COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA

INTRODUCTION Objectives • To identify and analyze the marketing strategies of the three fast food chains: McDonalds Wimpys Nirulas

Under the fast food market. • Analyzing the performance of the abo e chains since the past fi e years. • Making a comparati e analysis of the abo e three restaurants. • !dentifying the recruitment and selection procedures adopted by the stated restaurants at : Managerial "uper isory #lerical and $perational le el %$perations comprise an important part in any restaurant&.
SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD

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COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA

• #onducting market research study to determine : 'ercentage (ise consumer preferences )re*uency of isit at each of the stated restaurants !dentifying uni*ue factors that attract people to the stated restaurants.

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SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD

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COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA

METHODOLOGY • !nformation regarding the organisation+ ,'-s of marketing+ and consumer preferences has been obtained through : a. 'rimary "ources b. "econdary "ources. Primary Sources i. Marketing personal+ '. personnel of the concerned organisation (ere approached to obtain in formation about the concerned sub/ect %"ample *uestionnaire on the ne0t page&. McDonalds marketing and other details had to be obtained indirectly through its public relations firm since direct accessibility to the corporate office (as not possible. ii. Market research study (as conducted in order to find out percentage (ise preferences of the stated fast food restaurants. Seco !ary Sources i. ii. iii. i . !nternet 1ibraries such as #!! and '2D 2ouse Articles from A 3 M and economic times #ompany brochures+ literature and pamphlets.
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SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD

SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 4 . • #onclusions and recommendations ha e been thereby gi en after a thorough e aluation of the marketing strategies of the three restaurants.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA • 4ased on the information obtained from the abo e sources concepts (ere de eloped on (hich analysis could be made.

8-s they had a pastry shop+ snack place and 2ot "hoppe. !t (as the Nirulas family (ay back in 5678-s that started the trend of opening good eating places in the city. !t (as only in the late 98-s and early :8-s that they decided to open up a restaurant ser ing snacks and fast food. rotis etc. All the items (ere a ailable at the roadside dhabas or the local s(eet shops. !t had a (ell=established fast food chain o er the ne0t decade.e. 4y . 2o(e er seeing the potential in the country in the 68-s due to the changing life styles+ the established chains (orld o er made their entry into the !ndian food market. With the coming up of these local /oints Nirulas (as not left behind. (ith sabzi or achaar. SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 5 . "eeing its success in the country other local fast food /oints and restaurant started coming up in the <8-s. 2o(e er the tastes and the style of the kind of food (hich these MN#-s (e offering the !ndian customer has been made familiar to him by Nirula-s only. This started the trend of eating /oints in the city and o er the country. paranthas. There (ere no established eating places or restaurants for the a erage !ndian customer.. These (ere the traditionally a ailable snacks or in the form of samosas etc. Nirulas initially (hen they entered the restaurant business+ (ere more into catering and hotel business.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA ORIGIN O" THE "#ST "OOD M#R$ET IN INDI# Traditionally o er the ages+ fast food for the a erage !ndian customer meant ha ing breads i. Nirula-s (as considered to be the pioneer in fast food business.

+ (ith many more to come o er the ne0t fe( years. SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 6 .COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA Although the concept (as introduced to the !ndians (ay back+ but in the true sense market for fast food has been de eloped only after the entry the arious MN#-s starting (ith Wimpys to McDonald-s+ 'izza 2ut+ T>!)+ Dominos etc.

With the trends changing and the incomes rising almost anybody (ho can afford to eat out could go for a snack at Nirulas.+ (as considered to be an option for eating out.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA THE INDI#N "#ST "OOD M#R$ET % #N O&ER&IE' Upto the year 5669 !ndian food market (as predominantly dominated by the traditional dhabas+ potential restaurants in the customer-s colony and some restaurants in a fi e star hotel. Apart from fast food being a ailable at the local colony restaurants and at some fi e star restaurants+ Nirulas (as the only fast food chain e0isting in the country (ith its restaurants e0panding (ith e ery passing year since its inception. Nirulas (as the first one to bring fast food to !ndia back in the 98-s since then it has e ol ed into an eating place (ith a tremendous brand e*uity and brand recognition. !t is a place (here a person from an a erage middle class group to upper class group can go to eat out.+ burgers+ pizzas etc. !t pro ed to be a perfect eating place for an a erage middle class (ho (ants to eat out at an affordable price (ho cant afford the fi e=star restaurants and (ould not (ant to go to the local dhabas.e. !ts popularity has increased o er the decades. !t (as not at all synonymous (ith the American concept of fast food as a *uick takea(ay bite or a substitute for lunch. Nirulas almost had a monopoly for decades due to the (ay it has been placed. !t has been almost 98 years no( since its set up and there is hardly any one (ho doesn-t kno( that Nirulas e0ists. 2a ing fast food i. SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 7 .

4efore these+ U?=based /oint called Wimpy-s had established its chain in the country in 5668. 'rior to this it (as only the local restaurant that became isible (hile passing by or through local banners etc. 2o(e er+ restaurant business is such (hich is surrounded by threat from e ery(here be it !ndian /oints or foreign /oints.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA 2o(e er the year 5669=6: (itnessed a drastic change. 566: is considered to be the year of !ndia-s entry into the (orld food market. 2o(e er it did not pose much of a threat to Nirulas reason being lack of ariety and that Wimpys (as looked at more of a hangout place rather than eating out (ith the family.+ McDonalds+ 'izza 2ut etc. !nternational giants such as McDonalds+ ?)#+ T>!)+ Dominos+ 'izza 2ut all bombarded the !ndian food market.+ (ho ha e targeted their restaurants to the families. !ts been the American international giants i. !t is only these international /oints and specialty restaurants (hich are gradually coming up and some !ndian restaurants (hich ha e made up the food market. 4y year 566: it had about three to four /oints established in Delhi. There (as hardly any a(areness or promotion to beat competition.+ and the fi e star restaurants (ere for the elite class out of reach by the a erage middle class customer.e. These places ho(e er offer range of items different from burgers+ pizzas etc+ but they definitely are competition to both foreign and !ndian fast food chains. SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 8 . Apart from the foreign and !ndian fast food chains setting up shop+ there are a range of specialty restaurants offering aried fare such as #hinese+ Me0ican+ )rench+ !talian etc.

@ach of these restaurants deli ers *uality+ alue and ser ices in its o(n (ay through its line of strategies. This ser es to be an ad antage because the turnaround time is short and family has higher propensity to spend because different members order larger ariety of dishes.+ Nirulas and foreign i. Almost all the fast food chains both !ndian i.+ McDonalds etc. The ariety (ould influence the fre*uency of isits since taste is a dominating factor to the !ndian customers. @ach of these studied the !ndian tastes and style and thereby targeted the !ndian customer.&+ not for ho( pleasantly the stuff is ser ed or ho( spotless the (ido(s are.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA @ach of the foreign food /oints that ha e come into the country has their o(n strategy lined up to differ from the rest. An !ndian food /oint o(ner (ould definitely understand this but an American company+ (hich comes and places it directly (ithout kno(ing the customer is definitely in for trouble. An a erage !ndian restaurant goer is no con enience eater+ unlike the Americans.+ are targeting the families. !f he is paying+ he is paying for food that tastes good %"picy+ soft+ sa ory etc. A customer (hen he comes to a restaurant usually looks at the *uality of food+ ariety+ ambience+ speed of deli ery and the location. 2e (ants food for that can make him come back to the restaurant. SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 9 .e. The emphasis is on the alue that the restaurant is deli ering to the customers. #ustomer loyalty in a restaurant business is essentially lo(.e.

#urrent (impy operation spreads from Aamaica in the West to the 'hilippines in the )ar @ast. Wimpy (as a rounded+ hamburger=eating gentleman+ (hose slo( dra(n out oice (as based on a famous (it of that period.T$$NC. The furthest "outh restaurants are in "outh Africa (here there are currently about 788 (impy restaurants operating. 2e (as the inspiration for the Wimpy @mpire. MAN #A. SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 10 .y( The name BWimpyC (as first heard of in theC '$'@D@ T2@ "A!1$. @ en today Mr. Wimpy is a similar shape+ he is dressed as a beefeater as this is the name of the Eueens guards (ho according to tradition+ protect the #ro(n Ae(els. !t has it strongest representation in the Middle @ast. Wimpy $ erseas limited has an outlet almost all o er the (orld.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA 'IMPY(S #)* #N O&ER&IE' 'or+! 'i!e O.eratio s Wimpy-s o erseas limited has its origin in United ?ingdom since 569. 'opeye and his girlfriend+ $li e+ had a friend called Wimpy. Story be-i ! t-e ame . !ts most Northerly restaurant is in 4odo+ Nor(ay (ithin the Arctic #ircle.'im..

