Fast Food History

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  • 8/6/2019 Fast Food History

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    Project on Fast Food Chain

    In Pune

    By : Abbas MerchantBatch : IIPM EXE(2009-10)

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    Introduction

    Definition of Fast Food:

    Fast food is the term given

    to food that can be : Prepared and served very quickly.

    Has low preparation time.

    Packaged form for take-out/take-away.

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    History

    The concept of fast food pops up during1920s.The 1950s first witnessed their rapid

    proliferation.

    Several factors that contributed to this

    explosive growth in 50s were:(1) Americas love affair with theautomobiles.

    (2) The construction of a major new highwaysystem.

    (3) The development of sub-urbancommunities.

    Fast-food chains initially catered toautomobile owners in suburbia.

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    History

    Ancient Rome cities had street stands that sold

    bread and wine.

    A fixture of East Asian cities is the noodleshop.

    Flatbread and falafel(like Indian Vada Paav)

    are today ever-present in the Middle East.

    Popular Indian fast food dishes include vada

    pav, panipuri and dahi vada.

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    Fast Food Business

    In 2006, the global fast food market grew by 4.8% and reached

    a value of 102.4 billion.

    In India alone the fast food industry is growing by 40% a year.

    Major Fast Food giants include Mc Donalds, Subway, PizzaHut, Taco bell.

    Common menu items at fast food outlets include

    fish and chips, sandwiches, pitas, Hamburgers, fried chicken,

    French fries, chicken nuggets, Tacos, Pizza, Hot dogs, and Icecream.

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    Competition

    Dominated by McDonalds having as many as 123

    outlets.

    Dominos pizza is present in around 274 locations.

    Pizza hut is also catching up and it has planned to

    establish 147 outlets at the end of 2009.

    Subways have established around 145 outlets.

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    competitors

    Nirulas is

    established in

    Delhi and Northern

    India. However, it

    claims to cater

    50,000 guests

    every day.

    It has future

    expansion plans formore than 50

    outlets every year,

    for next three

    years.

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    Indian Fast Food Industry

    Fast food is one of the worldslargest growing food type. Indiasfast food industry is growing by

    40% a year It is reached to nearly US$ 6

    Billion in 2007 .

    Foreign Investment holds aboutone-fourth of total investmentmade in this sector.

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    Factors For Emergence

    Gender Roles.

    Customer Sophistication and Confidence.

    Paucity ofTime. Double Income Group.

    Working Women.

    Large population.

    Relaxation in rules and regulations.

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    The Project : STP

    The market consists of :

    For Children.

    For Youngsters.

    As a Family Restaurant.

    The Geographical Area would be inside the city

    The Fast Food Chain mainly targets the market as

    a premium Restaurant for children. This wouldinclude both the Children and the Family as awhole.

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    The Project

    The project of Fast food chain is to attract thechildren.

    Special activities would be included to create a

    differentiation among the big brands. There would also be some items for youngsters

    coming with children.

    Thus the main aim is to cater

    the needs of the market andto provide a classic fast food

    chain.

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    Differentiation

    The Differentiation is by way ofService.

    The following would be the

    benefits to the children. Free Games for children.

    Wi-Fi Facility for parents.

    Free Toys(Just as Mc Donalds Happy

    Meal) Burgers with shapes/Designs of the

    Favourite cartoon stars.

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    Products

    The Restaurant includes recipes like

    Ham Burgers, French Fries.

    Pizzas. Indian Cuisine like pani puri, Bhel puri

    Cold Drinks.

    Tea & Coffee.

    Sandwiches.

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    Conclusion

    Thus the project is all about concentrating on

    a certain group of customers.

    Satisfying them.

    Providing them with the best facilities.

    And then throwing the foreign players out of

    the Market.

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    THANK YOU.