analysis of trend in fast food industry

8/9/2019 Analysis of Trend in Fast Food Industry

1/71

A PROJECT

ON

Submitted ToMrs. Geetu Sehra

Submitted ByReeshik Bahl

Enrollment No. 0811471705

Maharaja Agrasen Institute of Management Studies Affiliated to Guru Goind Sin!h "ndra#rastha $ni%ersit&


2/71

CERTIFICATE

This is to certify that Reeshik Bahl of Maharaja Agrasen Institute of

Management Studies has done a project entitled "Analysis of trend inFast Food Industry" in the partial fulfillment of Bachelor of Business

Administration as required under the rules of uru o!ind Singh

Indraprastha ni#ersity and has successfully completed it$

%irector&s Signature 'oordinator&s Signature

(


3/71

ACKNOWLEDGMENT

I am thankful to my coordinator Mrs$ eetu Sehra for gi#ing me

the opportunity to do project )ork and for pro#iding me )ith thislearning e*perience$ It+s )ith a sense of gratitude and thankfulness that I

su!mit my research )ork$

My sincere thanks to Maharaja Agrasen Institute of Management

Studies for the help rendered during my study in the institute$

I am also thankful to all the respondents for their 'ooperation$ I am

e*tremely o!liged and highly thankful to all those )ho ha#e contri!uted

to completion of this project$

Reeshik Bahl

,


4/71

CONTENTS

• -B./'TI0/S

• M/T1-%-2-3

• I4TR-%'TI-4

• S/'-4%AR3 R/S/AR'1

O M' %-4A2%+S

O 4IR2A+S

o 5I66A 1T

O 'AS/ ST%3

SB7A3

%-MI4-+S

• 5RIMAR3 R/S/AR'1

O '-4SM/R+S 0I/75-I4T

O '-R5-RAT/+S 0I/75-I4T

• '-4'2SI-4S A4% S/STI-4S

• 2/AR4I4S

• R/F/R/4'/S

8


5/71

OBJECTIVES

To analy9e the rapidly changing trends in the Indian fast food

industry o#er the past fe) years$

To study consumption patterns of consumers pertaining to different

age segments$

To create an a)areness a!out effects of fast food on health$

To enhance our communication skills !y e*posing our minds to the

)orld$

To use our theoretical !ase in real life situations$

:


6/71

METHODOLOGY

Techniques used in collection of data;

I$ 5rimary data

a$ Sur#ey


7/71

I prepared questionnaires and got them filled !y #arious consumers of different

age groups$ Then I analy9ed the information and e*pressed it graphically$

?


8/71

INTRODUCTION

The million dollar question that )ould distur! )a#es in many !rains and raise

eye!ro)s of people ;

WHAT IS FAST FOOD??

So the million pound reply )ould !e that its like good)ill @ guess it isintangi!le !ut easy to descri!e and difficult to define !ut as said !y 0incent

2om!ardi 7inning isn+t e#erything !ut making the effort to )in isC$ So )e

gi#e it a try;

• Fast food is the fastest catching food concept among the fastest

changing youth$

According to some intellectuals

Fast food is the food that is ser#ed fast$

-R

Fast food is the food that you eat to impro#e your speed

D


9/71

-R

Fast food is the food to e*press the fast pace )ithin you

Apart from all this the dictionary meaning of Fast Food is 5repared food

requiring minimum of further preparation !efore sale or ser#ingC$

India has !een descri!ed as a nation of festi#als and religions$ But if )e take a

