Yellow Tie To Invest 136 Crore In 200 Restaurants Branded By This Chef!

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Renowned and unconventional Indian celebrity chef Harpal Singh Sokhi, on Wednesday, announced opening of nearly 200 restaurants in five formats across the country and overseas by 2019 under the aegis of Yellow Tie Hospitality Management (YTHM), which will invest up to USD 20 million (nearly Rs. 136 crore) in this project.

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All these restaurants will come under the exclusive patronage of YTHM, an India-based food and beverages franchise management company, and will be based on franchise model, Sokhi told BusinessLine.

These formats will have offerings on the line up across various segments like fine dining, casual dining and bar and family restaurants.

The investment to be made by YTHM, which had recently roped in Sokhi as the brand ambassador for the Indian launch of American heritage brand Genuine Broaster Chicken (GBC), and also got its menu curated by him, will be in marketing, franchising etc.

The formats

The Twist of Tadka is a family restaurant format offering North Indian/Punjabi cuisine at its two existing outlets in Amritsar and Bengaluru. The entire concept will be relaunched in January 2017 and focus on Tier II and III cities, to expand to 25 outlets in India and overseas.

The BB Jaan restaurant will offer Hyderabadi-Nizami cuisine at sit-down fine-dining places at shopping malls and five to seven star hotel, totaling 10 outlets by 2019. “We are also looking to expand to South East and other Asian markets as well.”

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The third format, Dhadoom, will offer Canadian Poutine as the core product. The restaurant brand will be expanded through kiosks and shops.

The fourth format, Haathapie, will be a trendy Punjabi fast-casual dining bar, the first outlet out of the 10 planned would be launched in June 2017.

The fifth format will be Chika Chika, to bring a ‘Desi-Chinese’ fusion experience to food lovers.

“Dhadoom and Chika Chika outlets would number 75 each by 2019”, Sokhi said.

YTHM, which owns India license (master franchisee) rights for GBC, is separately opening 25 outlets by the end of 2016 across India and aims to have 100 leading F&B brands in its portfolio by 2017.

Harpal Singh Sokhi, also known as the “dancing chef of India”, is an old associate of Sanjeev Kapoor with whom he co-authored a book, “Royal Hyderabadi Cooking”. He has also researched on Ayurveda-based food to improve the nutritive value of the food and hosted popular TV shows like Khana Khazana, Harpal Ki Rasoi, Kitchen Khiladi, etc. In 2013, he launched his own restaurant chain The Funjabi Tadka (TFT), the flagship outlet being at Kolkata.

-Associated Press

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