DELHIITES, HUNGRY FOR MORE!

What does Canada-based Pita Pit have in common with US headquartered Johnny Rockets and Australian ice-cream brand Movenpick? All these brands have carved their niche, globally, in their respective segments, coupled with entered the local market via setting up outlets in the NCR region. 

No doubt, Mumbai’s economy is bigger than NCR and Bangalore, both in terms of aggregate GDP and per capita income (view adjoining table), but Delhiites do enjoy eating out and are also showing a greater interest in cuisines from overseas. This trend has also become increasingly apparent with shoppers in New Delhi spending their weekends at these QSR chains at Select Citywalk and Cyber Hub, Gurgaon, with family and friends.

Striking a similar view, Tarun Sikka, MD, Star Foods Speciality, said, “Delhities do enjoy eating out, and appreciate a world-class experience at a global brand.”  Movenpick had recently restarted its Indian operation with their local partner and distributor Star Foods Speciality.

In addition, these global chains are also focusing on ‘healthy’  options, with freshly prepared offerings from Pita Pit that have quickly become popular amongst residents of south Delhi, while Movenpick added super premium to its repertoire. Ishann Dhawan, Promoter, Pita Pit India, said, “The Capital is a perfect ‘fit’ for our healthy brand’s foray in the local market.”

Small is the new big

Domestic service-based brands are increasingly opting for smaller sized outlets at malls, in a bid to keep a tight check of rentals. Store rentals often account for 20-25 per cent of total operating costs for brands, and a key factor for putting operating margins under pressure.   

Overseas food chains, too, are also following a similar strategy, with Pita Pit operating from a 213 sq ft outlet at Select Citywalk, while Movenpick has a 180 sq ft kiosk on the upper level of the same mall.

Nevertheless, these players
are placing a considerable emphasis on creating a suitable ambience for desi patrons, with Johnny Rockets offering opportunities to dance.

Clearly, global QSR chains are wooing Delhiites.