Bird Foods is preparing for a major push in the foodservice space with a new experiential cafe format and an aggressive rollout strategy across the country. The company has introduced Freddo Bakehouse as its newest concept and plans to scale it rapidly along with its established brands, Indian Stories and Kacheng. Together, these formats will form the backbone of a network that the company wants to grow to 100 outlets within the next two to three years.
The expansion will focus on malls, high streets and busy commercial hubs in metro cities as well as tier two and tier three markets. The company is betting on the strong rise in dine-in demand. Over the last year, more customers have been choosing cafes that offer something beyond food, such as interactive spaces, fresh bakery counters and more personal experiences. Bird Foods believes that Freddo Bakehouse fits this shift well since it combines a cafe setting with live baking and a menu that changes through the day.
Indian Stories and Kacheng, the company’s existing brands, have also shown steady traction. Indian Stories is positioned around regional Indian comfort food, while Kacheng focuses on quick service Asian meals. Both brands have performed well in mixed locations, and the company expects them to benefit from the planned scale up.
Leadership at Bird Foods sees the coming years as a strong opportunity for organised food retail. With rising footfall in malls and new high street developments in mid-sized cities, the company wants to build a presence early and shape customer habits before the market becomes crowded.
If Bird Foods delivers on its 100 outlet target, it will mark one of the more aggressive expansions in the segment in recent years.
