by NR INDRAN (INT)

Jumboking, the quick service restaurant chain that has captured the imagination of the city youth has achieved yet another milestone. It now serves you a vada pav in an air-conditioned environment.

Almost 10 years ago, when the brand had launched in Mumbai, it had introduced hygiene into the product. Of course, the hygiene levels in an air conditioned improve many fold as the store is not directly exposed to natures elements of dust and heat.

The international chains look much cleaner partly due to the reason that they work in enclosed environments. Now, a decade of innovation later, Jumboking, Mumbais very own ᳮack on the move⠨as gone a step ahead in giving the youth a ‘cool’ environment.

Says Dheeraj Gupta, MD JumboKing Foods Private Ltd; “brands have to become more aspirational with time; they have to move forward with the exposure levels of their customers.

We feel that now the time is right and the market is ready to accept that vadapav can be sold from an ac store without getting intimidated from entering into one.伯span>

The regular Jumboking in the airconditioned store is now at 12 rupees. Chiraj Doshi, a management student from Borivli says, “its totally worth it considering that we spend about 10-15 minutes in an airconditioned environment eating the product.

The music played in the store is great and we feel proud that we have our very own world cl-ass brand that serves us our favourite food.”

The stores are all getting airconditioned and all the new franchisee stores will be the same too. Says Dheeraj, ” Indian food has the variety to create many such superbrands.

JumboKing is just the beginning of this exciting journey.”

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