Product details

'Five Star Chicken' (FSC) was started in 1985 by Charoen Pokphand Foods Public Company Limited; a popular Thailand based multinational conglomerate and a division of CP Group. In India, FSC opened its first outlet in November 2012 in Bengaluru. The brand expanded its base through both franchise outlets model and company owned store model. The company offered wide range of chicken menu in spicy Indian flavours as well as other Asian and Thai flavour to Indian consumers. As of 2015, FSC had 265 outlets in tier I and tier II cities of India including Bengaluru, Chennai, Hyderabad and Kochi. In late 2015 it had also opened its outlets in Mumbai and Pune. After massive expansion in India, the company had more than 353 outlets in 2016. In June 2016, FSC India, rebranded itself to 'Five Star', so that the brand can expand its reach among the Indian consumers and change the perception that it only catered to the non-vegetarians. As part of the strategic plan, the company had planned to introduce more vegetarian products to its existing product portfolio. Will this strategy work? Can Five Star succeed in expanding its consumer base in India?