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Tag: Five Star Chicken

  • Food brand Five Star Chicken revamps brand name to Five Star

    Food brand Five Star Chicken revamps brand name to Five Star

    MUMBAI: Five Star Chicken has announced the revamp of its brand name from Five Star Chicken to Five Star. The name change is a part of the strategic plan by the brand to introduce more vegetarian products to their portfolio. With this move, the brand name will also be synonymous to its international counterparts in other countries under Thai Multi-National Conglomerate, Charoen Pokphand Foods.

    With a growing network of stores and rapid consumer acceptance, Five Star is all set to introduce a wide and interesting range of vegetarian products to the market. 50% of Indian population are vegetarians and as a brand we do not want to miss out the opportunity to reach out to half the population. Though 40% of our product line is Veg offering people had a strong perception that we are only a chicken brand. Adapting to the local taste, flavor and developing products that appeals to masses has been one of the key strengths of the brand. The company has its own state of the art infrastructure for storage and distribution and exercise complete control over the quality from ‘Farm to Fork’ to ensure consistent quality and food safety.

    Five Star places significant importance on research and development to meet their customers and consumers’ needs as well as to improve production efficiency at every step of operations. The brand has a dedicated team of R&D and chefs who help in continuous innovation to deliver wide variety of products and great quality taste at an affordable price. Based on the brand’s R&D and customers research survey in Bangalore, burgers and hot dogs are massively the most preferred consumers choice of fast food product. Capitalizing on this trend, Five Star is all set to launch a whole new range of burger products by the end of this quarter, while Hot Dogs are already introduced.

    “While, we have a new name, we are still the same brand build upon the vision of offering great quality and delicious range of products at affordable prices to consumers. The name change is in line with the brand plans to capture the vegetarian segment of the market and give them a taste of our offerings. Moreover, we would also like to retain and reinforce our global brand name – Five Star, in the Indian market “, said CP Foods assistant VP Rijoy Prabhakar.

    “India is one of the top five priority markets for Five Star globally. We place significant importance on research and development to meet our customers and consumer’s needs as well as improve production efficiency at every step of operations which ultimately benefits our business partners”, further said CP Foods senior VP Sanjeev Pant.

    In India, Five Star launched its first outlet in November 2012 in Bangalore. With a production and processing facility at Budigere near Bengaluru and Chittoor in AP the brand has grown to 350+ outlets across Bengaluru, Chennai, Kochi, Goa, Hyderabad, Mumbai and Pune. The brand has tied up with IRCTC for Bangalore, Chennai and kerela markets and with key delivery website Swiggy, Zomato, Food Panda, Road Runners and Ola.

    Five Star offers a wide range of chicken and vegetarian products in spicy Indian flavors as well as other Asian and Thai flavors. The brand also undertakes catering for birthday, home parties and corporate events through Five Star catering. Five Star also plans to launch 150 stores by the end 2016 expanding through the franchisee route while entering tier-II and III towns and in the existing cities.

  • Food brand Five Star Chicken revamps brand name to Five Star

    Food brand Five Star Chicken revamps brand name to Five Star

    MUMBAI: Five Star Chicken has announced the revamp of its brand name from Five Star Chicken to Five Star. The name change is a part of the strategic plan by the brand to introduce more vegetarian products to their portfolio. With this move, the brand name will also be synonymous to its international counterparts in other countries under Thai Multi-National Conglomerate, Charoen Pokphand Foods.

    With a growing network of stores and rapid consumer acceptance, Five Star is all set to introduce a wide and interesting range of vegetarian products to the market. 50% of Indian population are vegetarians and as a brand we do not want to miss out the opportunity to reach out to half the population. Though 40% of our product line is Veg offering people had a strong perception that we are only a chicken brand. Adapting to the local taste, flavor and developing products that appeals to masses has been one of the key strengths of the brand. The company has its own state of the art infrastructure for storage and distribution and exercise complete control over the quality from ‘Farm to Fork’ to ensure consistent quality and food safety.

