KFC eying larger presence

KFC, the world's largest Quick-Service Restaurant for chicken-based fast food is planning to set up 100 outlets in India by the end of 2010.The $ 12 billion brand, a part of Yum! Brands, Inc, which has Pizza Hut and Taco Bell under its umbrella, presently has 34 outlets across nine cities in the country. The company plans to open 50 stores by the end of 2008 which will be both company-owned and franchised. The company primarily follows franchise model for its expansion and has allocated a total amount of Rs.200-300 crore for its expansion plan. KFC has also launched a new quick-service restaurant in Kolkata, which is the first in India to be completely managed by hearing-impaired employees. The company sources reveal that the metros and cities are soon going to have a multiple number of KFC outlets and also there is an aggressive plan making foray into tier II and tier III cities. Apart from its expansion strategy, the company is doing its best to retain its quality service as disclosed by Unnat Verma, Director, Marketing, KFC. Chicken is mainly sourced from Arambagh Hatcheries and Venky`s Chicken for all the outlets of KFC in India and quality of the product is assured by certificates issued by both the sources ensuring the products to be safe and hygienic. The company`s expansion will be accompanied by setting up of proper infrastructure and operational facilities. While growth will be primarily franchise-driven, about 20% of the new restaurants will be company-owned. The new outlets will come up both in malls, high-street and IT parks. This apart, KFC will be aggressively expanding its menu in India by rolling out some 10-15 products over the next two to three years. Keeping in mind the Indian tastes and preferences, the 20% of the KFC menu will offer customised foods, low-cost items as well as a significant variety of vegetarian products. However, 80% of the offerings will be in sync with the international taste and standard.