Comments
US-based premium burger chain Carl’s Jr has roped in a franchisee partner to open 100 restaurants across India over 10 years.
Carl’s Jr, endorsed by the likes of Paris Hilton, Kim Kardashian and Padma Lakshmi, and known for its signature line of charbroiled Thickburgers, has signed up Cybiz BrightStar Restaurants Pvt Ltd owned by CybizCorp, as its franchise partner.
Cybiz will invest $10 million into the project and the first 100-seater restaurant will open in New Delhi in February 2015. Sam Chopra, Group Chairman and Founder of CybizCorp, told BusinessLine that the chain will be expanded to other cities in the North in the first two years.
Pointing out that CKE Restaurant Holdings, the parent company of Carl’s Jr had invested $1.5 million in India towards consumer research, product development and tasting trials over the last three years, Chopra said: “We will offer burgers priced between ₹200 and ₹400. Nearly 40 per cent of our menu offering is vegetarian with six varieties of veggie burgers for which we have a separate assembly line.”
Carl’s Jr will have to contend with stiff competition from all-American burger brands Fatburger, which has already opened its first 50-seater restaurant in Gurgaon last month and Burger King which plans to enter India later this year.
Asked how Carl’s Jr will stand out against competition from fellow American brands, Chopra said: “Ours is not a mass appeal brand like McDonald’s and Burger King. We are a premium quick service restaurant that offers limited service on tables with freshly cooked food. So, while you order your food and go and pick up your drink, the food will be on served on your table by the time you are back – in three minutes.”
Founded in 1941, Carl’s Jr is the 10th largest quick service restaurant chain in the US.
Comments
COMMENT NOW
Comments
Comments have to be in English, and in full sentences. They cannot be abusive or personal. Please abide by our community guidelines for posting your comments.
We have migrated to a new commenting platform. If you are already a registered user of TheHindu Businessline and logged in, you may continue to engage with our articles. If you do not have an account please register and login to post comments. Users can access their older comments by logging into their accounts on Vuukle.