In Conversation with Mr. Sagar, Director of Mr. Fried Chicken restaurent (MFC) share the growth of his Brand in India. expanding the footprint in tier II and III towns, as well as overseas forays on the back of their new marketing strategy.
Q1. Throw some light on your brand, ‘MFC. What is the current size of the fried chicken market in India?
We Started Mr. Fried Chicken about four years ago. after running successfully 4 outlet. we began with franchising in April, 2013. We are into India’s quick-service restaurant (QSR) chains business which is expected to grow eight-fold to $5.6 billion by 2020 at a CAGR of 27 per cent. Developing a brand which is indigenous, with on par quality and International standard of operation was the aim behind MFC.
Q2. How do you see the growth of ‘MFC from the day you started it? In which locations MFC mark its presence?
We started Mr. Fried Chicken in December 2011. Owing a Fast Food joint into a franchise model in India and we have seen massive growth in this span of year. The rise in the consumption of chicken across the country, the fast food industry is seeing a massive expansion plan.
Presently, We have four company owned and five franchisee outlet.Now outlets are running successfully In Mira road in Mumbai,Bareilly City in UP and Dibrugargh in Assam also different outlets are lined up across India in 2015.
Q3. What kind of backend and frontend support you would provide to your franchisees?
We provide training of Local Area Employees (location of franchisee)is conducted at Mumbai with facility of stay provided to the trainees. A full fledge OUTLET SYSTEM MANUAL has been developed for the purpose from procurement to Training.
Q4. What is the Unique Selling Proposition (USP) of ‘MFC? How is your brand different from your competitors?
Mr.Fried Chicken USP is known for its unique and healthy recipe and adaptable menu.
Pricing: for both, Internal Customer (franchisee)/ External customers,
Outlet Module: It is compact and small (with inbuilt raw material storage and processing unit) no central/satellite kitchen program for a Faster R.O.I. ,
Taste: is appreciated for a good Indian Tongue Palette amalgamation.
Service: food is made to order unlike fast food serving, as in ready to eat kind.
Q5. Where do you see your brand in the next 5 years?
MFC has plans to open more than 100 outlets over the next five years. of which 50 will be company-owned, while the remaining 50 will be franchise outlets. In which we are targeting tier-I and II cities.
Q6. What kind of location you prefer for your brand?
We prefer location for Mr. Fried Chicken ideal for shopping malls, high streets and residential communities as well as with an optional drive-thru.
Q7. Please share the franchise facts of ‘MFC with us.
- Total Investment: 220,000 INR to Max 450,000INR for standalone. 10L INR for Takeaway
- Franchise fees: 500000INR for Standalone 250000INR for Takeaway
- Area Required: AREA Min 500 sqft Max 1500 sqft for Standalone 180sqft for Takeaway
- Royalty: 5%
- Margin: 25%- 33%
- Payback period: RoI (Return on Investment) Approx 3 yrs (from current observation)