Planet on the platter

It is over 10 years late but nevertheless, prompted by the promise of India's robust economy, Planet Hollywood, the theme-based international restaurant chain promoted by Hollywood actors such as Arnold Schwarzenegger and Bruce Willis in 1992, is finally here.

Arch Millennium Corp, a US-based company that is eyeing the hotel and restaurant business in India, has recently signed a franchisee agreement with Planet Hollywood International to develop five Planet Hollywood restaurant properties in India within the next five years.

An estimated $2.5 million will be spent on each of these restaurants, the first of which is expected to come up in Mumbai next year.

Announcing at a press conference in the capital yesterday, Siddharth Mobar, CEO of Arch Millennium, said that the first Planet Hollywood restaurant is expected to come up adjacent to the 400-room hotel property it plans to develop in south Mumbai.

"We have already identified the land," he said without disclosing the sum of investment for the hotel project.

Both the hotel and the restaurant products, according to Mobar, will "complement each other".

Arch Millennium is one of the group companies of the $300 million, NRI-run Shubh Hotels that has launched 10 five-star hotels in the US, including the Sheraton, Holiday Inn and Hilton brands.

Regarding its first restaurant, which will be spread over three floors in a carpet area of 17,000 ft, Mobar said it will have all the atmospherics of a typical Planet Hollywood "" giant plasma screens, clearly demarcated theme-based dining rooms such as "Action", "Sci-fi" and "Adventure" with props and memorabilia from films such as Spiderman and Die Hard to match.

To boost additional revenue, the company plans to set up a recording studio, a banquet facility, and will merchandise products such as T-shirts and caps.

An exclusive membership-driven club endorsed by hotel heiress Paris Hilton, who has signed up with Planet Hollywood, is also on the cards.

What's more, Mobar promises walk-in visits by Hollywood celebs such as Sylvester Stallone and Bruce Willis, who also sings in a rock band called Accelerator.

"Bruce and I have talked about it and he is keen on visiting Mumbai and Goa," he said.

But despite the bevy of Hollywood stars, Mobar is aware that the endorsement power of Bollywood stars is good for business.

While Britney Spears, Demi Moore and even George Bush Senior make guest appearances in the US, the company here is talking to Amitabh Bachchan, Sushmita Sen and Jackie Shroff to become "star visitors" to the restaurant.

In fact, Mobar has ambitiously declared that the restaurant will promote Indian stars. "We will also assist Indian film stars to get a break in Hollywood," he said.

But finally, a restaurant cannot depend on concepts and decor. Food and service, after all, have to be the star attraction.

Apart from staples such as burgers, smoothies and "celeb recipes" from Demi Moore (chicken crunchies) to Schwarzenegger's mother (banana strudel), 10 per cent of the menu will be "Indianised".

Not all the 28 Planet Hollywood restaurants have done well worldwide and some have faced closure after suffering losses.

To boost revenue, Planet Hollywood International has entered the hotel business and is currently developing the Alladin Resort and Casino in Las Vegas with Starwood Hotels & Resorts.

To boost its age-beaten image, it has roped in pop stars Britney Spears and Justin Timberlake to add glitz and glamour.

But Mobar is bullish about India. "The Indian economy is growing and people are travelling. They can recognise a global product," he said.

True there's no business like show business, but it remains to be seen whether the Hollywood concept will click in Bollywood-crazy India.