Food Outlets: Franchising Is the Buzzword

The Hindu:

A first-time visitor to India might arrive armed with knowledge about the delicacies that make its cities famous, but most often than not are stumped when it comes to choosing a shop or restaurant to sample the fare.

Considering the fact there aren’t many names that strike one while talking about Indian food chains, experts feel it’s time to repackage indigenous flavours as popular brands to be able to find favour from both home and global market.

Experts believe, franchising is the buzz word in the food world and offers huge untapped opportunities in India. They say, in spite of Indian food being popular in the global market, it fails to match world standards when it comes to projecting it as a brand.

Culinary King Sanjeev Kapoor who recently sold global franchise rights for 3 of his restaurant brands to a popular chain of lifestyle stores confirms Indian food retail market is urging for a facelift.

‘The Indian food retail market is one arena that needs to be worked upon to help Indian cuisine complete with international brands,’ Kapoor says. ‘There are some Indian food chains in the US and UK that have challenged some international brands, but back at home we are still looking forward to a brand identity.’

Managing Director, Citymax group Ravi Saxena agrees and says the consumer is very selective and demands value for whatever he spends. Citymax is a chain of luxury hotels and malls.

Since the Indian food retail market is not very organised, the buyer is never sure what quality and quantity he might get for a particular price…