closer look into this )e find that the cru* of these concepts is that India is a

country of multi#aried cultures$ These cultures gi#e rise to different )ays of

e*pressing themsel#es$ This has further gi#en !irth to #arious food ha!its$ The

#aried terrain has also consolidated the #ie)$

If one goes from region to region in search of #arious fooding ha!its the

figures )ould !e mindE!oggling$ 3es )e are de#iating from the point !ut the

truth is that this fast food has !een in India since time immemorial$ In the

4orth )ith the 1imalayas )e ha#e the spicy fried Tikki and Samosas$ oing

)est)ard to the ujarati desert of folksongs and camels )e ha#e the delicious

lo)Ecaloried %hoklas$ oing to %eccan hard land the )a#y #iolent sea

!anging the shores !rings to mind the mi*ed #egeta!le Bhaji ser#ed )ith 5ao

or !read 5ani5uri and the most popular Bhel5uri$ oing further South to the

G


10/71

land of Temples )e ha#e %osas Idlis and 0adas$ But as the country )as

in#aded and reEin#aded !y the /uropeans in the (Gth and (Hth century it !rought

foreign culture and hence foreign food into the nation$ Indians )ho lo#e food

eating and cooking )ere a !it apprehensi#e in the !eginning !ut soon accepted

the 2atin and Italian fla#ours$

Today as foreigners ha#e come in #ia our o)n T0 sets and media the desire to

eat good !etter and the !est from around the )orld has gained momentum$ To

add to this 5eople ha#e )elcomed the change and thus ha#e encouraged

leading foreign food !rands to come and capture the Indian market$

Today fast food is not just another type of food !ut Mc%onald !urgers and

4irula+s pi99as ha#e !ecome a household name$ Today one may say that the

target customers are the youth and the collegiate !ut the markets for these

products is )idening$ It seems that it )ould take a manifold gro)th in the

coming years as many outlets aim at selling their products to people from GEGG

years$ This industry has today !ecome a !ig in#estment market as crores are

in#ested !ut the returns are much more$

H


11/71

(


12/71

M D!"al#$s

In (H>: a fiftyEt)oEyearEold milkEshake machine salesman sa) a ham!urger

stand in San Bernardino 'alifornia and

en#isioned a massi#e ne) industry; fast

food$ In )hat should ha#e !een his goldenyears Raymond Jroc the founder and

!uilder of Mc%onald&s 'orporation

pro#ed himself an industrial pioneer no

less capa!le than 1enry Ford$ 1e

re#olutioni9ed the American restaurant industry !y imposing discipline on the

production of ham!urgers French fries and milk shakes$ By de#eloping a

sophisticated operating and deli#ery system he insured that the French fries

customers !ought in Topeka )ould !e the same as the ones purchased in 4e)

3ork 'ity$ Such consistency made Mc%onald&s the !rand name that defined

American fast food$

In amassing a K>Emillion fortune the king of the ham!urger transformed the

nation&s cultural landscape and forged an industry that is among America&s

((


13/71

greatest e*ports$ The )idely imitated success of Mc%onald&s offers an

e*cellent e*ample for today&s managers and e*ecuti#es searching for greater

production efficiencies$ By putting the hum!le ham!urger on the assem!ly

line Jroc sho)ed the )orld ho) to apply sophisticated process management

to the most prosaic endea#ors$ To succeed the Mc%onald&s )ay companies

must define the !asic premise of the ser#ice they offer !reak the la!or into

constituent parts and then continually reassem!le and fineEtune the many steps

until the system )orks )ithout a hitch$ Today companies engaged in

deli#ering pi99as processing insurance claims or selling toys !enefit from the

kinds of systems that Ray Jroc pioneered$ To the degree that such operations

maintain quality control and cherish customer satisfaction profits may flo)$

Adapting To Foreign 'limates

-ne key to Mc%onald&s continued gro)th is international e*pansion$ 7ith

operations in more than ?> countries Mc%onald&s no) opens a!out oneEthird

of its ne) restaurants outside of the nited States$ In the early (HHs Fred

Turner predicted that international sales )ould e#entually surpass $S$ sales$

7hile foreign markets can sometimes offer ne) o!stacles for the American

company like hostile go#ernment !ureaucracies and unrelia!le local suppliers

Mc%onald&s faces an e#en greater o#erall challenge$ In each country from

(,


14/71

Belgium to Brunei the company is forced to )alk the tightrope of selling its

uniquely American product )hile simultaneously catering to local tastes$

Although Mc%onald&s al)ays insisted on planting its rigid operating system in

foreign soil )hen it came to other aspects of the restaurants& operation the

company )as more fle*i!le$ For e*ample to make the chain&s name more

easily pronouncea!le for .apanese consumers it )as changed to

Makudonaldo and its mascot !ecame %onald Mac%onald$ 1am!urger 'entral

also allo)ed local operators to de#ise unique promotional campaigns$ "-ur

name may !e American !ut )e&re all Irish" ran one promotional campaign for

outlets in %u!lin$ Today e#en the menus at Mc%onald&s restaurants in foreign

locations clearly reflect differences that do not e*ist at the company&s

American outlets$ 7hile the stores offer fare like ham!urgers French fries and

milk shakes there ha#e !een some additions; for e*ample )hen Mc%onald&s

restaurants opened in ermany in the early (HDs they started ser#ing !eer in

the 5hilippines they offer McSpaghetti noodles )hile 4or)egian franchises

offer a salmon fillet sand)ich the Mac2ak$

(8


15/71

Ni%&la$s

/sta!lished in (H8: 4irula&s

today is a di#ersified group ha#ing

a chain of /legant Business

1otels 7aiter Ser#ice Restaurants Family Style Restaurants Ice 'ream

5arlours 5astry Shops and Food 5rocessing 5lants in India$ The chain caters to

o#er > guests e#ery day$

4irula+s quickEfamily restaurants offer delicious hygienic readyEtoEgo quick

ser#ice food$ 2eaders in the self ser#ice #alueEforEmoney style of restaurants

in India these restaurants are enormously popular )ith a )ide crossEsection of

customers$ These restaurants enjoy an e*cellent reputation pro#iding

customers )ith consistently high quality food at reasona!le prices$

Ser#ing a )ide range of foods EE from 'ontinental to Indian along )ith its

)ellEkno)n Salad Bar EE the restaurant is popular among people from all

countries$

The chain also has FamilyEstyle restaurants ser#ing a )ide #ariety of multiE

cuisine foods !oth 7estern and Indian$ The 'hinese Room one of the first

'hinese restaurants in %elhi ser#es authentic 'antonese food$ Some of their

(:


16/71

outlets also ha#e a )ellEstocked range of #arious liquors e*otic cocktails

)ines spirits and !eers in a pu! setting$

The restaurants are strategically located in the hearts of %elhi and 4oida$

4IR2A&S 5ASTR3 S1-5S are a oneEstop shop for all sorts of !akery and

confectionery items$

The I'/ 'R/AM 5AR2-RS the first of their kind in India offering an

e*tensi#e range of e*citing and inno#ati#e Ice 'ream fla#ours )ith one ne)

fla#our added e#ery month$ -n their o)n these ha#e created a name for

themsel#es and are e*tremely popular$

(>


17/71

'i((a H&)

For ten of the last t)el#e years 5i99a 1ut

)as named Best 5i99a 'hain in America in

the "'hoice in 'hains" national consumer

sur#ey$ In (HHD 'onsumer Reports named

5i99a 1ut the !est pi99a chain in America$

BRIEF HISTORY

The most important step in its gro)th came in (HDD )hen 5i99a 1ut )as

acquired !y one of the giants of international !usiness; 5epsi'o Inc$ As part of

the 5epsi'o corporate family 5i99a 1ut shared its leadership position )ith

such products as 5epsiE'ola !rand soft drinks and FritoE2ay !rand snack

foods$

In -cto!er (HHD 5epsi'o spun off the restaurant !usinesses


18/71

THE BUSINESS

The food ser#ice industry today is one of the fastest gro)ing industries in the

)orld )ith the pi99a segment a K,> !illion !usiness leading the )ay$

Beginning )ith the original thin crust pi99a first ser#ed in (H>G 5i99a 1ut

continues to refine our product and de#elop ne) products to suit the

customer&s tastes$

Today millions around the )orld lo#e the si* core pi99as; 5an 5i99a Thin &4

'rispy 1andETossed Style Stuffed 'rust The 'hicago %ish and The Big 4e)

3orker$

5i99a 1ut also stri#es to present the products )hen and )here the customer

)ants$ To achie#e this goal theye de#eloped a num!er of ser#ices throughthe years$ Spurred !y the increasingly rapid pace of li#ing and the su!sequent

demand !y consumers for con#enience 5i99a 1ut has taken aggressi#e steps

to pro#ide quality products at offEsite locations$

In recent years 5i99a 1ut has streamlined and refined their carryout

procedures to pro#ide faster more efficient ser#ice and rapidly e*panded their

deli#ery operations throughout the country$ Thanks to these inno#ati#e ne)

concepts 5i99a 1ut pi99a is no) !eing enjoyed in sports arenas major

(D


19/71


20/71

qualities of entrepreneurship gro)th and leadership ha#e characteri9ed their

!usiness through more than four decades of success$

(H


21/71

,


22/71

HOW SUBWAY RESTAURANTS CAME INTO BEING?