!n order to beat against competition the company has to decide upon its target audience. I !ia O. @ en today Wimpys aims to target the same audience.>@. !nitially (hile Wimpys entered the !ndian market it hardly had any competition+ e0cept from the local restaurants or from local fast food /oint Nirulas. Wimpys in !ndia is the master )ranchise for "outh @ast Asia. "ince its inception the Target #onsumer (ith Wimpys ha e been youngsters bet(een the age group of 5<=F8 and the kids. !ts been almost nine years since it (as established+ Wimpys is primarily recognised as the burger #hain.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA This (ay the fact that Wimpy is a ery and also the heart of the business+ the 2AM4U. Today Wimpys has about 59 outlets in the country (ith more e0pansion plans around the corner for more outlets in the ne0t t(o to three years.+ Wimpy-s international 1td. !t e0tends its operations to ?atmandu and "ri 1anka. SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 11 .eratio s Wimpy is the oldest of the international chains to enter the !ndian scene.+ is a hundred percent subsidiary of Wimpys o erseas limited. are linked in one person as the trade mark for the company. !t started its operations in !ndia in 56<6 (ith the opening of one outlet in Delhi-s #onnought 'lace area. The company in !ndia i.e. /* M#R$ETING "UNCTIONS Wimpys opened its first restaurant in Delhi in 56<6.

Actual 'roduct: The burger that he buys that is neatly packed (ith Wimpys mentioned on the co er is the actual product. 4ased on this the details of its marketing mi0 i.+ product+ price promotion and Distribution are e0plained belo(: Pro!uct /ase! Strate0ies Wimpys is offering in the market and to its customer-s fast food in the form of burgers+ pizzas+ salads+ be erages+ milkshakes+ ice creams and assorted treats. Any product has three le els i. Wimpys has about 9 to : different product lines namely: • 4urgers 12 SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD .+ #ore product: here a consumer buys a burger or a pizza to satisfy its taste buds. Wimpys marketing strategy lies in )ast )ood. !t is basically selling ambience and atmosphere. Augmented product: Ambience+ past ser ice atmosphere+ cleanliness all augment the product.e.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA Wimpys as a fast food restaurant has been positioned as a ery pleasant resting=place (here a (ide ariety of items are a ailable through fast ser ice.e.

F !ncludes Nuggets and fries #!!itio a+ !ts uni*ue selling proposition lies in its product line. "ince the past fi e years its product line has remained same till date. )ollo(ing are the range of items at the Wimpys restaurant: /ur0ers 1i &ariety) 5. SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 13 . Pi22as 1i variety) < A ailable in t(o sizes Ice Creams 1i variety) 5. 2o(e er+ (hen Wimpys had started its operations it had about F to . $fcourse changes are constantly being made to offer ne( ariety in each of its product lines. product 1ines.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA • 'izzas • "alads • MilkshakesG4e erages • !ce #reams • Assorted Treats. Aim is to offer increasing choice and ariety of items to its consumers.

+ there (ere not much of sale of SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 14 . %Wimpys has al(ays kept the kids into consideration for deciding its product lines&. Although the restaurant did ha e pizzas in its menu earlier i.+ Ieggie 1illiput burger meal+ #hicken 1illiput burger meal etc.+ about a year back but since the past < months the restaurant has come up (ith a ne( ariety and *uality of pizzas. "ince the past t(o to three years it has started including ne( arieties to it almost e ery year.e.e. 4efore the Na ratra meals it had come up (ith 1iliput Meals %especially for the kids& i.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA )or e0ample: #onsider 4urgers+ (hen its started it had about si0 ariety of burgers to offer. This year it has included chicken liliput burger and eggie 1illiput burger that is especially for the kids. The product line of pizzas that it had in its menu earlier (as not sho(ing good results i.e. Wimpys also pro ides (ith economical meals+ (hich include a coke+ burger+ french fries or any combination of these three. Under its assorted treat line+ (hich includes )rench fries+ fish N chips+ Nuggets etc. has also been modified from time to time. $ er a period of time it has included ne( arieties almost e ery year. The most recent additions ha e been eggie nuggets and chicken drumsticks. !t keeps on coming (ith ne( meals e ery si0 months. The most recent meals that it had in its menu (ere the Na ratra meals+ (hich had a combination of pizza and cokeH egburger+ )renchfries and cokeH and salad+ )renchfries and coke.

!t is targeted to the tourists+ e0ecuti es and the "hoppers in #. !ts cheese pizza %regular& is priced at . for Ieggie 1illiput burger and ma0imum at . This price is *uite reasonable considering the prices of regular pizzas at Dominos (here they go as high as . 5. 4ut since the modified ersion has been introduced+ sales ha e definitely gone up. The customer no( has more ariety a ailable to him and he has a (ide range of items a ailable to choose from. Min.9 compared to 'izza hut-s regular cheese pizza for . @ en the 4urgers are reasonably priced.s. @ en for 'izzas min price is about . 598=788 for a regular pizza. SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 15 .9 for 2alf non= eg 2alf eg. The price of pizzas is far lo(er than other outlets+ such as Dominos+ 'izza 2ut etc. All this has been done by Wimpys to change its image+ keeping the competition in mind.s. The meal is *uite different from its rest of the meals.s. .s.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA pizzas in the restaurant.< for >rilled #hicken burger. . a ailability is at . :9.'.s. .9 for a regular cheese pizza and ma0 at . Wimpy e en has this special 4reakfast Meal only at its restaurant in #onnaught 'lace. Prici 0 Strate0ies All the items at Wimpys ha e been competiti ely priced.s.s. . !t has @ggs in a 4un+ Doughnuts+ $range /uice+ TeaG#offee.

@mphasis no( is on and latest additions in the menu. Use of T. SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 16 . Promotio Strate0ies "ince its inception is 56<6 Wimpys has promoted its restaurant mainly ia instore posters and danglers or through outstore posters.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA The prices are so designed to suit e eryone-s pocket+ such that an a erage middle class person can afford a meal at Wimpy-s.ecently and is press this ads. !ts promotional strategy has been to emphasize and publicize the concept of ariety+ reach out to people and con ince them to eat at Wimpy-s. The media most commonly used by Wimpy-s can be classified as: I store Use of posters and Out store Danglers.I under consideration. there Wimpy-s >raffiti "ho( that is being aired on Times )M. #oca=#ola also assists in promoting and marketing of Wimpy-s restaurants. !n brief+ the aim is to reach the right target and do it effecti ely. 2o(e er its promotional strategies ha e under gone a change in these nine years considering the competition coming from e ery(here. ne(spapers . Use of )lyer-s+ (hich are gradually !nforming about latest meal combos coming do(n.

Wimpy-s has al(ays been coming up (ith special menus+ contests+ gift schemes etc. Aim during the past t(o years has been to change the image and make Wimpy-s more and more isible to the people. During the past t(o years+ the idea has been to impro e the image of the restaurants. "ince the past four to fi e years. SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 17 . !t comes up (ith special menus and meals during Na(ratras+ such that people can still come and ha e meals during that time. .+ in the festi e season such as Na ratras+ Di(ali and #hristmas. Wimpy-s pro ides sales promotion schemes through the economical meals that its offers.ecently it has started gi ing coupons in great sa ers magazine of "eptember issue+ (hereby on order of . F88 or abo e you can ha e any one of the salads free.s.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA The posters and dangers used for ad ertising are designed ia free lancers. 788=766 you get eggie nuggetsG#hicken nuggets free. Also the mascot Mr. This is being done through impro ing the menu boards and the nameplates. Also+ on order of . Wimpy is being promoted more and more in their posters.s.

+ land and capital to become a franchisee (ith Wimpys. 4y 566< it has about 58 outlets in total in the city (ith one outlet in each of the cities i.e. !n order to e0pand its distribution net(ork it has come up (ith a scheme (hereby an indi idual can franchise (ith Wimpy-s. The opening of its outlet at Ne( Delhi . The restaurant manager and the operation staff (ould go from the company itself. had a effect on other outlets around that area. !n 566F it had about F outlets in Delhi.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA Distributio Strate0ies Wimpy-s started (ith /ust one outlet in Delhi in 56<6. Wimpy-s gi es him the right to use the brand name+ but he has to ha e resources i. SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 18 .ail(ay "tation in 566.+ Aalhandar+ 1udhiana and 4angalore.e.

• Almost e ery (impy restaurant is spacious enough to attract large cro(d of customers. The factors influencing customer demand for Wimpys menu items are as follo(s: • The image of Wimpys as a burger chain and its popularity for its /uicy burgers.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA CUSTOMER DEM#ND ?no(ing (hat factors attract a customer to eating /oint is important for e ery restaurant. • Wimpys is considered to be the most preferred eating=place especially by the teenagers and the youngsters. Normally one (ould not ha e to (ait for long to get a seating place at its restaurant %e0cept during peak hours&. !t is them (ho are mostly the regular customers almost at e ery Wimpys restaurant. SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 19 .

They also specialized in catering to parties and soon Nirulas catering became famous. !t came to Delhi in 567<. Nirula family (as the first to offer (estern style fast food in !ndia.s. They realized the paucity of good eating places in and around Ne( Delhi+ began J2otel !ndia. Mean(hile+ Nirula-s had set up the J!ndia #offee "hop. 2ence+ in 5698 the restaurant (ith the cabaret (as gi en up in fa our of the 4rasserie. 5. !t also started ser ing !ndian food and introduced ballroom dancing and cabaret. 2o(e er+ business fluctuated (idely since it (as dependent on the *uality and reputation of those e ening-s performers.estaurant (ith music and dancing ser ing a si0 course dinner for only . A fe( years later+ the #offee 4oard of !ndia seeing the success of the international decided to run the business itself. SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 20 . The restaurant pro ed to be popular (ith both !ndian and foreign guests.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA NIRUL#(S #)* #N O&ER&IE' History a ! /ac30rou ! Nirulas today is a (ell=kno(n name in the hospitality industry.in Aanpath on re*uest of the #offee board. (ith 57 rooms and a restaurant (ith a bar license.in 56F. !t 56F6+ (hine the "econd World (ar had started+ Nirulas rented more space in #onnaught #ircus %(hat is currently the ground floor of Nirulas+ 1=block& and opened a .

