-the-line activities with use of endorsements that will add to value of the brand,” he added. The company is investing in a sophisticated R&D centre to make the fast food it offers healthier. Mr Khwaja said the company is growing at the rate of 40 per cent every year. More Stories on : Strategy | Food & Cuisine
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