Number of employees at TGI Fridays India question then becomes : do you indigenise the products you sell to consumers to become successful in a particular country , or continue to import them internationally ?
FOOD AND DRINK
MARKET COMPLEXITY
At the time of writing , TGI Fridays India currently has 12 operating assets and 15 restaurants throughout the country . Managing the different complexities that each asset brings with it continues to remain as one of the biggest challenges that Jetley must overcome .
“ Across the different cities , they have different food , languages and cultural dynamics , so to cater to each city and its preference requires a lot of intuitive understanding of the market ; even within these markets those preferences are changing ,” he says .
“ You have to have your ear to the ground and have a good pulse on the markets and its changing trends , and also identify the different complexities across the cities . Not many other countries have this challenge .” TGI Fridays is recognised globally as an Americana food and beverage restaurant . As a franchiser , the
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Number of employees at TGI Fridays India question then becomes : do you indigenise the products you sell to consumers to become successful in a particular country , or continue to import them internationally ?
The answer to that question is an answer shared by both Jetley and TGI Fridays International , and it ’ s an answer dictated through the structural makeup and business model of the company .
TGI Fridays is designed in a modular way that promote efficiency and quality with American dishes . Jetley admits to incorporate more Indian foods and recipes would not be impossible , rather inconvenient .
The challenge with indigenising products stems from two elements ; consumer expectation and TGI Fridays ’ commitment to quality .
“ Consumers walk into a TGI Fridays with an element of www . tgifindia . com 35