By: Swaminathan Balasubramanian
Last updated : April 05, 2018 11:50 am
In an exclusive chat with Retail4Growth, Puvi Kumar, MD, Kavigroup, shares his expansion plans on the company's retail outlets, with special focus on outlets in the food courts.
Tell us about your expansion plans?
Through franchise model, we are expanding across India. On an average we expand 2 or three stores a month in each brand. We are prepared to open 1000 outlets across the country. Because our investment of INR 30 crore in the backend can serve thousand outlets easily. We have invested 10 crore only for advertisements, where the budget has increased three
What are your typical store formats?
All our stores are around 500 sqft with cleanliness given uttermost importance. Our store formats are restaurants and take-away. We are not
How important is store experience for your brand?
We want the best ambience for the customers who are entering our stores. However, we do not want the customers to come for our ambience. Unlike, other brands, we focus on cleanliness than outer look and feel. There are many established brands that found closures only because of untidy kitchens. Our ambience, in terms of lights and furniture will be based on the food we serve. Also, we give more space. Also, there is emphasis on hygiene among the people.
How do you stand out in the competition within this category?
The customer expectations are changing from time to time. If you see the global brands, they are moving towards ‘indianizing’ their menu. So, the customers want regular modification in everything they eat. In our business, the key three challenges that impacts the business which is when the chefs move away, wastages that eat the profits and accountability on the outcome with the raw materials. With centralized kitchen, we address all the key issues.