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Saturday, July 21, 2018

Size Doesn’t Matter

Popular city restaurants have opened smaller outlets with a varied fare at affordable prices

Written by Shantanu David | Published: September 8, 2013 2:59:34 am

Since it opened in Hauz Khas Village,Yeti-the Himalayan Kitchen overlooking a lake,has been packed,with waiting time on weekends exceeding an hour. The obstacle course like parking lot doesn’t help much either. However,lovers of the restaurant’s Shapta and momos had reason to celebrate when Yeti Express in Malviya Nagar opened its doors a couple of months ago.

This was also the case with Yeti’s neighbor Pizzeria Rossa,which is also packed with patrons on weekends and holidays since it started,and has since launched two home-delivery outlets called Rossa Asap! in Kailash Colony and Kamla Nagar. Indeed,several highly successful Delhi restaurants are expanding their presence,with smaller-scale and more affordable outlets.

Mamagoto,the casually chic Pan Asian Restaurant chain,already has a formidable presence with four outlets in Delhi and two in Mumbai and a few more in the pipeline. Located in fashionable up-market areas such as Khan Market and Vasant Kunj,the Asian chain,like an adolescent dragon,does fairly roaring business. Earlier this year,the brand owners,Azure Hospitality,rolled out Speedy Chow,a more affordable,delivery-oriented restaurant. “We realised that Mamagoto caters to a select clientele and there’s still a huge market lying untapped comprising people looking for fun takes on food at affordable prices. The average cost per person at Mamagoto is Rs 800,whereas at Speedy Chow it’s around Rs 250 and we ensure that you get the best food at that price range,” says Kabi Suri,co-owner of Azure.

In another far corner of south Delhi,the FIO Country Bar and Kitchen,sprawls luxuriantly on the Garden of Five Senses,a veritable oasis among,well,trees. Highly popular with the city’s swish set,specially during winter,the multi-cuisine restaurant recently celebrated the birth of a younger,slightly smaller,sibling,Fio Cookhouse at the Epicuria food mall in Nehru Place. While the former concentrated mostly on Italian and Indian,the latter is more encompassing.

While Dale Carnegie believed that the three factors that determine the success of any venture are location,location and location,restaurants such as Rossa Asap! and Speedy Chow,because they are delivery-focused are relatively more relaxed about picking their locations. While Speedy Chow currently has one location at Kailash Colony,and Yeti Express is at Masjid Moth,Rossa Asap! has outlets at Kamla Nagar and GK2. According to Suri,“The first outlet of a chain needs to establish itself in its market by gaining a loyalty of its customers. We typically set up a brand,wait for three months for it to stabilise and then look at expanding into other markets.”

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