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Riding the retail boom, Global Franchise Architects, the company behind Pizza Corner and Coffee World, plans to introduce concepts such as New York Deli (sandwiches and soups), and Cream and Fudge Factory (ice cream) in India. By Rahul Sachitanand A decade ago, when Global Franchise Architects, the company behind fast food chain Pizza Corner and Coffee World started operations in India, they found the retail market small and sluggish, consumers apprehensive and growth next to impossible. While the company opened its first Pizza Corner in Chennai in 1996, it found that it could only build local brand recognition, rather than a strong national presence. Nearly 10 years on, the market has changed completely, and GFA is getting set to ride the retail wave. "We have 38 stores today (including four Coffee World outlets) and we plan to expand to over 80 stores across these two brands in six months," says Fred Mouawad, Chairman, GFA. In addition to expanding its presence, Pizza Corner's ambience and menu are in the midst of an overhaul and will be completed in the coming weeks. Mouawad, who also runs his family's jewellery business and a venture capital company, says that in five years, GFA hopes to have 400 stores across the country. Sometime towards the middle of 2006, GFA will step into two unexplored markets when it launches two other initiatives, Cream and Fudge Factory (Ice Cream) and New York Deli (sandwiches and soups) in the Indian market. "These are two new concepts in the Indian market and given the way Indians are spending, we believe that they will be popular here," Mouawad says. While Cream and Fudge factory specialises in made-to-order ice cream and topping, New York Deli will offer subs and sandwiches to fast food aficionados. "Indian consumers are open to trying... there's a lot of latent demand out there," he says. Mouawad has bought back ICICI Venture's stake in GFA, and says the company will finance its impending expansion internally. The company has roped in popular actress Esha Deol as its brand ambassador, but Mouawad may be late in tapping the Indian retail market. GFA's competitors have all announced massive expansion plans, besides plans to enter the global market. Café Coffee Day already operates 136 outlets across the country and is looking to push that number to over 500 in a couple of years and Barista is spending Rs 50 crore on its expansion plans. Pizza Corner could feel the heat from MNCs like Pizza Hut and Dominoes as well.
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