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.
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Only now has the chain has broken even on initial investments, and feels confident to expand throughout the country.
