To succeed in India this South African restaurant, famous for its peri peri sauces, will introduce a mix of veg and non-veg delicacies
This South-African food chain with roots in culture, tradition and history, has become a household name for its flame-grilled menu with peri peri sauces.
The menu offers a gratifying mix of Portuguese, Mexican and Italian cuisines along with a modern twist on the traditional classics. The Flame Grilled Peri Peri Chicken is a special highlight of the restaurant. Tracing its origins with a relative humble beginning in 1993, with just a single outlet in Pretoria, Barcelos has a global footprint with over 120 outlets in 17 countries.
The brand has opened chains in Delhi, Jaipur, Kolkata and recently opened in Hyderabad and as a part of the expansion plan in India, Barcelos is adding over 20 restaurants in Tier 1 & Tier II cities by the end 2019 with a projected turnover of Rs 200 crore, according to business head Rohit Malhotra.
It is also looking to open up to 12 smaller outlets in food courts in the country. Barcelos is also planning to launch ‘Barcelos Wallet’, wherein the customer will get cash back on each bill, he adds saying “Barcelos is also set to bring two new exclusive models into the Indian market which lets a CDR to enter into the QSR market. It will be having a retail counter with sauces, nuts and wafers being retailed at select Barcelos outlets.”
Targeted at younger consumers, from the age group of 14 – 40, Barcelos is looking to add franchise restaurants in 3 star and 4 stars hotels and resorts.
Last year was not really favorable. “We started in 2015 with a remarkable entry in the Indian market with a new colored food trend in the country. 2016 was a year of expansion. But after few ups and downs in the entire journey, now we have a better understanding of Indian foodservice market,” Rohit recalls.
With a new strategy in place, the company aims to go full steam ahead. “After 2019, we will be opening 20-25 outlets every year in the country, and in the next three to four years, we will have a strong presence here. We will remain focused on young generation and will be their favorite destination for outdoor eating and middle-class population,” explains Rohit.
Barcelos is all set to bring new exclusivemodels into the Indian market that lets a CDR enter into the QSR market. We are in process of launching express store that will be serving only core products. It will have a retail counter with sauces, nuts and wafers being retailed at select Barcelos outlets and super markets.
“We entered the Indian market through company-owned outlet, then last year we appointed a master franchisee for India and now we are also expanding through franchise network by partnering with enthusiastic individuals who can drive the brand. We are not considering investor model as of now,” says Rohit.
Casual dining restaurant (CDR) sales often vary in size and cover of restaurants. One restaurant can cost between Rs 1.5 to 2.5 crore and its sales can be between Rs 25 to 45 lakh . ROI (Return on Investment) is within 2 to 2.5 years, explains Rohit.
According to him the QSR model is yet to be launched. There setup cost would be Rs 40 to 50 lakh and expected sale will be between Rs 15 to 25 lakh. The company will start expanding into the QSR segment from 2019, he maintains.
According to him, Barcelos is all set to bring new exclusive models into the Indian market, which lets a CDR to enter into the QSR market.