Professional Documents
Culture Documents
Plain FF
Plain FF
Introduction
Fast food is the term given to food that can be prepared and served very
quickly. While any meal with low preparation time can be considered to be
fast food, typically the term refers to food sold in a restaurant or store
with low quality preparation and served to the customer in a packaged
form for take-out/take-away.
Outlets may be stands or kiosks, which may provide no shelter or seating,
or fast food restaurants (also known as quick service restaurants).
Franchise
operations
which
are
part
of
restaurant
chains
have
History
The concept of ready-cooked food for sale is closely connected with urban
development. In Ancient Rome cities had street stands that sold bread and
wine. A fixture of East Asian cities is the noodle shop. Flatbread and falafel
are today ubiquitous in the Middle East. Popular Indian fast food dishes
include vada pav, panipuri and dahi vada. In the French-speaking nations
of West Africa, roadside stands in and around the larger cities continue to
sellas they have done for generationsa range of ready-to-eat, chargrilled meat sticks known locally as brochettes.
The concept of fast food pops up during 1920s.The 1950s first witnessed their
rapid proliferation. Several factors that contributed to this explosive growth in
50s were:
(1) Americas love affair with the automobiles.
(2) The construction of a major new highway system.
(3) The development of sub-urban communities.
(4) The baby boom subsequent to world war second.
Fast-food chains initially catered to automobile owners in suburbia.
On the go
Fast food outlets are take-away or take-out providers, often with a "drivethrough" service which allows customers to order and pick up food from
their cars; but most also have a seating area in which customers can eat
the food on the premises. People eat there more than five times a week
and often, one or more of those five times is at a fast food restaurant.
Nearly from its inception, fast food has been designed to be eaten "on the
go", often does not require traditional cutlery, and is eaten as a finger
food. Common menu items at fast food outlets include fish and chips,
sandwiches, pitas, hamburgers, fried chicken, French fries, chicken
nuggets, tacos, pizza, hot dogs, and ice cream, although many fast food
restaurants offer "slower" foods like chili, mashed potatoes, and salads.
Variants
Although fast food often brings to mind traditional American fast food
such as hamburgers and fries, there are many other forms of fast food
that enjoy widespread popularity in the West.
Chinese takeaways/takeout restaurants are particularly popular. They
normally offer a wide variety of Asian food which has normally been fried.
Most options are some form of noodles, rice, or meat.
Sushi has seen rapidly rising popularity in recent times. A form of fast food
created in Japan. sushi is normally cold sticky rice served with raw
fish.Pizza is a common fast food category in the United States, with chains
such as Domino's Pizza, Sbarro and Pizza Hut. Menus are more limited and
standardized than in traditional pizzerias, and pizza delivery, often with a
time commitment, is offered.
Fish and chip shops are a form of fast food popular in the United Kingdom,
Australia and New Zealand. Fish is battered and then deep fried.The Dutch
have their own types of fast food. A Dutch fast food meal often consists of
a portion of French fries .
Business
In the United States alone, consumers spent about US$110 billion on fast
food in 2000 (which increased from US$6 billion in 1970). The National
Restaurant Association forecasted that fast food restaurants in the U.S.
would reach US$142 billion in sales in 2006, a 5% increase over 2005. In
comparison, the full-service restaurant segment of the food industry is
expected to generate $173 billion in sales.
Globalization
In 2006, the global fast food market grew by 4.8% and reached a value of
102.4 billion and a volume of 80.3 billion transactions. In India alone the
fast food industry is growing by 40% a year. McDonald's is located in 120
countries and on 6 continents and operates over 31,000 restaurants
worldwide.
KFC is located in 25 countries. Subway has 29,186 restaurants located in
86 countries, Pizza Hut is located in 26 countries, Taco Bell has 278
restaurants located in 12 countries besides the United States.
Health issue
Trans fats which are commonly found in fast food have been shown in
many tests to have a negative health effect on the body.
The fast food consumption has been shown to increase calorie intake,
promote weight gain, and elevate risk for diabetes. The Centers for
Disease Control and Prevention ranked obesity as the number one health
threat for Americans in 2004. It is the second leading cause of preventable
death in the United States and results in 400,000 deaths each year.
