19-05-2025
Fried chicken brands are not competition for us: Krupa Patel, Hospitality News, ET HospitalityWorld
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ETHospitalityWorld
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It took two years of hard work and shuttling between the US and India for Krupa Patel , a financial expert, before she launched first entrepreneurial venture, Boston Chicken , a US-based quick casual restaurant brand in India. Patel launched two outlets in quick succession, in Connaught Place, New Delhi and second at Inorbit Mall in Vadodara, the journey so far has been difficult, talking to ETHospitalityWorld from her home in the US, Patel said that she found it 'funny' thinking of taste and marinations etc as well as sitting and juggling with accounts and numbers day in and day about the brand and its differentiating factors from other chicken-based food brands, Patel said the primary difference was that while all other chicken brands were 'fried chicken' brands, Boston Chicken wasn't.'Our competition is not other chicken brands and places. There are 15 other chicken brands and places in the US alone. They are all fried chicken brands and compete among themselves. We are a rotisserie chicken brand, and we offer the whole chicken,' she said adding that at Boston Chicken, they didn't use anything 'frozen or fried'Another differentiation was the format—while most chicken brands were QSR formats, Boston Chicken was a quick-casual format, she Chicken operated with a full-fledged kitchen, professional chefs and also service staff.'Our food is prepared in-house and made to order. There is no concept of a base kitchen here,' Patel said, adding that the size of a Boston Chicken outlet ranged between 1200 square feet to 2,000 square the heart of Boston Chicken's offering was its rotisserie chicken, slow roasted and marinated in a variety of blends. From the classic Boston Original Rotisserie Chicken, to Jamaican Jerk Chicken and Royal Tandoori Chicken, she a freedom, flexibility and localisation perspective, Patel said that the brand offered enough and more freedom and flexibility for localisation, especially when it came to marinations, which was a unique aspect of Boston Chicken product said that they worked closely with local communities and chefs to understand local ingredients and flavours in order to integrate them into the Boston Chicken marination and make the product relevant to the local a master franchisee for India, Patel said she would look for a slow and steady expansion of the brand by herself rather than going for a sub-franchise route for faster and quicker expansion.'We are not a QSR brand. So multiplication will be slow compared to other chicken brands,' she said. Chicken being the hero of the offering, she said that selection of the right vendor was very critical and involved a great amount of she did have plans to add three to four more outlets this year, Patel said, adding that the cities on her radar were Hyderabad , Ahmedabad and Surat.
