Fatburger, an international Hollywood celebrity-driven brand, has entered into Pakistan’s 200 million consumer market by embarking on a joint venture (JV) with its local operator BIL Foods.
With Fatburger contributing its brand, the BIL Foods would invest about Rs 800 million by setting up five Fatburger stores in various urban centers of Pakistan over next three years.
On January 4, last Friday, the Fatburger and BIL Foods, launched its first food outlet in one of the largest shopping centers of this metropolis. The ceremony among others was attended by Chairman and Chief Executive Officer of Fatburger Andrew A. Wiederhorn and CEO BIL Foods Samiullah Mohabbat.
A handout distributed to the media quoted Andrew as saying that the JV would initially develop five stores in the country. He said while the Karachi outlet was opened it would be followed within next 90 days by Fatburger’s flagship store in Lahore.
The Karachi store, he said, had a capacity for at least 135 diners, while that of Lahore would have the space for more than 200 people. Islamabad happens to be next destination for a third Fatburger’s food outlet.
On the occasion, CEO BIL Foods Samiullah Mohabbat said Friday’s launching was the start of a three-year project in which his firm would be investing about Rs 800 million to open five more stores across Pakistan. The project, he said, would generate at least 300 employments in the country.
Asked about his view of Pakistan’s uncertain security situation, Andrew said security being prime concern of every investor was important.
He said regions across the world were braving severe social and politico-economic crises. But, he said, despite all odds the people still cold not rid themselves of the pressing need to eat quality food.
About Fatburger’s quality standard, Samiullah said the company would import beef for being used in its burgers from the United States while the yellow onions would come from Spain.
To a question on using Pakistani meat, he said there was no organized livestock farming in the country that could provide Fatburger with lean meat of the grain-fed animals the company uses in its burgers.
Andrew also dispelled the impression that Fatburger’s food items must have a lot of fat saying the lean beef used by the firm had fat next to zero.
He said Fatburger never used frozen meat or other stuff be it the beef or other ingredients is used in our burgers. Everything we have is fresh,” said he.
The Fatburger chairman said his side was bringing the world’s best-rated quality burgers to Pakistan. “I am firm that the consumers would come to find a new standard for what a quality burger is,” he hoped.
That’s one fat burger!
