|
F&B News
Dubai firm gears to Japengo
Neeti Mehra - Mumbai
| The first phase of expansion
will see six to 10 outlets opening across India in the next three years, along
with the introduction of its coffee shop Café Havana |
In a bid to capture the upscale fine dining segment, the Dubai-based Bin Hendi Enterprises
has forayed into the hospitality space with its flagship eatery, Cafe Japengo
- a multi-cuisine eatery in Mumbai. The first phase of expansion will see six
to 10 outlets opening across India in the next three years, along with the introduction of its coffee shop Café Havana.
Speaking to Express
Hospitality, T N Pratap, chief executive, Bin Hendi Enterprises, says, "Café
Japengo fills the gap between dining in hotels and casual restaurants. We are
looking to cater to high-end clientele." Japengo was conceived in 2000 when
sushi became fashionable, but to attract a diverse clientele, it offered other
varieties of food including Chinese, Italian, Arabic and a full café menu.
Already, a menu expansion is on the fray in its Mumbai outlet. "As per feedback,
we are expanding our vegetarian selection, and in the future we will incorporate
changes, if required, depending on the feedback. With organic food highly popular,
we might introduce a selection on the menu.."
The
Dubai company is looking at opening its strongest brand in other metros - Delhi,
Bangalore, Chennai, Hyderabad and Kolkatta. "This is a value-driven, retail
business, and the location is of prime importance, so we will be expanding through
high street locations and up-market malls."
Pratap
further added that they would retain the authenticity experienced in its international
outlet with imported ingredients and multi-racial staff. Currently they are working
on a loyalty programme for their customers, and are planning on making the café
Wi-fi enabled.
"The concept is seriously casual,
we aim to appeal to all demographics," Pratap adds. Given the size of the
country, in the future they would consider JVs to fuel expansion, and in certain
cases franchisees, but partner with only those with a proven track record. Given
that the general rule of the thumb is to be in the black in three years, Pratap
hopes that the model replicates the Dubai one, which earned its ROI by the end
of one year, though he refused to reveal the amount invested in the Indian project.
The Group is also conducting market research to enter
into the real estate segment, with a focus on developing satellite towns and community
developments and the company will also set up an India office shortly.
|
