AL-BAIK Double Brand Launch Signals a New Phase in Indian QSR

AL-BAIK double brand launch marks a significant milestone for Albaik Foods Corporation Pvt Ltd as it unveils two entirely in-house fried chicken brands—Crikken® and Cook-du-Coo®. The launch reflects the company’s belief that innovation and segmentation are critical to building sustainable, scalable food brands in India’s fast-evolving quick-service restaurant (QSR) industry.

Importantly, the company clarified that this is not an acquisition or association. Both brands have been fully conceptualised, developed, and are owned by Albaik Foods Corporation Pvt Ltd.

A Strategic Dual-Brand Approach

With the AL-BAIK double brand launch, the company has adopted a dual-brand strategy to address distinct consumer needs instead of a one-size-fits-all model. Each brand operates with its own identity, positioning, and growth roadmap, while sharing AL-BAIK’s core pillars of taste consistency, hygiene, and operational excellence.

This approach allows Albaik Foods Corporation Pvt Ltd to scale across multiple customer segments without diluting brand clarity.

Crikken®: Premium, Cricket-Inspired Fried Chicken

Crikken® represents the premium end of the AL-BAIK double brand launch strategy. Inspired by India’s deep-rooted love for cricket, the brand is designed to deliver a bold, high-energy dining experience.

Key elements of Crikken® include:

• Premium-quality fried chicken crafted for discerning tastes
• Stadium-inspired branding and modern interiors
• A youthful, aspirational brand personality

Target audience: Urban consumers, food enthusiasts, and premium QSR customers who value experience as much as flavour.

Cook-du-Coo®: Affordable, Everyday Value Brand

At the mass-market end of the AL-BAIK double brand launch is Cook-du-Coo®, a pocket-friendly fried chicken brand focused on daily consumption and accessibility.

Key highlights of Cook-du-Coo® include:

• Smart, value-driven pricing
• Fast service and operational efficiency
• Consistent taste designed for repeat consumption

Target audience: High-footfall locations, emerging markets, and value-conscious consumers seeking a reliable everyday food option.

Innovation Across Segments

By addressing both premium and mass-market segments, the AL-BAIK double brand launch keeps Albaik Foods Corporation Pvt Ltd positioned at the centre of QSR innovation. The strategy allows the company to experiment, expand, and scale while maintaining strong operational control.

Both brands are backed by AL-BAIK’s years of experience in the QSR sector and its expanding footprint across India and select international markets.

Long-Term Vision and Growth

The AL-BAIK double brand launch reflects the company’s long-term vision of building future-ready, scalable food brands. Crikken® and Cook-du-Coo® are expected to play a critical role in strengthening the company’s presence across diverse market segments as it continues to expand.

For official updates, franchise opportunities, and announcements, Albaik Foods Corporation Pvt Ltd encourages stakeholders to stay connected through its official channels.

Official Website: www.albaikfoods.in

The Bottom Line

AL-BAIK double brand launch demonstrates how thoughtful brand architecture can unlock growth across premium and value-driven QSR categories. With Crikken® and Cook-du-Coo®, Albaik Foods Corporation Pvt Ltd is setting the foundation for the next phase of fried chicken innovation in India.