- February 9, 2022 / 10 min readThe QSR chain is also aiming at expanding its portfolio beyond Momos, Desi Chinese and Chicken soon, by means of acquisitions too.
India’s homegrown multi-brand QSR chain Wow! Momo Foods has announced the launch of its 3rd QSR brand Wow! Chicken.
With this brand it aims to provide consumers with a choice to move beyond the traditional palate with the latest fried and grilled delicacy offerings.
"At Wow! Momo and Wow! China - we have realised that the only way to win the consumers heart; is to make food fun. Wow! Chicken is all about adding fun and innovation to the existing category of fried and grilled chicken,” shared Sagar Daryani, CEO & Co-Founder of Wow! Momo Foods Pvt Ltd by pointing that leaders in the category have been serving the same taste and no change for years.
It also owns and operates two of the country’s largest home-grown QSR brands - Wow! Momo and Wow! China.
Through their latest offering, the company aims to tap into the Indian organized fried chicken industry, which is estimated to reach a valuation of INR 5,000 crore by 2025.
As per the release, with this brand they are planning to offer mouth-watering dishes such as fried chicken, grilled chicken, burgers or loaders as they call it, Paneer tikka grilled, Veg & Chicken SnackJacks or the smaller burgers, cheese coins, shammi kebabs and range of biryani rice bowls to name a few.
The company has already launched its first outlet in Kolkata on 26th Jan and it plans to open over 50 outlets across major cities of the country by end of this year.
“The starting point of our journey was a tour to one of the competition’s outlet and being appalled by the artificial flavours and MSG used! Therefore we began our journey to innovate at create Wow! Chicken. At Wow! We pledge to make food good! And our newest brand is a display of that passion and rigour,” added Muralikrishnan, CMO of Wow! Momo Foods Pvt Ltd.
The QSR chain is also aiming at expanding its portfolio beyond Momos, Desi Chinese and Chicken soon, by means of acquisitions too. “The brand is in conversation with a few prominent national players for acquisition,” added Daryani who raised over USD 15 Million led by Tree Line Investment Management, making Wow! Momo QSR Chain with a valuation of over INR 1225 crores.
It also made its foray into FMCG space, launching ready-to-eat momos to make momos which are accessible to individuals anytime and anywhere. The ready-to-eat momos are available in Big Basket and as well as other e-commerce channels and modern trade platforms.
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