The ambience can be encapsulated in four words, typical fast food joint.

THE "thunder thighs" and the "sweetest legs in town", advertisements which raised many a feminist hackle, drew crowds to the latest quick service restaurant in Chennai, the Prime Roaster.

Mr P. Pandiyan, Chairman, Prime Roaster Restaurants and Franchises (P) Ltd, said that this was the first outlet in India and the company has opened outlets in Anna Nagar,Besant Nagar and Spencers Plaza(Mount Road) in Chennai. They hope to open smaller kiosks soon.

The company is a joint venture promoted by two Indians and two NRIs. Prime Roaster has imported most of its machinery from Malaysia, France and Italy.
The company sources the chickens from C.P. Farms on the outskirts of Chennai. Mr Syaril Abdullah, Technical Director, Prime Roaster, said that C.P. Farms is a well-known brand in Thailand and has an abattoir of international standards.

The farm, maintains high standards of hygiene and the broilers are fed only on soya and corn. The chickens supplied to the restaurant are no more than 1.2 kg in weight. The birds are supplied to the outlets from a centralized chilling plant in Madipakkam, which has the capacity to supply ten to 15 units in the city.
All other food at Prime Roaster, including patties, nuggets, Bolivian coffee, soup, and chocolate is imported from Malaysia. The packaging for takeaways is also imported. The company hopes to promote different flavours of soya milk.

Prime roaster has lived up to the hype. The exclusive chicken eatery offers roast in two tasty flavours, among other items.
The teaser ad "thunder thighs" had a terrific impact on Chennai! Protest letters from outraged citizens flooded the `Letters to the Editor` columns in newspapers. This highlights the truism, "any publicity is good publicity". This drew the public to Prime Roaster counters. Ambience can be encapsulated in four words, typical fast food joint.

A suggestion for improvement: install more exhaust fans. But one can easily get used to the hot oil smell. Besides, the service is good enough to make one forget minor irritations. Conscience can be a major problem if you love food. Since a roast is safer than a deep fry, I ordered with abandon. Never mind the few nuggets and drummets that happened to sneak into the list.

On the brighter side, there was the Prime grilled corn.. This is a don’t- miss- item. Tender and well-seasoned, it is a good buy. Coming back to the star of the show, the roast comes in two flavours — golden roast and black pepper. Both are tasty.

The chicken story does not end in the grill here. There is also fried chicken, nuggets and drummets.
With all those health experts bent on spoiling the fun for the rest of the world, it is difficult to go to a fast food joint without fear. For all those on a guilt trip, Prime Roaster is the answer. You can have your cake…ooops! chicken and eat it too!

Prime Roaster
90,Luz Church Road
(Above Old Lifestyle)
Alwarpet
Ph: 24982841