Republic of Chicken

Chandigarh-based Alchemist, with diverse interests in steel, realty, healthcare, floriculture, food processing and information technology is now setting up a quick-service restaurant (QSR) chain called Republic of Chicken across the country with a total capital outlay of Rs 750 crore. The group has also signed up former Bollywood superstar Mithun Chakraborty as its brand ambassador.The plan is to roll out at least 1,000 outlets pan India over the next couple of years.Alchemist is adopting three formats — 200 sq ft outlet only for takeaway and home delivery, 600-1,000 sq ft eateries that can seat 10 to15 people in addition to home delivery and takeaways, and 3,000 sq ft QSR with 65-70 covers. The last format will have a separate sub-brand ‘Diner’.
The first “Republic of Chicken” outlet will be inaugurated in Delhi on July 6. The company has already firmed up as many as 80 properties in the national capital region. In the first phase, Alchemist will have at least 50 exclusively company-owned outlets, but eventually they’ll take the franchise route also.These outlets will essentially be serving various chicken Dishes.However, the Diner outlets will also have some specially-crafted vegetarian cuisine. The chicken will be sourced from group’s own chicken processing unit in Chandigarh. Alchemist has also lined up large farmhouses so that they can eventually source the vegetables also.