Going ahead with its expansion plans, quick service restaurant chain Nirula’s has set a target of opening 70 new outlets, taking the tally to 150, by March 2012. It currently has 80 outlets spread across seven cities. Meanwhile, the restaurant chain has opened an outlet in Indore.
Speaking exclusively to IndiaRetailing, Samir Kuckreja, CEO and MD, Nirula’s, said, “We have recently opened outlets in Indore, Mussoorie and at the Mumbai domestic airport. We are opening new outlets in Jalandhar, Pathankot and on the Delhi-Jaipur highway.”
He further said new outlets will have various formats including ice cream kiosks. “We also plan to open outlets at railway stations and in educational institutions,” he added.
Nirula’s 1,575-sq.ft outlet in Indore is located at Indore Central mall and has a seating capacity of 52 customers. “The average bill value at Nirula’s Indore [outlet] is Rs 150-200 per person,” said Kuckreja.
To promote the brand in Indore, Nirula’s has launched a contest in partnership with Coca-Cola. To participate in the contest, customers need to purchase one of Nirula’s meal combos. The mega prizes in the contest include Rs 500 food vouchers which can be redeemed at Nirula’s restaurant. In addition, there will be 50 other mega prizes and 200 smaller prizes to be given out every day. The promotional campaign, which started on 30 November, will continue till 31 December. “We periodically launch new products and promotions to delight the taste buds of our customers,” said Kuckreja.
He added the brand’s main focus is to take the vibrancy of Nirula’s to all metros and mini metros and make available the distinctive and unique desi taste to consumers.
– Juhi Sharma
