Milkshake and ice cream brand Keventers has reportedly planned to open experiential stores in Tier II and Tier III cities, while focusing on cloud kitchens in metro areas. The brand previously operated out of quick-service restaurants (QSR). This strategy change comes as a result of the COVID-19 outbreak that transformed the way QSRs and restaurants operate.
The Director and Co-Founder of Keventers, Agastya Dalmia, reportedly commented that the pandemic has significantly changed how the company operated. At present, QSRs of Keventers are about the size of 100 to 150 square feet. However, it plans to open some large-sized stores about 600-800 sq. ft. in tier II and III cities.
Dalmia further added that with options like malls at their disposal, consumers from metro cities like Mumbai and New Delhi are spoilt for choice. However, smaller towns do not have many options for recreational and relaxation spots, which is why Keventers has planned to launch large stores with sizeable menus in these towns.
The brand has initial plans to open one store in each location and expand gradually. The menu at these stores will mainly include savory food and dessert items.
Keventers, in partnership with payments and e-commerce platform DotPe, has reportedly launched a direct-to-consumer (D2C) platform and has also launched cloud kitchens in collaboration with operators like ZFW Hospitality.
Ice Creamery, the company’s ice cream brand, will largely be promoted virtually. Over the past three months, Keventers has unveiled the brand to around 70-80 virtual locations.
The Co-Founder and Director of Keventers, Aman Arora, apparently stated that the company plans to double these virtual locations over the next six months.
Keventers has had to close many franchise stores over the past few months. However, the company plans to emphasize deliveries through the cloud kitchen model across metro locations. The company currently operates around 150 outlets.