Brands like Biggies Burger and Lenexis Foodworks, the parent company of Chinese Wok, are making significant strides in tier-2 and tier-3 cities. For Biggies, 60 per cent of their store locations are now in these markets, with the remaining 40 per cent in tier-1 cities. Key regionsFounder Biraja Rout identified Karnataka and Tamil Nadu as key regions for expansion, with the brand establishing a strong presence in smaller cities like Salem, Coimbatore, and Hosur. Post-pandemic, tier-1 cities have reached a saturation point with intense competition, prompting brands to explore newer markets, he observed. Moreover, customers in tier-2 and tier-3 cities are more willing to spend time visiting brands compared to those in tier-1 metros, noted Mohit Khattar, CEO of Graviss Foods Pvt Ltd, Baskin Robbins.

Source: The Hindu November 25, 2024 04:44 UTC