Dixy Chicken India to foray into QSR segment

Nov 21, 2009

Dixy Chicken India, a joint venture between UK-based Dixy Fried Chickens Euro and Panban Restaurants India will embark on a major expansion drive into the Quick Service Restaurant (QSR) segment in India, reports Hospitality Biz.

“Dixy Chicken India would set up around 10 and 15 restaurants in the country in 2010 and will be branded as ‘Dixy Euro,’” quoted Rajat Pandhi, president, Panban Group of Companies in the report.

Pandhi informed that the company will invest Rs 15 to 20 crore for setting up Company-owned and Company-operated restaurants (Co-Co) in the next three years. However, Pandhi also informed that 90 per cent of the expansion would be through ‘Franchisee-owned and Company-operated’ (Fo-Co) model.

Unlike other international brands in the segment, Pandhi said, Dixy Euro’s USP would be its ‘family restaurant’ concept. Pandhi said, “Besides fried chicken, which is our speciality, pizzas, burgers, shormas, kababs, sandwiches and salads will be served. We are trying to give as many brands under one roof.” However, Dixy Euro restaurants will not serve Indian cuisines.

Being part of the international chain, Dixy Euro restaurants would be adhering to world’s highest benchmarks in terms of hygiene and service. Pandhi stated, “HACCP certification is mandatory for franchisees as well as our suppliers. Our restaurants will be using the costliest of machineries.”

Internationally, Dixy operates about 130 outlets in the UK, about eight outlets in Pakistan and have big expansion plans for the US, Norway, Brunei, Syria, South Africa, besides India, it said.