CP Foods’ quick service restaurant chain Five Star Chicken spreading wings

V Rishi Kumar Hyderabad | Updated on January 20, 2018 Published on March 14, 2016

BL15_05_CHICKEN   -  The Hindu

Ties up with Heritage, Spar, Star Bazaar for better reach

Five Star Chicken, the quick service restaurant chain of the diversified Thailand-based Group-Charoen Pokphand Foods (CP Foods), is on a major expansion drive, by setting up about 150 restaurants during the current year taking the number past the 500-restaurant mark.

Rated among popular food chains in Asia with presence in nine countries and over 7,000 outlets, the chain has set up its second processing centre in the country in Chittoor, and looking at offering packaged foods.

Rijoy Prabhakar, Assistant Vice-President, CPF (India), told BusinessLine, “The company has made arrangements with some food chains for the shop-in-shop format with Heritage Foods, Spar and Star Bazaar, a Tata-Tesco initiative, which will provide bigger reach to the customers.”

“We had set up our first outlet in November 2012 in Bengaluru backed by a processing facility at Budigere, near Bengaluru. The brand has grown to 353 outlets across Bengaluru, Chennai, Kochi, Hyderabad and Goa and some of the smaller towns. The company has been expanding through the franchisee route as we step up presence in the existing cities while entering tier-II and III towns,” Prabhakar explained.

“As we become a strong neighbourhood brand, with our range of chicken delicacies, both spicy Indian, Asian and Thai Crispy flavours, we have begun to offer biryani, a new category. The company has tied up with Swiggy’s to provide home delivery. With a new processing centre, the group is also gearing up to come out with packaged foods,” he said.

The chain currently operates in South India, Pune and Navi Mumbai and expects to continue its presence in South.

“As a group known to be amongst the world’s biggest feed manufacturer, we have complete control over the farms we manage and the processing centres. This enables us to offer at aggressive pricing, much lower than some of the competitors,” he said.

The small format stores require investments of about ₹15 lakh and they break even within two-three years depending upon the location of the chain.

Published on March 14, 2016
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