CPF India, a subsidiary of a Thailand’s Charoen Pokphand Foods, plans to expand its retail network of chicken shops by opening 150 outlets throughout India by the end of this year.
CPF assistant vice-president Rijoy Prabhakar, says the company has established itself as a neighbourhood brand with huge market share in Bengaluru, Karnataka and Kerala.
“Right now, the outlets sell ready-to-eat chicken items such as crunchy masala, Thai crispy and burgers. As some customers do not eat chicken every day, we will start offering a regionally flavoured menu such as biryani, snacks and parathas, along with a new range of burger products. Thirty per cent of the menu will be vegetarian items.”
To improve its reach, CPF has tied up with online delivery channels like Foodpanda, TinyOwl and Zomato, and also has outlet arrangements with amusement parks, shopping malls, railways, tech parks and petrol stations. It has also opened shop-in-shops at hypermarkets and supermarkets such as Heritage Foods, Spar and Star Bazaar. There are also plans to launch mobile apps and introduce home delivery, reports The Hindu.
Of the 150 new outlets, Chennai will have 50, taking its total in Tamil Nadu to 95. The investment for the new stores will be covered by the franchisees, says Prabhakar.
CPF has 353 small-format outlets in India under the Five Star Chicken brand. Most are in the five southern states and nine in Goa, Navi Mumbai and Pune. The expansion will take the total number of outlets in India to 500.
CPF has feed mills, a processing plant and hatcheries at Chittoor.