It )as the summer of +?>$ "1elp Me Rhonda" )as !lasting from the speakers

of ne)ly minted Mustangs and TEBirds$ 2yndon .ohnson )as in the 7hite

1ouse and The 4e) 3ork 7orld+s Fair )as offering a hopeEfilled !ut

commerciali9ed glance into the future$

It )as that #ery future that Fred %e2uca )as concerned a!out$ 1a#ing just

graduated from high school young %e2uca turned his thoughts to)ard

achie#ing a higher education$ An education )ould no dou!t !e the key to

success the type of success that not e#en Fred himself dared to dream a!out$

At this moment in time a college education seemed as farEflung as the

prospect of a man )alking on the moon$

,(


23/71

It )as a typically hot and humid summer day in Bridgeport 'onn$ )hen the

%e2uca family+s phone rang$ %r$ 5eter Buck a family friend called to

announce that he had changed jo!s and )as mo#ing his family to Armonk

4e) 3ork only : miles a)ay$ It )as time for cele!ration indeed for it had

!een almost a year since the Buck+s and the %e2uca+s parted company$

5lans )ere quickly made for a reunion$ It )as on that fateful Sunday afternoon

in .uly (H?> during a !ar!ecue at the Buck+s ne) home that a !usiness

relationship )as forged !et)een young Fred %e2uca and %r$ Buck that )ould

fore#er change the landscape of the fast food industry$

%uring the summer of +?> there )asn+t that much hope that the eldest %e2uca

child )ould ha#e enough money to pay for his college tuition$ 1e )as a hardE

)orking competent and dependa!le young man !ut the K($,>EperEhour

minimum )age jo! that he had at the local hard)are store )ouldn+t !egin to

pay for an education$ As they pulled into the Buck+s dri#e)ay it occurred to

Fred that perhaps he could ask 5ete for some ad#ice$ 1e half e*pected %r$

Buck to offer to loan him the money$ After all they had kno)n each other for

years and )hen 5ete )ould learn ho) !adly Fred had )anted to go to college

to study to !ecome a medical doctor there might !e a good chance that he

)ould offer to help$

,,


24/71


25/71

The duo had )orked hard o#er the years$ In fact they had a goal of opening 8,

su!marine sand)ich shops )ithin ( years$ By (HD: they o)ned and operated

(? units throughout the state of 'onnecticut$ Although it seemed unlikely that

they )ould dou!le that num!er in t)o years %e2uca concentrated on

e*panding SB7A3O Restaurants$

-n a Monday night in (HD: Buck and %e2uca met )ith their attorney$ 7ith

him they discussed the future of their !usiness$ As they e#aluated their

options talk turned to franchising$ Franchising they had pre#iously thought

)as for the !ig companies and had dismissed the idea$ 4o) !eing !ehind

schedule they )ere )illing to look into it$ All there )as to do )as recruit

people )ho )ould in#est their money and use 5ete and Fred+s management

system to open and run SB7A3O restaurants in their hometo)n$

Rather than hiring consultants %e2uca figured that the fastest )ay to e*pand

the !usiness )as to go out and find a franchisee$ That+s )hen he spoke to his

friend Brian %i*on$ %e2uca made him an offer that he couldn+t refuse$ 1e told

him a!out their franchising plans and offered to loan him the money to !uy

their restaurant located in 7allingford 'onn$ %e2uca e#en said that if he

didn+t like the !usiness he could return it to them and o)e them nothing$

,:


26/71

%i*on refused$ 1e )as used to getting a paycheck e#ery )eek and didn+t )ant

to risk going into !usiness$ %e2uca de#oted his time to managing their

e*isting restaurants and decided to )orry later a!out franchising$

-ne day Brian %i*on changed his mind$ 7hen he reported to )ork that

morning he )as shocked to disco#er a padlock on his !oss+s office and a

sheriff+s note that stated that the !usiness )as closed$ It )as !ankrupt$ Brian

didn+t panic$ Some)here in that sheriff+s notice he sa) the )ord

"opportunity" and decided to call %e2uca and take him up on his pre#ious

offer to !ecome the #ery first SB7A3O franchisee$ From that day for)ard

not only did %i*on+s life change so did the )ay that SB7A3O did !usiness$

In the year ,: the SB7A3O chain entered its 8Hth year of operation$ It is

the )orld+s largest su!marine sand)ich chain )ith more than ,(

restaurants in D> countries$ As a matter of fact the SB7A3O chain operates

more units in the S and 'anada than Mc%onald+sO does$ 'ountless a)ards

and accolades ha#e !een !esto)ed upon Fred %e2uca and the SB7A3O

chain o#er the past 8H years$ The SB7A3O name and its products ha#e

e#en appeared in numerous tele#ision and motion picture productions$ 4ot

!ad for a se#enteenEyearEold kid from the projectsCL

,>


27/71

Mission Statement

"To pro#ide the tools and kno)ledge to allo) entrepreneurs to successfully

compete in the PSR industry )orld)ide !y consistently offering #alue to

consumers through pro#iding greatEtasting food that is good for them and

made the )ay they like it$"

'ore 0alues and 5hilosophy

• 'ommitted to customer satisfaction through offering high quality food

)ith e*ceptional ser#ice and good #alue$

• Take great pride in ser#ing each other our customers and our

communities$

• Seek continuous impro#ement in all that )e do$

• 0alue a sense of urgency and emphasi9e an inno#ati#e entrepreneurial

approach to !usiness$

• /*pect fairness and mutual respect in all our acti#ities$

,?


28/71

• Jno) our success depends upon the initiati#e )e take indi#idually and

our a!ility to )ork as a team$

Na)i!"al A#*e%)isi"+

The target for SB7A3O Restaurants media !uying is (GE:H in order to

ma*imi9e our !uying po)er )ith a ske) to)ard programming that deli#ers

!etter to the younger (GE8: audience$ The goal of its current ad#ertising

campaign is to increase the !rand presence in the consumers+ "consideration

set"EEthat is )hich fastEfood restaurants consumers consider )hen deciding

)here to eat$

It is doing this !y continuing to !uild the !rand on the "freshness" platform$

SB7A3O Restaurants is e*panding its uni#erse of potential customers as a

place for "TAST3" and "1/A2T13" food$ This positioning communicated

#ia an effecti#e ad#ertising campaign )ill ser#e to make the SB7A3O

chain part of customers+ e#eryday consideration set$

The majority of the ad#ertising is done #ia national T0 during prime time

sports and late programming on major !roadcast net)orks and ca!le net)orks$

Additional ad#ertising is done #ia local markets on T0 radio and in print$

,D


29/71

SB7A3O restaurants also promote ad#ertising messages and specials inE

store )ith pointEofEpurchase material such as posters menu translites etc$

7hat is SFAFTN

The SB7A3O Franchisee Ad#ertising Fund Trust or SFAFT go#erns

ad#ertising$ SFAFT functions independently of %octor+s Associates Inc$

)hich is the franchiser of the SB7A3O !usiness franchise concept and its

affiliates$

SFAFT manages funds contri!uted !y SB7A3O franchisees$ It )as

esta!lished to create ad#ertising and marketing programs that are designed to

!uild restaurant sales and promote the system+s image$

DE'ARTMENTS AND ORGANI,ATIONS

SB7A3O Restaurants is the )orld+s largest su!marine sand)ich chain and

the second largest restaurant chain in the )orld$ SB7A3O Restaurants

employs a!out (> men and )omen at more than (? locations around

the )orld$ 7ith an operation that large in scope it+s no )onder that there are

more than ? de#elopment and support people employed at the chain+s )orld

headquarters in Milford 'onnecticut$

,G


30/71

The follo)ing are just some of the di#erse departments that are required to run

a truly )orldEclass operation;

