chick fil-a in india

“Eat More Chikin” in India

Bringing Chick-Fil-A into theIndian Marketplace

An outline of the value of the fast food market in India, the key

challenges with the introduction of a new fast food restaurant

abroad, our solutions, and financial projections.

2www.chickfila.com |Why Target the Indian Marketplace?A quick overview of the value of the Indian fast food market.

United StatesIndia

63.7 Million PeopleBetween Ages 10-24

Source: US 2012 Census

356 Million PeopleBetween Ages 10-24

Source: CNBC 2015

www.chickfila.com |

3www.chickfila.com |

50%

17%

13%

13% 7%

Why Target the Indian Marketplace?A quick overview of the value of the Indian fast food market.

Frequency of Fast Food Visits

80% of Indians in Metropolitan Areas Eat Fast Food at Least Once a WeekSource: International Journal of Application Innovation inEngineering & Management 2013

50% of Indians visit fast food

restaurants at least once a week


restaurants at least twice a week


restaurants thrice a week


restaurants once ever 15 days


restaurants at once a month


$18

$20

$22

$24

$26

$28

$30

2015 2016 2017 2018 2019 2020

Why Target the Indian Marketplace?A quick overview of the value of the Indian fast food market.

$27.5BILLION DOLLAR

MARKET BY 2020Source: NOVONOUS 2015

7.0%YEAR OVER YEAR

MARKET GROWTHSource: NOVONOUS 2015

Fast Food Market in India ($US Billions)

5www.chickfila.com |Key Challenges with the Indian MarketplaceAn overview of the main challenges posed with the introduction of a new fast food restaurant in India.

Religious and Dietary Differences

Consumer Messaging Differences

Production & Distribution Issues

Business & Political Risk


ManageTackling the cultural workplace differences while

addressing the complex business and political risks

of building abroad.

The Indian Fast Food

Market Entry Strategy

A comprehensive three point planto address the key challenges.

The “Triple M” PlanHow to tackle the key challenges and succeed in the Indian market.

MakeOutlining where storefronts will be established, how

resources will be distributed, and developing a

country-wide expansion strategy.

MarketAddressing the religious and dietary differences

between the US and India while crafting a message

native to the marketplace.








of building abroad.








Since 1995, American fast food companies have expanded into the

Indian market. Yum Brands to date has over 1,000 stores with over

$1 Billion in revenue from the Indian market alone.

The “Triple M” Plan: MakeUnderstanding our competition and outlining our entry strategy

$18

$20

$22

$24

$26

$28

$30

2015 2016 2017 2018 2019 2020

Fast Food Market in India ($US Billions)


JAN ‘17Establish Chick-Fil-A India HQ in Delhi

Manager roles acquired by Transition Team for

first stores. Begin recruitment Internal positions

posted for India.

FEB – DEC ‘17

JAN – DEC ‘18

Training Complete

Complete training of new employees. Begin

opening corporate-owned stores, distribution

sites in Delhi, Chandigarh and Bangalore.

Mumbai Expansion

First stores in Mumbai open. Chick-Fil-A HQ

expands as management and supply chain

grows more complex.

JAN ‘19 -Incentivized Small City Franchise Expansion

Move into smaller cities where competition

isn’t very well established. Offer Executive

Training program to grow internal talent.






posted for India.

FEB – DEC ‘17

JAN – DEC ‘18Mumbai Expansion



grows more complex.






Training Complete








posted for India.

FEB – DEC ‘17




grows more complex.






Training Complete











of building abroad.







14www.chickfila.com |The “Triple M” Plan: MarketTackling religious and cultural differences in India

Dietary Adaptation Religious Observation

While India remains a diverse

country of different ethnic

groups, all people favor spicy

food. Altering current recipes

is necessary to attract the

Indian market.

Restaurant placement must

consider proximity to

pilgrimage sites. McDonald’s

faced protesters over this

issue and can be used by

Chick-Fil-A as a reference.

15www.chickfila.com |The “Triple M” Plan: MarketTackling religious and cultural differences in India

Dietary Adaptation Religious Observation

While India remains a diverse

country of different ethnic

groups, all people favor spicy

food. Altering current recipes

is necessary to attract the

Indian market.

Restaurant placement must

consider proximity to

pilgrimage sites. McDonald’s

faced protesters over this

issue and can be used by

Chick-Fil-A as a reference.

16

Altering company messaging to the

local consumers.

The “Triple M” Plan: MarketTackling religious and cultural differences in India

“Right Product Delivered

Indirectly”Lack of beef is good, but the

message shouldn’t be delivered

outright to consumers.

Product Renaming

Adapt our menu to local menu terms

that will attract Indians to our

foreign product.

Emphasis on Value and

Service Over CheapnessPortray Chick-Fil-A as an affordable

alternative with a friendly

environment.

“Part Indian, Part Us”

Fend off consumer animosity by

making Chick-Fil-A India part Indian.

17


local consumers.






Product Renaming



foreign product.




environment.




18


local consumers.






Product Renaming



foreign product.




environment.




19





Product Renaming



foreign product.




environment.





local consumers.









of building abroad.








Adapting Indian Decision-Making

Companies tend to have more top-down

decision-making with more junior employees

expecting clear, comprehensive directions.

The “Triple M” Plan: Tackling religious and cultural differences in India

“We should be about more than just selling chicken. We should be a part of our customers’, employees lives and the communities in which we serve.”

S. Truett CathyFounder, Chick-Fil-A Talent Acquisition

Large millennial Indian population will allow

management to source talent, train them, and

have them grow within the company.

Creating the Chick-Fil-A India Identity

Recognize and encourage family commitments

and promote a cultural feedback loop to

consistently improve Chick-Fil-A India.

24www.chickfila.com |The “Triple M” Plan: ManageManaging the various risks involved in entering a new market

Consumer Risk Mitigation

Apply “Old Hands” approach to hiring

executives. Research local preferences

and tastes before opening up new

locations

Social Environment Risk Mitigation

Build a strong corporate culture

that promotes equality, diversity

and integrity.

Employee Risk Mitigation

Invest in intelligence collection

tools to facilitate decision making

based on fact.

Political Risk Mitigation

Purchase insurance. Hire a Chief

Risk Officer that is familiar with

Indian legislation and the political

environment. Support local culture

and events






locations




and integrity.




based on fact.






and events

28

Conclusion: “Eat More Chikin”Addressing key challenges and succeeding in India



of building abroad.





