New Delhi: One of Delhi's original fast food chains, Nirula's is ready to go national after 72 years! It was in 1934 when the Nirula's family began their first restaurant in Delhi.
In the 70s they ventured into the fast food business and even gave India its first salad bar. Gradually Nirula's spread out across the North India with stores in Panipat, Dehradun, Chandigarh and Lucknow. For Delhiites a trip to Nirulas is a trip down memory lane.
And who can resist the original hot chocolate fudge? The fast food joint is finally getting aggressive about its expansion plans. After it was gobbled by Malaysian private equity fund Navis Capital Partner last year. The new management is looking at revamping the brand with over Rs 100 crore infusion.
Nirulas which currently has 47 outlets, aims to touch 200 outlets by 2009. Mumbai will get its first outlet in the next 6 months. While the management and the company has been restructured, it is ready to catch up in a highly competitive market.
“We have been in the business for years and we have already double the marketing budget. We will probably double it again next year. We kind of differentiate it from Mc Donalds or some other American chain because we already have a menu that offers incredible choice for family dining. Even though the kids might want to go to Mc Donalds, often you find parents don’t want to eat a burger,”
Nirula's current turnover is estimated around Rs 80 crore and it hopes its expansion and marketing strategy will help it touch Rs 400 cr in 5 years.
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