KFC’s India franchise operator Sapphire Foods India Ltd. is focusing on bringing customers back to restaurants by encouraging dine-in and takeaway orders instead of depending heavily on online delivery platforms. The company said in-store channels are showing signs of stability, prompting a strategic shift toward physical outlets. This reflects a broader trend in the food service industry as brands seek stronger profitability and direct customer engagement.

According to the company, dine-in and takeaway contributed 57 percent of quarterly sales, unchanged from the same period last year. Sapphire Foods said this performance was supported by exclusive meal deals and value offers available only at restaurants. By limiting certain discounts to in-store customers, the company aims to increase footfall and strengthen store-level revenue.

During the pandemic, online food delivery became the dominant channel for restaurant chains across India. Even after restrictions eased, many companies continued to rely on delivery apps to maintain growth. However, rising commission costs, pricing pressure and the need for better margins have now pushed several brands to re-emphasise direct customer visits and takeaway orders.

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Sapphire Foods executives said value-led pricing campaigns have helped improve customer transactions and same-store sales. The company is also expanding digital self-order kiosks, which are now present in around 73 percent of its restaurants. These kiosks reportedly generate higher average spending compared with traditional counter orders, making them an important part of the in-store strategy.

Chief Executive Officer Sanjay Purohit said the pricing model is not a temporary promotion but a long-term value structure aimed at attracting new users. The company is targeting “aware non-users,” meaning consumers who know the KFC brand but do not purchase regularly. Entry-level meal pricing and market-specific offers are expected to help convert these potential customers.

For consumers, the move may result in better value deals being available inside restaurants rather than on delivery apps. For the business, it signals a renewed focus on customer traffic, higher transaction volumes and improved margins. Sapphire Foods’ approach suggests that physical store visits, supported by pricing incentives and technology, are once again becoming central to growth in India’s quick-service restaurant market.

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