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Purvita Chatterjee

To add 6-7 outlets in the region

Mumbai , March 17

To enhance its presence in the southern markets, Mc Donald's has decided to increase the number of outlets in the region. Having opened its second outlet in Bangalore, the fast food chain intends to add another 6-7 outlets in south India.

Mr Amit Jatia, joint venture partner and MD Mc Donald's (Western Region), told Business Line, "We are now seriously looking at the southern markets and expect to grow exponentially in this region.'' It has earmarked an investment of Rs 3 crore per outlet with the additional cost of property, Mr Jatia said. Expecting to grow at 50 per cent this year from its core business of restaurants, the restaurant chain has also been spreading to other services such as home deliveries and setting up cold kiosks for selling its ice creams.

Focus on healthy lifestyle

It is also advising its consumers with a philosophy based on leading a healthy lifestyle. `What I eat, What I do' is the message the restaurant chain wants to convey to its consumers.

Besides, it has also been tweaking its menu to have offerings to suit the health-conscious consumers. "Our deserts have fat content which is less than 3 per cent while the calorie count of our ice creams is at 90,''says Mr Jatia.

Meanwhile, McDonald's has decided to focus on the affordability platform to draw in more customers.

Having introduced its happy price menu with products ranging at Rs 20 in the past, the fast food chain continues to focus its communication on the affordability aspect.

Marking an ad budget of Rs 20 crore last year, Mc Donald's intends carrying forward its message of product and pricing in its future campaigns.

More Stories on : Retailing | Foods & Food Processing

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