Five Star Chicken, one of leading fast food brands in India, 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 (CPF).
Speaking on the development, Assistant Vice President, CP Foods, Rijoy Prabhakar stated, “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.”
Affirming that India is a high priority market for Five Star globally, Senior Vice President, CP Foods, Sanjeev Pant said, “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.”
Following the brand name change, Five Star is also looking to launch 150 stores by the end of 2016 expanding through the franchisee route while entering tier-II and III towns and in the existing cities.
The total retail turnover of the brand for FY15 was approximately Rs 750 million (Rs 75 crore).
Known for its quality chicken at affordable prices, the brand offers a wide range of chicken and vegetarian recipes in Indian flavors as well as other Asian and Thai flavors. Though 40 percent of its product line already is vegetarian offering, general perception is that it’s only a chicken brand. Now, it is all set to introduce a wide and interesting range of vegetarian products to the market. It will launch a whole new range of burger products by the end of this quarter, while Hot Dogs are already introduced.
Founded in 1985 in Thailand, Five Star started its India journey in November 2012 by opening its first outlet in Bengaluru. With a production and processing facility at Budigere near Bengaluru and Chittoor in Andhra Pradesh, the brand has grown to more than 350 outlets across Bengaluru, Chennai, Kochi, Goa, Hyderabad, Mumbai and Pune. 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.
Moreover, Five Star has also tied up with IRCTC for Bengaluru, Chennai and Kerala markets and with key delivery websites Swiggy, Zomato, Food Panda, Road Runners and Ola.
It also undertakes catering for birthday, home parties and corporate events through Five Star catering.