Newstrack

Penchant Foods India launches ‘Melting Pot’ food court

To invest Rs 15 crore in the next 3 years

EH Staff - New Delhi

Penchant Foods India, wholly-owned subsidiary of Swedish Venture Capital Institute, has launched a chain of food courts named Melting Pot. Rajiv Mehta, director and owner of SVCI, informed, "Penchant Foods India is establishing seven to ten food courts by 2010. We are looking at a pan-India presence for developing a unique concept that would also bring nightlife through discotheques closer to the food courts."

The company is going to invest through internal accruals, and would be investing a sum of Rs 12-15 crore for the various food court ventures in the country. Mehta said, "On an average we are looking for a 5,500 sq ft areas but the first one at Shalimar Bagh here, which started its operation last month, is built on an area of 20,000 sq ft that is around Rs 1.5 to 2 crore of investment."

The company is also aggressively looking at other locations and is open to joint venture partnership with big business houses that share similar business interests. For the time being, the company is going to open food courts in Vaishali (Ghaziabad) this year, Zeerakpur (Chandigarh) in 2009 and more in Meerut, Noida and Greater Noida second half of 2009. "We want to expand through leased basis but a nice location could also be looked upon for purchase as well," he said.

The unique model that the food court is built around is that the company, a first of its kind concept, will own all brands in the food court serving Indian, Italian, Chinese and Continental dishes. "Due to single ownership, there will be no competition among the various outlets."

The company has introduced a unique concept of issuing customers a debit card that can be recharged with cash and debited on the bills on account of food taken, similar to smart card. "This would not only reduce the time dealt in dealing with money exchange between employees and customer at the outlets but also prove to be a hygienic way to handle food where guest interaction and direct touch of hands is reduced," Mehta said. The card can be purchased with a refundable security amount and in case of theft or loss, 100 per cent balance is refunded.

The Melting Pot has also introduced a concept keeping in mind the way shopping malls are growing. Mehta revealed, "We have introduced a kids zone titled Hungama Kidz where parents can drop their kids and continue shopping."