“pulse” chain of restaurants goes International Opens its first International restaurant at London

Pulse Foods India Private Limited, the first pan-India chain of quick service restaurants serving Indian food, made its foray into the global arena by opening its first international restaurant in London. Announcing this at the formal restaurant opening, Mr. Neeraj Jain, CEO, Pulse Foods India Private Limited, said that the London pulse restaurant that has come up in West 12 Mall at Shepherd’s Bush has already begun serving customers.

Pulse London has 70 covers spread over 1700 sq feet. The first pulse in an international locale is open from 11.00 am to 11.00 pm and has “an all-day dining and take-away menu”. Home delivery is also be available from the restaurant during this time.

“pulse core philosophy of ‘In India, Time changed everything but the Food’, is exemplified in our offering for the international audience. We bring to the UK market a restaurant that presents authentic Indian Food, developed with care and fine-tweaked to serve the international customers. Our International Foray is also a vindication of our belief in putting in place an excellent supply chain and testing it over and over again. It ensures that we are able to serve the same standardized, wholesome and great tasting food across the globe’, says Mr. Jain.

The amalgamation of Indian Food with modern food technology that allows for quick service is a USP of pulse, offering a fine dining cuisine in the quick service format. Pulse Foods maintains the strictest quality and hygiene standards, comparable to the best in the world and offer the same standardized taste across locations.

Pulse Foods researched into the eating habits and came up with a menu that is an amalgamation of the best that Indian food has to offer. After testing it across 15 locations in India and tweaking the products slightly to ensure local acceptance, Pulse Foods is sure that the model is completely scalable and pepped for growth.

Pulse Foods researched into the market and London was an obvious choice for its first International restaurant not only because “curry” is the staple food of Britons but also as per market researcher Datamonitor, Britons continue to dine out more often than their European and American counterparts, buying an average of 633 meals outside the home a year, compared with 614 in the USA, and spending an average of £1,224 a head. “We believe that the growth of Indian Food in UK is a great phenomenon that shows no signs of tapering off. London is only the first step in our growth plans for the international market and we are closely looking at other places in UK like Leeds, Birmingham, and Manchester as well as using London as our gateway to the European Market”, adds Mr. Jain

Pulse Look & Feel
Pulse is a warm, inviting oasis where a customer can come, be comfortable, place his order to an attentive and courteous staff, eat food that is wholesome, great tasting and light on pockets, and yet be on his way in half an hour’s time. At pulse, the aura of understated elegance, the colours, the tone, the texture - every single aspect of the restaurant is painstakingly created to offer a comfortable and welcoming look. The different hues reinforce the Indian appeal in an international packaging.

The décor at pulse has been developed keeping in mind a brand personality that is modern, vibrant and approachable. The use of the purple brand colour, comfortable yet plush seating contrasted great looking food shots gives the restaurant a contemporary, global feel. The Bar area has been specially developed with classy steel trimmings to the wooden look. The specially designed Pulse lamps add another dimension to the décor at Pulse restaurants across the world.


Pulse Menu
The menu comprises of starters, combos and a-la carte dishes, for both vegetarians and non-vegetarians. pulse is also amongst the foremost when it comes to segregation of the vegetarian and non-vegetarian cooking areas with a clear demarcation between the two. Again, unlike most eateries, pulse Naans do not contain eggs and the food products do not have any added colours. Whether it is Old favourites such as Dal Makhani, Kadhai Paneer and Mutton Curry, or interesting dishes like Palak Corn, Pulse serves them all. Be it the London national food, Chicken Tikka Masala, or the Prawn & Fish Curries, the Pulse Menu has it all to tingle the taste buds.

In the snacks, Chatpatey Aloo are the Indian answer to French Fries, and rolls are the paranthas rolled up with Aloo, Paneer or Chicken Tikka. These can be accompanied with Nimbu Paani & Jal jeera. These are the typical dishes that almost everybody who has a liking for Indian food enjoys, and yet one does not find them available at many restaurants.
Pulse London will for the first time have a complete Bar in keeping with local preferences. The bar has a well developed bar menu which offers wines, gin, vodka, beer, whiskey, rum and liqueurs as accompaniments to the meal. Our offering is available at costs that offer value for money and an average meal for 2 at pulse is around ₤ 8-10 per head, comparing favourably with what is available across London.
Pulse Foods already has 15 points of purchase across India. The business plan looks at different formats of retailing – viz. stand alone restaurants, outlets in food courts, carts & kiosks, etc. “We have created a brand that is well known in the areas that we operate in, a supply chain that has been repeatedly tested and is the envy of many as well as a business model that is robust and has started to show results. Now we are moving to our growth phase, where you will see pulse going all out and opening a large number of outlets within a short time”, adds Mr. Jain.

For Pulse Foods, London restaurant is just the window to the European market and its first step in the international arena. “We are studying the European market closely and will shortly look at new outlets across Europe. In the middle-east we have already tied up with our partners and will be ready to launch our offerings in Muscat, Abu-Dhabi & Dubai shortly”, says Mr. Jain.

London Restaurant:
pulse
West 12 Mall
Shepherd’s Bush,
UK
Ph: 020 8742 9676 / 8749 0101

About Pulse Foods India Private Limited:
Pulse Foods India Private Limited is the Greenfield hospitality venture of the Poddar Heritage Group. Pulse Foods has set up an eponymous branded chain of restaurants “pulse” serving Indian food in the quick service format across the country and plans to become the first global chain of North Indian restaurants.

The Pulse mission is to create, develop and build a first of its kind, internationally recognized Indian food brand providing standardized, hygienic, quality, tasty, Indian food at reasonable prices. Since the first restaurant was launched on 23rd of May 2005, Pulse has already opened 15 outlets (points of purchase) across India at Delhi, Noida, Gurgaon, Ghaziabad, Faridabad, Ludhiana, Lucknow, Bangalore, Pune & Mumbai.

For more information, please contact:
Dr. Abha Azad / Milton Singh
finesse PR
91 11 27018630 / 27013586 / 27022460
abhaazad@finessepr.com / milton@finessepr.com