'onstruction; This department is chiefly responsi!le for seeing that our

restaurants are supplied )ith the correct equipment and signage$

Franchise Sales; This group is dedicated to finding those indi#iduals )ho

possess the entrepreneurial spirit required to open a SB7A3O franchise of

their o)n$

4e) Business %e#elopment; This team )orks closely )ith potential

franchisees )ho )ish to open a SB7A3O restaurant in nonEtraditional

locationsEEsuch as in a supermarket mo#ie theatre or gas station$

SB7A3O Real /state 'orporation; The men and )omen of this di#ision

assist franchisees )ith real estate leasing and negotiations$

Store %esign; These skilled draftsmen pro#ide !lueprints and help plan the

o#erall layout of each SB7A3O restaurant$

Franchisee Ser#ices; This large department is the franchisee+s lifeline to

headquarters to )hich they report sales order materials and communicate on a

regular !asis$

,H


31/71

-perations; The di#ision that is responsi!le for enforcing standards training

and pro#iding operational assistance to franchisees and field staff$

Art; This creati#e group designs materials for use in SB7A3O Restaurants

ranging from the pattern on the )allpaper to the pictures used in the

ad#ertisingQmarketing materials$

'ustomer 'are; %edicated specialists )ho are in constant communication )ith

our consumers$

5u!lic and 'ommunity Relations; This group is the main contact point for

mem!ers of the media and community outreach programs$

5u!lications; The team that pro#ides ne)s and information to our franchisees

field staff sand)ich artists and headquarters employees$

2ocal Store Marketing and 5romotions; This department helps franchisees in

local markets )ith initiati#es designed to increase sales at their restaurants$

Meetings and 'on#entions; 7ith a company as !ig as SB7A3O

Restaurants teams of professionals are needed to organi9e the logistics of

large meetings and gatherings of staff throughout the )orld$

8


32/71

Research %e#elopment; This department is responsi!le for de#eloping and

test marketing the food that )e ser#e and the equipment that is used$

SFAFT


33/71

H!- Is SUBWAY C!./a%e# )! C!./e)i)!%s

SB7A3O Restaurants

Franchise fee; K(,

StartEup cost; K?H8 to K(H(

Basic royalty; G

Ad#ertising royalty; 8$>

8,


34/71

MDONALD$S0

Franchise fee; K:>

StartEup cost; K:8,G to KD(>(>

Basic royalty; (,$> includes ad#ertising

Ser#ice fee; :$H

'I,,A HUT00

Franchise fee; K,>

StartEup cost; K,(G> to K($8 million

Basic royalty; ?$>

Ad#ertising royalty; nQa

88


35/71

W!%l#-i#e E1/a"si!"

It )as a cold )inter+s day !ack in %ecem!er of (HG: in )hat had !een the

close of an e#entful year$ 7hen SB7A3O Restaurants coEfounder Fred

%e2uca peered out of his office )indo) he sa) in his mind+s eye a #ision of

a farEoff land$ This land )as so completely different from the sno)Eco#ered

4e) /ngland landscape that )as familiar that his quiet contemplation of

things to come ended )ith a jolt$ 1e reali9ed then that his remarka!le journey

also included taking the road less tra#eled$

Back in (HG: Ronald Regan had just !een reEelected to the 7hite 1ouse and

the first of a string of hits assured Madonna her status as a pop music icon$ The

hit sho) "Miami 0ice" premiered on national tele#ision introducing millions

of #ie)ers to a crimeEfighting duo )ho used pastelEcolored designer clothing

and e*otic automo!iles as part of their arsenal of )eapons used to uphold the

la)$

It )as also an important year for SB7A3O Restaurants$ The company had

increased its num!er of locations eightEfold and had em!arked on its first

ad#enture in a foreign land$

8:


