new delhi mcdonalds is ramping up its brand extension business in india although burgers continue to be the backbone of the us fast food chain it now earns a fourth of its revenues from ice cream smoothies and coffee to speed up its brand extension business the company has started a remodelling exercise to make its stores look fastcasual in south and west india we are trying to blur the line this is what mcdonalds will look like to millennials in the future said amit jatia vicechairman of westlife development and mcdonalds partner in west and south india the burger chain has four brand extensions delivery breakfast dessert kiosks and mccafe jatia said sales value of these may touch rs 850 crore in four years along with selling burgers thats roughly the sum jatia makes from 216 mcdonalds stores in the country however i want to be clear about the fact that our brand extension lines dont cover all our restaurants we are working on it for instance we have opened 52 mccafes in three years we expect our coffee business to earn around rs 250 crore he said mccafe is a coffeehousestyle food and drink chain owned by the burger chain interestingly it has yielded more revenues for mcdonalds than its regular stores in some markets mccafes are housed inside regular mcdonalds in india jatia said he has earmarked an investment of rs 750 crore to open around 200 new restaurants in five years his company westlife development operates mcdonalds stores through its subsidiary hardcastle restaurants while westlife reported a 21 increase in revenue for the september quarter led by its restaurant business mcdonalds has been juggling with the dual problem of a sluggish economy and a legal battle with its estranged partner in north india vikram bakshi the owner of connaught plaza restaurants one of the first international quick service restaurants qsr to enter the domestic market mcdonalds was ousted from the position of the countrys largest qsr player by us pizza maker dominos in 2013 subsequently it slipped behind its us rival kfc and now resides in the third position according to a euromonitor report from august the organized qsr business in the country is poised to grow at a cagr of 25 to reach around rs 16800 crore by 2018 jatia said