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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 $ni%ersit&
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CERTIFICATE
This is to certify that Reeshik Bahl of Maharaja Agrasen Institute of
Management Studies has done a project entitled "Analysis of trend inFast Food Industry" in the partial fulfillment of Bachelor of Business
Administration as required under the rules of uru o!ind Singh
Indraprastha ni#ersity and has successfully completed it$
%irector&s Signature 'oordinator&s Signature
(
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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
,
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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
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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$
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METHODOLOGY
Techniques used in collection of data;
I$ 5rimary data
a$ Sur#ey
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I prepared questionnaires and got them filled !y #arious consumers of different
age groups$ Then I analy9ed the information and e*pressed it graphically$
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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
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-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
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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$
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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
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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
(,
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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$
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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
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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$
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'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
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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
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qualities of entrepreneurship gro)th and leadership ha#e characteri9ed their
!usiness through more than four decades of success$
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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$
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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$
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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$
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%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
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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$
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• 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$
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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$
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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$
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-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$
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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
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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$>
8,
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MDONALD$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
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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$
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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$
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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?
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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
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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
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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
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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
:
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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$
:(
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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;
:,
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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
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::
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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/%
:>
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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
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(> 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
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4IR2A+S
A43 -T1/RUUUUUUUUUU$U
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>
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MARKET SHARE
41'
(1'
)('
5'
M* +onalds ,i--a ut Nirula/s thers
5A!%#i"+ )! !"s&.e%$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
>(
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#oted for 5i99a 1ut,8 #oted for 4irula+s and >#oted for others ,
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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
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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$
>:
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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
>?
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frequency of #isiting to these joints is mainly !ecause of a change in Food
1a!its$
WHO$S AMBIENCE8 D9COR8 INTERIORS ARE
THE BEST?
M* +onalds ,i--a ut Nirula/s thers
0'5'
10'
15'
)0'
)5'
(0'
(5'
40'
45'
(1'
4)'
15'1)'
>D
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This sho)s that >, people like to #isit the joint for eating Fast Food )hereas
:G people likes food to !e deli#ered at their door step$ This mainly includes
the preferences of the consumers and not the situation under )hich
consumptions is done$
>H
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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
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:&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$
?(
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?,
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DOMINO$S
?8
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NIRULA$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$
?>
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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
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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
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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/
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o The Times of India
MAGA,INES
o 5itch
o Business Today
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