Quick growth for quick services

Initiatives

Under Niren’s supervision all the brands, KFC, Pizza Hut and Taco Bell, has seen tremendous growth. KFC is the fastest growing QSR(quick service restaurant) chain in India and has been voted as one of Top 5 “Most Trusted Food Service Brands 2010” and “Most Admired Food Service Retailer 2010”. Pizza Hut has been voted “Most Trusted Food Service Brand in India” for sixth year and is the only restaurant company to be placed in Top 20 Service Brands list (The Economic Times’ annual survey). Niren was also instrumental is bringing the Mexican-inspired QSR brand, Taco Bell, to India.

Marketing initiatives

Pizza Hut recently introduced 30 new menu items and KFC introduced Veg Zinger and Krushers to broaden its appeal for Indian consumers. We have similar exciting plans for the future.

The challenges overcome 

The biggest challenge that is faced in the Indian retail industry is that of real estate costs and infrastructural support, yet keeping the price under control. The unique brand proposition enabled Yum! to penetrate the markets well.

Brand proposition

The key to rapid development and expansion lies in finding a business model which can leverage the strengths of strong restaurant brands with a great brand proposition, at the same time keeping cost to the consumer under control. Yum! has a very unique and strong brand proposition and has been able to penetrate very well with tie-ups with malls and other real estate developments across the country.

Expansion plan

Yum! India is the largest and fastest growing restaurant company in India (approx. 240 units as of Q3 ‘10). It will grow to  1000 stores by 2015 and $1 billion business with approx. 500 KFCs, 400 Pizza Huts and PHDs (pick-up & delivery format) and 100 Taco Bells.

His quote on the understanding of the retail business

“The Indian retail business presents an unparalleled opportunity to reach out to a large number of consumers, especially the youth. Organised retails has seen and will continue to see healthy growth rate of 30 per cent. Food retail is truly coming of age in India and I feel Yum! is uniquely positioned to both take advance and fuel this growth, with our brands, which are present across restaurant formats and channels. I have great hopes from the Indian market in the coming years. We ourselves are looking at more than tripling our store base by 2015.”