Nirulas 2otel (as started in 569< and (as the first modern F=star hotel in !ndia. >aggia+ the inceptors of espresso coffee machines ga e Nirula-s sole distribution rights for their machines and Nirula-s sold these to the lu0ury hotels and first class restaurants. !t (as the most popular restaurant of its time in !ndia. >ufa (as an !ndian SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 21 .. The /ams and s*uash and other preser es (ere marketed under the name of Nirula-s and had an all !ndia distribution. With the partition of !ndia in 56.+ Nirulas (ere the first ones to introduce espresso coffee in !ndia.oom. !n 569..(hich (as the first restaurant of its kind in !ndia. 1a 4ohame (as a modern restaurant (here tea+ coffee+ snacks and meals (ere ery popular. !n 5698+ Nirulas started the J#hinese .COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA The 4rasserie (as a popular self=ser ice restaurant ser ing beer and li*uor (ith a limited menu of !ndian and Western food. !n 56:8 t(o specialty restaurants (ere opened. 4efore 56. Nirula-s store (as opened in the 5698-s (ith a section for cold meat and delicatessen products and a separate section for bakery and confectionery produce. The 4rasserie ga e (ay to the J#afeteria-H the first of its kind in !ndia (ith a ariety of Dishes and the guests could help themsel es to (hate er they fancied.+ Nirulas had also opened the first fruit preser ation unit in Delhi.+ the supply of ra( material (as disrupted and this unit (as stopped. Nirulas created history by being the first !ndians of non= #hinese origin to ha e a #hinese food restaurant in !ndia.

All of these e0ist till today.7 and 2ot "hoppe in 56. 'roduction facilities (ere also set up. !n 56<9 the #entral ?itchen+ comprising of the first section bulk kitchen+ !ce #ream section and the bakery section (as opened at $khla+ thus enabling Nirulas to e0pand faster.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA restaurant (ith !ndian style seating and an all sil er thali ser ice in a romantic atmosphere. The 'astry shop (as independently introduced in 56.. !t-s first restaurant outside #onnaught 'lace opened at Iasant Iihar in 56<8 and soon follo(ed by #hanakya %56<5& and Defense #olony %56<:&. This (as follo(ed by another in ?atmandu in 56<: and one in 'okhra+ Aune 566F.6. 56<9& ?arol 4agh %March 56<:&+ Ne( )riends #olony %April 56<<&+ SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 22 . T-e E4.<. Also in 56<9+ Nirulas opened their first restaurant outside !ndia in ?atmandu+ Nepal. The first !ce #ream 'arlor in !ndia (as started in 56. again entured into the *uick ser ice food business+ (hich (as instant success. 'otpourri restaurant (ith the first salad bar in !ndia and the 'egasus 4ar (ere started in 56.a sio P+a !t (as only by early <8-s that Nirulas decided to e0pand itself. The opening of the "nack bar in 56. Mean (hile Nirula-s also took o er the management of restaurants at Te/-s %No .7 and did e0ternally (ell.

56<.+ a )ood Deli ery "er ice (as started at 1=block+ #hanakya and Defence #olony and (as soon e0tended to all the units. Nirula-s (as the first to introduce in the country ser ices on such a large scale. !n 566. This unit started (ith a restaurant in Aan. 5668&+ @ast of ?ailash %Aug 566. !n Aan.oad %$ct.also set up a unit in Noida+ a suburb of Delhi. Nirulas. 566:+ a restaurant comple0 (ith a large family style restaurant+ 'astry "hop and a 'otpourri restaurant (as commissioned in 'reet Iihar. !t also started catering ser ices for the . Another outlet at 4a(a 'otterries #omple0 at Iasant ?un/ opened in Aug 566:. Negotiations are in progress for opening more 2otels and restaurants in and SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 23 . An KBe0pressC .. T(o restaurants (ere opened in 2aryana in *uick succession L in >urgaon in 566< and )aridabad 566<. "econd e0press restaurant (as opened at .a/indra 'lace in 566.ail(ays in Auly 566F by pro iding food on the August ?ranti @0press from Delhi to 4ombay. and (as soon e0tended to also include a 2otel %March 5665& the first of its kind in !ndia offering the most modern and attracti e facilities at ery reasonable prices.& >urgaon %Aan 566<& and )aridabad %)eb 566<&.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA 4ungalo( .estaurant (here the thrust is on take a(ay and deli ery ser ice (as opened for the first time at Iasant ?un/ in March 566:. A ne( restaurant at Iikaspuri is being completed and (ill open soon.

/* M#R$ETING "UNCTIONS !n early <8-s (hen Nirulas started e0panding its operations+ it positioned as a family style restaurant for the kids and the entire family. The company e en plans on opening its outlets in "ingapore and in "outh @ast Asia. SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 24 . !t has al(ays (elcomed other restaurants stating as they assist in de eloping the o erall business.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA around Delhi and in ma/or metro cities in Northern !ndia. They continue to e0periment+ introduce ne( items and continue to gi e the citizens of Delhi and tourists (hat they desire=e0cellent *uality food at a reasonable economical price in pleasant surroundings and such a ariety that e ery one in the family feels catered to L J)un )oods for the Whole family-. Nirulas marketing strategy rests in the adaptation of the fast food concept to the !ndian situation. !t is ideally for the kids and the elders. @ en though a number of ne( restaurants ha e started Nirulas. Nirulas stands for Euality+ "er ice #leanliness and alue for money. 'eople bet(een the age group of <=<8 ha e been the target audience. 4esides opening ne( outlets to cater to the e er=e0panding market+ Nirulas ha e al(ays belie ed in e0pansion and impro ement of its e0isting facilities. To target the family+ the chain has simultaneously focused on the #hild (ho (ill get the rest in.is still the most popular chain of restaurants (ith among the highest sales per s*uare foot.

The product line+ (hich e ery Nirulas restaurant has+ (hether inside or outside Delhi can be categorized into. At some of its restaurants keeping in mind the local tastes it e0tends its product line to: • "outh !ndian SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 25 . ?eeping marketing strategy in mind details of the marketing mi0 are e0plained belo(: Pro!uct /ase! Strate0ies The menu at e ery Nirulas restaurant is designed keeping in ie( the tastes that appeal to the a erage urban resident. : • 4urgers • 'izzas • )oot longs • !ce #reams • 4e erages G "hakes • 2ot Numbers.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA Nirulas in order to pro ide products at best *uality has a single central kitchen that caters to all its outlets in Delhi.

etc. Nirulas e0panded its menu including Tandoori items+ "outh !ndian food etc.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA • Tandoori N #urries.+ during early 68-s and this definitely helped the restaurant in increasing its clientage. )ollo(ing are the range of items a ailable at any Nirulas restaurant: /ur0ers 1i variety) 59 "er ed as meal combos too (ith fries and coke Pi22as 1i variety) 57 A ailable in three sizes Ice Creams 1i variety) 75 #!!itio a+ 1i variety) 9 !ncludes tandoori items+ footlongs+ hot nos. The emphasis here is more on indianised food and considering !ndian tastes and consumer into account the products are designed and modified. Nirulas keeps on coming up (ith desi=style burgers+ the most recent addition in the burger category ha e been the channa 4uger+ 4ha/i 4urger and omelette burger. Nirulas has al(ays designed the products keeping local tastes in mind. SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 26 . !t keeps on adding ne( arieties to its product line e ery no( and then.

These prices are for lo(er than the pizza chains that ha e entered the country. Nirulas has constantly changed the menu as and (hen consumer preferences ha e changed.s. !ts strategy is to rely on high olumes and lo( margins.s. Iegetarian customers are being offered (ith separate e0clusi e items and non= egetarian ones are offered similar e0clusi e items. :F to . The items on the menu are such+ that they can suit e ery pocket. !t is the only serious restaurant chain offering a complete meal (ith (ide ariety. . Prici 0 Strate0ies !nspire of Nirulas ha ing a monopoly situation for decades (ith its brand of restauranting+ it has al(ays been cautious about the (ay in (hich it has increased prices.s.s.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA 'rior to these Nirulas had added the 'anner Tikka 4urger and #hicken Tikka 4urger to its menu. SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 27 . 5:. Nirulas has ne er relied on competition to price its products. !t has a burger+ (hich is ma0 for . !ts 'izzas range from .5 and min at . The rest of the ariety has remained more or less the same o er the past many years. 6: for a regular size. Due to the inclusion of the abo e fe( items in the list+ Nirulas has re=in ented itself. All kind of people from all strata isits the restaurant.

