Mad Over Donuts to expand in new regions

From a single outlet in Noida in 2008 to a nation-wide presence in major Indian cities, Mad Over Donuts (MOD) is one of the country’s fastest growing brands in the quick service restaurant (QSR) space. In conversation with Retail4Growth, Tarak Bhattacharya – COO, Himesh foods [MOD] speaks about the expansion plans and store designs.

How many stores do you have and what are the retail formats you are present in?

We have 62 stores across Mumbai, Pune, Delhi, and Bengaluru. We divide our outlets into two forms - Mothers Kitchen and Satellite, which are both takeaway and café models. About 60 - 65% of our stores are takeaway.

Are you planning to explore new markets? If so, what are the locations?

Our product is well received in metro regions. We are aiming to reach out to markets like Hyderabad, Kolkata, and Chennai. We will be soon announcing the locations and number of stores.

What are the typical store sizes you have? And what are the store formats?

Our sizes range from 100 sq ft - 1000 sq feet. The average size of our stores is 500 sq feet. 60% of our stores are in malls and 40% are in high streets.

How well does your store design and VM get along with your brand?

We believe colour makes a lot of difference. We change the design every three years. While we have already started working on revamping our stores, in the first phase, 50% of our mall stores will have a makeover.

Are you planning to enter FMCG segment?

Yes. That is in the pipeline. However, in our business, the shelf-life of the product is important. You can see our products soon in retail stores.