Chain response

As Indian restaurants turn into chains, they are adopting clear brand positions.

Brand Bukhara has travelled far and wide as also a handful of other Indian restaurants, but it is now time for many more to join the bandwagon. Note the word "brand". Established restaurants are using the term with increased vigour as they seek growth avenues.

In the past, it was only the likes of ITC Hotels' restaurants that cared to take positions of any sort. Sometimes successfully, sometimes not quite "" after all, Bukhara, never quite succeeded with its "frontier food" franchise in New York.

But now others are ready to follow suit, all convinced that the market has never been more conducive to such reputation-driven growth.

The Great Kebab Factory is one of Delhi's best-known hotel restaurants, its "kebab factory" position spelt out in its very name.

When it opened almost a decade ago, it unleashed a new concept for the Indian diner "" till then used to a la carte helpings in brass haandis. The Kebab Factory introduced a new sit-down buffet concept and became a brand in its own right.

In the last few years, it has sought to expand the franchise. The present tally of its outlets is six "" including one in Chennai, not thought to be a "kebab market""" four at Radisson Hotels, two standalones.

Dr R Kapur, managing director, Radisson Hotels, says there are plans to open more standalones in lucrative "B-class cities" and internationally. "We plan to go to at least three-four more places in the next year, and go to Dubai and the US market."

Location, naturally, is going to be a big factor. One reason why cities like Amritsar, Ludhiana, Nagpur and Coimbatore are favoured is that the cost of entry there is low.

That won't be true in the US ""where an outlet the size of the one at the Delhi hotel in a central area is likely to entail an expense of at least $1 million "" but then as Kapur adds, "We can price our food higher there."

Other hotel restaurants are planning similar moves. The MBD group that own the MBD Radisson, Noida, is also taking its Indian restaurant, Made In India, elsewhere.

"We plan to go to south Delhi as also Mumbai," says Sonica Malhotra, director. "The basic concept of 'old age and new age' Indian cuisine will remain the same but we will customise it according to the market."

In Mumbai, for instance, traditional preparations will give way to more of the new creations. The group is looking at a leasing or management arrangement with local partners and will look at only "high street locations, not malls" for its fine-dining, standalone ventures.

On the other hand, two of Delhi's oldest restaurants, Kwality and Chopsticks are trying to stretch their classic positions to the fast-food model at malls.

The original fine-dining restaurants now have an "Express" suffix. In the last three years, the Kwality group (that also owns Chopsticks) has expanded to manage 37 outlets across the country, primarily growing its three brands "" Kwality Express, Chopsticks Express and Bread and More. Now, it plans to double that number.

"A fine-dining restaurant is definitely more lucrative but its viability comes down due to several factors," says Dhruv Lamba, the young director of the group. "On the other hand," he adds, "since the fast food sector is growing, we decided to get into this."