Topics: McDonald's, Fast food restaurant, Hamburger Pages: 53 (12620 words) Published: December 21, 2012


To identify and analyze the marketing strategies of the three fast food chains:

1. McDonalds

2. Wimpys

3. Nirulas

Under the fast food market.

Analyzing the performance of the above chains since the past five years.

Making a comparative analysis of the above three restaurants.

Identifying the recruitment and selection procedures adopted by the stated restaurants at :

4. Managerial

5. Supervisory

6. Clerical and

7. Operational level (Operations comprise an important part in any restaurant).

Conducting market research study to determine :

8. Percentage wise consumer preferences

9. Frequency of visit at each of the stated restaurants

10. Identifying unique factors that attract people to the stated restaurants.


Information regarding the organisation, 4P’s of marketing, and consumer preferences has been obtained through :

a. Primary Sources

b. Secondary Sources.

Primary Sources

i. Marketing personal, PR personnel of the concerned organisation were approached to obtain in formation about the concerned subject (Sample questionnaire on the next page). McDonalds marketing and other details had to be obtained indirectly through its public relations firm since direct accessibility to the corporate office was not possible.

ii. Market research study was conducted in order to find out percentage wise preferences of the stated fast food restaurants.

Secondary Sources

i. Internet

ii. Libraries such as CII and PHD House

iii. Articles from A & M and economic times

iv. Company brochures, literature and pamphlets.

Based on the information obtained from the above sources concepts were developed on which analysis could be made.

Conclusions and recommendations have been thereby given after a thorough evaluation of the marketing strategies of the three restaurants.

Origin of the fast food market in INDIA

Traditionally over the ages, fast food for the average Indian customer meant having breads i.e., paranthas, rotis etc. with sabzi or achaar. These were the traditionally available snacks or in the form of samosas etc. All the items were available at the roadside dhabas or the local sweet shops. There were no established eating places or restaurants for the average Indian customer.

It was the Nirulas family way back in 1920’s that started the trend of opening good eating places in the city. Nirulas initially when they entered the restaurant business, were more into catering and hotel business. It was only in the late 50’s and early 60’s that they decided to open up a restaurant serving snacks and fast food. By 70’s they had a pastry shop, snack place and Hot Shoppe. This started the trend of eating joints in the city and over the country. Nirula’s was considered to be the pioneer in fast food business. Seeing its success in the country other local fast food joints and restaurant started coming up in the 80’s. With the coming up of these local joints Nirulas was not left behind. It had a well-established fast food chain over the next decade. However seeing the potential in the country in the 90’s due to the changing life styles, the established chains world over made their entry into the Indian food market. However the tastes and the style of the kind of food which these MNC’s we offering the Indian customer has been made familiar to him by Nirula’s only.

Although the concept was introduced to the Indians way back, but in the true sense market for fast food has been developed only after the entry the various MNC’s starting with Wimpys to McDonald’s, Pizza Hut, TGIF, Dominos etc., with many more to come over the next few years.

The Indian Fast Food Market - An Overview

Upto the year 1995 Indian food market was predominantly dominated by the traditional dhabas, potential restaurants in the...
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