There is constant promotional acti ity carried on for the kids by the restaurant. During April+ to coincide (ith the annual e0ams+ there is Nirulas "cholar-s a(ard. "chool children scoring more than 68 per cent troop in (ith their report SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 28 . This ser es the purpose of positioning the restaurant as a family+ eating=place. #hildren ha e al(ays been the prime target group (ith Nirulas since they play a key role in deciding (here the family should eat. Newspaper releases that come out e ery no( and then of Nirulas are handled by its public relations firm. There is a birthday club membership for children belo( 5F years of age+ (ho recei e a birthday card and a free scoop of ice cream to celebrate the occasion. 'romotional material used by the restaurant mostly includes distribution of flyers+ menu cards+ and through ne(spapers. !t has its o(n in house design department and creati e department+ (hich designs posters and banners for ad ertising.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA Promotio a+ Strate0ies The ad line for Nirulas goes something like: B)un foods for the entire familyC. !t is more of in L house promotions.

The members gre( to F888 in 566F to 59+888 in 566. During #hristmas time "anta #lans appears in all its outlets to hand out s(eets to children. During Di(ali it comes up (ith special gift packs etc. Any festi al that comes+ Nirulas is associated (ith it. Nirulas carefully uses its locations and also the meal timings to aim at different target groups. Nirulas scholars are sent best of luck cards in March. Nirulas also organizes for birthday parties for the kids at some of its restaurants. @ach of its outlets has its o(n personality. 4y 566< the figure has increased to 68+888. Distributio Strate0ies Today Nirulas has about 79 outlets in Delhi and F in Nepal out of the 5< outlets in Delhi 7 of the outlets are e0press restaurants (here the thrust is on take a(ay and deli ery ser ice. SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 29 . !n 5665 (hen this scheme (as introduced there (ere only :88 entrees..COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA card to claim a Triple "unday free. $ er 68+888 kids come do Nirulas for a free sundae. )or e0ample: #onnaught 'lace has a ma/or share of tourists or foreigners (here as #hanakya 'uri and Defense #olony get a lot of young students.

1ooking at competition coming from the MN#-s (ho established themsel es as home deli ery chains+ Nirulas did not (ant to left behind. L $nly 77888 customers came in a day 56<6 L F9+888 #ustomers per day 566. Aim is to mo e into residential location and making its outlets more accessible for its clients. 56<. This is a ery effecti e distribution strategy placing yourself (here opportunity e0ists to attract people into the restaurants. Today+ the number of outlets has gone up to 79+ (hich are ha ing deli ery ser ices. L .. "etting up of restaurants at such places is a (ay to (ard off competition. Nirulas outlets had home deli ery ser ices. "uch places attract lots of cro(d on holidays and e en on (eekdays. The company (itnessed a ten=fold increase in home deli ery re enues since it started.+ 5. Another reason for starting home deli ery ser ices (as the rise of the customer base.+888 #ustomers per day 566: L .COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA !t has carefully chosen the locations of its outlets at Iasant ?un/ 1eisure 4o(l and Destination 'oint )aridabad.. SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 30 .:+888 #ustomers per day. Nirulas started its home deli ery ser ices in an organized manner in 566. 4y 788.

$ne can find a Nirulas /oint at the most popular markets+ cinema comple0es and bo(ling alleys. • The restaurant has been placed as a family style restaurant in the market. • 1ong term brand=image built by the restaurant o er the past 98 years. SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 31 . • Nirula-s as a restaurant has it-s o(n image and distinction is=a= is other restaurants in the market. #onsidering this the inside of the restaurant is such that there is enough place for families to come and en/oy their meal. At Nirulas the customer can choose from !ndian tandoori items to (estern style burgers and pizzas.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA CUSTOMER DEM#ND The factors influencing customer demand for Nirula-s menu items are as follo(s: • Adapting the (estern style fast food to !ndinised tastes and standards. • Nirulas restaurant has been placed at the most looked upon places.

=year end system (ide sales (ere M FF+F:<. McDonalds 566. McDonalds is the largest and the best kno(n global food ser ice retailer. $n any day McDonald-s ser es less than one percent of the (orlds population. ?roc liked their fast=food restaurant concept and bought the #hain for M7..ay ?roc+ a 97=year old salesman of milkshake mi0ing machines+ became interested in a string of se en restaurants o(ned by . !ts outstanding brand recognition.ichard and Maurice McDonald. These t(o founded the *uick ser ice restaurant industry (hen they con erted their barbecue dri e in (ith carhops into the (orld-s first McDonand-s limited menu+ self=ser ice dri e=in in 569<+ in #alifornia.F billion. %!t is one of the most recognised brand all o er the (orld&+ e0perienced management+ high *uality food+ site SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 32 .COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA McDON#LD(S #)* #N O&ER&IE' History a ! /ac30rou ! !n 5699+ . !ts global market potential is enormous seeing the member of restaurants it has.eratio s There are more than 7F+888 McDonalds restaurants in !!! #ountries %as of Aan. 566<&. 'or+!5i!e O. million. 2e opened his first McDonalds in !llinois in April 5699 and founded the company that e ol ed into McDonalds corporation. 2e decided to e0pand the chain by selling )ranchises+ and the number of restaurants gre( rapidly.

COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA de elopment+ high *uality food+ site de elopment e0pertise+ ad anced operational systems and uni*ue global infrastructure position it to capitalize on global opportunities.. >lobal dominance means setting the performance standard for customer satisfaction and increasing market share and profitability through successfully implementing con enience alue and e0ception strategies. This can be kno(n from the follo(ing: Perio! Aan. !n order to e0pand its operation McDonalds goes by a simple thumbrule to estimate ha( many outlets it (ants: $ne restaurant for e ery 79+888 people (ith ne( markets sprouting in so many parts of the (ould+ the chain is e0panding at a breathtaking pace of one restaurant e ery three hours.88 FF+888 Cou tries 69 556 Sa+es M F8 billion M . billion McDonalds franchises restaurants in many international markets+ and decisions relating to the selection of candidates are made local by the management in the country (here the restaurant is located. 566. SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 33 . McDonalds Vision is to dominate the global food ser ice industry. Aan 7889 No* o6 out+ets 56+.

Loca+ Sourci 0 is $ey 6or Tru+y I !ia Pro!ucts Around the (orld+ McDonald-s traditionally operates (ith local partners or local management.a y McDonalds !ndia is a locally o(ned company managed by !ndians. !n Delhi+ McDonalds restaurants are o(ned and managed by Iikram 4akshis #onnaught 'laza restaurants ' t. 1td. 1td. !n Mumbai Amit Aatias company+ 2ard castle restaurants ' t. McDonald-s constructs its restaurants using local architects+ contractors+ labour and = (here possible = local materials. !n !ndia too+ McDonand-s purchases from local suppliers.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA McDON#LD(s I !ia # +oca++y o5 e! Com. 4oth these indi iduals are responsible for the running of McDonalds !ndia. McDonald-s hires local personnel for all positions (ithin the restaurants and contributes a portion of its success to communities in the form of municipal ta0es and rein estment. SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 34 . !ts 6<N of the inputs are obtained domestically.+ o(ns and manages McDonalds restaurants.

o6 a E4te sive "oo! C-ai )or three years before the opening of the first McDonald-s restaurant in !ndia+ McDonald-s and its international supplier partners (orked together (ith local !ndian companies to de elop products that meet McDonald-s igorous *uality standards. Setti 0 U. Another benefit is e0pertise in the areas of agriculture that allo(ed McDonald-s and its suppliers to (ork (ith farmers in $oty+ 'une and Dehradun and other regions to culti ate high *uality lettuce. This includes sharing ad anced agricultural technology and SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 35 . mutton patties are supplied by Al=?abeer+ 2yderabad+ Andhra 'radeshH fresh lettuce comes from 'une+ $oty+ Maharashtra and DehradunH cheese from Dynami0 Dairies+ 4aramati+ MaharashtraH sesame seed buns and sauces from #remica !ndustries 'hillaur+ 'un/ab+ and pickles from I"T Natural )oods+ 2yderabad+ Andhra 'radesh. )or instance+ #remica !ndustries (orked (ith another McDonald-s supplier from @urope to de elop technology and e0pertise (hich allo(ed #remica to e0pand it business from baking to also pro iding breading and batters to McDonand-s !ndian and other companies.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA McDonald-s sources food products from local companies. 'art of this de elopment in ol es the transfer of state=of=the=art food processing technology (hich has enabled !ndian business to gro( by impro ing their ability to compete in today-s international markets. These standards also strictly adhere to !ndian >o ernment regulation on food+ health and hygiene.

SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 36 . The t(o companies entered into a business relationship resulting in an initial e0port order of appro0imately U" M 57 million per year = (ith the potential to increase. Iegetable products are prepared separately+ using dedicated e*uipment and utensils. McDonald-s has also re=engineered its operations to address the special re*uirements of a egetarian menu. )or e0ample+ Dynami0 Dairies == through its relationship (ith McDonald-s (as introduced to a large customer of milk casein and other milk deri ati es.adhakrishna )oodland+ to get products from the arious suppliers to restaurants in Delhi and Mumbai. ?eeping in line (ith this McDonald-s does not offer any beef or pork items in !ndia. McDonald-s local supply net(orks through . This separation of egetarian and non= arious stages of egetarian food products is maintained throughout the procurement+ cooking and ser ing.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA e0pertise like utilization of drip irrigation systems (hich reduce o erall (ater consumption and agricultural management practices (hich result in greater yields.ect 6or t-e I !ia Customer a ! Cu+ture McDonald-s (orld(ide is (ell kno(n for the high degree of respect to the local culture. Res. !n some cases+ these !ndian suppliers had the technology = but no market for the products they produced. McDonald-s has de eloped a menu especially for !ndia (ith egetarian selections to suit !ndian tastes and culture.