FAST FOOD INDUSTRY IN INDIA
INDIA EMERGING MARKET FOR GLOBAL PLAYERS
The percentage share held by foodservice of total consumer expenditure on
food has increased from a very low base to stand at 2.6% in 2001. Eating at
home remains very much ingrained in Indian culture and changes in eating
habits are very slow moving with barriers to eating out entrenched in certain
sectors of Indian society.. The growth in nuclear families, particularly in urban
India, exposure to global media and Western cuisine and an increasing
number of women joining the workforce have had an impact on eating out
trends.
FACTS AND FIGURES
Fast food is one of the worlds largest growing food type. Indias fast food
industry is growing by 40% a year and is expected to generate a billion
dollars in sales by 2005.The multinational segment of Indian fast food
industry is up to Rs. 6 billion, a figure expected to zoom to Rs.70 billion by
2005. By 2005, the value of Indian dairy products is expected to be Rs.1,
00,000 million. In last 6 years, foreign investment in this sector stood at Rs.
3600 million which is about one-fourth of total investment made in this
sector. Because of the availability of raw material for fast food, Global chains
are flooding into the country.
MARKET SIZE & MAJOR PLAYERS
a) Dominated by McDonalds having as many as 75 outlets.
b) Dominos pizza is present in around 100 locations.
c) Pizza hut is also catching up and it has planned to establish 125
outlets at the end of 2005.
d) Subways have established around 40 outlets.
e) Nirulas is established at Delhi and Noida only. However, it claims to
MCDONALDS
KFC
PIZZA HUT
DOMINOS PIZZA.
COFFEE DAY
BARISTA.
The main reason behind the success of the multinational chains is their
expertise in product development, sourcing practices, quality standards,
service levels and standardized operating procedures in their restaurants, a
strength that they have developed over years of experience around the
world. The home grown chains have in the past few years of competition with
the MNCs, learnt a few things but there is still a lot of scope for improvement.
Gender Roles: gender roles are now changing. Females have started
working outside. So, they have no time for their home and cooking food. Fast
food is an easy way out because these can be prepared easily.
Customer Sophistication and Confidence: consumers are becoming
more sophisticated now. They do not want to prepare food and spend their
time and energy in house hold works. They are building their confidence
more on ready to eat and easy to serve kind of foods
Paucity of Time: people have no time for cooking. Because of emergence of
working women and also number of other entertainment items. Most of the
time either people work or want to enjoy with their family.
Double Income Group: emergence of double income group leads to
increase in disposable income. Now people have more disposable income so
they can spend easily in fast food and other activities.
Working Women: working women have no time for cooking, and if they
have then also they dont want to cook. Because they want to come out of
the traditionally defined gender roles. They do not want to confine
themselves to household work and upbringing of childrens.
Large population: India being a second largest country in terms of
population possesses large potential market for all the products/services. This
results into entry of large number of fast food players in the country.
Relaxation in rules and regulations: with the economic liberalization of
1991, most of the tariff and non tariff barriers from the Indian boundaries are
either removed or minimized. This helped significantly the MNCs to enter in
the country.
Menu diversification: increase in consumption of pizzas, burgers and other
type of fast foods.
concept of purity influences Hindu food practices. Products from cows (e.g.,
milk, yogurt, ghee-clarified butter) are considered pure. Pure foods can
improve the purity of impure foods when they are prepared together. Some
foods, such as beef or alcohol, are innately polluted and can never be made
pure. But now, Indians are switching to fast food that contain all those things
that are considered impure or against there beliefs. Some traditional and
fundamentalist are against this transformation of food habit and number of
times they provoke their counterparts to revolt against such foods. And that
is what happened when McDonalds decided to enter the complexity of Indian
business landscape, counting only on its fast food global formula, without
any apparent previous cultural training.
Emphasis
on
the
usage
of
bio-degradable
products:
Glasses,
silverware, plates and cloth napkins are never provided with fast food.
Instead, paper plates and napkins, polyurethane containers, plastic cups and
tableware, drinking cartons or PET (polyethylene terephthalate) bottles are
used, and these are all disposable. Many of these items are tossed in the
garbage instead of being recycled, or even worse, merely thrown on the
ground. This burdens nature unnecessarily and squanders raw materials. In
order to reduce soil and water pollution, government now emphasis more on
the usage of bio-degradable products.
