Hardees goes to Multan
A new era of fast food culture was witnessed by Multan, with the opening of fast food chain Hardees. The chain intends to break the class barrier in south Punjab, where a larger percentage of the 60 million population lives in the rural areas. The Hardees management hopes to introduce a culture of fast food in the region.
“It gives me great pleasure to announce that Hardees is opening in the historic and culturally vibrant city of Multan. This is what the people of Multan have been waiting for and we are here to deliver just that,” said Sohail Yousaf, CEO Muhammad Din Sons (MDS) Foods Private Limited.
MDS has signed an agreement with Carl Karcher Enterprises (CKE) Restaurants Inc, a group operating Hardees internationally, to further open 10 Hardees outlets in South Punjab and Khyber-Pakhtunkwa within the next three years.
“We had more than 500 customers registered even before the official launch just from Multan,” said Qudsia Manzoor, the assistant manager brand and marketing at Hardees. “We deliver premium products and services to our guests — factors which give us an edge over our competition. We are here to make Hardees the destination of choice for burger enthusiasts.”
“Our burgers are charbroiled to seal in the flavour and give a thoroughly satisfying dining experience that is truly ‘pleasure beyond measure’,” she added.
Also present at the launch was CEO of Durrani Associates, Mujtaba Durrani, the man behind the interior and exterior designing of the restaurant in Multan. “We have focused on providing maximum luxury for the citizens of Multan, especially families. Children can come here and enjoy themselves as a comfortable environment has been created for them,” he told The Express Tribune. “Hardees intends on maintaining and improving its quality throughout the world,” he said.
The public is enthusiastic and views the opening as rather unexpected because they feel organisations usually aim for larger cities first. A Hardees fan at the opening said, “Their decision to select Multan before Faisalabad, Rawalpindi and Gujranwala has made us proud and we are thankful for that.”
The chief guests at the launch were Commissioner Multan, Khurram Ali Agha and District Coordination Officer Multan, Zahid Akhtar Zaman. They told The Express Tribune that the restaurant opening is a good addition to the more desi food culture of southern Punjab and will definitely be appreciated.
Published in The Express Tribune, July 19th, 2012.
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WOW,
Am happy for this new outlet in Multan, though its very odd that here in Karachi there is just one branch and that too very far off, it would be more convenient if a branch is opened ner Clifton side as well. Related to embracing junk food , i wouldnt really agree as we dont have entertainment spots much so these outlets for food are substitute for a gathering. Having such stuff sometimes is not bad.
http://goo.gl/vZ6vu
You know, you travel the world and one of the few things people LOVE from Pakistan is our food. Moreover, the most frowned about (albeit sill popular) food around the developed world is, yes, junk fast food. Why, Pakistan, Why?
I am going to stand outside KFC here in Islamabad and give their customers coupons for free lunch at a Pakistani restaurant to drive them away from junk food. There are so many rumours about hazards of vaccinations, can't the rumour mill for once create a deterrent rumour against fast food? It's an obvious zionist conspiracy can't you see?
Ahhh...fast food the junk food. Europeans are trying to get rid of that but our society is embracing it like a holy food. Instead of discouraging people, the media portrays fast food as stylish, food of elites hence the menace of this junk food is spreading.
To be honest dont know what this fuss about Hardees is all about - food was pale and the sitting area resembles a wedding hall from 90's noisy and very chaotic to say the least - I'd have better experiences of fast food elsewhere and quality is far more better than this american franchise !
please expand in karachi, its really hard for people of defence and clifton to approach hardees.
Punjab seems to be the only place where businesses can safely set up and expand.