[1]

Report on

Submitted to:

Mr.Amanullah khan

By:

Arish Hussain Bhatti

Shahzeb Ali Irshad

Ali Raza

 

[2]

Submitted To:

Mr. Amunallah Khan

Owner 

By:

Arish Hussain Bhatti

Shahzeb Ali Irshad

Ali Raza

(Assistant Managers) 

DATE: 13th

January, 2013.

 

[3]

LETTER OF AUTHORIZATION

1st

Jan, 2013

Mr. Arish Hussain Bhatti

Mr. Shahzeb Ali Irshad

Mr. Ali Raza

Assistant Manager 

Biryani Center 

Dear Mr. Khan

I am writing this authorize letter to inform you that we have selected you to conduct a study and

 prepare a report regarding the decline of sales over the few years of our Biryani Center. In this

report you will have to mention the causes for the decline along with your own recommendations

to improve it, which will be beneficial for our branch which is at Sindhi Muslim.

You will get every necessary data or details for the research. If you find any difficulty in your 

way please feel free to let me know.

Yours Sincerely,

Mr. Amanullah Khan

Founder,

Biryani Center 

 

[4]

LETTER OF TRANSMITTAL 

10 Jan, 2013

Mr. Amanullah Khan

Founder,

Biryani Center 

Dear Sir,

We are submitting you the report as per you request regarding the analysis of sales declining. In

the preparation of report, we have strictly followed all your instructions and requirement. This

report includes analysis of the problem.

The report includes a detailed analysis of sales declination according to our research. It also

includes questionnaires and interviews that were taken to have a better analysis and results. I am

hopeful that this report will be of immense help to enable you to evaluate the situation finely and

thoroughly and the implementation of the recommendations shall help you to overcome the

 problem.

We appreciate you’ve assigned us this task of responsibility. Please let us know if we could be of 

further assistance.

Yours Sincerely,

Arish Hussain Bhatti

Shahzeb Ali Irshad

Ali Raza

Assistant Manager 

Biryani Center 

 

[5]

ContentsLETTER OF AUTHORIZATION................................................................................................................ 3

LETTER OF TRANSMITTAL .................................................................................................................... 4

EXECUTIVE SUMMARY .......................................................................................................................... 6

INTRODUCTION:....................................................................................................................................... 7

Authorization ................................................................................................................................................ 7

Sources.......................................................................................................................................................... 7

Background ................................................................................................................................................... 7

Problem......................................................................................................................................................... 7

Purpose.......................................................................................................................................................... 7

Methodology ................................................................................................................................................. 8

QUESTIONNAIRE (Customers and Surrounding Residents) ...................................................................... 9

INTERVIEW QUESTIONS .............................................................................................................................. 11

DATA COLLECTION & ANALYSIS....................................................................................................... 13

Interview Analysis: ..................................................................................................................................... 17

Summary ..................................................................................................................................................... 18

Recommendation: ....................................................................................................................................... 18

APPENDIX................................................................................................................................................. 19

BIBLIOGRAPHY ....................................................................................................................................... 20

 

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EXECUTIVE SUMMARY

Founder Member Mr. Amanullah Khan started Biryani Centre a decade ago from its first Branch

in the heart of DHA Karachi. With the passage of time the customers demand rapidly increased

keeping the demand in view Mr. Amanullah Khan expanded his business by opening 6 more

Branches in other posh areas of Karachi. Today the Chain of Biryani Centre in Karachi enjoys a

long-held national reputation for excellence in Pakistani food such as Chicken Biryani, Beef 

Biryani, Chicken Tikka Biryani, Fish Biryani, Prawn Biryani and Chicken Karahai in high class

hospitality.

The research was conducted to find the sales of Biryani Center declination on a yearly basis

which is located in Sindhi Muslim Society. The research was to analyze the reasons for the

decline in sales along with some changes that can be made to improve the sales. The main

sources of information were collected from primary and secondary data. Our research design was

 based on qualitative method. A set of questionnaire was prepared as well as interviews were

conducted to gather information for analyzing the sales decreasing. In this research, primary

research was done in which questionnaires were distributed and interview was taken from

supervisor and employees to get to know a better response and feedback. As a result many

causes were derived regarding the decline in sales such as; competitors, political stability,

infrastructure, food quality, parking space, mismanagement by employees, location and price.