)or e0ample+ McDonald-s has introduced the concept of J1itter 'atrol. The result is a cleaner neighborhood. !naugurated by the Municipal #ommissioner+ this (as in support of 4M#s JOero >arbage+ initiati e.. McDonald-s (orld=class training inputs to its employee could be seen in the present close to 58888 employees currently in Mumbai and Delhi. $ther community acti ities undertaken by McDonald-s in !ndia include the adoption of local public parks for restoration and beautification+ thereby pro iding a play area for children.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA # Em. !n fact in Delhi+ SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 37 . To commemorate 98 years of !ndian independence+ on 59 August 566. Commu ity Part ers-i.+oyer o6 O.= McDondld-s employees go around the immediate icinity of the restaurant e ery day+ packing up garbage left behind not only by customers from McDonald-s restaurants but also by other isitors to the area. the a erage McDonald-s restaurant employs more than 588 people in 79 different positions = from cashier to restaurant manager. McDonald-s belie es in gi ing back to the communities it ser es. Where er McDonald-s goes it becomes a part of the community it operates in and contributes to(ards the de elopment of the locality.and fi e schools in 4andra.+ McDonald-s Mumbai organized a JNo >arbage Dri e-+ in association (ith the J4rihan Mumbai Municipal #orporation.ortu ity McDonald-s !ndia is an employer of opportunity+ pro iding *uality employment and long=term careers to the !ndian people.

McDonald-s !nternational charitable foundation+ .COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA McDonald-s has e en addressed the security issues rele ant to a particular residential colony. 7ua+ity8 Service8 C+ea +i ess a ! &a+ue The McDonald-s philosophy of E"# 3 I is the guiding force behind its ser ice to the customers.M2# donated to the !ndian 'rime Minister-s . All McDonald-s suppliers adhere to !ndian go ernment regulations on food+ health and hygiene (hile continuously maintaining McDonald-s o(n recognized standards. #harities+ especially those benefiting children+ are often the recipients of McDonald-s support = either through the use of the restaurants for meetings or for fund=raising acti ities. !n fact+ in 566F+ .onald McDonald 2ouse #harities supports charities around the (orld. McDonald-s !ndia ser es only the highest 9ua+ity products. McDonald-s !ndia pro ides fast+ friendly service = the hallmark of McDonald-s that sets its restaurants apart from others. McDonald-s restaurants pro ide a c+ea + comfortable en ironment especially suited for families. All McDonald-s products are prepared using the most current state= of=the=art cooking e*uipment to ensure *uality and safety. At McDonald-s the customer al(ays comes first. This is achie ed through McDonald-s stringent cleaning SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 38 .elief )und follo(ing the de astating earth*uake in Maharashtra.

COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA standards+ carefully adhered to. Mc Donalds !ndia ser es only the highest EUA1!TD products. SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 39 . 5.S. The company has already in ested .C. Mc Donalds marketing philosophy is captured in its motto of B Q.9: crore. All Mc Donalds suppliers adhere to !ndian go ernment regulations on food+ health and hygiene (hile maintaining Mc Donalds o(n recognised standards.C+ (hich is the guiding force behind its ser ice to the customers. McDonalds has a 78=year profitability plan for !ndia and it intends ha ing at least 98 restaurants here by the year 7888. McDonald-s menu is priced at a va+ue that the largest segment of !ndian consumers can afford. 98 crore in its !ndian operations+ and each of the t(o /oint enture partners has in ested about . All its products are prepared using the most current+ state of the art cooking e*uipment to ensure *uality and safety.s. McDonald-s does not sacrifice *uality for price = rather McDonald-s le erages economies of scale to minimize costs (hile ma0imizing alue to customers.. /)* M#R$ETING "UNCTIONS Mc Donalds started its operations in !ndia in $ctober 566: and by Auly 566< it has ser ed about 58 million customers in the country.V.s.

estaurantC. SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 40 . 4ut in order to settle in !ndia the entire concept of beef burgers had to be changed.I!#@ L the hallmark of Mc Donalds that sets its restaurants apart from others.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA At Mc Donalds+ the customers al(ays come first. Pro!uct Re+ate! Strate0ies World o er Mc Donalds is kno(n for its /uicy beef burgers. Mc Donalds !ndia pro ides fast friendly "@. !ts restaurants pro ide a #1@AN+ comfortable en ironment especially suited for families. The target consumers for Mc Donalds are the family and the kids. This is a classic case of 'roduct Adaptation+ (here Mc Donalds adapted its product according to the culture and norms of the country in order to position itself in the market. !t-s strategy in !ndia is to target the plain and simple mass market. Mc Donalds has been positioned as a B)amily . Mc Donalds menu is priced at a IA1U@ that the largest segment of !ndian customers can afford. This is achie ed through Mc Donalds stringent cleaning standards+ carefully adhered to. !ndia is the only country (here Mc Donalds is offering eggie burgers and non= eg burgers (ithout beef %uses mutton instead&.

!t also has a large capacity for egetarian burgers+ the production and ser ing of (hich is separated in such a (ay that the customer can actually see it. Mc Donalds sells a spicier Mahara/a Mac in !ndia as its flagship product in place of the globally famed 4ig Mac. The menu at Mc SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 41 . checks before it is ser ed. /ur0ers 1i variety) 57 Pi22as 1i variety) = Ice Creams 1i variety) 7 #!!itio a+ 1i variety) 7 %french fries and eg nuggets& Mea+ Combos . 'roduct standards+ packaging+ *uality+ processing are all the same like at any other Mc Donalds outlet in the (orld. • 4urgers • Desserts • 4e eragesGshakes • Assorted items. The typical burger undergoes 9. The *uality standards are so stringent that no(here+ not e en is its ra(est state+ is any of the food touched by hand.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA There has been other product adaptations too. Mc Donalds product line is almost similar to other burger chains in the country.

A eg burger offers . . 96 SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 42 .COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA Donalds has remained more or less the same o er the past 7 years e0cept a couple of additions in the burgers ariety and inclusion of couple of items in the dessert ariety.s.<) . All Mc Donald-s menu items fit into a balanced diet and it offers certain items that fit (ell (ithin a lo( fat diet %option of burger (ith or (ithout cheese&. Mc Donalds e en has the calorie count carefully (orked out for its burgers.s.s. 'rice ariations from 566: to 566< for a couple of items are as follo(s: Item Mc 4urger Mahara/a Mac E try +eve+ 1:. The ability to pay=of a large section of customers has been the sole criteria. !t (anted to price its products in such a (ay that it can e en be accessible to a child. This (as assessed through market research. 78 .< gm of carbohydrate.s.7 1=>>?) . 57 . Prici 0 Strate0ies World(ide Mc Donalds is kno(n for its ‘Purchasing power’ pricing. )or this it e0amined !ndian spending on snacks and other foods before setting on the prices..5< calorie+ 58 gm of protein+ 77gm of fat and .

'roducts at Mc Donalds are neither elitist in its pricing nor at the dhaba le el+ they are a erage in its pricing. Therefore this is one of the reason that Mc Donalds products are priced reasonably. !t buys its supplier from F9 suppliers (ho sell at incredibly lo( prices. 76G= and at ma0 for . SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 43 .s :G= about a year back during the festi e season.s. Today this softie costs only a rupee more at . Mc Donalds recently has come up (ith B@conomealsC+ in (hich one can afford to ha e a burger and coke for as little as .G=.s. No restaurant of this caliber offers a product at this rate.s. .. Mc Donalds (as offering a softie at a price of . $ne look at the restaurant and it doesn-t seem that the prices of its products (ould be this lo(.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA The company continued (ith the 566: prices for about a year in order to meet its one million=target audience. .6G= %!nstore pamphlet enclosed& Mc Donalds keeps on coming up (ith such meals almost e ery month such that almost anyone can afford to ha e a Mc Donalds product.eason being that Mc Donalds gets the materials %99 per cent of outlets running e0penses& at ery cheap rates.

"ince kids are the prime targets by the restaurant+ SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 44 . Mudra is the ad agency+ (hich puts up publicity banners in Delhi and Mumbai and takes up the local TI commercials. McDonald-s plans to ad ertise in national ne(spapers such as 2industan Times and Times of !ndia in another couple of months.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA Promotio a+ Strate0ies Mc Donalds ad line goes like: “I am lo ing it! Mc Donalds had started its promotional acti ity (ith local area banners and posters and no( it has mo ed on to mo ie hall commercial. Ne(spapers such as Delhi times are also being used for local ad ertising. !ts commercial is a :8=second close up (hich focuses on a burger being prepared in slo( motion tantalizing the audience as though it-s a strip tease. McDonalds keeps on coming up (ith sales promotion schemes e ery no( and then. During World #up "occer it came up (ith this soccer game for .s. !t has e en started ad ertising through local channels such as siti cable. !n addition to this Mc Donalds also has a public relation agency handling its account that takes care of publicity and press releases.55G= (ith e ery meal combo ordered.

