International quick-service restaurant (QSR) franchise Popeyes has added another restaurant entering India by launching a new restaurant in Elante Mall, Chandigarh. The launch is also another major move towards gradual growth of the brand in the high growth markets of India, especially in the Chandigarh-Mohali-Panchkula (Tricity) region.
The Popeyes known in the world as Louisiana style fried chicken is only gaining momentum among the Indian consumers who are progressively demanding high-quality international cuisines.
Fifth Popeyes Outlet at the Tricity Region
This opening also marks Popeyes as having five stores in the Tricity region which illustrates the increasing role of this region in the expansion of the brand in India. The region of Chandigarh has a good retail ecosystem, young population, and developing food culture, which is why it is easy to expand there.
The Elante Mall outlet is well placed in one of the most active shopping areas of the city, which guarantees a high level of visibility and human traffic through the families, young professionals and tourists.
Classic Louisiana Dining For the Louisiana locals
The new restaurant will have the Popeyes menu that is popular around the world, with the signature Louisiana-style Cajun chicken that is cooked with fresh cuts of chicken that have been marinated in 12 hours, hand battered until crisp.
Favourites offered by the customers include the Chicken Sandwich, Classic Fried Chicken, Boneless Chicken types and the popular Hot & Messy menu, as well as sides and beverages tailored to the taste preferences of the Indian customers.
The establishment offers dine in and take away services, which offer a quick and light meal in a contemporary and friendly atmosphere.
Jubilant FoodWorks Fueling India expansion of Popeyes
Jubilant FoodWorks Limited is one of the biggest foodservice companies in India that run Popeyes in India. The company has continued to expand the Popeyes brand gradually by using well chosen locations in the big cities and the developing urban areas.
The company reports that Punjab is a high potential market because it is open to international food brands and highly predisposed to bold, flavour oriented food.
Empowering Local Relations by Brand Campaigns
In a bid to enhance its relationship with local customers, that has partnered with Punjabi singer and actor Jassie Gill in a digital-first campaign on its brand. The campaign will resonate with the younger consumers with a combination of pop culture and fun and indulgent food identity of the brand.
The campaign showcases the increase in the presence of brand in Punjab along with the pride of the place and modern food culture.
The Elevated Popularity
The outcome of this is that since it joined the Indian market, they has been able to establish a strong customer base through its combination of its authentic American recipes and local sensibilities. The growth of the brand is also based on the general change in the QSR segment of the Indian market where consumers are turning to international brands that provide them with quality and consistency.
As it seeks to tap the growing number of competitive fried chicken markets in major cities in India, Popeyes is establishing itself as a key player in the Indian market.
Bottom Line
The opening of the new Popeyes restaurant in Chandigarh is not only a way of enhancing its penetration in North India but also an indication of the long-term interest of the brand in the Indian market. With the increasing global meals consumption habits by customers, Popeyes seems in a good position to expand even more- a bite at a time.