The humble desi biryani is set to give the burgers and the pizzas a run for their money. More and more desi homegrown brands are now taking the Quick Service Restaurant (QSR) route after realising the potential of the organised food services market.
Ammi’s Biryani, a predominantly home delivery-led foodservice brand headquartered at Bangalore, now wants to build a pan-India presence. Ammi’s Biryani, which introduced the concept of biryani on-the-go in 2008, is funded by PE firm SAIF Partners and owned by Bangalore-based TMA Hospitality. The chain’s 70 outlets (all of which are company-owned) has plans to tap Delhi after the Pune market.
“This is wholesome food and a meal in itself, which is why more Indians are taking to it. Moreover, we have developed a high street model, instead of restricting ourselves to malls since 75% of the orders are home delivered or takeaways,” says Navaj Sharief, founder and CEO, Ammi’s Biryani. Sharief was here for the opening of the company’s first outlet in the city at Kalyani Nagar. “The country’s QSR has been growing although there have been challenges. Our brand has grown 15% last fiscal. The reason why our model is working is because of the capex advantage over bigger brands such as McDonalds and KFC by at least 25%.” he explains. Almost every store has begun making operational profits in three months of opening and technology has been a huge factor in ensuring standardization of systems, processes and inventory across all outlets, he adds.
According to Technopak, recent trends suggest a parallel, increased interest in Indian cuisine, even beyond the traditionally popular North and South Indian variants.