The management has put boards at these parks to put across certain messages for the community as a (hole+ such as: B!f you see someone (ithout a smile+ gi e them one of yoursC B#hildren are the light of our futureC etc. Also+ for the kids Mc Donalds is the most happening place for birthday parties kids lo e the place due to all the attention and knick=knacks they are sho(ered (ith. 566G= %!nstore pamphlet enclosed&. McDonalds also comes up (ith special schemes during the festi e season 1ast month i. "eptember+ during Na ratras it came up (ith special B"hudh "hakahari MealC (here a meal for t(o (as for . There are Mc "ermons on maintaining parks+ conducting litter patrols and putting up public trashcans.s. Another (ay through (hich Mc Donalds is promoting its image is ia community ser ices. At ma/ority of McDonald-s restaurants+ the management emphasizes on de eloping parks for the kids as a playground for them. The restaurant e en has playpens displayed especially for the kids.s.?.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA it has come up (ith happy meals especially for the kids along (hich a game is free. SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 45 . @. restaurant there is a playground de eloped for the kids in front of the restaurant.e. 66G= and a meal for four (as for . at McDonald-s >.g.

This is to attract as many people as possible into its premises. SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 46 . there (ere about F outlets in Delhi and fifty three more outlets ha e been added to the list by 566<. 4y the year 7888 Mc Donalds plans to ha e about 98 outlets in the country.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA !n addition to all these promotional measures+ McDonalds has boards put all o er the roads to sho( directions to their restaurant. outlets in !ndia out of (hich 9: are in Delhi and fi e in Mumbai. !n 566. This makes it easier for the customer (ho is not familiar (ith McDonald-s restaurant location. Distributio Strate0ies Till date Mc Donalds has 5<. These boards are put almost t(o to three kms before the location of the restaurant. At Mc Donalds+ (hile opening a restaurant the emphasis is+ to choose a site (hereby 598=788 seating capacity can be a ailable.

COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA CUSTOMER DEM#ND The factors influencing customer demand for McDonald-s menu items are as follo(s: • McDonald-s (orld(ide is kno(n for its *uality burgers. • The factor that influences customer demand for the organizations product to a great e0tent is the offering of highest *uality product+ pro iding ser ices (hich is fast friendly and accurate+ creating a restaurant atmosphere (hich is al(ays clean+ comfortable and ideally suited to !ndia families and children. • McDonald-s products are offered at a alue that can be affordable by the ma0imum number of !ndian consumers. SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 47 . This (orld(ide name for burgers has influenced the demand for it in the !ndian market. • The #hain of restaurants pro ide a ariety of comfortable seating arrangement to accommodate different size groups of people from indi iduals to large families. This can be kno(n from the fact that (ithin t(o years it has ser ed about 58 million customers at its restaurants.

+ Mc Donalds F outlets recei ed about 59+888 customers daily. • 4y Auly 566<+ Mc Donalds has ser ed 58 million customers in the country. • A Mc Donalds restaurant (ith about 598=788 seating capacity ser es about . SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 48 .8+888 customers per month.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA McDON#LD(S Customer /ase • !n 566.

1b) Met-o!o+o0y %i& A set of attributes (as generated on basis of (hich ob/ecti e ! could be determined. = 'rice = Euality of food = "peed of Deli ery = #leanlinessGhygiene %ii& = Accessibility = Iariety = "pace = Decor 4ased on abo e attributes concepts (ere de eloped on (hich analysis could be made.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA M#R$ET RESE#RCH 1a) Researc. This (ould e entually determine (hat attributesGbenefits the consumer desires.Objective The ob/ecti e of conducting a market research study is to: %i& !dentify the uni*ue factors that attract people to each of the three stated restaurants. %iii& )inding out the fre*uency of isit at each of the stated restaurants. %ii& Determine the percentage (ise preference for these for these restaurants. SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 49 .

1c) Reaso s 6or se+ecti 0 t-e various 9uestio s %i& Euestion 5 3 7 isit to all three fast food restaurants and To determine the fre*uency of determine the income generated appro0imately on basis of the e0penditure incurred.aratio s A total of 78 *uestionnaires used to conduct the sur ey. @ aluation of most preferred fast food restaurant on arious criteria. 1!) Data Pre.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA %iii& )inally a personally administered *uestionnaire sur ey (as conducted %4ased on (hich findings ha e been presented&. !n accordance (ith the response dra(n from the *uestionnaire tables and graph ha e been prepared SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 50 . %iii& Euestion . %ii& Euestion F Iarious factors being considered by respondents to select a restaurant.

COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA Determi atio o6 Perce ta0e 5ise Pre6ere ce %#alculations sho(n in Appendi0 5& 'ercentage (ise preference for the three stated fast food restaurants as indicated by market research study is : Restaura ts Nirulas Mc Donalds Wimpys Co sumer Pre6ere ces 1i @) 7: :9 86 'im.@ Niru+as =<@ Mc Do a+!s <?@ SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 51 .ys .

.e !i4 II) The abo e pie diagram sho(s that 7: per cent of consumers (ould prefer going to Nirulas restaurant+:9 per cent prefer for Mcdonalds and only 6 per cent prefer a Winpy-s /oint. 'reference for Nirulas o er and abo e the other t(o states that o er the past many decades Nirulas has maintained its brand recognition till date and it is ery much likely to continue in the future+ since Nirulas being an !ndian company kno(s the customer tastes and preferences better than the foreign entrants.utatio s i #. McDonald-s and Wimpys %both foreign entrants& ha e a ery little difference in their preferences by the consumer. SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 52 . The uni*ue attributes (hich attract consumer to Nirulas that makes it stand out from the rest is ariety+ accessibility and alue for money.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA /#RGR#PH INDIC#TING "RE7UENCY O" &ISIT 1Com.

e !i4 II) :D Niru+as McDo a+!Es 'im.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA /#RGR#PH INDIC#TING "RE7UENCY O" &ISIT 1Com.utatio s i #.y := :> :> :> A A B < ? ? D D = = : : : C : : > > Do ot visit Occasio a++y Mo t-+y 'ee3+y More t-a o ce a 5 ee3 SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 53 ..

o !e ts 5-i+e se+ecti 0 a 6ast 6oo! joi t* Criteria Euality of food #leanliness Ghygiene Iariety "peed of Deli ery 'rice %#omputations in Appendi0 !!!& % % % % % Ra 3i 0 16rom : to ?) 5 7 F . Criteria most commo +y co si!ere! by res. 9 SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 54 .ysF "pacious+ Euality of food Mc Do a+!sF "pacious+ "er ice+ hygiene+ alue for money.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA I!e ti6yi 0 U i9ue #ttributes The uni*ue attributes of the three fast food /oints are: Niru+asF Iariety+ Accessibility+ alue for money. 'im.

COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA COMP#RITI&E #N#LYSIS A comparati e analysis for the three food chains has been made on the follo(ing fi e parameters:      'erformance Iariety 'rice Accessibility "er ice Per6orma ce Nirulas started its operations in the country as early as in 56F8-s but its first fast food restaurant came up around in 5698-s. Most of the time the customers coming in at Nirulas are not in a hurry to lea e+ they (ant to rela0 SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 55 . This means that the chain is about fi e decades old. Nirulas being in the country for so long still has it-s distinguished fan follo(ing and is sur i ing in the market despite the coming in of the international chains such as Mc Donalds and Wimpys. Nirulas is considered to be more of a dineLin eating=place than a fast food /oint like the other t(o. Wimpys is about <=6 years old and Mc Donalds /ust t(o years old. @ach of these chains has its o(n reputation and name in the market.

Market became sluggish for Wimpys after the entry of Mc Donalds. 2o(e er+ in the past si0 to eight months Wimpys has tried to re ie( its position by offering a ariety in the menu i. 4ut Wimpys (as not performing (ell e0cept in a couple of locations such as #. Nirulas on the other hand is packed after dusk (ith carloads of families to ha e dinner.e. The audience suddenly started preferring Mc Donalds for birthday parties than SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 56 .? in Delhi. inclusion of salads+ pizzas etc+ to beat competition. Despite Mc Donalds being placed as a comfortable family=eating restaurant+ a person (ould come to the restaurant to ha e a *uick meal for lunch or dinner alone or (ith his family. !n contrast Mc Donalds and Wimpys are considered to be a place to grab a bite or *uick take a(ay fast food /oint. 'reference for the Mc Donalds burger increased is=P= is the Wimpy burger for *uite some time %about a year&. When Wimpys came into the country in 5668+ (ith t(o outlets in Delhi+ Nirulas had about 55 outlets all performing (ell+ ser ing a (ide ariety of items from thaalis to hotdogs to pizzas.' and >. McDonald-s in U" is a lunch time place from (hich customers keep a(ay in the e ening. The trend for kids birthday parties at these restaurants (hich (as initiated by Wimpys has (itnessed *uite a set back from the entry of Mc Donalds.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA and en/oy their meals. The (orst came for Wimpys (hen Mc Donalds had itself in locations (here there (as already a Wimpys outlet. 'eople started liking its ser ice+ *uality of food+ ambience etc.

SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 57 . &ariety The range of items that each of these /oints has can be seen in the follo(ing table. When Mc Donalds came up in locations (here Nirulas (as already established+ it affected the restaurant drastically in the initial fe( months. 4ut as and (hen the customers had tried the Mc Donalds product+ they returned back+ happy that Nirulas offers a (ider choice and tastier food.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA Wimpys (ithin a year of its entry. %$n an a erage Mc Donalds hosts about fi e to si0 birthday parties at each (eek at ma/ority of its restaurants&. Wimpys ho(e er (ould need to re=define its strategy to sur i e since it is in for a lot of competition and as far as Mc Donalds is concerned+ its (orld(ide brand recognition is enough to make it sustain in the market. 2ence+ Nirulas is still performing (ell in the market despite the coming in of Mc Donalds and Wimpys.

