Kaati Zone, a chain of restaurants specialising in Indian quick service foods, is on a drive to further strengthen its presence in South India. The restaurant chain has kept aside 4-6 per cent of its budget for marketing activities.
Elaborating on the growth plans, Kiran Nadkarni, CEO, Kaati Zone, said, “We are slowly expanding in Southern India, namely Hyderabad and Chennai. We will be opening an outlet in Chennai within a month and another one in Hyderabad in 3-4 months’ time. We will take the route of franchising and plan to open 15 outlets.”
Nadkarni further said, “We are looking at two formats – the small dinning format and the express format. Kaati Zone restaurants and kiosks designs are based on global trends, allowing customers to access fast and easy-to-consume meals, including kaati rolls, salads, parathas, rice meals, desserts and beverages. The outlets are open right through the week from 11:30 am to 10:30 pm.”
Kaati Zone has already opened its first franchise outlet in Bangalore at Hebbal. At present, there are 15 Kaati Zone restaurants in Bangalore and Mumbai, situated at strategic locations.
“We don’t do mass advertising. We do local store marketing as we cater to the local community. We do more of outdoor, BTL activities and radio. Our marketing budget is not really heavy, just 4-6 per cent of our sales,” Nadkarni added.