New Delhi: With the launch of three outlets in Pune, Popeyes India is continuing its expansion in the country’s quick-service restaurant (QSR) market, positioning the city as a key growth centre for the brand’s western India strategy.
The new stores, launched by Jubilant FoodWorks under the Popeyes brand, are located at Phoenix Market City in Viman Nagar, Seasons Mall in Magarpatta, and Elpro City Mall in Pimpri.
Speaking to BestMediaInfo.com, Vibhor Gupta, EVP and Chief Business Officer, Popeyes, Jubilant FoodWorks, said Pune had emerged as a natural choice for expansion due to strong consumer interest and the city’s familiarity with global food formats.
“Ever since we launched Mumbai, we have been getting a lot of customer love. We have actually been getting a lot of Instagram queries from customers asking when we are launching in Pune,” Gupta said.
He added that Pune’s large student population, working professionals and exposure to international cuisines made it a relevant market for the brand’s Louisiana-style fried chicken offerings.
Looking ahead, Gupta said the company is focused on expanding its footprint rapidly over the next few years.
“We want to be the fastest brand in India to get to Rs 1,000 crore,” he said. “We want to be able to open and get to 250-300 stores in the next three to four years.”
While the QSR category in Pune already has several established players, Gupta said the company’s decision to launch three stores simultaneously was aimed at building stronger visibility and awareness across the city.
“Once you open three or four stores, then it makes sense to invest in marketing to drive awareness around the city,” he said, adding that the company plans to further expand its footprint in Pune with additional outlets already under development.
The executive said location selection remained one of the biggest challenges in scaling the brand.
“For a new brand, what is most important is that we open in the right locations,” Gupta said, noting that mall inventory constraints often delay expansion timelines.
The company is also leaning heavily on digital-first marketing and creator collaborations as younger consumers increasingly discover brands through social platforms rather than traditional advertising.
“There is a shift where people are not just searching, but people are now watching reels,” Gupta said. “You just have to keep creating new content and entertaining content.”
Popeyes India has partnered with actor Rashmika Mandanna as brand ambassador and is also working with influencers and creators as part of its marketing strategy.
According to Gupta, influencer collaborations and social content have become increasingly important in driving awareness among Gen Z audiences, alongside broader digital campaigns.
The company also sees growing demand for group dining and shareable food experiences, particularly among younger consumers. Gupta said the brand’s bucket meals, flavour variety and newly launched “Dip N’ Drip” offerings are designed to support sharing occasions and experiential consumption.
At a time when several food brands are focusing on delivery-led growth, Gupta maintained that dine-in remained critical for customer engagement and loyalty.
“Delivery is relevant, delivery is growing, but it cannot be at the cost of dine-in,” he said.
"We have to be everywhere where the customer is.” The company has also invested in creating distinct in-store experiences, particularly for younger consumers seeking aesthetically designed and social-media-friendly spaces.
On the operational front, Gupta acknowledged that maintaining consistency across markets remained a challenge as the chain scales nationally. However, he said the company was drawing on learnings from Domino's, which is also operated in India by Jubilant FoodWorks.
“The teams have been training in the store for 75 days even before we opened the store to the public,” he said, adding that standardised processes, training and digital interventions were helping maintain service quality across locations.
Despite ongoing pressure on discretionary spending, Gupta believes consumers are still willing to spend on premium dining experiences if the product and environment feel differentiated.
“When the customer is indulging, you are giving them the right product experience, the right buying experience, the right dining experience or delivery experience,” he said.
The company plans to continue expanding across existing and new markets while strengthening brand visibility and operational consistency.