Kaati Zone, the Indian quick service restaurant (QSR), has reinvented itself down to its new logo and menu, and is undertaking greater expansion plans. The restaurant has roped in MAA Communications to handle its communication, marketing and branding strategy.
Commenting on the launch of Kaati Zone in its revamped form, Kiran Nadkarni, Founder and CEO of the company, said, “We are undertaking aggressive expansion plans in other parts of the country through own and franchisee restaurants. It is an appropriate time to implement our experience of the last five years, and the new Kaati Zone reflects our plans for the future of the brand.”
The company plans to expand to Mumbai by next month and the focus is to grow in the South, focussing on Bangalore, Hyderabad, Chennai; West with Mumbai and Pune; and Tier II cities. The aim is to have 100 restaurants across the country by March 2012, which currently stands at 12 restaurants.
Elaborating on their new logo and communication plan, Subash Bidare, Head of Marketing, Kaati Zone, said, “We are looking at having presence in three formats – large dine-in, smaller Delta (delivery and take away), and express kiosks. We wanted to bring in seamlessness in our brand identity across these formats. With the earlier logo, we found we were a bit restricted in terms of design perspective, hence the change. Also, the new logo communicates that our core proposition of being a rolls company even though we have introduced a slightly diverse menu now.”
He continued, “Our communication will be largely BTL-led as we are a relatively small player. We will use press and local marketing too. We are also looking at online in a big way and catering to the online community in a holistic way.”