$ne has e ery thing from !ndian to Western food at most of its /oints+ Wimpy-s too has a ariety of items in the list+ SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 58 . of meal combos are standard items (hich the restaurant has.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA Name /ur0er 1i variety) Pi22as 1i &ariety) 57 < = Ice creams 1i variety) 75 5. Wimpys comes up (ith ne( meal combos e ery t(o months and Mc Donalds comes up (ith a meal combo also almost e ery month. 2e is /ust not restricted to a fe( items in the menu list. 57 59 < 7 No* o6 Mea+ Combos Nirulas Mc Donalds Wimpys 59 . )or all the product lines Nirulas takes the cake is=P= is other t(o /oints. . The customer has a range of items to choose from at Nirulas. 7 #!!itio a+1 i c+u!es assorte! items) Nirulas Wimpys Mc Donalds 59 5. !n addition to this Nirulas comes up pizza of the month and ice cream of the month. The range of items gi en in the abo e table and no.

COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA but no(here near to (hat Nirulas is offering. 2o(e er if one (ish to /ust grab a bite one could go to McDonald-s but if one is looking for ariety then Nirulas is the place to go to.The 7889 prices of each of the three restaurants for their chicken and eg burger are: SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 59 .8. !t had priced its chicken burger at .s. Though McDonald-s has the least ariety of items in its menu+ it is sur i ing in the market because of its (orld (ide brand recognition. . )rom the market research study conducted to kno( consumer preferences+ Nirulas is the most preferred eating place and ariety is one of the uni*ue attributes for Nirulas+ (hich attracts customers to its restaurant.s. )or 'izzas Nirulas has more ariety than Wimpys and for ice creams too Nirulas has ma0imum ariety.s. The fact that McDonald-s burger is famous all o er the (orld+ is (hat that is making it sell like hot cakes in !ndia. F6+ a rupee belo( Nirulas e*ui alent in 566:. Today+ the burger is priced at . Price @ach of the products at Wimpys+ Nirulas and Mc Donalds are priced so as to suit e eryone-s pocket. When Mc Donalds opened its first restaurant in the country it adopted a price strategy (hereby all its products (ere priced lo(er than the domestic counterparts. 78 and Nirulas burger is for . !n the burgers category Nirulas has the ma0imum ariety+ Wimpys stands second and Mc Donalds has the least ariety.

All the three food /oints offer these meal combos (ith a combination of burger Q pepsi Q fries.9 .6 . Another interesting feature of these restaurants is the meal combos that they ser e.F &e0 /ur0er 1Rs) .8 78 FF The prices of its products are ery much competiti e (ith a rupee or t(o belo( or abo e.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA C-ic3e /ur0er 1Rs*) Nirulas Mc Donalds Wimpys . 4asic idea behind this is to offer meals at a ery economical rate. The meal combo rates of each of the three /oints can be depicted from the follo(ing table: SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 60 .

. All the three restaurants in the city are located at the most fre*uently isited places by the customer. . #ccessibi+ity @ ery restaurant has to be placed at the right location such that it attracts the ma0imum number of customer into its premises.s. 95 .COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA &e0 Mea+ Combo 1&e0 /ur0er G Co3eG "ries) Nirulas McDonald-s Wimpy-s . SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 61 .9 Again for these meal combinations too the prices are competiti e for all the three restaurants. 2o(e er+ from the market research study conducted price is considered to be the fifth most important ariable (hile selecting a fast food /oint.s. The emphasis is more on *uality of food+ cleanliness+ ariety and speed of deli ery. :. Therefore price becomes an in significant characteristic to the e0tent that the product is affordable by the consumer. 9.s.s. 99 . Nirulas offers these meals at the most economical rates compared to McDonalds 3 Wimpy-s.s. . :9 No %ve0 Mea+ Combo 1C-ic3e /ur0er G Co3e G "ries) .s.

This (ay anybody going for shopping+ (atching a mo ie or /ust playing some games doesn-t ha e to go to another part of the city to ha e meals.'. Although the ser ices are restricted to the locality (here the restaurant e0ists+ still it has an ad antage because the customer if he does not feel like going to the restaurant and ha e a meal he can still consider it if the home deli ery ser ices are made a ailable. SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 62 . McDonald-s opened its first restaurant in Iasant Iihar #omple0 to be accessible to the mo ie (atcher-s coming there. 2o( e er+ Nirulas has an added ad antage in terms of accessibility is=P= is the other t(o /oints due to its home deli ery ser ices.'.+ to be accessible to the tourists+ shoppers and e0ecuti es in that area. 2o(e er+ all the three restaurant are located at the most fre*uently isited places by the people such as shopping areas+ cinema halls+ bo(ling alleys etc. WimpyHs too opened its to first restaurant in the city at #. "oon more and more /oints follo(ed and all of them are located at either the most popular markets in the city or cinema comple0es or bo(ling alleys. of outlets in and around Delhi. %the most fre*uently isited place in the city&. Amongst the three restaurants Nirulas has the ma0imum no.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA Nirulas started (ith its e0pansion plan by opening a /oint in #. This is mainly due to amount of time for (hich it has been into the business.

$n the other hand at Nirulas the order is dealt (ith after it has been placed. @ en at Wimpys you get your order bet(een t(o the three min. SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 63 . !n the market research study ser ices is the uni*ue factor for McDonald-s that attracts the customer to its restaurant. 'ro iding the customer (ith fast and friendly ser ices is under the philosophy of McDonalds. 4ut (hate er may be the case+ pro ision of fast and friendly ser ices to the customer is ery important for any fast food restaurant. This is probably because of the fact that the kind of food ser ed and the production facilities used by Nirulas differs from the production facilities used by McDonald-s and Wimpys.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA Service McDonald-s takes the share on this attribute for pro iding the customer (ith fast and friendly ser ices. The customer prefers being ser iced by a friendly countrer assistant than someone (ho is arrogant and least interested in entertaining the customer properly. to get the order. $nce an order is placed it normally takes about 58 to 59 min. $n this attribute+ Nirulas has a disad antage. !t is not a standard rule e ery(here+ but at Mc Donalds it is at e ery restaurant. Mcdonald-s and Wimpys ha e an assembly line approach to fast food (here a certain number of orders are already preparedGcooked+ the idea is that as soon as the payment is made at one counter+ the food can be picked from the ne0t almost instantly. This is one big ad antage Mc Donalds has o er Wimpys and Nirulas. At Mc Donalds you get your order usually (ithin :8 to 68 seconds from the time it is placed. but this is follo(ed at only fe( of the restaurants.

for order to arri e #mbie ce Not too "pacious Price Moderately @0pensi e #ccessibi+ity 1ocated at the most isited places Taste o6 "oo! "picy 'IMPY(S Take about 9 to : min certain /oints 3 :8=68 sec. types of !ce=creams to choose from 57 types of burgers+ no 'izzas+ 7 types of !ce=creams to choose Service Takes about 58=59 min. in another "pacious @0pensi e 1ocated only at certain ma/or markets Not too spicy MCDON#LD(S A erage McDonald-s restaurant ser es in about :8=68 sec. types of burgers+ < types of 'izzas 3 5. Iery "pacious Affordable 1ocated only at certain ma/or markets Not at all spicy SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 64 .COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA The abo e analysis can be summarized in the follo(ing chart: &ariety NIRUL#S 2as 59 types of 4urgers+ 57 types of 'izzas 3 75 types of !ce=#reams to choose from 5.

Any customer Donalds is usually ser ed (ithin :8 seconds. SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 65 . • Mc Donalds menu is priced in such a (ay that the largest segment of !ndian consumers can afford.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA S'OT #N#LYSIS "W$T Analysis is an o erall e aluation of the pre ious analysis and the marketing strategy of the organization in terms of its strengths and (eaknesses of the unit+ the opportunities a ailable to it and the threats posed by the e0ternal en ironment. • Mc Donalds pro ides fast+ friendly ser ice. There are e0tensi e *uality tests at the supplier and all products are e0amined again in the restaurant to ensure that they are of highest *uality possible. !t has a (ide ariety of products at isiting Mc different prices to be affordable to as many as possible. McDON#LDS Stre 0t-s • Mc Donalds ser es its customers (ith high *uality products. The strengths+ (eaknesses+ opportunities and threats faced by each the three restaurants are presented indi idually. • Mc Donalds is an acti e participant in community ser ices.

2o(e er+ to get a item included in the menu appro al has to be made from the high tech kitchens at Mc Donalds head*uarters in suburban #hicago. • Mc Donalds e0pects to e0pand its chain in the coming years. !t plans to open about 98 restaurants by the year 7888.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA 'ea3 esses • Mc Donalds has limited range of items in its menu. This can sa e the e0pense of the organization is sending its management team and cre(members to outside countries like !ndonesia and America. This can ha e the opportunity to ser e and employ more people. SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 66 . O. ?entucky )ried #hicken+ Wimpys and 'izza hut and domestic i.ortu ities • Mc Donalds can de elop t(o regional training colleges in !ndia+ one each in Delhi and Mumbai.e. T-reats • Mc Donalds faces tough competition from other food chains in the country both international i.e. Nirulas.. • !n !ndia burgers are a long (ay from becoming the common man-s food+ ha ing fast food is considered to be another option for dining out+ unlike other countries.

