Canadian chain Pita Pit entered Indian market in early 2014 by setting up first outlet at Select CityWalk. Today, the sandwich chain is operating around 10 outlets in Delhi-NCR and Punjab region. Anun Dhawan, CEO of Pita Pit talks about its expansion plans.
How is it different from other sandwich?
The USP of the brand is of course the healthy product and there aren’t too many chains that are selling healthy food in the market. Also, as we do our food live it is something that really stands out because Indians really like warm food and cooked food so that is something which is incorporated with the sandwich which makes the product very attractive.
How many outlets you have currently? What is the expansion plan?
Currently we have eight outlets and are coming up with two more outlets in a month. So far, we are operating nine in Delhi- NCR and one is coming up in Chandigarh. Our brand owns the master franchise rights for North and East India so we are in talks with party with other parts of Punjab including Ludhiana, Jalandhar and Kolkata in the east at this stage.
Who is your target audience?
Our target audience is the youth from the age of 22 to 35 who are looking to step out and eat healthy.
Franchising helps us in finding the right partner and expanding the outlets with a speedy growth. Also, franchise helps in getting an idea of the local market as the business partner works on the ground level and there is a lot of Knowledge that the franchisee provides. For example; if I live in Ghaziabad and I open a store in Ghaziabad I know the local market very well, so the biggest idea here is that the local expertise is given by the franchise and the brand expertise or business expertise we are providing.
How have you kept the pricing?
We are selling a premium product so the price of the product is premium as well.