Roasted chicken gets new wings as GBC enters India

  • Himani Chandna
  • Updated: May 28, 2016 06:37 IST

NEW DELHI: If you like ‘less’ oil in your chicken wings, you are set to get an option.

‘Broaster’ chicken, served at world’s popular food chains such as Dubai’s Al Bek and Americas’s Bob Evans Garden, will be served in India soon through the US-based fast-food restaurant chain, Genuine Broaster Chicken (GBC), the company that patented the technology in 1954.

Broasting is a technology that fries the food at high pressure. GBC claims this utilises less oil than open fried chicken and retains more chicken moisture. GBC will directly compete with quick service restaurants (QSR) such as McDonald’s, Kentucky Fried Chicken (KFC), Carl’s Jr. and Burger King in India. Bill Loeffelholz, head, international operations, GBC told HT that the company is very bullish over India. Functional in 36 countries across the world, GBC has reworked its strategy for Indian market as it plans to sell delicacies such as chicken keema. “We are very reasonable priced. Our competitor sells a 50 gram potato patty (burger) for Rs 25, we will sell a 70 gram potato patty for Rs 39,” said Karan Tanna, chief executive officer, Yellow Tie Hospitality Management, the exclusive licensee of GBC in India. Tanna was referring to McDonalds, as it is known for selling products at the most competitive prices.

While some outlets claim to sell broasted chicken in New Delhi, GBC said out of its 12,000 global operators, none is present in India.

GBC plans to launch the brand in 40 cities pan India, starting with Mumbai, next month. Company will roll out in Kolkata, Hyderabad, Gurgaon, Surat and a few more cities in the first three months of its operations.

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