Jubilant wants to do a Dominos on Chinese food in India

Jubilant FoodWorks Limited (JFL), which operates the Dominos and Dunkin brands of fast food in India, has entered the Chinese food segment with an aim to make it affordable to the average customer.

The company opened its first Hong’s Kitchen outlet today in Eros mall, Gurugram.

At present, the market for Chinese food in India is divided into two segments — highly affordable street vendors with questionable hygiene practices, and high-end restaurants that are suitable for an occasional visit due to their pricing.

Jubilant FoodWorks said its ‘Hong’s Kitchen’ would try to replicate the Dominos strategy in the Chinese food market.

With around 1,200 outlets, Dominos has helped pizzas to become an item of mass consumption, at least in the cities, by making them affordable.

The company also has 32 Dunkin’ Donuts outlets in India.

“While Chinese food is the second largest consumed cuisine in the country, there exists a vast gap between street vendors and premium fine dining restaurants,” said Pratik Pota, CEO and Whole-Term Director, Jubiliant Foodworks, part of the Jubilant Bhartia group.

“Hong’s Kitchen, with its fast casual format, will address this vast, unaddressed market through great-tasting and affordably priced Chinese food that’s customized for Indian tastes.”

It was not clear whether the emphasis would be on eating in, or on takeaways. Dominos focuses largely on takeaways, though the chain does offer basic eating-in facilities at some of its outlets, especially in malls.