Archana Sharma – New Delhi
Carl’s Jr, California-based burger chain, is looking at opening their first restaurant in New Delhi by the end of the first quarter of 2015. CKE Restaurants Holdings, the parent company of Carl’s Jr, recently signed a development agreement with Cybiz BrightStar Restaurants, owned by CybizCorp, to develop 100 restaurants in the initial phase. Elaborating on the same, Samir Chopra, group chairman and founder, Cybiz Corp, stated, “Carl’s Jr will be targeting the development of Tier II and III cities after it’s initial launch in the Delhi and NCR area and other Tier I cities.” He also mentioned that they are looking at expanding through a company owned company operated (COCO) model only, however, at a later stage they may venture into FOCO (Franchise Owned Company Operated).
To create a niche for themselves in the India market, Chopra believes that Carl’s Jr is not a mass appeal brand. “The brand is a premium quick service restaurant which offers partial services to customers, and is recognised for its premium products, centred on wide variety of fresh and delicious charbroiled burgers that lead the industry in taste, quality and innovation,” he stated. Based on their research, Carl Jr has also developed a vegetarian menu to be launched here, apart from their signature dishes. Talking about marketing and promotional strategies, Chopra added, “Our target audience is the young and hungry which defines more than 50 per cent population of India and this audience is engaged on different social media platforms, and hence initially we are keen on the new age social media strategies but definitely in the later run we will be following a parallel approach used successfully by Carl’s Jr globally.”