Retrenchment of employees: Most of new industries will be capital
intensive and may drive local competitors, which have more workers, out of
business.
Profit repatriation: Repatriation of profits is another area of concern for
Indian economy. As when multinational enters the any countries, people and
government hope that it will increase the employment rate and result in
economic growth. However, with the multinational operation, host country
experiences these benefits for a short time period. In long run neither
employment increases (because of capital intensive nature of MNCs) nor it
increases the GDP or GNP because whatever MNCs earn they repatriate that
profit back to their home country.
PROBLEMS OF INDUSTRY
Studies have shown that a typical fast food has very high density and
food with high density causes people to eat more then they usually
need. \
II.
Low calories food: Emphasis is now more on low calorie food. In this
line McDonald has a plan to introduce all white meat chicken
Mcnuugget with less fat and fewer calories.
The success of fast foods arose from the changes in our living conditions:
1. Many women or both parents now work
2. There are increased numbers of single-parent households
3. Long distances to school and work are common
4. Usually, lunch times are short
5. There's often not enough time or opportunity to shop carefully for
groceries, or to cook and eat with one's family. Especially on
weekdays, fast food outside the home is the only solution.
Kentucky
Fried
Chicken,
for
its
signage,
packaging
and
advertisements in the United States as part of a new corporate rebranding program newer and remodeled restaurants will have the new
logo and name while older stores will continue to use the 1980s signage.
Additionally, Yum! Continues to use the abbreviated name freely in its
advertising.
Products
The famous paper bucket that KFC uses for its larger sized orders of chicken and
has come to signify the company was originally created by Wendy's restaurants
founder Dave Thomas. Thomas was originally a franchisee of the original
Kentucky Fried Chicken and operated several outlets in the Columbus, Ohio area.
His reasoning behind using the paper packaging was that it helped keep the
chicken crispy by wicking away excess moisture. Thomas was also responsible
for the creation of the famous rotating bucket sign that came to be used at most
KFC locations in the US.
Menu items
KFC's specialty is fried chicken served in various forms. KFC's primary product is
pressure-fried pieces of chicken made with original recipe. The other chicken
offering, extra crispy, is made using a garlic marinade and double dipping the
chicken in flour before deep frying in a standard industrial kitchen type machine.
Kentucky Grilled Chicken - This marinated grilled chicken is targeted towards
health-conscious customers. It features marinated breasts, thighs, drumsticks,
and wings that are coated with the Original Recipe seasonings before being
grilled. It has less fat, calories, and sodium than the Original Recipe fried chicken.
Introduced in April 2009.
Discontinued products
The Colonel's Rotisserie Gold This product was introduced in the 1990s as a
response to the Boston Market chain's roasted chicken products, and a healthier
mindset of the general public avoiding fried food. Purportedly made from a "lost"
Col. Sanders recipe, it was sold as a whole roaster or a half bird.[28]
Tender Roast Chicken This product was an off-shoot of 'The Colonel's Rotisserie
Gold'. Instead of whole and half birds, customers were given quarter roasted
chicken pieces. For a time, customers could request chicken "original", "Extra
Tasty Crispy", or "Tender Roast".
Smokey Chipotle Introduced in April 2008. The chicken was dipped in chipotle
sauce then doubled breaded and fried. It has been discontinued since August
2008.
Nutritional value
KFC formerly used partially hydrogenated oil in its fried foods. This oil
contains relatively high levels of trans fat, which increases the risk of
heart disease. The Center for Science in the Public Interest (CSPI) filed a
court case against KFC, with the aim of making it use other types of oils or
make sure customers know about Trans fat content immediately before
they buy food.
In October 2006, KFC announced that it would begin frying its chicken in trans
fat-free oil. This would also apply to their potato wedges and other fried foods,
however, the biscuits.
Advertising
One of KFC's latest advertisements is a commercial advertising its "wicked
crunch box meal". The commercial features a fictional black metal band
called "Hellvetica" performing live, the lead singer then swallows fire. The
commercial then shows the lead singer at a KFC eating the "wicked crunch
box meal" and saying "Oh man that is hot".
