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Submitted by: Gunjan sobti
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o Known as Quick Service Resturaunt (QSR)
o Prepared and served quickly
o Take out / take away
o Relatively low capital requirement
o Different from traditional food
o Examples : Hamburger, french fries,etc.
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o Many women now work
o Increased numbers of single-parent households
o Long distances to school
o Usually, lunch times are short
o Especially on weekdays, fast food outside home
only solution.
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o It entered India (Delhi) in June 1996
o By Jan 2001 pizza hut had 19 outlet across India
o Presently it has 142 outlets in 32 cities in India
o Pizza Hut is the largest pizza restaurant company in
theworld
o It has 12,000 outlets in 90 countries
o Employing more than 300,000 people.
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o Pan in your name
o Pizza pooch menu speacial pooch for children
o 1 Rs. Pan deal
o Bara nahin to tera [ on time or free ]
o Reduction in price
o Ads. On T.V. Channels from July 2001
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o Pan in your name
o Pizza pooch menu speacial pooch for children
o 1 Rs. Pan deal
o Bara nahin to tera [ on time or free ]
o Reduction in price
o Ads. On T.V. Channels from July 2001
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o Buy 1 get 1 free
o Ads on T.V. ( Hungry Kya )
o Tie up withM.T.N.L . & discovery channels
o DatabaseMarketing.
o Non traditional outlet
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o McDonalds entered India in 1996
o McDonalds India has a joint venture with Connaught
Plaza Restaurants and Hard Castle Restaurants.
o Connaught Plaza Restaurants manages operations in
North India whereas Hard Castle Restaurants
operates restaurants in Western India
o Today it has 169 Restaurants across india
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oIn 1997 slashed prices for vegetable nuggets and soft serve
cone.
o In September 2001, they offered Veg surprise burgers for
Rs17.
oMarch 2004 Aap ke zamane mein, baap ke zamane ka
daam.o Started offering value meals in a range of prices.
oEnsure affordability and attract widest section of
customers.
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o Brought the customer and provided a range of entry-
level products.
o Try those new items and graduate to higher-rungs
E.g- if a customer starts with McAloo Tikki, he will
finally graduate toMcVeggie and so in Non veg
o 25% reduction in prices for lunch and dinner menus
in 2009.
o Intensive advertising aimed children
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o Entered India in 1995.
o Because of KFC not adhering with the Prevention of
Food Adulteration Act, 1954 and certain other mistakes ithad to
leave India.
o In 2003 it again came back with revised strategies and
willingness to improve its earlier mistakes.o Since then KFC has
a strong presence in 11 cities of
India with around 50 stores.
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o Product is pressure-fried pieces of chicken made
original recipe
o Products are generated based on the
geographical locations.
o KFC takes feedback from customer to know
the customer demands improvements in
products.
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o KFC enters using market skimming.
o Products are priced high and target the middle to
upper class people
o KFC has a monopoly in fried chickens.
o KFC has an upper hand in pricing their fried
chickens.
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o KFC new company jingle, finger licking good
frequent announcement on televisions, billboards,
flyers and radio.
o Sponsorship to strengthen an organizations image
o KFC is currently the sponsor of the West Indies
Cricket Team.
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S.no Fast food resturants Market share
1 MC Donald 45%
2 Pizza hut 27%
3 Dominos 30%
4 KFC 28%
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