The Fast Food Industry of India

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Fast Food Industry in India
Communication and Composition
Mayur Keshwani

Table of Contents
ABSTRACT3
MARKET SIZE & MAJOR PLAYERS4
MAJOR PLAYERS IN FAST FOOD4
REASON FOR EMERGENCE5
Gender Roles:5
Paucity of Time:5
Working Women:5
Large population:5
CHALLENGES FOR THE INDUSTRY6
Social and cultural implications of Indians switching to western breakfast food:6
Emphasis on the usage of bio-degradable products:6
Retrenchment of employees:6
PROBLEMS OF INDUSTRY7
Environmental friendly products cost high:7
Balance between societal expectation and companies economic objectives:7
Health related issues (Obesity):7
TRENDS IN INDIAN MARKET7
Marketing to children's:7
Low level customer commitment:8
Attracting different segments of the market:8
THE SUCCESS OF FAST FOODS IN INDIA8
Bibliography9

ABSTRACT
“There is no sincerer love than the love of food.”- G. B. Shaw The food that a country’s citizens eat is what is a major part of their culture; it’s a representative of their society. So let’s see how a country that has a very strong cultural belief that was know for its cultural heritage is accepting the new way of living, which living fast. And why is this change happening at such a fast pace breaking nearly all records of growth by an industry in any country. So lets have a look at the Indian Fast food Industry.

FAST FOOD INDUSTRY IN INDIA
Eating at home remains very much inbuilt in Indian culture and changes in eating habits are very slow moving with barriers to eating out entrenched in certain sectors of Indian society. The growth in nuclear families, particularly in urban India, exposure to global media and Western cuisine and an increasing number of women joining the workforce have had an impact on eating out trends. Which has lead us in a new era of eating “Fast Food”. The name it self says the meaning the food that can be prepared and served very quickly. While any meal with low preparation time can be considered to be fast food, typically the term refers to food sold in a restaurant or store with low quality preparation and served to the customer in a packaged form for take-out/take-away. MARKET SIZE & MAJOR PLAYERS

* Dominated by McDonalds having as many as 123 outlets. * Domino’s 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. * Nirula’s is established at Delhi and Northern India. However, it claims to cater 50,000 guests every day. It has future expansion plans for more than 50 outlets every year, for next 3 years. MAJOR PLAYERS IN FAST FOOD

* MCDONALDS 132 outlets
* KFC 72 outlets
* PIZZA HUT 147 outlets
* DOMINOS PIZZA 274 outlets
* CAFÉ COFFEE DAY 833 outlets
* BARISTA. 200 outlets
The main reason behind the success of the multinational chains is their expertise in product development, sourcing practices, quality standards, service levels and standardized operating procedures in their restaurants, a strength that they have developed over years of experience around the world. The homegrown chains have in the past few years of competition with the MNCs, learnt a few things and has made us proud for example today you might not find Mc Donald’s burger every where but one can have a sip of Café Coffee Day coffee REASON FOR EMERGENCE

Gender Roles:
Gender roles are now changing. Females have started working outside. So, they have no time for their home and cooking food. Fast food is an easy way out because these can be prepared easily. Customer Sophistication and Confidence: consumers are becoming more sophisticated now. They do not want to prepare food and spend their time and energy in house holds works. They are building...
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