Leading home-grown QSR Chain Wow! Momo Foods, which currently owns and operates two of the country’s largest home-grown QSR brands - Wow! Momo and Wow! China has announced the launch of its third QSR brand Wow! Chicken to provide consumers with a choice to move beyond the traditional palate with the latest fried and grilled delicacy offerings.  

With the presence of over 425 outlets across 19 major cities of the country, Wow! Momo and Wow! China are household names today. Through its latest offering, the company aims to tap into the Indian organised fried chicken industry, which is estimated to reach a valuation of INR 5,000 crore by 2025. Wow! Chicken will offer fried chicken, grilled chicken, burgers / loaders, Paneer tikka grilled, Veg & Chicken SnackJacks or the smaller burgers, cheese coins, shammi kebabs and range of biryani rice bowls. The first physical outlet of Wow! Chicken was recently launched in Kolkata. And plans are to open over 50 outlets across major cities of the country by end of this year. 

"At Wow! Momo and Wow! China we have realised that the only way to win the consumers’ hearts is to make food fun. Wow! Chicken is all about adding fun and innovation to the existing category of fried and grilled chicken. Leaders in the category have been serving the same taste and no change for years – Wow! Chichen is here to make fried & grilled chicken combinations Unboring and interesting. Fun and Healthy too. For the first time, guests will get a taste of the chicken without MSG, without any chicken skin and artificial colours or flavours,” said Sagar Daryani, CEO & Co-Founder of Wow! Momo Foods Pvt Ltd.  

Muralikrishnan, CMO of Wow! Momo Foods Pvt Ltd. shared that one of the reasons behind starting Wow! Chicken was the artificial flavours and MSG being used currently by some existing brands in the category.  

Wow! Momo has invested in a strong R&D team that has been able to crack great taste and great variety. “It all comes from the vision of owning a larger share of the stomach. We are following the typical house of brands model we plan to enhance BRAND WOW!’S appeal & reach by scaling up and spreading our offerings,” added Sagar Daryani. Wow! Momo Aims to expand its portfolio beyond Momos, Desi Chinese and Chicken by means of acquisitions too. The brand is in conversation with a few prominent national players for the same. 

Last year, Wow! Momo Foods, raised over USD 15 Million led by Tree Line Investment Management, making it one of the most valued home-grown QSR Chains with a valuation of over INR 1225 crores. Wow! Momos also made its foray into FMCG space, launching ready-to-eat momos which are available on Big Basket and as well as other e-commerce channels and platforms.