Nirula's, the leading fast food chain of Delhi has embarked on a Rs. 90
crore expansion plan aimed at opening about three dozen new outlets
across the country in three years.
Nirula's has plans to increase the existing number of 64 outlets to 100 through franchise route. It is in talks with BPCL, Reliance and state tourism bodies to open restaurants at petrol stations and tourist properties. According to Vikas Attri,
business head, Nirula's, the expansion plan revolving around family
style restaurants and quick service restaurants, will initially focus on North India.
Sandeep Madan, general manager, marketing Nirula's told exchange4media
that the company has earmarked an advertising budget of Rs. 3.5 crore
(including launch budget) for the year 2004-05. This is a substantial
jump from the current promotional budget of Rs. 1.5 crore for the
Besides print, Nirula's have planned publicity campaign on electronic
media. According to Madan, a new TV commercial and a radio spot is being
developed. "Since Nirula's is a family and children place, we are going
in for a blend of online and offline communications. We are looking at
Cartoon Network for having thematic parties on their channel. On radio,
we're going in for a tie up with Radio Mirchi. We'll play Radio Mirichi
at our outlets and in turn get airtime that we'll use for our promotional activities.
Nirula's is also going in for outdoor publicity. About one third of the
total promotional budget of Rs. 3.5 crore has been allocated for
outdoors including hoardings and kiosks.. The entire expansion plan of
Nirula's according to Vikas Attri, will generate a sales revenue of Rs.150 crore.