Friday, May 25, 2018


Noodle brand Wai Wai rolls out quick service restaurant chain Wai Wai City
Saturday, 07 January, 2017, 08 : 00 AM [IST]
Our Bureau, New Delhi
Wai Wai, Nepal’s leading fast-moving consumer goods (FMCG) brand and India’s second largest noodle brand (with a market share of 27 per cent), has rolled out Wai Wai City, its quick service restaurant (QSR) chain. CG Corp Global, the holding company that owns the brand, plans to open 1,500 noodle bars across the world under in the next five years.

The world’s first in its category, the chain promises a noodle bar experience. The QSR format will roll out through the franchise channel, with an estimated expansion investment of Rs 250 crore. For its expansion in India, Wai Wai has partnered with Franchise India, Asia’s largest franchise and retail solution provider.

Wai Wai City will be spread across formats - food courts, self-standing kiosks, standalone outlets, highway formats and an integrated format. These formats will be developed across malls, information technology (IT) parks, offices, airports, hospitals, colleges, high streets, etc.

It will offer noodles in a host of flavours at pocket-friendly prices. The first noodle bar is already operational in Delhi’s Hauz Khas Village, in a 30-seater format with an open live kitchen.

Under the partnership, Franchise India will appoint development agents for Wai Wai City to help open franchisee outlets across the nation. These agents will take care of the consulting, training, marketing, branding, promotion, inventory management, tie-ups, security controlling and auditing, with the support of the Wai Wai City team.

“Wai Wai City is an endeavour to bring the brand closer to its customers in a more tangible manner. We wanted to come up with something that evokes nostalgia in people, taking them back to their school and college days when they survived on noodles,” said Varun Chaudhary, executive director, CG Corp Global.

“The biggest strength of Wai Wai is undoubtedly its taste. With this new format, we offer our fans a whole new world oftaste and flavours. For us, this is the beginning of an exciting journey,” he added.

Gaurav Marya, chairman, Franchise India said,“Noodle bar is a very unique concept which no one has ever done before in an organised market. Looking at the interest of today’s youth in hanging out at cafes, lounges, etc.,Wai Wai City is a highly scalable model. To expand Wai Wai through a franchise model, we will appoint development agents who would take the brand to every city of India.”

CG Corp Global, a $2-billion group,is a 140-year-old group having businesses in a number of sectors, including FMCG, hospitalityand retail. Besides Nepal and India, Wai Wai Noodles has a presence in 30 other countries across the globe.

Wai Wai City - A glimpse
Revolving around the versatility of Wai Wai, the noodle bars will offer a palette of options in noodles, with a variety of sauces, vegetables and toppings, which can also be customised as per taste for a unique experience which is prepared fresh every time.

In addition to its signature noodles, Wai Wai City will also offer a range of appetisers,drinks anddesserts.

The menu includes unique noodle dishes like the Bang Bang (Schezwan Chilli with Crunchy Noodles) and Classic Funtastic (Masala Fusion with Roasted Noodles), as well as twists on signature favourites like the Hakka Wakka and Chef’s Special Chilli Garlic Chowmein.

The appetisers include Tangy Crunchy Veggies, Wai Wai Bhel and Spicy BBQ Crispy Chicken. The meal can be paired with such drinks as Cherry Soda or Nimbu Masala, and wrapped up with either the Honey Crispies or the Fried Banana Caramel Split, both of which are served with ice cream.
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