These causes were also analyzed and few recommendations and changes have been advised to

Biryani Center for the increase in sales. The report here gives the best suggestion that can be

considered and applied. 

 

[7]

INTRODUCTION:

Authorization

I am authorized by Mr. Amanullah Khan to write a report on the reasons for decline of sales of 

 biryani centre of Sindhi Muslim society over the past few years.

Sources

We decided to carryout both research methods, primary and secondary. In Primary sources, we

carried out questionnaires and interviews, and in Secondary sources, we took the help of 

newspaper, internet and through media.

Background 

Biryani Centre is a renowned eating place in Karachi, Pakistan especially for Biryani lovers. The

well-known Biryani Centre in DHA PHASE V (head office) has the handpicked biryani for the

inhabitants of Karachi. The city of light-Karachi is well-known for its streets, markets and

restaurants therefore Biryani Centre is the main attraction for people living here. They specialize

in very spicy and delicious Biryani, BBQ, Haleem and many traditional dishes. Biryani Center 

deals & menu also includes famous “Haleem” because it has unmatched taste as compare to

other restaurant’s haleem. They have also a new Batair Biryani which is very succulent. It has

many branches in Karachi which are situated in famous place such as Sindhi Muslim and Teen

Talwar. 

Problem

As we have noticed that the sales of Biryani Center, Sindhi Muslim Branch is declining on a

yearly basis. Through this report we will be looking at different factors that are affecting the

sales.

Purpose

The purpose of writing this report is to analyze the causes of the decline in sales and the steps

that can be taken to improve it.

 

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Methodology

We have chosen qualitative research design which is based on researcher’s judgments and

instincts.

  RESEARCH AREA

The research was carried out in S.M.C.H.S opp. Bundoo Khan and 26th

street branch.

Questionnaire was conducted from the customer, surrounding residents and who was

dining to nearest restaurant. Supervisor and employees were also interviewed of biryani

centre.

  SOURCES OF DATA

o  Primary source: Questionnaires and interviews. 

o  Secondary Sources : Data was collected from the newspaper, magazine and

internet. 

The questionnaires will be kept anonymous and none of them was forced to answer the

questions. It was under all ethical norms. (See Appendix 1 & 2 for questionnaire and interview

questions).

Number Of Questionnaires Distributed 22

People Interviewed 3

Total Primary Data 25

 

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QUESTIONNAIRE (Customers and Surrounding Residents)

Q1) Do you like to go at Biryani Center?

A) YES

B) NO 

Q2) What do you prefer having at Biryani Center?

A) Chicken

B) Mutton

C) Beef 

Q3) What do you prefer most when you eat at Biryani Center?

A)  Quality

B)  ConvenienceC)  Beef 

D)  Price

Q4) What do you like us to add in menu?

A) Chicken Tikka

B) Nihari

C) Other  

Q5) How is the behavior of the management and staff?

A)  Very Good

B)  GoodC)  Fair 

D)  Average

Q6) What changes would you like to see in Biryani Center?

A)  Food Quality

B)  Space

C)  Location

Q7) What do you think about the quality of products being offered in Biryani Center?

A)  Average

B)  Good

C)  Excellent

 

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Q8) If you visit Biryani Center, it’s because of: A)  Brand loyalty

B)  LocationC)  Distance

D)  Environment

Q9) Is food expensive?

A) YES

B) NO

C) Other 

Q10) Rate the following Biryani Centers on a scale of 1-10, 1 being the lowest according to

your preference:

  Student Biryani

  Indus Biryani

  Season Biryani

  Biryani Center 

 

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INTERVIEW QUESTIONS

EMPLOYEES (Waiter and Cook) 

1.  If you are offered a job somewhere else of the same level, would you switch to that job?

2.  Do you always get wages on time?

A. Always

B. Sometime

C. Never 

3.  In your opinion, what is not having enough customers every day?

4.  How often do you get bonus/incentives except from occasion?

5.  Keeping in mind the Biryani Center Menu, what do you think is your specialility?

6.  Do people dine here or takeaway?

7.  How would you explain ordering system at Biryani Center from customers?

8.  Do you think management provides you resources such on time?

 

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SUPERVI SOR  

1.  What is the specialty of your food?

2.  In your opinion, what are the reasons that your sales is declining?

3.  What is attitude of your employees towards your business?

4.  Who do you think is your competitor in your nearest surrounding?

5.  What do you think is the difference in business between your branch and other branches?

6.  Are you satisfied with the position that Biryani Center had achieved in the market today?

7.  Do you think load shedding has affected your sales?

8.  What are the best marketing strategies of your business?

 

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DATA COLLECTION & ANALYSIS

Around 23 questionnaires were distributed to different people. The questionnaire was

kept simple with not too many questions. Following are the results and analysis of the

questionnaires.

