MAM
‘Five Star Chicken’ to use radio as one of the pillars for building its brand
BENGALURU: Thai food retail major The Charoen Pokphand Foods Limited Indian subsidiary CP India Foods, (CPIF) plans to use radio as one of the main three pillars for brand building and mass media communications for its restaurant chain brand ‘Five Star Chicken‘ reveal company sources. The other two pillars are social media and sampling at ground events.
To that extent, CPIF has brought on board Big FM Bangalore as a radio partner and procured around 12 radio spots per day for a 45 day period on the station. “Typically, we plan to run a campaign for around 45 days, with a 15 day break, before commencing another radio campaign,” revealed the source.
“This time around, the campaign coincides with the launch of our first Five Star Café in India. We will be opening our next Five Star Café in Bengaluru shortly and plan to have around six Cafes by the end of this year. Our tag line is ‘Happy things happen in happy places‘. We ran a teaser campaign for the Five Star Cafe on the 16th, 17th and 18th of this month and then revealed the brand on the 19th. Big FM has a kiosk at our Café and will be broadcasting live from here this evening.”
“We might look at other radio stations also. For online, we have had contests in place on Facebook and the winner of the best cheer won a one year supply of Chicken, we have more contests in place,” he added.
“We plan to use other mediums of mass media communications over the next few months once our store count in South India increases. Print is another medium that we are looking at quite seriously.”
“Typically, a Five Star Chicken outlet brings in revenues of about five Lakh rupees per month, through the campaigns, we think that revenues may grow by 15 to 20 per cent,” said the source further.
The company started selling its Five Star Chicken products in Bengaluru through small mom and pop type outlets of 100-300 square feet area during the latter part of 2012. Since then, CPIF has upped the number of outlets to 30, 10 of which are company owned. By the end of this year, CPIF plans to have about 80 outlets in the garden city and about 15 in Chennai. By end 2014, CPIF will have about 150 outlets in these two cities and over a three year period, it has planned for 300 outlets, including a few in Hyderabad.
Five Star Chicken is one of the subsidiary food companies and brands of The Charoen Pokphand Foods, a first Thai multi-national conglomerate with over $10 billion business in agro-industry and food in many countries across the world. Five Star Café is its first concept store in Bengaluru.
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI: Jubilant FoodWorks Limited has landed in a tax tussle after receiving a GST demand of Rs 47.5 crore from the office of the additional commissioner of CGST and central excise in Thane, Maharashtra.
The order, issued under the provisions of the Central Goods and Services Tax Act, 2017, relates to an alleged incorrect classification of certain services under the category of restaurant services. According to the tax authorities, this classification resulted in a short payment of goods and services tax for the period between the financial years 2019-20 and 2021-22.
The demand includes Rs 47.5 crore in GST along with an equal amount as penalty, in addition to applicable interest. The order was received by the company on March 13, 2026.
In a regulatory filing to the BSE Limited and the National Stock Exchange of India Limited, the company said it disagrees with the order and believes its arguments were not adequately considered.
The company is preparing to challenge the decision and plans to file an appeal. It added that once the redressal process is complete, the demand is likely to be dropped.
Despite the sizeable figure attached to the notice, the company said it does not expect any material impact on its financials, operations or other activities.
The disclosure was signed by Suman Hegde, EVP and chief financial officer, who confirmed that the company received the order at 19:06 IST on March 13 and has already initiated steps to contest it.
The development places the quick service restaurant major in the middle of a tax debate that could hinge on how certain restaurant-linked services are classified under GST rules. For now, the company appears ready to take the matter from the tax office to the appeals desk.
