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Johnny Rockets

Through Burger Revolution By Swarnendu Biswas

W

ith more and more people among Indian middle class having less time to cook elaborate meals at home, the QSR segment in India is obviously brimming with potential. According to a finding by ASSOCHAM, the quick service restaurants (QSR) sector in India is currently growing at a compounded annual growth rate of 25 percent and it is likely to touch Rs. 25,000 crore mark by 2020 from the current level of Rs. 8,500 crore. And burger seems to be the hero in India’s impressive QSR growth story. Presently, the total size of India’s burger market is estimated to be approximately Rs. 1000 crore already. Within this market, 40 percent of sales is accounted by the unorganised sector, and in the organised sector of the burger market in India, McDonald’s still rules the roost. The burger giant has 75 percent market share in the organised sector of the burger market in the country. Many new international players have entered the Indian burger market in the recent past, which include names like Johnny Rockets, Carl’s Jr., and Burger King among others, which indicates that burger market is a hot and

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happening market segment in India’s food service industry. Prime Gourmet Pvt. Ltd. is the master franchise of Johnny Rockets in India. Recently we got to meet Bakshish Dean, the CEO of Prime Gourmet Pvt. Ltd, who gave us insights about the burger chain’s plans for the Indian market. Dean is a seasoned Chef with over two decades of rich experience of working in the food service industry.

Not Just a QSR Johnny Rockets was founded in 1986 by Ronn Teitelbaum, an award-winning men’s fashion retailer, in Los Angeles, California, US. Presently, Johnny Rockets operates more than 340 franchise and corporate locations in 26 countries around the world. Johnny Rockets

entered the Indian market in early 2014. We visited the newly opened outlet of Johnny Rockets in Delhi-NCR, which is the fifth outlet in India embodying the Johnny Rockets brand name. The 48 cover outlet with pleasing ambience looks bigger than an average 60-cover restaurant. Presently, all the five Johnny Rockets’ outlets in India are in DelhiNCR only. They are located at Ambience Mall, Gurgaon; Select Citywalk, Saket; DLF Promenade Mall, Vasant Kunj; Cyber Hub, Gurgaon and at the heart of Delhi — Connaught Place. At the very outset, Dean made it amply clear to us that Johnny Rockets in India is not positioned as a conventional QSR chain but as a niche between QSR and casual dining restaurants, which is, on an average, affordable than other high-end casual dining restaurants. According to him, Johnny Rockets in India is not operating in the same market space as McDonald’s and KFC and other QSR giants. This differential positioning, according to him, is reflected both through quality of F&B offerings and as well as by the average spend per consumer at the Johnny Rockets’ outlets in India, both of which are

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