With a new logo and menu, Kaati Zone, the Indian quick service restaurant (QSR), has revamped its avatar and is looking at greater expansion starting with Mumbai next month followed by the Southern cities of Bangalore, Hyderabad, Chennai, Western metros like Pune and other Tier II cities. The company is aiming for 100 odd restaurants by March 2012 and has therefore handed over its communication, marketing and branding duties to MAA Communications.
Elaborating on his expansion plans and the revamp, Kiran Nadkarni, Founder and CEO of Kaati Zone said, “We are undertaking aggressive expansion plans in other parts of the country through own and franchisee restaurants. It is an appropriate time to implement our experience of the last five years, and the new Kaati Zone reflects our plans for the future of the brand.”
Commenting about the new logo and communication plan, Subash Bidare, Head of Marketing, Kaati Zone, said, “We are looking at having presence in three formats – large dine-in, smaller Delta (delivery and take away), and express kiosks. We wanted to bring in seamlessness in our brand identity across these formats. With the earlier logo, we found we were a bit restricted in terms of design perspective, hence the change. Also, the new logo communicates that our core proposition of being a rolls company even though we have introduced a slightly diverse menu now.”
“Our communication will be largely BTL-led as we are a relatively small player. We will use press and local marketing too. We are also looking at online in a big way and catering to the online community in a holistic way,” he added.