Jubilant FoodWorks Limited enters Biryani business with brand, Ekdum!

Jubilant FoodWorks Limited (JFL), the food service company that operates the Domino's Pizza and Dunkin' Donuts restaurants in India, on Wednesday announced the launch of a new restaurant chain selling Biryani under the brand - Ekdum!. Through this launch, the company wants to capitalize on the popularity of the rice-based dish among Indians.

Ekdum! is starting with three restaurants in Gurgaon that will be operational for delivery, takeaway and dine-in. Jubilant FoodWorks has plans to open more restaurants in NCR over the next few months, the company said in a regulatory filing at BSE.

It further said that for drive convenience and ease of ordering, Ekdum! offers an easy-to-use App, mobile website and desktop website.

Speaking about the launch of the new brand, Mr Shyam S Bhartia, Chairman and Mr Hari S. Bhartia Co-Chairman, Jubilant FoodWorks Limited said, "In line with our strategy of portfolio expansion, we are delighted to introduce Ekdum!, our new venture in the Biryani category. We see strong potential in this segment and are confident that Ekdum!, with its sharp and differentiated proposition will create a strong position for itself in the market".

Sharing his views on the launch, Mr Pratik Pota, CEO and Whole-time Director, Jubilant FoodWorks Limited said, "Ekdum! is our foray into the exciting world of Biryanis. With an extensive, curated range of high-quality biryanis from across the country that are priced affordably, Ekdum! will help grow the category and add another engine of growth for JFL."

Offerings by Ekdum!

Ekdum! Will offer the widest variety of biryanis from across India to choose from. The chefs at Ekdum! have brought together a selection of twenty different biryanis curated from various parts of India using authentic ingredients that bring out the unique flavours and signature tastes associated with the region.

The range of biryanis includes amongst others Hyderabadi Nizami Biryani, LucknowiNawabi Biryani, Dindigul Biryani, Kolkata Biryani, Butter Chicken Biryani, Egg Biryani, Paneer Makhni Biryani, and Tawa Chicken Biryani.

In addition to biryanis, customers will also be able to choose from an extensive range of Kebabs, Curries, Bread, Desserts and Beverages. There will also be a range of raitas and chutneys that will serve to complement the food.

The dishes from Ekdum! will be prepared in open kitchens maintaining the highest standard of hygiene. Customers will be able to witness the safety protocols that are being practised in the environs of the restaurants. The kitchens will also have separate, demarcated sections for Vegetarian & Non-Vegetarian cooking.

Ekdum! will be affordably priced with biryani prices starting from Rs.99 that will offer unbeatable value for money to customers. These biryanis and other delicacies will be served in a special Dum Seal packaging, which is eco-friendly, tamper proof and microwave friendly that locks in the flavour and aromas keeping them fresh and safe.

Jubilant FoodWorks operates 1,264 Domino's Pizza restaurants across 281 cities. It has the exclusive rights to develop and operate Domino's Pizza brand in India, Sri Lanka, Bangladesh and Nepal. Apart from that, it also operates 26 Dunkin' Donuts restaurants in eight Indian cities. Last year, the food services company announced its foray into casual Chinese dining with the launch of Hong's Kitchen. The brand has five restaurants in two cities.