MUMBAI: Five Star Chicken has announced the revamp of its brand name from Five Star Chicken to Five Star. The name change is a part of the strategic plan by the brand to introduce more vegetarian products to their portfolio. With this move, the brand name will also be synonymous to its international counterparts in other countries under Thai Multi-National Conglomerate, Charoen Pokphand Foods.
With a growing network of stores and rapid consumer acceptance, Five Star is all set to introduce a wide and interesting range of vegetarian products to the market. 50% of Indian population are vegetarians and as a brand we do not want to miss out the opportunity to reach out to half the population. Though 40% of our product line is Veg offering people had a strong perception that we are only a chicken brand. Adapting to the local taste, flavor and developing products that appeals to masses has been one of the key strengths of the brand. The company has its own state of the art infrastructure for storage and distribution and exercise complete control over the quality from 'Farm to Fork' to ensure consistent quality and food safety.
Five Star places significant importance on research and development to meet their customers and consumers' needs as well as to improve production efficiency at every step of operations. The brand has a dedicated team of R&D and chefs who help in continuous innovation to deliver wide variety of products and great quality taste at an affordable price. Based on the brand's R&D and customers research survey in Bangalore, burgers and hot dogs are massively the most preferred consumers choice of fast food product. Capitalizing on this trend, Five Star is all set to launch a whole new range of burger products by the end of this quarter, while Hot Dogs are already introduced.
"While, we have a new name, we are still the same brand build upon the vision of offering great quality and delicious range of products at affordable prices to consumers. The name change is in line with the brand plans to capture the vegetarian segment of the market and give them a taste of our offerings. Moreover, we would also like to retain and reinforce our global brand name - Five Star, in the Indian market ", said CP Foods assistant VP Rijoy Prabhakar.
"India is one of the top five priority markets for Five Star globally. We place significant importance on research and development to meet our customers and consumer's needs as well as improve production efficiency at every step of operations which ultimately benefits our business partners", further said CP Foods senior VP Sanjeev Pant.
In India, Five Star launched its first outlet in November 2012 in Bangalore. With a production and processing facility at Budigere near Bengaluru and Chittoor in AP the brand has grown to 350+ outlets across Bengaluru, Chennai, Kochi, Goa, Hyderabad, Mumbai and Pune. The brand has tied up with IRCTC for Bangalore, Chennai and kerela markets and with key delivery website Swiggy, Zomato, Food Panda, Road Runners and Ola.
Five Star offers a wide range of chicken and vegetarian products in spicy Indian flavors as well as other Asian and Thai flavors. The brand also undertakes catering for birthday, home parties and corporate events through Five Star catering. Five Star also plans to launch 150 stores by the end 2016 expanding through the franchisee route while entering tier-II and III towns and in the existing cities.