36/71

7here did the SB7A3O chain open its first international locationN It )asn+t

in 'anada Me*ico or some)here close to the nited States$ It )asn+t in

/ngland Australia or some)here that /nglish is the official language$ It

)asn+t in ermany France or some)here else )here many different types of

sand)iches are popular$ It+s not )here you might think$

SB7A3O Restaurants tested international )aters )hen it opened its first

unit in the small e*otic Middle /astern island nation of Bahrain in %ecem!er

of (HG:$ In a relati#ely short time SB7A3O Restaurants started to appear in

such distant lands as Iceland 5oland 4icaragua and 'hina$

SB7A3O Restaurants the )orld+s largest su!marine sand)ich franchise

goes to tremendous lengths to !ring great taste and fresh ingredients to

consumers in the farthest reaches of the glo!e$ 7ith more than (

international locations in D8 countries )orld)ide SB7A3O Restaurants is a

leader in fastEfood international de#elopment$

Today the chain+s !rand name and product recognition continue to inspire

partnerships in all corners of the glo!e$ The year ,, marked the opening of

the first SB7A3O restaurants in the Bulgaria as )ell as the >th unit in the

4e) 6ealand the (th restaurant in the nited Jingdom and the :th

location in Australia$

8>


37/71

In upcoming months the plans for SB7A3O restaurants in countries such as

Beli9e 2u*em!ourg Thailand Romania and 1ungary are on the dra)ing

!oard despite the di#ersity of cultures$

7here#er SB7A3O restaurants are located the menu stays relati#ely the

same)ith the e*ception of some cultural and religious #ariations$ 7orld

tra#elers can e*pect the same fresh ingredients regardless of )hat nation they

are #isiting$

According to 'arlos /duardo A#ila SB7A3O Restaurants de#elopment

agent in 0ene9uela "Franchisees are attracted !y the pro#en success of

SB7A3O Restaurants and they consider !rand recognition to !e of the

utmost importance$ The firstE>+ restaurant phase is only the !eginning of a

great challenge for SB7A3O Restaurants to !ecome 0ene9uela+s num!er

one quickEser#e restaurant$"

5aul 6eck and Rodney 'o#erdale are the franchisees of the ne)ly opened

SB7A3O restaurant at the 'asuarina Shopping Square in the !ustling

tropical capital city of Australia+s #ast 4orthern Territory %ar)in$ %ar)in

)ith palmEshaded streets flo)ering e*otic plants crocodiles )ater !uffaloes

and )onderful sunsets is one of the fastestEgro)ing cities in Australia and

no) home to t)o SB7A3O restaurants$ The franchisees researched and

8?


38/71

deli!erated for more than a year finally concluding that the chain most suited

their needs$

"7e intend to open up more SB7A3O restaurants as soon as )e are a!le$

7e are goEahead people )ith a canEdo attitude and SB7A3O Restaurants is

a goEahead type of company" says 6eck$

The SB7A3O Restaurants& partnership that )as created in (H?> !et)een

Fred %e2uca and %r$ 5eter Buck marked the !eginning of a remarka!le

journeyprofessionally and personallyone that made it possi!le for

thousands of indi#iduals to !uild and succeed in their o)n !usiness$ ThirtyEsi*

years ha#e passed since %r$ Buck loaned (DEyearEold %e2uca K( to open a

sand)ich shop )ith the intent that the restaurant )ould help pay for %e2uca+s

college tuition$ In a relati#ely short period of time the SB7A3O Restaurant

concept de#eloped into the largest su!marine sand)ich franchise in the )orld

)ith more than (D> locations in D countries


39/71

menuQline e*tension as presented !y the editorial !oard of 4ation+s Restaurant

4e)s$

SB7A3O Restaurants is a registered trademark of %octor+s Associates Inc$

8G


40/71

DOMINO$S

THE WORLD LEADER IN 'I,,A DELIVERY

Founded in (H? %omino&s 5i99a is the recogni9ed )orld

leader in pi99a deli#ery operating a net)ork of

companyEo)ned and franchiseEo)ned stores in

the nited States and international markets$

%omino&s 5i99a&s 0ision illustrates a company of

e*ceptional people on a mission to !e the !est pi99a deli#ery company in the

)orld

It&s all in the num!ers$$$

In ,8 Super Bo)l Sunday )as one of the !usiest day of the year$ %omino&s

sold close to ($, million pi99as )hich is a!out :, percent more pi99as

compared to a normal Sunday$ Super Bo)l Sunday ranks among the top fi#e

days for pi99a deli#eries annually up there )ith Thanksgi#ing /#e 4e) 3ear&s

%ay 4e) 3ear&s /#e and 1allo)een$

/#er )onder a!out )hat the three dots stand for in the %omino&s 5i99a logoN

They represent the first three %omino&s 5i99a stores$ The plan )as to add a dot

8H


41/71

for e#ery ne) store ho)e#er )ith %omino&s current store count more than

D> that )ould ha#e !een quite impossi!le to continue$

India

%omino&s has respected the 1indu re#erence for the co) !y omitting

pepperoni the !eef !ased topping and replacing it )ith spicy chicken sausage$

%omino&s is the recogni9ed )orld leader in pi99a deli#ery$ But it isn&t just

a!out deli#ering it&s also a!out gi#ing !ack to the community$ 7e !elie#e that

an essential component of corporate responsi!ility is to pro#ide support to

charita!le organi9ations that !enefit the communities )here our employees

and customers )ork and li#e$ 1eadquartered in Ann Ar!or Michigan

%omino&s is committed to supporting initiati#es and causes in its hometo)n

)hile also participating in national programs that align )ith our #ision

guiding principles and strategic focus$

More than just a pi99a deli#ery company %omino&s is a company that cares E

across the street and across the )orld;