In 2007, the original, non-acronymic Kentucky Fried Chicken name was
resurrected and began to reappear on company marketing literature and
food packaging, as well as some restaurant signage.
Strengths
Strengths can be found internally in a company and can be used to the
companys advantage. The strengths identified are as follows:
1. KFC's secret recipe.
The secret recipe has long been a source of advertising, and allowed KFC
to set itself apart. Also, KFC was the first chain to enter the fast-food
industry, just before McDonald's, which opened its first store a year later,
and the "secret recipe" was the initial home replacement strategy.
"KFC's culture was built largely on Colonel Sanders' laid back approach to
management" (Wright, p.433). Before the acquisition of KFC by PepsiCo,
employees at KFC enjoyed good benefits, a pension, and could receive
help with other non-income needs. This kind of "personal" human
resources management makes for a loyal workforce.
5. Improving operating efficiencies by reducing overhead and
other operating costs can directly affect operating profit.
Due to the strong competition in the US, the fast-food chains are reluctant
to raise prices to increase profit. Many of the chains are turning to
operating efficiencies to increase profit. For many companies, operating
efficiencies are achieved through improvements in customer service,
cleaner restaurants, faster and friendlier service, and continued highquality products.
Weaknesses
Weaknesses
are also
found internally
like strengths.
Weaknesses,
however, can limit a companys potential. The weaknesses for KFC are
identified as follows:
1. The many sales of KFC lead to a confusing corporate direction.
Between 1971 and 1986, KFC was sold three times. The first two sales, to
Heublein, Inc and to R.J. Reynolds, left the company largely autonomous. It
wasn't until the sale to PepsiCo in 1986 that changes in top management
started to take place. These changes happened almost immediately after
the sale.
2. KFC has a long time to market with new products.
Because of the nature of the chicken segment of the fast food industry,
innovation was never a primary strategy for KFC. However, during the late
1980's, other fast food chains, such as McDonald's, began to offer chicken
as a
Menu option. During this time, McDonald's had already introduced the
McChicken while KFC was still testing its own chicken sandwich. This delay
significantly increased the cost of developing consumer awareness for the
KFC sandwich.
3. Conflicting cultures of KFC and Pepsi Co.
While KFC's culture was largely based on the Colonel's laid back approach
to management, while PepsiCo's culture is more of a "fast track" attitude.
Employees do not have the same level of job security that they enjoyed
before the PepsiCo acquisition
Problems
Through an analysis of the strengths, weaknesses, opportunities, and
threats of KFC, the following potential problem areas were identified:
DOMINOS
of Delhi and NCR. Their home delivery is free with a guarantee of Thirty
Minutes Nahi to Free. Although they are expert in delivering Pizzas on
time, their eating joints and outlets are also good. We plan to have a total
of 500 stores in 75-80 cities by 2010 to 2011. It would entail an
investment of Rs 200 million during the period
MARKET GROWTH
During last four months, dominoes have opened outlets in Jammu,
Panipat, Surat, Baroda, Nashik, Trivandum, Meerut and Patiala. While
earlier, 70 percent of our business used to be in metros and mini-metros,
now the ratio is 50:50 between big cities and smaller Tier II and III cities.
Dominos Pizza is expanding its base in India by opening 500 outlets to
add to its current tally of 156 outlets, across 50 cities in India by 2011
with an investment of Rs.1, 000 crore.
MARKET STRATEGIES
Promotional and Advertisement Campaigns(Coupons and discounts)
The '30 Minutes' Promise
Use of Technology(Digital interactive Television, Internet on the PC,
Mobile telephony)
Premium Pricing Strategy
Indian fast food industry and entry of multinational players
Distribution strategies of fast food chains in India
MARKET SHARE
The organized pizza market in India is worth Rs.500 crore and Dominos
has a substantial 45% market share, and registered a healthy growth of
60% over last year. The main target for new outlets shall be metro cities
though Tier II cities would also receive a fair amount of attention.
Currently Dominos sells around 35,000 pizza every day, of which around
1% are given free on account of its 30 minutes or free model. 65
MC Donalds
Products
McDonald's predominantly sells hamburgers, various types of chicken
sandwiches and products, French fries, soft drinks, breakfast items,
and
desserts.
