Kolkata :

Flurys, the city’s iconic tea room that has been serving exotic cakes, creamy pastries and rich puddings for nearly 90 years, is now ready to spread the platter across the country. After launching its first restaurant outside Bengal at a mall in Hyderabad earlier this month, the Apeejay group company is now ready to put up its unmistakable pink signboard in other major cities.

The response to the store at Hyderabad’s GVK One Mall has been overwhelming, both from expatriates from Kolkata as well as local residents, a Flurys official told TOI.

“Since a culture of baking and pastry consumption exists in the city, we had expected to do well but the way in which Hyderabadis have taken to the brand as their own is a pleasant surprise. Those who hail from Kolkata and now reside in Hyderabad have become sentimental about Flurys coming to town. It just goes to show the enormous opportunity for the brand across the country,” the official said.

In the next two years, the Apeejay group is eyeing at least 20 stores outside Bengal, 13 of them outside the state. Delhi, Mumbai and Chennai are next on the list, followed by Pune, Jaipur and Goa. “Initially, we will expand in cities with ‘The Park’ hotels  because these locations will offer logistics support in terms of bakery. Later, the brand can expand to nearby towns and cities,” he explained. In Bengal, Durgapur and Howrah are among the chosen cities.

While 70% of the products will be the same as the ones available in the flagship store on Park Street – including rum ball, baba cake , chicken patty and horse shoe – they will be subtly tweaked to suit local palate. In addition, more contemporary pastries will be added to the menu.

“City centric menu optimization will happen. Since Hyderabad has a large IT and ITeS population, there is huge potential for quick sandwiches and rolls. We will introduce them in the days ahead,” the official said, adding that home and office delivery services are also in the pipeline. “Now that Flurys is in a business expansion mode, we will do whatever it takes to grow.” A franchisee model may also be adopted to supplement the company-owned, company-operated outlets, he added. Flurys has identified three formats for growth outside Kolkata – flagship stores (1,500-2,000 sq ft), quick service restaurant (250-500 sq ft) and kiosks (150-200 sq ft). Incubics Consultants has designed the stores that will have a uniform look and feel across the country.

source: http://www.articles.timesofindia.indiatimes.com / Home> City> Kolkata / by Subhro Niyogi, TNN / March 13th 2013