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Mirah Group formulates new restaurant brands

08 Dec 2009

Mirah Group, the company operating restaurant brands like Rajdhani and Falafel is now in the process of expanding its restaurant brand portfolio. Currently, the company is in the process of formulating the new brands, which it aims to launch in the market and is working on concepts for an Indian fine dine restaurant, an Oriental cuisine restaurant and a coffee shop. Presently, it also offers outdoor catering services and plans to breakaway its operations into a separate division with its new brand identity, according to a media report.

While the Group has not finalised the name of the Indian restaurant, currently, it is delving upon the brand named 52 Spice Lane. The company has finalised a location in Thane, an extended suburb of Mumbai to launch the brand. However, having shelved the earlier plans, it is now scouting for locations in South Mumbai. Each outlet will be spread across 3,000 sq ft and the company targets for an average per cover (APC) of Rs 850-1,000. It plans to develop the brand in metros with the first restaurant to come up in Mumbai.

With the new brands, Mirah Group’s primary objective is to develop a portfolio to cater to different markets from the mid-market segment to the high-end income group. It will develop the coffee shop model in the casual dining format and is deciding on the format for the Oriental cuisine restaurant. Of the new brands, the first restaurant to be launched in the market would be the Indian restaurant.

The media report informed that the company plans to grow organically as well as inorganically. Currently, it is in discussions with three international brands to gain their master franchise rights for the Indian market. It is also assessing opportunities for stake participation in two domestic restaurant chains.

The company’s popular restaurant chain Rajdhani may also launch an offshoot brand catering to the high-end clientele. It plans to introduce butler service with a silver thali service for the customers and has coined its brand name as Rajdhani Royale. “This brand will be an exclusive one in our portfolio and will not multiply in several cities,” Goenka added. In order to expand the Rajdhani brand internationally, the company recently started operations of a 90 cover restaurant in Oman. Plans are afoot to launch the brand in Singapore and London.

Source: Hospitality Biz