The chain is ranked 41st on the list of Top 100 pizza companies published by 'Pizza Today' magazine. It was founded in 1986 in New York by Kolaj family which had migrated from Italy in 1970. The quick service food chain has now expanded into more than 100 outlets in the US and international markets including China and Mexico.
"We will open our first outlet in about a year and will rely exclusively on our channel partners to expand in the country," said Giorgio Kolaj, Co-Founder and Executive Vice President of the company.
Famous Famiglia It will soon set up stores in Europe, as well. Famous Famiglia focusses on captive market sectors like airports, motorways, universities, shopping centres, casinos, stadiums and theme parks for setting up its stores.
The chain is looking at opening its first outlet at Bangalore airport. It has also identified metro cities of Mumbai, Delhi, Hyderabad and Chennai for setting up its network in the initial phase.
Playing down the competition from well known global pizza chains like Pizza Hut and Dominos, Kolaj said, "The key for new entrants in any business is differentiation and we believe that our offerings will make us stand apart from the rest of the competition. For instance, we have something called 'Pizza by the Slice' - each slice of a pizza can have a different topping giving you variety at the same cost."
According to Kolaj, 'Famous Famiglia' would like to grow on exclusivity and product differentiation than big ad spends, says the report in Indiaretailbiz.com.
Judging from the immense popularity gained by a couple of pizza stores opened in Delhi and Mumbai, the concept of Pizza-by-the slice which has been prevalent in Italy, US and several other countries for decades seems to be a sure formula for success if the quality is good. |