Also invests in technology for seamless customer experience
Kahini Chakraborty – Mumbai
SGM Enterprises has massive expansion plans for its QSR brand- Torrp-it-up on pan India basis. Presently the company has 14 outlets in Mumbai, and now plans to open outlets in Pune and Navi Mumbai within this quarter. Thereafter, the company will tap Tier II and then Tier I cities in India as part of its phased expansion plan. Speaking exclusively to Food & Hospitality World, Prateek Mittal, founder, Torrp-it-up said, “Uptil now we have not expanded our brand beyond Mumbai as we were focusing on strengthening our back-end processes. In the next 12 months, we are looking at establishing atleast 50 outlets across different cities as part of our phase one expansion plan. The reason behind first choosing to enter Tier II cities is that presently there are less options in these cities and people have high disposable income. There are also many corporate offices which are opening up in smaller cities. The Tier II markets which we could look at is Jaipur, Chandigarh, Nagpur, Nashik, Hyderabad. When we expand and enter a particular market we would look at opening four-five outlets in both our formats- QSR (Torrp-it-up) and kiosks (Torrp-it-up Express). The former will have premium menu range and the latter would have limited menu options. We are not looking at franchised model. The expansion will be done by the company and our outlets will be company-owned and operated.”
The company is also launching an online ordering website, a mobile app ordering model and a centralised online call centre model. “These will go live in the first week of November,” he informed, but refrained from divulging details on the investment. When asked about the company’s market survival strategies, Mittal replied, “We have revamped our menu with a bank of premium flavours, making our sandwiches power-packed with a delightful tastiness. And all of these premium menu options we are offering at the same price points. The menu has been reinvented keeping with trends and the likes of individuals, serving items such as Torpedos, Croissants, Wraps, Tartines, etc. We are trying to give the same customer experience at the same price.”
On the growth of the QSR segment in India, he opined, “India is a fast growing market and there are lot of investments happening in the F&B sector. The QSR market has seen a slow but steady growth trend. There is a major scope for Indian QSR in the market provided companies focus on providing customer experience and quality food. The QSR market is quite competitive and a lot of discounting takes place. If the brand is new in the market, positioning the brand correctly in the market is one of the major challenges. Entering into Tier I cities will be part of our phase two expansion strategy.”
