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Debonairs branches out to Mumbai

March 15 2013 at 08:00am

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Africa’s biggest pizza brand, Debonairs, is moving into India. Famous Brands, the holding company housing Debonairs, said yesterday that five pilot Debonairs Pizza restaurants would be opened in Mumbai, India’s economic hub, in July. The pizza products would be tailored for the Indian market to acquire a different flavour to what the company offers in its African franchises. “Our Debonairs Pizza offering in Mumbai is all about a customised menu – with a strong vegetarian bias; local flavour profiles developed in conjunction with our partners; and innovative product offerings designed to support the cost conscious ‘grab-and-go’ Mumbai consumer,” said Famous Brands chief operating officer Darren Hele. He said growth in the food services industry in India, which was driven by an increase in the Indian consumers’ disposable income and the intensified urbanisation, were some of the reasons why this market was chosen. Pizza now accounts for the biggest share of India’s fast foods market. – Londiwe Buthelezi


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