The Malaysian quick service restaurant has built a huge network in southern part of India by opening 48 outlets.
Marrybrown, the Malaysian quick service restaurant chain is planning to expand its footprint in India after witnessing a huge success in South India. The brand has marked a successful journey in tier-II and tier-III cities in the southern part by opening more than 45 outlets in cities like Coimbatore, Dindigul and Mysore.
The company will also be revamping its menu by September end. "We are seeing growth in smaller towns like Rajapalayam, Dindugul and other places in Tamil Nadu. We would like to leverage the first mover advantage by opening outlets in smaller towns in the southern”, Ajith, Director, MGM Entertainments Pvt Ltd, the master franchisee for Marrybrown in India told ET Retail.
According to him, the chain is also planning to open outlets in hotels located in second or third tier cities in the country. "By the end of this fiscal we would like to increase our number of outlets to 75 from the current 48 (44 in Tamil Nadu, two each in Bangalore and Kochi). The expansion will be through a mix of owned and franchisee outlets. For every five franchisee outlets we will have an owned one," he elaborated.
The Marrybrown chain in India is not stuck to fried chicken and burgers but also offers flavoured rice and even biryani to cater to the local palate offering both vegetarian and non-vegetarian dishes. The brand will be introducing Muncheez (fried chicken with masala powder to the sprinkled separately), egg burger, corn cheese burger and corn cheese nuggets.
The company source the ingredients from Marrybrown's headquarters in Malaysia to maintain the authenticity of the menu. According to Ajith, the latest trend that is picking up fast is online ordering using Face book and other social media tools.