July 7, 2021
In metropolitan regions, the milkshake company is gradually implementing the cloud kitchen concept. Keventers currently has 150 stores.
Keventers, an ice cream and milkshake company that used to operate out of quick-service restaurants (QSR), is changing its business strategy to focus on cloud kitchens in urban areas, while developing large-format locations in tier II and III cities.
“The pandemic has led to a lot of evolutionary changes, especially, in the way we do business,” said Agastya Dalmia, Co-Founder and Director, Keventers.
Keventers QSRs are currently 100-150 square feet in size, but the company aims to open a few outlets in tier II and III cities that are 600-800 square feet in size.
“We believe that consumers in major areas such as New Delhi and Mumbai are spoilt for choice with alternatives such as malls, but in smaller places, there are not many opportunities to rest and relax,” Dalmia said. “As a result, we intend to open larger stores with diverse cuisines in these towns.”
It intends to start with one store in each location and then progressively expand. In these locations, the menu would include more dessert and savoury meal items.
Keventers has partnered with e-commerce and payments platform DotPe to offer a direct-to-consumer platform, and it has also opened cloud kitchens in collaboration with cloud kitchen operators such as ZFW Hospitality. The focus for its ice cream brand Ice Creamery will be mostly virtual, and the player has introduced the brand through 70-80 virtual sites in the last three months. “We plan to double this in the next six months,” said Aman Arora, Co-Founder and Director, Keventers.
The company, which has recently closed several franchise locations, intends to focus on deliveries through the cloud kitchen concept in metropolitan areas. It currently has 150 locations. Currently, the company services 5,000-6,000 orders each day using food aggregators such as Swiggy and Zomato.“Going forward, we are looking at a strategy that balances numerous channels,” Arora stated.
It would consider a three-pronged strategy that includes direct-to-consumer, cloud kitchens, and fresh concepts like expanding the floor size of our stores and making them more experiential, he added.