2ocal Support E 5i99a %onations

:


42/71

If your charita!le organi9ation is located in the Ann Ar!or 3psilanti or Saline

Michigan area and )ould like to request a pi99a donation for an upcoming

e#ent please put your request in )riting and fa* to D8:EH8E:8:?$ Requests

may also !e mailed to %omino&s 5i99a 'ommunity Relations 8 Frank 2loyd

7right %r$ 5- Bo* HHD Ann Ar!or Michigan :G(?EHHD

'harita!le organi9ations outside of Ann Ar!or 3psilanti or Saline Michigan

area that are seeking pi99a donations for a specific e#ent are encouraged to

su!mit )ritten requests to local %omino&s 5i99a stores in their communities$

2ocal franchised o)ned stores )elcome the opportunity to participate in

communityErelated programs and acti#ities$ se our store locator to find the

%omino&s 5i99a store in your neigh!orhood$

Team Mem!er Assistance

In addition %omino&s 5i99a is concerned a!out our (:Eteam mem!ers

)orld)ide$ In (HG? a group of franchisees formed The 5artners Foundation a

nonEprofit organi9ation esta!lished to assist team mem!ers in time of special

need or tragedy as a result of natural disasters une*pected afflictions onEtheE

jo! accidents and other emergencies$ Since its inception The 5artners

Foundation has helped thousands of %omino&s 5i99a team mem!ers and their

families )ith financial emotional intermediary and ad#isory assistance$

:(


43/71

In a Time of 4eed

%omino&s stores in 4e) 3ork 'ity and 7ashington %' pro#ided more than

(, pi99as to relief )orkers at round 6ero follo)ing the Septem!er ((

,( tragedy$ %omino&s esta!lished a team mem!er matching funds program

to financially assist the American Red 'ross and donated K8> to the

%isaster Relief /ffort$

-R '-MMITM/4T T- PA2IT3

Since (H? %omino&s 5i99a has !een committed to pro#iding our customers

)ith the !estEtasting highestEquality pi99a using only the finest ingredients

and deli#ering it directly to their door$ That is )hat made us the )orld leader

in pi99a deli#ery$ 7e continue to focus on our 0ision;

:,


44/71

E1e/)i!"al 'e!/le !" a .issi!" )! 2e )he 2es) /i((a

#eli*e%3 !./a"3 i" )he -!%l#4

7hile %omino&s has an uncompromising commitment to quality )e also ha#e

a strong commitment to the humane treatment of animals$

As part of its ongoing commitment to pro#ide its customers )ith only topE

quality products %omino&s 5i99a 22' )orks diligently )ith its suppliers to

ensure they meet or e*ceed the company&s rigorous standards as they relate to

food quality and safety$

Some concern )as raised in early ,: after the nited States %epartment of

Agriculture


45/71

::


46/71

SAM52/ P/STI-44AIR/

7/ AR/ T1/ ST%/4TS -F 'BS A4% 7/ AR/ '-4%'TI4 A

SR0/3 -4 T1/ RIS/ -F T1/ FAST F--% I4%STR3 I4 T1/ 5AST

F/7 3/ARS$ 7/ S1A22 B/ R/AT23 T1A4JF2 T- 3- IF 3-

'A4 S5AR/ S-M/ TIM/ T- FI22 T1IS P/STI-44AIR/$

($ 4AM/UUUUUUUUUUUUUUUUU$$

,$ A/ R-5

B/2-7 (> 3/ARS

(>E,> 3/ARS

,>E:> 3/ARS

:> AB-0/

8$ -''5ATI-4

ST%/4T

S/R0I'/

S/2F /M52-3/%

:>


47/71


48/71

D$ RA4J T1/ F-22-7I4 -T2/TS A''-R%I4 T- 3-R

5R/F/R/4'/

Mc %-4A2%+S

5I66A 1T

4IR2A+S

A43 -T1/RUUUUUUUUUUU$$

>E(

(E(>

:D


49/71

(> AB-0/

($713 %- 3- /4/RA223 - T- FAST F--% .-I4TSN

5ART3I4

FAMI23 -TI4

'-40I4I/4T 2-'ATI-4

'1I22I4 -T

(($AR/ 3- A7AR/ -F T1/ /FF/'TS -4 1/A2T1 -F /ATI4

FAST F--%N

3/S

4-

(,$%- 3- 5R/F/R 1-M/ %/2I0/R3 T- /ATI4 -TN

3/S

4-

(8$I4 T/RMS -F AMBI/4'/ %V'-R I4T/RI-RS /T'$ 71I'1

.-I4T 5R-0I%/S T1/ B/ST /W5/RI/4'/ -F /ATI4 -TN

Mc %-4A2%+S

5I66A 1T

:G


50/71

4IR2A+S

A43 -T1/RUUUUUUUUUU$U


51/71

>


52/71

MARKET SHARE

41'

