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deGustibus Hospitality enters QSR segment with Eleven Kitchens mandate
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Monday, 15 January, 2018, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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deGustibus Hospitality has now forayed into the quick service restaurant (QSR) space. After bagging the food and beverage (F&B) tender for at CR2 Mall, Nariman Point, the company took over the mandate of managing and revamping its entire food court, which has been rechristened Eleven Kitchens, at an initial project outlay of Rs 5 crore.
South Mumbai’s newest and plushest food destination will house 11 brands, each unique in terms of their offerings. These include Indigo Burger Project, Dakshin Rasoi, Zoodles, Subway, Sbarro, The Veg Studio, Maroosh, HAS Juice, Pao&Bao and Koldplay.
Divided into four sections, the food hub will cover an area of 10,000sq ft. The idea for the revamp has focused on building an upmarket, quality-conscious food hub in South Mumbai, offering a unique mix of 11 dining and delivery options.
Excited about deGustibus Hospitality’s entry into a newer segment, Anurag Katriar, the company’s chief executive officer and executive director, said, “As a company, we want to have a presence in every market segment of F&B and work towards being leaders in each of these.”
“Our journey began with fine dining (Indigo). We then traversed through premium casual dining (Indigo Deli and Neel), affordable casual dining (D:OH!) and bulk dining (Tote Banquets and Moveable Feast),” he added.
“QSR seemed like the next natural extension for us, and it is going to be a reality in January 2018. QSR is all about volumes. Our chosen product lines, with both the new spaces, surely have a large appeal,” Katriar said.
“Combined with the elevated quality and subtle innovations that we promise, we are confident of attaining a leadership position in these segments within a short period,” he added.
Indigo Burger Project will offer fresh and indulgent burgers, sandwiches and shakes. The burgers, unlike the ones currently available in the market, will be fresh and not frozen, and will have a very beautiful infusion of local Indian flavours and flavour innovations, such as the Soya Mince-Kolhapuri Burger, the Old Monk-infused Chicken Burger and the Goan Chicken Burger.
Dakshin Rasoi, the 100 per cent vegetarian outlet will offer authentic South Indian fare, including the traditional idli, dosa, upma and sheera, along with a few innovations, such as Mini Basil Dosa with Corn and Ratatouille, Morel Dosa with Porcini and Chestnut Ragout with Porcini Cream Sauce, Green Garlic Dosa with Tofu, Bok Choy and Peanuts served with a Basil Pesto, bringing some freshness in the South Indian QSR market.
Speaking about the new QSR brands and the idea behind it, Katriar said, “The burger is a very big vertical in QSR, currently dominated by value and international players. In deGustibus’ 20 years of existence, burgers have been one of our most popular product lines, and hence, the choice for us was quite simple!”
“The burgers and sandwiches at Indigo Burger Project will be very different from what we offer in other formats. However they will also be very different from what is currently available in the segment and will carry a promise of freshness with them,” he added.
“South Indian is another segment that has a pan-India appeal. While there are a few good operators in this segment, we saw a huge opportunity because of the sheer reach and appeal of this product line,” Katriar said.
deGustibus Hospitality has committed itself to keep evolving and re-imagining bold, new and exciting ideas. The company is currently poised for continued expansion and growth to offer quality dining experiences in the country.
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