Popeyes India has strengthened its expansion strategy in India with a focused approach towards premium retail locations, product differentiation, and customer experience as the brand targets 250 stores across the country over the next three to four years.
The fried chicken quick-service restaurant brand, operated in India by Jubilant FoodWorks, currently operates more than 70 outlets and is aiming to achieve a Rs. 1,000 crore revenue milestone. After expanding across Bengaluru, Chennai, Hyderabad, Mumbai, Punjab, and Delhi, the brand has now entered Pune with three new outlets located at Phoenix Market City, Seasons Mall, and Elpro Mall.
According to Vibhor Gupta, EVP and Chief Business Officer, Popeyes India, the company’s store location strategy plays a critical role in brand building, especially in newer markets where visibility directly impacts customer discovery.
Speaking about the expansion approach, Gupta said, “One of the things that works for a new brand, when you launch a new city, you have to be in prominent locations.” He added that the company prioritises high-visibility placements inside malls to ensure customers notice the brand immediately.
He further explained, “If you’re Domino’s, even if the logo is visible from far behind and there’s just a totem pole, you’ll be able to know where it is. But for us, it’s very important to have the right visibility.”
Popeyes has positioned its India business around product differentiation within the competitive fried chicken segment, which already includes global and domestic QSR players. Gupta highlighted four major factors that distinguish the brand’s offering: Cajun-inspired flavours adapted for Indian consumers, use of fresh antibiotic-free chicken, a proprietary breading process, and a 12-hour marination technique.
The company continues to emphasise its globally recognised chicken sandwich as a core product in India despite local market preferences for burger terminology. Gupta stated, “The iconic sandwich is what I would lead with. If you’re a non-vegetarian trying Popeyes for the first time, I would want you to try that.”
Under Jubilant FoodWorks, Popeyes has also adopted selected elements of the Domino’s operational model, including a proprietary app and in-house delivery network. However, Gupta noted that delivery infrastructure alone is no longer a competitive differentiator in the food delivery market.
“I think delivery, being able to deliver and being able to do your own delivery, is now actually table stakes. Because all restaurants have access to some or the other delivery through an aggregator,” he said. “We will win because of the customer love we will get. Because of the product that we have.”
The brand is also increasing investments in marketing and visibility initiatives. Actress Rashmika Mandanna has been signed as brand ambassador for campaigns in South India, while the company continues to use digital creators, in-mall branding, influencer marketing, and television advertising to strengthen consumer engagement.
Gupta also clarified that while promotional offers remain important for customer trials and new city launches, the brand is not positioning itself solely around deep discounting. “Brands are not only growing by just discounting and giving value. Obviously you have to give value back to the consumer. But value doesn’t necessarily mean a heavy discount,” he said.
With plans to scale rapidly from its current footprint, Popeyes India is focusing on building long-term customer loyalty through product quality and strategic location visibility as it expands across Indian cities.
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