Group Members

Shweta Dedhia C-10

Chhaya Fulsunge C-12

Anu Pillai C-28

Anandita Singh C-34

Akanksha Thanekar C-37

 FLOW OF PRESENTATION

Industry Background : Fast Food Industry

Company Background
McDonalds
Pizza Hut
Positioning
Marketing Mix
SWOT Analysis
Service Quality Standards
Recommendations & suggestions
Conclusion
 What Are We Eating?

Food that can be prepared and served very quickly.

Loaded with fat, sugar, and sodium.
Packed with chemicals, so as to make it tasty and smells
like real food.
The term "fast food" was recognized in a dictionary by
Merriam-Webster in 1951.
Concept : Urban Development

Trend has Roots:

Bread-and-Wine Stands in Ancient Rome.

Ready to eat Noodles Shop in East Asia.

White Castle,1921 - First fast food chain.

McDonald’s - "Speedee Service System“, 1948.

Wendy's- “Drive-thru“, 1972.

INDIAN SCENARIO
GLOBAL SCENARIO
 “To be the world's best quick service restaurant
experience.”

 Be the best employer for our people in

each community around the world.

 Deliver operational excellence to our

customers in each of our restaurants.

 Achieve enduring profitable growth.

 Travel Through Time With Us
1937-50

1937: Dick and Mac McDonald opened Hot Dog

Stand called The Airdrome at the airport in
Monrovia, California.
1940 : On 15th May, First Mc’D Restaurant.
1948 : Profits from Hamburgers.
“Speedy Service System”
15 Cent , instead of 30 Cent.
Fame spread by WORD OF MOUTH.
 Travel Through Time With Us
1951-80

1953 : Began to Franchise.

1954 : Ray Kroc became their Business Partner.
Upto 1958 : Sold its 100 Millionth Hamburger.
1964 : Issued First Annual Report.
1979 : “Happy Meal” introduced in US.
1980 : McChicken Sandwich introduced and
failed , but reintroduced after Chicken
McNuggets proved Successful.
Travel Through Time With Us
1981-2000

1984 : Ray Kroc died on 14th Jan.

1990 : First McD in China.

1996 : First Indian McDonald’s Opened.

1997 : McFlurry invented by Canadian Franchisee.

Travel Through Time With Us
Up to 2009

2003 : Started Global Marketing Campaign : “I’m Luvin’ It”.

2005 : Opened Wi-Fi Service in selected restaurants.
2008 : Introduced Chicken Biscuit and Southern Chicken
Sandwich.
2009 : Introduced 3 versions of Angus Burgers.
“To improve the well being of our customers, community and
people connected to our enterprise.”

 We take pride in making a perfect pizza and providing courteous

and helpful service on time & all the time. Every customer says, "I'll
be back!"

 We are the employer of choice offering team members

opportunities for growth, advancement, and rewarding careers in a
fun, safe working environment.

 We are accountable for profitability in everything we do,

providing our shareholders with value growth.
 1958: The chain was found by Dan & Frank Carney.

1959: First Franchise Unit was opened, Topeka (Kansas).

1964: Systematic operations, Created Universal Look that

customers easily recognized.

1972: 314 Stores Nationwide.

1978: Acquired by PepsiCo, who later also bought KFC &

Taco Bell.
 1983: Pizza Hut celebrated 25th Anniversary.
1990: Delivery sales reached $1Billion.
1997: 3 Restaurants chain were spun off into TRICON.
2001: Joined with Long John Silver’s and A&W restaurants
to become YUM! Brands.
2006: Cheesy Bites Pizza was introduced.
Marketing
Strategies
 3F’s

“Satisfy the •Q.S.C.V

C.H.A.M.P.S
customer by offering •International Growth
them the best.”
Customer pull •Forward & backward Integration
factor factor
•Market penetration
•New Product Development
video (1).flv
 Positioning
– Quality
– Diversification of pizzas
– ‘Best pizzas under one roof‘
– 1st to start vegetarian dine -ins
– Repositioning from affordability to a
premium dining experience in India.

– Focusing on the Indian

family.
– Ambience of fun &
excitement.
– Added more items to its
menu.
– Remodeled many
restaurants, kept stores open
 Segmentation
 Focus on urban markets  Higher Income
 Cut across age groups  Dual Career Families
 Younger generation,Kids  Age 12-30 Years
– middle income families  College graduates
 Don’t cater to a niche
 Brand Image
Enhancing the customer’s
experience.
Connecting with the
customers
3 key brand strategy in
India:-
--Widening customer base
-- Re-inventing its brand
image
Pizza Hut Twitter page. --Stressing on the value
 Popular brands on Facebook, aspect of the consumer
with nearly one million fans.
Rebranding of some of its
outlets as 'Pasta Hut’ in U.K
‘Think global and act local’ in
India
Competitors
Analysis
Marketing Mix
 d u
r o t
P c

Product, service or program includes both tangible and

intangible elements.
McDonald’s product includes veg & non-veg items.
Happy Meals
Cares for customers’ sentiments towards religion and culture
Cooking area and cooking equipment for vegetarian products is
visibly segregated from non-veg sections.
Soups available only in Portuguese
BEVERAGE
S
 FROZEN
DESSERTS
NON-VEG
MENU
VEG MENU
PRODUCT
PRODUCT MIX

STARTERS

SALADS

PIZZAS

PASTA

BEVERAGES

DESSERTS
 PRODUCT LINE
PIZZAS
Pepperoni Lovers
Super Supreme
Beef & Veggie supreme
Chicken & Veggie supreme
Classic Mediterranean
BBQ Chicken Lover
Classic Chicken & Bacon
BBQ Meat Lovers
Classic Margherita
 PRODUCT
Local supply chain

Developed by Yum!

