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Chinese Wok, Indianised Chinese restaurant chain, grows to 31 outlets
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Friday, 31 January, 2020, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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Chinese Wok, which started as a dream to recreate a fantastic gastronomical experience, is now a fast-growing start-up quickly becoming the favoured brand for Indianised Chinese food aficionados. It has now grown to 31 outlets.
Aayush Agrawal, the chain’s founder and director, said, “Over the years, the taste of customers has evolved as they have been exposed to many flavours. With the increase in the number of outlets, there has been an organic evolution in the brand’s inherent personality.”
“Research has shown that Chinese is the most popular foreign cuisine in India, surpassing all others like Continental, Italian, and Mexican. In line with this learning, and demand of customers who are actively looking for branded and hygienic Chinese food brands, we have gone ahead with the renaming (from Wok Express),” he added.
“There has been a streamlining of the menu and research data mined from our successful outlets' expansion has been applied to provide to our millions of patrons with the best selling options,” Agrawal said.
“Chinese Wok has become more focussed on Chinese cuisine, and it was a natural progression to move to a relatable name that will have an affinity with the target audience. Thus the brand is reborn as Chinese Wok,” he added.
In its new avatar, it offers an extensive menu that presents the best and freshest popular Chindian cuisine at affordable prices. One can either order from a variety of dishes, including fried rice, hakka noodles, spicy gravies, momos, chicken wings, soups, etc., or whip up their own Wok Bowls.
Future plans
As part of its expansion plans, Chinese Wok is working towards opening 300 stores over the next three years, and expanding to other Indian cities like Delhi, Bengaluru, Hyderabad, Indore, etc. for which they are making arrangements for investments to the tune of $415 million. With a CAGR (compound annual growth rate) of more than 100 per cent over the last four years, 2020 is looking bigger and brighter.
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