SFC to invest Dh60m to open 25 outlets

Hospitality chain SFC Group has announced that it will invest Dh60 million to expand its Quick Service Restaurants, or QSR vertical SFC Plus in the UAE.
The company proposes to add 25 new SFC Plus restaurants over the next four years to capitalise on the growing popularity of QSR in the UAE and consolidate its presence in the country.
In this year the company will open four restaurants across Abu Dhabi, Dubai and Sharjah. SFC Plus has recently embarked on a new brand campaign and unveiled its mascot called Captain Cluck.
The campaign features a music video "Life is Awesome" that celebrates life and represents the attributes of SFC Plus, which is about bringing good food to life.
K. Muraleedharan, chairman and managing director, SFC Group said: "The QSR segment in the UAE represents a terrific opportunity for us with an emergent young population and growing disposable incomes, resulting in higher propensity among consumers to socialise and eat out. SFC plus is an established and popular brand in the UAE given its quality and service. The brand's popularity stems from its customisation to suit local tastes and flavours that resonate across all our customers."
"The Dh60 million investment into new restaurants will help us provide better accessibility to local communities across the UAE. The new mascot Captain Cluck will be the face of SFC Plus going forward and we believe that the mascot as well as our music video Life Is Awesome will resonate with people and position the brand uniquely in the minds of consumers.''
SFC Plus currently has 26 restaurants spread across the UAE. The first SFC restaurant in the UAE was opened in 1993 in Abu Dhabi. SFC Plus is more than just a traditional QSR with its unique approach in offering a wide variety of popular food items including skinless fried chicken, freshly baked pizzas, burgers, sandwiches and fresh salads, customised to fulfill distinct customer preferences. SFC Plus has expanded its operations in India and currently has six restaurants. The brand is planning to increase its footprint by opening five more restaurants in India during the next one year.
SFC Plus's music video Life Is Awesome is based on the positive aspects of Life and reiterates the happiness factor through the animation character Captain Cluck. The video highlights the need to focus on the little things that makes life awesome in spite of adverse situations. The music video has been initiated and developed by Shiboo Shamz, Head Of Marketing, SFC Group. Albey has conceptualised and directed the same. The music director is Mujeeb Majeed and Piyush Kapoor is the singer. SFC Plus's relentless focus on quality, benchmark service and innovation makes the brand a compelling proposition. - business@khaleejtimes.com