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15 more TGIFs planned for India, all outlets being overhauled


The 185 cr strategy calls for a major revamp for all its 15 Indian outlets and doubling its restaurant count, mainly in its existing markets.

Over the next four years, TGIF India plans to double its restaurants to 30 outlets, from the current 15. Meanwhile, a few of the existing 15 restaurants will be revamped with a new look in a phased manner, over the next three years. The company is investing around INR 85 crore from internal accruals to realise its plans.

“We have operated in large cities of Delhi, Gurgaon, Noida, Chennai, Hyderabad, Bengaluru, Kolkata, Pune and Mumbai, since we are assured of a captive customer base here that is internationally aware with better exposure, and demands our product,” said Rohan Jetley, CEO, TGI Friday’s India.

Accordingly, TGIF’s restaurant expansion is in the same markets, while it watches Tier II markets closely. “Our restaurants are a combination of high street, standalone and mall formats in the areas of 4,000-8,000 sq ft, and will continue to remain so,” Jetley said.

The second part of TGIF’s expansion strategy is the revamp of its current restaurants, for which it has already selected four outlets. Restaurants at Chennai and Hyderabad already carry the new look, while Kolkata and Bengaluru will follow suit.

“There are three principles behind the new design for our restaurants. First, the bar has been placed in the centre, secondly, we’ve incorporated a live kitchen, along with an open wood fire pizza oven, and lastly, we’ve integrated multiple customised dining levels,” he said.

“Being a traditional American-style restaurant, our interior decor was largely akin to the 1950s USA. But we’ve grown into a more contemporary restaurant chain, needing an urbanised adult-oriented, sophisticated and dynamic decor, reflecting a modern Manhattan, New York sort of character,” Jetley added.

There are three principles behind the new design for our restaurants: bar in the centre, live kitchen with an open wood fire pizza oven & multiple customised dining levels.

The brand serves a large American palate, offering Tex Mex cuisine (food from Texas and Mexico), with over 50 items on menu, which are refurbished every three months, based on customer tastes. Accordingly, the Indian operation sources 25% of its ingredients from the US though it is aiming at a 100% local supply chain.

Source: Deccan Herald

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