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The menu gets bigger: After metros, top restaurants enter new markets
Despite having multiple brands, many restaurateurs are choosing to focus their expansion efforts around one marquee name
Abhilasha Ojha New Delhi
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Lower rents, better margins, rising aspiration, and greater purchasing power are fuelling a new trend in India's food and beverage (F&B) sector: The expansion of reputed restaurants to non-metros.
As diners in these cities demand high-quality, experiential offerings, major hospitality players are moving beyond metros -- such as New Delhi, Mumbai, Bengaluru, Kolkata and Chennai -- to tap into fresh markets with smart strategies and renewed focus.
Earlier this year, Delhi-based Bright Hospitality launched its restaurant, IKK Panjab, in Chandigarh, marking not just an expansion but a cultural statement. The launch was accompanied by the announcement of its intellectual property
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