• Nirulas brand loyalty has not changed %at least till no(& despite the coming in of the MN#-s. This (ould pro e to be an added ad antage in the long run.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA • The decision taken by Mc Donalds !ndia to ser e J"hudh "hakhariC meals at its restaurants can risk the global American image of Mc Donalds. • 2ome deli ery ser ices started by the restaurant ha e impro ed its customer base. These items are constantly modified keeping the consumer preferences in mind. NIRUL#S Stre 0t-s • The consumer has a (ide ariety of items to choose from at Nirulas %4oth !ndian and Western&. SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 67 .

. 2ence there could be a problem in keeping its employed (orkforce. At times it takes about F8 min for a meal to be ser ed. SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 68 . • The opening of Nirulas restaurants at places like Bdestination pointC and Bleisure bo(lC has tremendous opportunity for ser ing its clientele. T-reats • Nirulas mainly faces competition from international fast food chains that ha e established themsel es in the country about t(o to three years back such as Mc Donalds+ 'izza 2ut+ Dominos+ ?)# etc.ortu ity • The home deli ery ser ices started by the restaurant can be e0panded further by introducing it e en at those /oints (here is has not started. • The restaurant does not pro ide (ith fast and friendly ser ice. • The international food chains that are opening their outlets in the country might gi e attracti e offers to its employees. This (ould help the restaurant to e0pand its customer base and ser e more clients.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA 'ea3 esses • The restaurant does not ha e stringent cleanlinessGhygiene standards. O.

!f a meal is pro ided at one restaurant in :8=68 seconds+ it should be pro ided at the second restaurant in the same time limit. !t plans to go on these lines for some more time such that its customer base can be impro ed. minutes from the time of its order. 'ea3 esses • Does not adhere to strict ser ice standards at all its restaurants in a similar (ay.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA 'IMPYS Stre 0t-s • Wimpys ser es its customers (ith a (ide ariety of items..ortu ity • With the coming up of a modified menu and changing the image of the restaurant during the past months+ opportunity does e0ist for Wimpys to make itself isible to the customers. At certain restaurants meals are e en ser ed immediately after the order is placed. • The restaurant is a clean and spacious enough to ha e a comfortable meal. The consumer has a list of items to choose from the menu. • The cre(members at the restaurant are friendly and meals are ser ed in about 9 to . O. SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 69 .

COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA • $pening of its restaurant at Ne( Delhi .ail(ay "tation has impro ed its clientele at the nearby restaurants around that area. SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 70 . !t is going to face problems in competing (ith international burger chains come into the market and others coming into the market. T-reat #ompetition e0ists for Wimpys both from foreign and !ndian food #hains i. Mc Donalds+ 'izza hut+ Nirulas etc.e.

SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 71 . • Distribution strategies of Mc Donalds not upto the mark.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA LIMIT#TIONS There are follo(ing dra(backs in the findings: • "ales figures %current and past& could not be made a ailable for any of the three restaurants. • #ustomer base figures not a ailable for Wimpys. • $rganisation structure for McDonald-s could not be made a ailable.

!t is only those restaurants (ho ha e built their image o er many years in the country i. The three fast food chains (hose marketing strategies ha e been compared and analyzed also need to look on their marketing strategies to do more than /ust sur i e in the market %#ertain recommendations ha e been put forth in the coming pages&. @ach of the established food chains and the ones entering the market pose a threat to each other.e. The attracti eness of the three restaurant chains in the fast food market can be /udged from the follo(ing factors: • E4isti 0 Com. Any other restaurant belo( this caliber SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 72 .COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA CONCLUSIONS #ND RECOMMEND#TIONS CONCLUSIONS !ndian food market has (itnessed se eral entrants into the country o er the past fe( years.etitio The !ndian food market today has many established global chains that ha e opened their restaurants at ma/or cities in the country. !n the food market each restaurant faces competition from 5888 other restaurants+ it could be a 9=star restaurant or a roadside dhaba. !n order to pro e itself+ the restaurant has to ha e a (ell=defined marketing strategy and famous brand recognition to sur i e in the market.+ Nirulas and (orld famous brands such as McDonald-s are the ones to sustain themsel es in the market.

COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA

(ould not ha e the po(er to fight these /oints. Nirulas has the po(er to fight competition because it is not identical to the MN# chains and has not duplicated their policies. Also as long as it continues to deli er alue to its customers it is unlikely to feel the heat of competition. McDonald-s ho(e er is ne( to the market but in a short period of time it has built a place for itself in the market by reaching the ma0imum number of audience in almost all income groups. Wimpy-s ho(e er (ill ha e problems competing (ith the multinational burger chains come into the market. • Substitutes #vai+ab+e There are end numbers of substitutes a ailable to the customer for fast food in the market. The customer can choose from traditional !ndian cuisine to specialty cuisine such as #hinese+ !talian+ Thai etc. )or the three fast food /oints there must be more than a thousand restaurants to choose from as substitutes. @ en Wimpy-s burger could be a substitute for Nirulas 'izza or ice ersa. !t all depends on the choice of the customer of (hat he (ants to ha e.

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COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA

• Li3e+y Ne5 Com,etitio 1ooking at the changing lifestyles and the disposable income of the middle class increasing+ the food market has enormous potential. Wimpy-s definitely (ill ha e problems in the future if ne( multinational burger chains enter into the market. With this its market share (ill fall and it could e en become a non=player in the near future. McDonald-s (ith its Bpurchasing po(er pricingC policy ho(e er has dominated the middle class segment in the market. Until and unless some chain (ith the same policy attacks the market+ McDonald-s does not ha e any threat from ne( burger chains entering the market. )or Nirulas ho(e er it is the ariety and the location factor+ (hich can sa e the chain from ne( competition.

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COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA

RECOMMEND#TIONS )or the purpose of gro(th of each of the thee fast food restaurants i.e.+ Wimpy-s+ Nirula-s and McDonald-s certain recommendation ha e been gi en belo(:

McDON#LD(S • &arietyF Mc Donalds should start considering ne( additions to its menu looking at the e0pansion plan the company has lined up for !ndia+ it cannot do much until and unless it makes ne( additions to the menu. • 4eing an international chain+ there is scope for dri e in restaurants in certain /oints of Mc Donalds. The ne( outlets+ (hich the company plans to come up (ith+ this (ould be an e0cellent (ay of introducing something ne( in the country.

'IMPYS • #ccessibi+ityF Wimpys could come up (ith a restaurant at the !nternational AirportGDomestic airport considering the success of its ND. station /oint. • 2ome deli ery ser ices could also impro e its clientele.

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This (ould attract health conscious people into the restaurant thus impro ing its customer base.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA • #ompared to the items of McDonalds+ the masses do not deri e alue for money for certain items and hence its price should be reduced atleast marginally. • DHcorF Any ne( restaurant that Nirulas plans to come up (ith should be spacious+ ibrant and gi e a pleasant look. The restaurant should start pro iding (ith disposable spoons+ plates etc. • $ther than the ariety pro ided by Nirulas a lo( calorie diet could also be added to its menu. • Sta !ar! o6 -y0ie eF 'eople of !ndia are becoming more hygiene conscious. • ServicesF "taff needs to be more efficient and friendly. !f done in places (here both are located+ more income could generated by Wimpy-s NIRUL#S • #ccessibi+ityF Nirulas should look at more and more places like BDestination 'ointC and B1eisure bo(lC to e0pand its chain of outlets.+ Mineral (ater should also be pro ided free of cost. Therefore the management needs to become more hygiene conscious. SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 76 .

Commo Recomme !atio s 6or a++ t-ree F $ ernight ser ices could be started by a fe( /oints of Nirulas + Wimpy-s and McDonald-s. 2o(e er these restaurants can *uote e0tra charges for their ser ice after 57-$ clock midnight.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA • The company-s plan of opening up of outlets in West and "outh @ast Asia should be materialized as soon as possible as this (ould affect the image of the restaurant nationally. "ince o ernight ser ices are there at McDonald-s restaurants in certain parts of the (orld+ it could start these ser ices in !ndia too. SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 77 .

estaurant 4rochures . A 3 M = !ssue F5st May 566< A 3 M = 59th Aanuary 5669 )irst #ity = Aanuary 566. 9.COMPARITIVE ANALYSIS OF MAJOR FAST FOOD JOINTS IN INDIA /I/LIOGR#PHY Sources Re6erre! 5. 7. McDonald-s . !nternet : McDonalds Website Nirulas+ Website. Ne(s 'apers : @conomic Times Dated = 59th "eptember 5669 Auly 75st 566: . #ompany 1iterature : McDonalds !ndia !nformation 4ooklet Nirulas #ompany !nformation 4ooklet+ F. Wimpy-s ... Magazines : A 3 M = !ssue 59th )ebruary 566.estaurant 4rochures :. Nirulas .estaurant 4rochures SaurabhGupta ICFAI BUSINESS SCHOOL HYDERABAD 78 .

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