BENGALURU: Thai food retail major The Charoen Pokphand Foods Limited Indian subsidiary CP India Foods Pvt Ltd, (CPIFPL) plans to use radio as one of the three main pillars for brand building and mass media communications for its restaurant chain brand ‘Five Star Chicken’ reveal company sources. The other two pillars are social media and sampling at ground events.
To that extent, CPIFPL has bought on board Big FM Bangalore as a radio partner and procured around 12 radio spots per day for a 45 day period on the station. “Typically, we plan to run a campaign for around 45 days, with a 15 day break, before commencing another radio campaign,” revealed the source.
“This time around, the campaign coincides with the launch of our first Five Star Café in India. We will be opening our next Five Star Café in Bengaluru shortly and plan to have around 6 Cafes by the end of this year. Our tag line is ‘Happy things happen in happy places’. We ran a teaser campaign for the Five Star Cafe on the 16 ,17 and 18 of this month and then revealed the brand on the 19. Big FM has a kiosk at our Café and will be broadcasting live from here this evening.“
Related Post
“We might look at other radio stations also. For online, we have had contests in place on Facebook and the winner of the best cheer won a one year supply of Chicken, we have more contests in place,” he added.
“We plan to use other mediums of mass media communications over the next few months once our store count in South India increases. Print is another medium that we are looking at quite seriously.”
“Typically, a Five Star Chicken outlet brings in revenues of about Rs 5 Lakhs per month, through the campaigns, we think that revenues may grow by 15 to 20 percent,” said the source further.
The company started selling its Five Star Chicken products in Bengaluru through small mom and pop type outlets of 100-300 square feet area during the latter part of 2012. Since then, CPIFPL has upped the number of outlets to 30, ten of which are company owned. By the end of this year, CPIFPL plans to have about 80 outlets in the garden city and about 15 in Chennai. By end 2014, CPIFPL will have about 150 outlets in these two cities and over a three year period, it has planned for 300 outlets, including a few in Hyderabad.
Five Star Chicken is one of the subsidiary food companies and brands of The Charoen Pokphand Foods (CPF), a Thai multi-national conglomerate with over $10 billion business in agro-industry and food in many countries across the world. CPF claims that it has over 5000 Five Star outlets in its home country Thailand. Five Star Café is its first concept store in Bangalore.
