New Delhi: Charcoal Concepts has made headway into the burgeoning Quick Service Restaurant (QSR) sector in India with an investment of 150 crores to open 200 Joshh QSR outlets across the country. The company’s initial plans are to create a strong foothold in the country’s metropolitan cities in the next 5 years, starting with the launch of pure vegetarian Indian QSR brands, Joshh and Joshh Kulfi (its dessert spin-off) in Mumbai. The homegrown Indian foodservice brand owns some of the leading, award-winning Indian cuisine brands, including Copper Chimney and Bombay Brasserie, with a presence across South Asia, the Middle East, and the UK.
Charcoal Concepts has adopted an app-focused strategy, developing and rolling out a customized tech platform for digital ordering to make ordering and service super-fast and easy for customers. It will partner with Swiggy, Zomato, and corporate sector-focused aggregator companies such as CaterHero to ensure every customer is served. It has laid a pipeline to invest in the Indian food QSR category and bolster a sector that has been traditionally dominated by international food items like burgers and pizzas.
With Joshh, the company forecasts a $1 billion opportunity, delivering local flavors and customizing its size and format across its various locations across India. Its vision is to set up Joshh outlets in convenient locations within neighborhoods, markets, malls, and major travel centers in the country. In the first phase of developments, the brand plans to launch in Mumbai with 2 full-service restaurants, 2 food court formats, 1 dark kitchen, and 1 kulfi shop format in the next 6 months.
Reetesh Shukla, Business Head – Charcoal Concepts said, “As we enter our 50th year in the F&B industry, we are carrying forward the legacy of our parent company, K Hospitality Corp, building reliable and trustworthy brands, and successfully scaling and operating QSR formats in airports, highways and food courts across India. We have a clear goal for Joshh to become the largest player in the Indian Cuisine QSR sector as well as a top-5 QSR brand in India across cuisines by 2030.”
