Posts Tagged ‘food courts’

First there were iconic individual restaurants..

You remember Khyber, Copper Chimney, China Garden, Little Italy and many more of such type.

Far some of these may have been, but we’d drive down on the Saturday evenings, wait in queue, but ensure that we get a table and enjoy the great fare they’d serve.

And then came franchising.

And suddenly we had many Copper Chimneys. And we were tempted to go to the ‘nearest’ Copper Chimney.

Unfortunately, not every F&B brand can do franchising like McDonald’s does. With the result that the different outlets would not have consistency. So you start missing the ‘real’ Copper Chimney, for example. But by now, the brand has given you a disappointment, and now you are not so sure, if you want to take the trouble to go all the way to the ‘original’ Copper Chimney. Also you have a doubt whether the quality is down for the brand itself, since you did eat from a Copper Chimney itself, didn’t you?!

Well, if this was not enough to damage the brand, we now have the Food-Courting of good F&B brands!

The temptation of those huge spaces in the malls, where there are thousands of footfalls, got these branded restaurants to open cubby hole spaces in the food courts as well. Well know and very popular restaurant brands like Little Italy, Swati Snacks and others have started opening these mini-outlets in the food courts of malls.

With disastrous effect!

In most cases, they are unable to live up to the overall quality or experience standards associated with their original branded outlets. I have personally had very disappointing experiences with both, Little Italy (at K Star Mall in Chembur) and Swati Snacks (at Oberoi Mall in Goregaon). Food quality, service levels and apathy on the part of the people on the counter were the main reasons for feeling bad!

So what happens? The goodwill that the brands built painstakingly over the years, is damaged, due to being unable to maintain those standards, perhaps constrained by the format of the food courts.

Why then, do these brands still get to the food courts? Are they not killing the golden goose in the process?