Do you like to do

to Biryani centre?

yes  No 

75% 25%

According to the table above, it can be seen that 75 % of people like biryani centre and with the

25 % of people dislike.

Most preferable dish at Bi ryani center 

Column1

Chicken

Mutton

Beef 

 

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While meal at biryani center most preference:

 

Addition in menu

Chicken tikka nihari other 

75% 15% 10%

According to the above question, majority of the people wanted chicken tikka to be

adding in menu list. Only 15% wants nihari.

0

0.1

0.2

0.3

0.4

0.5

0.6

0.7

0.8

Quality Convenience Deal Price

Series 1

Column1

Column2

 

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Quality of food and management behavior

 

Evaluation of food quality and management behavior.

Changes in biryani centre

0%

10%

20%

30%

40%

50%

60%

bad good fair excellent

food quaity

Column1

management behavior

changes in biryani centre

food quality

space

location

price

 

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In this question a lot of people agreed with the fact that 50% Biryani centre have to

change their food quality and some 25% said location should be change whereas

10% were talking about price.

Visit to Biryani centre because of 

0% 10% 20% 30% 40% 50% 60%

brand loyalty

location

distance

environment

Series 1

Column1

Column2

 

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Interview Analysis:

According to the interviews we conducted we came to a conclusion that major factor of not

making enough revenue by Sindhi Muslim society branch is an issue with the location as it is

secluded and surrounded with several restaurants, people have many options for filling their 

hunger. The employee and supervisor believe that S.M.C.H.S branch is just making loss instead

of making profit. Here load-shedding is the key role of sales declination according to staff.

However, through their answer we get to know that employee were happy as there were getting

their wages on time and the incentives were also paid on except on occasion.

It was very surprising when we conduct interview with supervisor, he let us know the price

difference in Sindhi Muslim branch and 26th

branch. Here is the table:

ITEM S.M.C.H.S

BRANCH

26 BRANCH RATE

DIFFERENCE IN

RUPPESS

Chicken tikka

(large bucket)

1300 1380 80

Chicken tikka

(small bucket)

700 780 80

Sizzling chicken tikka 120 140 20

Chiken botti 160 180 20

korma 120 80 40

 Nan 7 10 3

Whereas batair biryani and beef biryani is new add up in the 26th

branch with 290 and 130 Rs

respectively. These items are not available in the Sindhi Muslim branch.

 

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Summary 

Biryani Center is very well known Biryani in the town. Today the Chain of Biryani Centre in

Karachi enjoys a long-held national reputation for excellence in Pakistani food. 

Initially, when Biryani Center was developed, it had many less competitors. One of the major 

competitors is Student Biryani. Currently, Biryani Center is facing lots of competition in this

market as many private individual have opened their Biryani outlet in Karachi which provides

 best quality food as well such as Indus Biryani & Season Biryani. These are the major reason of 

decline in sales of Biryani Center.

Moreover, they have attracted many people as a result now consumers have many choices.

Therefore, it’s necessary for Biryani Center to do marketing and promotion so that people who

have forgotten about it are reminded. This will help Biryani Center to boost its sales. 

Recommendation: 

We recommend Biryani center (Sindhi Muslim) to apply marketing strategy in the form of 

advertising in newspaper or media to boost its sales. Moreover, it can offer its potential

customers discounts or deal in the food items as this will attract more customers and will change

 people mindset in the market. Therefore, Biryani center should come up with different marketing

strategy which should differ from its competitors. As its competitors are always coming up with

different ways of promotions and discount sales to attract their customers and ensure that

customers should not go anywhere else.

 

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APPENDIX

See the attached rate list of 26th

street branch and sindhi muslim branch.

 

[20]

BIBLIOGRAPHY

www.biryanicentre.com 

www.google.com/biryanicenter/image.