Financial Daily from THE HINDU group of publications
Thursday, Nov 21, 2002
Financial Daily from THE HINDU group of publications Thursday, Nov 21, 2002 |
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Corporate
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New Projects Red E to open more food courts Our Bureau
CHENNAI, Nov. 20 THE Chennai-based Food Alliance plans to take its food court format restaurant — Red E — to Hyderabad, Bangalore and Kochi, according Mr V. Manu Reddy, Executive Director, Food Alliance. The expansion would be through the franchisee route with the chefs and managers drawn from the Food Alliance pool. The Red E in Chetpet, a business-cum-residential area in Chennai, is being re-launched with a new look, while retaining the basic concept of a food court. The project cost was around Rs 20 lakh with the main expense being the air-conditioning system. The restaurant serves five different types of food — Italian, Mexican, Oriental, Indian and SSS (soups, sandwich and salad). Six years ago the restaurant started as a self-service one but customer preference was towards service and this was introduced in course of time. Mr Reddy said the clientele at Red E fell into two broad categories — young parents with small children and corporates. Since these two categories do not mix, with the revamp the two have been segregated, he said. The family section leads off into a play area with a jungle gym and video games and other side can be noise free, he said. The company plans to bring in really authentic cuisine to Chennai. The first of these promos would be a taste of Kerala toddy shop food, followed by Hyderabadi biriyani and delicacies from Madurai. Red E also has two drop zones to cater to the takeaway market. Almost 15 per cent of the total turnover at the Chetpet outlet comes from takeaways, he said. Besides the Red E, the company has two restaurants — the Cascade and Lotus Pond, and a pastry shop called the Upper Krust. The company has a tie-up with Landmark for a shop-in-shop with one outlet operational in Landmark's second store in the city in Spencer Plaza. There are two Cascade outlets in the city. Mr Reddy said that he was keen on taking the Cascade format — a Thai speciality restaurant — to other cities through franchisees.
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