China, “My observation was that there 
were at least 1,000 dinners eating outside per day in every metro in India. So food business was a very profitable business and despite Chinese food being popular, there were no such brands in Chinese food.” Thus, with a quest to create a branded Chinese fast food chain, he formed Yo! China in May 2003 and rolled out the first outlet in NCR region. But then, living wasn’t easy as during those times, branded fast food chains were either dominated by McDonald’s or Pizza Hut. However, this didn’t soften his motives. “From the beginning I wanted to be present in happening places of the city and if you want to be success in food business, you have to be present just next to your competitor. It’s all about offering choices to consumers and so wherever there was a Pizza Hut or Nirula’s we made sure that we were also there...” explains Ashish. And so began the successful (yet challenged) story of Yo! China. To have a first mover advantage, it initiated a process of furious expansion – establishing itself well in the Tier I & Tier II cities. Today, the company has spread its reach to nine cities with 25 well placed outlets.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
were at least 1,000 dinners eating outside per day in every metro in India. So food business was a very profitable business and despite Chinese food being popular, there were no such brands in Chinese food.” Thus, with a quest to create a branded Chinese fast food chain, he formed Yo! China in May 2003 and rolled out the first outlet in NCR region. But then, living wasn’t easy as during those times, branded fast food chains were either dominated by McDonald’s or Pizza Hut. However, this didn’t soften his motives. “From the beginning I wanted to be present in happening places of the city and if you want to be success in food business, you have to be present just next to your competitor. It’s all about offering choices to consumers and so wherever there was a Pizza Hut or Nirula’s we made sure that we were also there...” explains Ashish. And so began the successful (yet challenged) story of Yo! China. To have a first mover advantage, it initiated a process of furious expansion – establishing itself well in the Tier I & Tier II cities. Today, the company has spread its reach to nine cities with 25 well placed outlets.For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
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