Five Star Chicken. Chicken for Everyone and Everywhere.
Those of you who live in Bangalore or its vicinity will probably by now have heard of Five Star Chicken, an inspirational brand of variety chicken meals which has been served up to Bangaloreans since the end of last year.
But what you may not know is Five Star Chicken has travelled all the way from the smiley country of Thailand, the place which over 10 lakh Indians visited last year alone.
Charoen Phokaphan Foods PLC (CPF), agro-food industrial wing of the CP Group conglomerate of Thailand, which has been doing sizable businesses in India, namely, in aqua and livestock feeds and poultry, recently ventured into branded food industry in India by bringing in the brand Five Star Chicken to Bangalore.
Five Star Chicken started out with two business models. One is take-away outlets and the other is ties-up with other prominent chained restaurants or food courts in Bangalore. Since its grand opening in October last year, Five Star Chicken now has a total of 33 outlets in Bangalore and its planned expansion is well under way.
Mr. Sanjeev Pant, Vice-President Branded Food Busines of CPF, revealed to thaiindia.net that CPF is now planning to have at least 50 outlets in Bangalore by year-end, and 500 stores across India in the next 5 years, with expansion plans to big cities such as Delhi, Mumbai and Hyderabad.
Most popular on the menu include nibbles like Chilly Nuggets, Spicy Fingers as well as special main menus of Star Amazing (Thai), Masala Delight (Indian), Thai Crispy, Crunchy Masala, Spicy Rolls and Chicken Cheesy Balls.
Five Star Chicken has received very positive responses from consumers. Most Five Star Chicken fans distinguish it from other brand of ready-meal chicken for its quality chicken. This is no surprise as CPF is in the poultry business and prides itself of the quality chicken straight from their farms.
Mr. Sanjeev stressed that CPF's strategy is no secret. It focuses mainly on the good taste and superior quality of its products. Also as important is the great value for money. Having their own experienced team of researchers, quality control, and production staff means that they can deliver with a much cheaper cost, allowing the quality to come at lower price for consumers.
He further added that Five Star Chicken's motto is "Chicken for Everyone and Everywhere". CPF aims at the mass market and wants its products to be accessible to all sects of society. That is also why they have made Five Star Chicken 100% halal to cater to the Muslim community of India.
Just last month, CPF has unveiled new marketing strategy by opening its first Five Star Café in Bangalore to create its own brand all-in-one eatery. The Café is hoped to make a hit among the younger crowd as the coffee culture is becoming the trend in India.
CPF is starting their expansion plan in Tamil Nadu in October and it can be expected to spread its wings to many more parts of India in the years to come.
For more information, you can visit http://www.fivestarchicken.com/ or its facebook page "Five Star Chicken India" to find an outlet near you or for more delicious information.
Praphan Samphaiworakit
Reports from New Delhi
18 July 2013