(1'

)('

5'

M* +onalds ,i--a ut Nirula/s thers

5A!%#i"+ )! !"s&.e%$s /%e6e%e"es7

According to the sur#ey conducted Mc %onald+s has got the largest market

share$ In the sur#ey :(people #oted in fa#our of Mc %onalds8( people

>(


53/71

#oted for 5i99a 1ut,8 #oted for 4irula+s and >#oted for others ,


54/71

N&.2e% !6 /e!/le -h! like Fas) 6!!#

)'8'2ES N

The a!o#e diagram depicts that H, people of the total sample studied like

fast food$ This sho)s that majority of the Indian population likes eating Fast

food and this trend is increasing at a rapid rate$ Those people )ho don+t like

Fast Food mainly !elong to age group comprising :> and a!o#e$

>8


55/71

FACTORS THAT ATTRACT A CUSTOMER

In the sur#ey ?H people ga#e preference to food quality than any other factor

that attracts them to a Fast Food joint (( ga#e preference to price factor and

( each for !rand image and cro)d$

>:


56/71


57/71

TREND IN CONSUM'TION 'ATTERN

A!o#e diagram depicts the Trend in consumption pattern of consumers$ It

signifies that >, people ha#e started #isiting Fast Food joints more

frequently than !efore 8? ha#e not changed their eating ha!its and (,

ha#e decreased their frequency of #isiting Fast Food joints$ The increase in

>?


58/71

frequency of #isiting to these joints is mainly !ecause of a change in Food

1a!its$

WHO$S AMBIENCE8 D9COR8 INTERIORS ARE

THE BEST?

M* +onalds ,i--a ut Nirula/s thers

0'5'

10'

15'

)0'

)5'

(0'

(5'

40'

45'

(1'

4)'

15'1)'

>D


59/71


60/71

This sho)s that >, people like to #isit the joint for eating Fast Food )hereas

:G people likes food to !e deli#ered at their door step$ This mainly includes

the preferences of the consumers and not the situation under )hich

consumptions is done$

>H


61/71

REASONS FOR VISITING FAST FOOD JOINTS

14'

(0'

3'

50'

,art&in!

amil& utin!

on%enient

6o*ation

hillin! ut

According to the sur#ey conducted > people go to these joints for chilling

out that is just for hanging out


62/71

:&es)i!""ai%e

= 7hat trend are you facing no) a daysN

?= 7hat are your hot selling itemsN

D= 'an )e ha#e some kno)ledge of your last year+s financial reportsN

G= Are you ha#ing some special offers for this festi#e seasonN

H= 7hat is your ad#ertising strategyN

(= Any specific point that you )ant us to include in our

studyN 5lease suggest$

?(


63/71

?,


64/71

DOMINO$S

?8


65/71


66/71

NIRULA$S

E8$3oung generation is the most targeted group for them

and the schemes like free ice creams to all those students )ho score more than

H marks free coke for order more than Rs$:QE etc$ are the most popular$

Also In our analysis of consumer sur#ey ,: of the market share has !een

acquired !y 4irula+s alone$ It is the only joint from the past many years that

pro#ides a large #ariety of foodstuffs$ It can !e regarded as Fast Food joint as

)ell as a family restaurant$

SUGGESTIONS

7hile concentrating on opening more outlets they ha#e let slip their food

quality )hich urgently needs to !e !eefed up$ Their market share has also

!een steadily decreasing as they ha#e not !een a!le to fight their M4' ri#als

effecti#ely$

?>


67/71


68/71

S/STI-4S

Their food is largely percei#ed to !e alien to Indian taste !uds so first they

should Indianise their menu$ They should open more outlets country)ide and

run a more aggressi#e ad#ertisement campaign$

?D


69/71

LEARNING

This project ga#e an opportunity to me to apply my theoretical kno)ledge of

management education in practical situation$ Interacting and dealing )ith

professionals snatching a peek into the corporate )orld this project taught me

real !usiness skills$

I not only learnt ho) to prepare a truly professional !usiness report


70/71

REFERENCES

INTERNET

o )))$Mcdonaldsindia$com

o )))$pi99ahut$com

o )))$su!)ay$com

o )))$nirulas$com

o )))$dominos$com

o )))$!!c)orld$com

o )))$cnn$com

NEWS'A'ERS

o The /conomic Times

o The 1industan Times

?H

http://www.mcdonaldsindia.com/http://www.pizzahut.com/http://www.subway.com/http://www.nirulas.com/http://www.dominos.com/http://www.bbcworld.com/http://www.cnn.com/http://www.mcdonaldsindia.com/http://www.pizzahut.com/http://www.subway.com/http://www.nirulas.com/http://www.dominos.com/http://www.bbcworld.com/http://www.cnn.com/


71/71

o The Times of India

MAGA,INES

o 5itch

o Business Today

analysis of trend in fast food industry

Documents