95 per cent of ingredients- locally produced.

Import very few speciality items like pepperoni.

g n i
ic
Pr

Quite affordable products.

Importance to brand & its integrity.
Price charged based on customers perception.
In India, it has been able to get a larger share of rich and upper-
middle class population.
 PRICE
High / low pricing strategy

Bundle pricing
 e s
o c
Pr
s

Door-to-door delivery.
McDelivery number – 66 000 666.
Customer hotline number – 30013001.
Q.S.C.V. - Quality, Service, Cleanliness, Value.
 PROCESS-SERVICE
Full service restaurant as well as delivery services.

Quick services.

Aims at providing products at the requested delivery time.

Deliver orders to door steps.

Two customer satisfaction programs: a 1-800 number
customer hotline, and a customer call-back program.
C.H.A.M.P.S – Cleanliness, Hospitality, Accuracy,
Maintenance, Product quality and Speed.
Products are subject to availability.
If the desired product is not available, offers a reasonable
substitute of equivalent quality and price.
RESTAURANTS
DELIVERY
Peopl
e
Each outlet is headed by a Restaurant
Manager .
Delivery Crew Member carries basic
operation of a restaurant. Ensures
customer satisfaction at the restaurants.
In order to motivate there employees
they give them stars as per their
performance.
Training At Hamburger.
 PEOPLE
Foundation -‘People Capability First’.

Supporting individual growth and career progression

through World Class training programmes .

70% of all vacant positions are filled internally.

Culture to celebrate the achievements of others and has

fun doing it.

Works hand in hand with Operations to help their people

achieve their potential and deliver great results.
 ic a l
Ph y s c
id en
Ev
e

Golden Arches
Logo Sign Boards Building

Interiors Visible food preparation

 PHYSICAL EVIDENCE

Stores Packaging
Uniform

Bell Crockery
 c e
l a
P

Located at prime locations.

Almost in all big cities.
At residential areas, malls, multiplexes.
Operates in 121 countries.
Opened 55 restaurants in North India & planning to Open 20
more outlets in North India.
 PLACE
70 restaurants across 36 cities.
13 metros and second rung cities with 36 outlets.
Preparing to enter in 3rd rung cities.
Over 38,000 customers waking everyday in its outlets.
Malls and high profile areas.
 it o
o
m
o n
Pr

Collaboration with coke, M TV, Hungama .com, Sony Music, etc.

Scratch cards on large jumbo meals.
T-shirts, CDs, Free tickets to Lucky Ali’s contest.
Use of Medias like Television, hoardings and bus shelters.
Placing of the pamphlets and banners in and around the outlets.
DDB Needham and Leo Burnett agencies appointed for the
advertisement.
80-20 Menu Board.
I Love Children- Happy Meal
 PROMOTION
Connecting with the Indian consumer.
International brand with Indian heart.
Indianisation Campaign:
Products with Indian toppings.
Vegetation Pizzas.
Jain Pizzas.
AD spend 10-12 Crore annually.
Media Mix- print, Television, Radio, Internet.
Celebrities.
Door to door broachers and coupons.
Partnerships with recognized brands such as Nestle and Pepsi.
Distributio
n
Distribution Centers
 DISTRIBUTION
Four franchise in India:
• Pizzeria Pure Foods: Chennai, Pune.
• Devyani international: North India.
• Wybridge: Mumbai.
• Dodsal: Maharashtra, Madhya Pradesh, Andhra Pradesh,
Karnataka & Kerala.
 Strengths
Successful advertising
Market leader
Clean environment and playground for children
Active children charity
Professional training for employees
 STRENGTHS
Brand name
Quality and hygiene products
Huge varieties
Cater to customer needs
Match local taste
Dine-in & delivery
 Weaknesses

High level of cholesterol

Self service

7 minutes delivery system

 WEAKNESSES

Fewer outlets
Import duty
Higher cost
Costly products
Customer group
 Opportunities
Internet access

Exploiting new markets

Targeting Youth

Changing food habits

 OPPORTUNITIES
Market expansion
Introduction of more products
Increasing awareness
Combined outlets with KFC and Taco Bell
 Threats
Foreign currency fluctuations
Threats from local competitors
Economic downturn
More health conscious consumers
 THREATS
Existing competitors
Threat of new entrants
Change in customer preference
Local restaurants offering pizzas
Increase in prices of raw materials
Health consciousness
Social factors
 Service Quality
Keys to Quality is TLC
They carefully match the level of
service quality with product design
Uniformity in production is a major
goal.
Product design concentrates on
maintaining consistency in how
products are presented.
Efficient service delivery-
concentrates on meeting time
demands of customer.
Competitive advantage
Employee training
Global Standardized operations
Concentrates on maintaining consistency
Quality assurance
 Recommendatio
ns &
Introducing Special Offers through various
medium. Suggestions
Making customers aware of calorie content
in the menu.
Creating new offerings
Conduct soft skill training for the staff.
Introduction of vegetarian
restaurants by Mc Donald's
For health conscious societies,
considering healthy hamburgers
 Sources
WEBLIOGRAPHY:
 www.pizzahut.com
 www.pizzahut.co.in
 www.wikipedia.org
 ivythesis.typepad.com
 www.buzzle.com
 www.embassyexim.com
Thank You !!