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Marketing 2016-06-21

Five Star Chicken rebrands as ‘Five Star'

The name change is a part of the strategic plan by the brand to introduce more vegetarian products to their portfolio.

By Deputy Features Editor
Five Star Chicken rebrands as ‘Five Star'

Bengaluru based Five Star Chicken has rebranded itself from ‘Five Star Chicken to 'Five Star'.

The name change is a part of the strategic plan by the brand to introduce more vegetarian products to their portfolio.

With this move, the brand name will also be synonymous to its international counterparts in other countries under Thai Multi-National Conglomerate, Charoen Pokphand Foods.

The agenda

With a growing network of stores and rapid consumer acceptance, Five Star is all set to introduce a wide and interesting range of vegetarian products to the market.

“50 per cent of Indian populations are vegetarians and as a brand we do not want to miss out the opportunity to reach out to half the population. Though 40 per cent of our product line is Veg offering people had a strong perception that we are only a chicken brand,” shared Rijoy Prabhakar, Assistant Vice President, CP Foods.

Adapting to the local taste, flavor and developing products those appeals to masses has been one of the key strengths of the brand. The company has its own state of the art infrastructure for storage and distribution and exercise complete control over the quality from 'Farm to Fork' to ensure consistent quality and food safety.

"While, we have a new name, we are still the same brand build upon the vision of offering great quality and delicious range of products at affordable prices to consumers. The name change is in line with the brand plans to capture the vegetarian segment of the market and give them a taste of our offerings. Moreover, we would also like to retain and reinforce our global brand name- Five Star, in the Indian market ", added Prabhakar.

"India is one of the top five priority markets for Five Star globally. We place significant importance on research and development to meet our customers and consumer's needs as well as improve production efficiency at every step of operations which ultimately benefits our business partners", further said pointed Sanjeev Pant, Senior Vice President, CP Foods

In India, Five Star launched its first outlet in November 2012 in Bengaluru. With a production and processing facility at Budigere near Bengaluru and Chittoor in AP the brand has grown to 350+ outlets across Bengaluru, Chennai, Kochi, Goa, Hyderabad, Mumbai and Pune. The brand has tied up with IRCTC for Bangalore, Chennai and kerela markets and with key delivery website Swiggy, Zomato, Food Panda, Road Runners and Ola. 

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