Chili’s Grill & Bar has unveiled its first Vietnam store in Saigon. With this launch, the American casual dining chain is aiming to tap the country’s growing middle-class market.
Situated at SV VivoCity mall, the new restaurant has been opened in Vietnam as a part of the Golden Gate Restaurant Group, an operator of more than 20 restaurant chains in the country.
Ha Thuc Tu, CEO of Golden Gate Red Hots, a unit of Golden Gate Restaurant Group, said, “The chain targets middle-income customers, especially office workers and families.”
“These customers have high standard demands in food and entertainment and prefer a multi-functional location which suits the needs of all family members,” he added.
Chili’s Footprint
Chili’s is operated by Texas-based hospitality company Brinker International. Founded in 1975, the restaurant chain specializes in Texas and Mexican food, with steaks, ribs and burgers among its signature dish.
Chili’s has more than 1,670 restaurants and serves over one million customers a day in 29 countries and territories.
David Weston, a representative of Chili’s, stated, “Vietnam was an important part of its business in Asia, where over 60 Chili’s outlets have been opened in eight countries.”
Vietnam: A lucrative market for global brands
Euromonitor, the market research firm, stated that an increasing number of international chains are foraying into Vietnam, seeing it as a lucrative market.
Popular American brands like McDonald’s, KFC and Starbucks have already established their presence in the country.
According to Dcorp R- Keeper, a global company that provides technological solutions to food and beverage businesses, Vietnam had around 540,000 food and beverage businesses as of last year, 80% of them were street vendors.
Chili's Grill & Bar, the renowned Tex-Mex restaurant chain, has opened its third outlet in Bengaluru, located at Lulu Mall.
This newest Chili's establishment, operated by Stellar Concepts Pvt Ltd, marks a significant milestone as the company expands its presence in India, Sri Lanka, and Bangladesh.
The Chili’s at Lulu Mall, Bengaluru offers a unique dining experience, combining contemporary and industrial design with mouthwatering Tex-Mex delicacies. The spacious seating area can accommodate 136 guests, with an additional 52 seats available. Its rustic and Southwestern-inspired aesthetics, highlighted by brickwork and patina-finished metal frames, create a charming yet elegant atmosphere. Whether it's a casual hangout with friends, a family meal, a romantic dinner, or a professional occasion, Chili's provides the ideal setting for everyone.
“This is our first Chili's outlet under Stellar Concepts Pvt Ltd. in the city and our third establishment in the Silicon Valley of India. We are thrilled to bring our signature dishes to discerning palates. We anticipate the same warmth and hospitality from the people of Bengaluru, as we have received in other parts of the country. Our dedicated team is committed to providing an exceptional dining experience that unites friends and family over delectable cuisine and engaging conversations,” shared Rajiv Saluja, Director of Stellar Concepts Pvt. Ltd.
Expressing enthusiasm about the Bengaluru expansion, Joseph Tijerina, Senior Director of Brinker International Global Operations, states, "Bengaluru is one of the fastest-growing cities in India, and we are excited to strengthen our successful relationship with Stellar Concepts Pvt. Ltd. by opening a new restaurant in one of the hottest spots in the city. Having the Pepper, our iconic mascot, play a significant role in this venture will undoubtedly delight our fajita and margarita-loving guests."
Chili's Grill & Bar is a leading Tex-Mex restaurant chain known for its unique blend of flavors, captivating ambiance, and exceptional dining experiences. Stellar Concepts Pvt Ltd operates Chili's outlets across India, Sri Lanka, and Bangladesh, bringing the renowned Tex-Mex cuisine to discerning palates.
TexMex Cuisine India Private Ltd, one of the master franchisee for American casual dining restaurant chain Chili's Grill & Bar is investing Rs. 20 crore to expand its footprint in Southern and Western regions of India by March 2017.
The company has signed up for two more restaurant sites in Mumbai and plans to open two more in Bengaluru and one more in Chennai in the next two months. The restaurants will be set up at an investment ranging Rs. 45 crore.
Ashish Saxena, Executive Director and CEO, Chili's Grill & Bar, said, "We have taken on debt of Rs. 20 crore from banks to fund the expansion of Chili‘s in FY 2017. A city like Bengaluru, for instance, can support at least 8-10 restaurants; so we will continue to expand."
North and East India have eight Chili's across Delhi, Kolkata and Chandigarh. Saxena said the Rs. 50,000-crore casual dining market in India is growing at a healthy 15 per cent per annum.
Saxena said, "During last fiscal, same-store sales grew 14 per cent; however, we expect same-store sales this fiscal to close at 5 per cent. This is because we experienced a demand slump in the August-October, — took a hit with rivals opening restaurants near ours; and November was a total washout as a result of demonetisation. Sales picked up in December, and we expect this to continue until March. While the restaurants located in malls are doing very well, restaurants located in the high streets of Bengaluru and Hyderabad, for instance, have taken a beating due to poor infrastructure, including inadequate parking space and unfriendly pedestrian footpaths."
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