The self-promoted “casual dinning restaurant somewhere between a McDonald’s and a five star restaurant,” TGI Friday’s, has announced its India-focused expansion plan of “one restaurant a year,” starting during Q2 2001 when a 250-seat outlet will open in Mumbai.
The flagship brand of Carlson Restaurants Worldwide, TGI entered the Indian market in 1996, but it was four years before a second restaurant opened in the country. Reasons for this poor growth include prohibitive real estate costs and consumer indifference, but the company has attempted to rouse the latter with a menu containing 60% localised dishes (usually only 20%) and several sustained advertising campaigns.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
Only now has the chain has broken even on initial investments, and feels confident to expand throughout the country.
