American casual dining food restaurant chain TGI Friday's (or Thank Goodness It's Friday's) has been in India for 15 years but has just 12 restaurants to show for its efforts in a country that's in the grip of a consumption boom. In contrast, KFC, which entered India in 1995, has over 200 stores.
Yum Restaurants India, which runs KFC and Pizza Hut restaurants, plans to invest $100 million (Rs 522 crore) in the country by 2015 and double its stores to 1,000 by then.
Burger-and-fries chain McDonald's,
which stepped in 16 years back, has about 240 stores now. And for Domino's Pizza, which operates in the country via master franchisee Jubilant FoodWorks' promoted Domino's, India is its fastest growing market outside of the US. At a time when most quick service restaurant chains (QSRs) have begun expanding in tier II and even tier III markets, TGIF's presence is restricted to the big cities - largely Delhi-NCR, with one store each in Bangalore, Mumbai and Hyderabad. The Indian operators now plan to set up over 10 outlets in three years, an expansion that Rohan Jetley, the 30-year-old promoter of TGIF in India insists is "relatively aggressive." "We are not a quick service restaurant chain... our capital investment is much more than a McDonald's or a Pizza Hut. Besides, we have to weave in a cultural element of Americana in our restaurants," says Jetley. That in turn restricts his ability to expand into smaller cities and towns where "consumers may not be able to identify with the culture we create in our stores," he adds. India is the only country in which TGIF's American owner Carlson Hospitality operates through a joint venture; in all other countries TGIF is run through independent franchisees. Bistro Hospitality, a joint venture company between Carlson and entrepreneur Rajan Jetley, owns TGIF in India. While Carlson holds 26% in Bistro Hospitality, Jetley owns the rest.
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which stepped in 16 years back, has about 240 stores now. And for Domino's Pizza, which operates in the country via master franchisee Jubilant FoodWorks' promoted Domino's, India is its fastest growing market outside of the US. At a time when most quick service restaurant chains (QSRs) have begun expanding in tier II and even tier III markets, TGIF's presence is restricted to the big cities - largely Delhi-NCR, with one store each in Bangalore, Mumbai and Hyderabad. The Indian operators now plan to set up over 10 outlets in three years, an expansion that Rohan Jetley, the 30-year-old promoter of TGIF in India insists is "relatively aggressive." "We are not a quick service restaurant chain... our capital investment is much more than a McDonald's or a Pizza Hut. Besides, we have to weave in a cultural element of Americana in our restaurants," says Jetley. That in turn restricts his ability to expand into smaller cities and towns where "consumers may not be able to identify with the culture we create in our stores," he adds. India is the only country in which TGIF's American owner Carlson Hospitality operates through a joint venture; in all other countries TGIF is run through independent franchisees. Bistro Hospitality, a joint venture company between Carlson and entrepreneur Rajan Jetley, owns TGIF in India. While Carlson holds 26% in Bistro Hospitality, Jetley owns the rest.
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