    Five Star places significant importance on research and development to meet their customers and consumers’ needs as well as to improve production efficiency at every step of operations. The brand has a dedicated team of R&D and chefs who help in continuous innovation to deliver wide variety of products and great quality taste at an affordable price. Based on the brand’s R&D and customers research survey in Bangalore, burgers and hot dogs are massively the most preferred consumers choice of fast food product. Capitalizing on this trend, Five Star is all set to launch a whole new range of burger products by the end of this quarter, while Hot Dogs are already introduced.

    “While, we have a new name, we are still the same brand build upon the vision of offering great quality and delicious range of products at affordable prices to consumers. The name change is in line with the brand plans to capture the vegetarian segment of the market and give them a taste of our offerings. Moreover, we would also like to retain and reinforce our global brand name – Five Star, in the Indian market “, said CP Foods assistant VP Rijoy Prabhakar.

    “India is one of the top five priority markets for Five Star globally. We place significant importance on research and development to meet our customers and consumer’s needs as well as improve production efficiency at every step of operations which ultimately benefits our business partners”, further said CP Foods senior VP Sanjeev Pant.

    In India, Five Star launched its first outlet in November 2012 in Bangalore. With a production and processing facility at Budigere near Bengaluru and Chittoor in AP the brand has grown to 350+ outlets across Bengaluru, Chennai, Kochi, Goa, Hyderabad, Mumbai and Pune. The brand has tied up with IRCTC for Bangalore, Chennai and kerela markets and with key delivery website Swiggy, Zomato, Food Panda, Road Runners and Ola.

    Five Star offers a wide range of chicken and vegetarian products in spicy Indian flavors as well as other Asian and Thai flavors. The brand also undertakes catering for birthday, home parties and corporate events through Five Star catering. Five Star also plans to launch 150 stores by the end 2016 expanding through the franchisee route while entering tier-II and III towns and in the existing cities.

  • ‘Five Star Chicken’ to use radio as one of the pillars for building its brand

    ‘Five Star Chicken’ to use radio as one of the pillars for building its brand

    BENGALURU: Thai food retail major The Charoen Pokphand Foods Limited Indian subsidiary CP India Foods, (CPIF) plans to use radio as one of the main three pillars for brand building and mass media communications for its restaurant chain brand ‘Five Star Chicken‘ reveal company sources. The other two pillars are social media and sampling at ground events.

    To that extent, CPIF has brought on board Big FM Bangalore as a radio partner and procured around 12 radio spots per day for a 45 day period on the station. “Typically, we plan to run a campaign for around 45 days, with a 15 day break, before commencing another radio campaign,” revealed the source.

    “This time around, the campaign coincides with the launch of our first Five Star Café in India. We will be opening our next Five Star Café in Bengaluru shortly and plan to have around six Cafes by the end of this year. Our tag line is ‘Happy things happen in happy places‘. We ran a teaser campaign for the Five Star Cafe on the 16th, 17th and 18th of this month and then revealed the brand on the 19th. Big FM has a kiosk at our Café and will be broadcasting live from here this evening.”

    “We might look at other radio stations also. For online, we have had contests in place on Facebook and the winner of the best cheer won a one year supply of Chicken, we have more contests in place,” he added.

    “We plan to use other mediums of mass media communications over the next few months once our store count in South India increases. Print is another medium that we are looking at quite seriously.”

    “Typically, a Five Star Chicken outlet brings in revenues of about five Lakh rupees per month, through the campaigns, we think that revenues may grow by 15 to 20 per cent,” said the source further.

    The company started selling its Five Star Chicken products in Bengaluru through small mom and pop type outlets of 100-300 square feet area during the latter part of 2012. Since then, CPIF has upped the number of outlets to 30, 10 of which are company owned. By the end of this year, CPIF plans to have about 80 outlets in the garden city and about 15 in Chennai. By end 2014, CPIF will have about 150 outlets in these two cities and over a three year period, it has planned for 300 outlets, including a few in Hyderabad.

    Five Star Chicken is one of the subsidiary food companies and brands of The Charoen Pokphand Foods, a first Thai multi-national conglomerate with over $10 billion business in agro-industry and food in many countries across the world. Five Star Café is its first concept store in Bengaluru.