In
most
markets,
McDonald's
offers
salads
and
vegetarian items, wraps and other localized fare. Portugal is the only
country with McDonald's restaurants serving soup. This local deviation
from the standard menu is a characteristic for which the chain is
particularly known, and one which is employed either to abide by regional
food taboos (such as the religious prohibition of beef consumption in
India) or to make available foods with which the regional market is more
familiar (such as the sale of McRice in Indonesia).
Advertising
McDonald's
has
for
decades
maintained
an
extensive
advertising
BARISTA
Barista coffee was establishes in 1999 with the aim of identifying growth
opportunities in
the coffee business. Increasing disposable incomes and global trends in
coffee indicate
immense growth potential in one particular segment.
Barista Coffee is a chain of espresso bars in India. Headquartered in
Delhi, Barista currently has espresso bars across India, Sri Lanka and the
Middle East. It was founded in 1997 by Amit Judge and was part of his
group of companies. He sold part of the equity to first Tata Coffee. Then
after he and Tata Coffee fell apart, Sterling then bought over the firm. In
2007, Sterling divested all their stake to Lavazza. Barista Coffee Company
is currently owned by Lavazza, Italys largest coffee company
At Barista Lavazza, we do all we can to make every guest feel comfortable
and welcome. We serve nothing but the finest Arabica coffees and cuisine
at great value prices. We have friendly and efficient brew masters who
believe in service with a smile. And provide a cheerful, interactive
ambience that makes guests wish their coffee breaks lasted just a little bit
longer.
To share our cup of joy, we have always stuck to our Italian roots, guarding
them zealously to ensure that our espresso bars reflect the warmth and
character of traditional Italian coffee houses. And in the process, make
Barista Lavazza the place where the world meets.
Our aim is to passionately deliver the highest levels of experiential
services. Maintain consistency in serving the highest quality products and
become a globally competitive organization one that is driven by an
insatiable thirst for excellence.
These innovative strategies have ensured that the competition is at bay and ensured CCD's
dominance in the Indian market though many of its outlets are incurring losses.
Cafe Coffee Day competitors include but are not limited to
Barista
Cafe Mocha
Costa Coffee
LITERATURE REVIEW
averaged
1.1
mile
greater
distance
to
the
nearest
miles
farther
from
the
nearest
supermarket
than
the
most
African Americans but remained approximately the same across all tertiles
of percentage poor for neighborhoods with a low proportion of African
Americans (predominantly white) .
Inadequate accessibility to supermarkets may contribute to less nutritious
diets and hence to greater risk for chronic diet related disease.
Affordable public transportation needs to be improved integrating
transportation routes with supermarket locations .
Powell, Lisa M. et al. Food store availability and neighborhood
characteristics in the United States. American lifestyle(2007
Mar); 44(3):189-195.
Abstract: A 2006 study of the United States linked zip codes to census
data, finding various statistics about the availability of grocery stores in
accordance to neighborhood descriptions and demographics. There are
distinct disparities between the access of blacks, whites and Hispanics to
supermarkets, with a definite correlation in location, socioeconomic
status, and race.
Relevant Data:
Low-income neighborhoods have fewer chain supermarkets with only 75%
(p < 0.01) of that available in middle-income neighborhoods .
Even after controlling for income and other covariates, the availability of
chain supermarkets in African American neighborhoods is only 52% (p <
0.01) of that in White neighborhoods with even less relative availability in
urban areas .
Hispanic neighborhoods have only 32% (p < 0.01) as many chain
supermarkets compared to non-Hispanic neighborhoods.
Larger sized food stores such as supermarkets versus smaller stores and
chain versus non-chain supermarkets have been shown to be more likely
to stock healthful foods and to offer foods at a lower cost.
Furthermore, given that low-income populations are less likely to have
private means of transportation and given that the nature of food
shopping involves either transporting multiple shopping bags or making
more frequent shopping trips, the mobility strategies for food shopping
among low-income families will exacerbate the barriers to a limited
number
of
available
local
area
supermarkets,
in
particular
chain
York
City's
households,
do
not
have
reasonable
access
to
supermarkets.
The study provides statistically significant evidence that poor accessibility
is
associated
neighborhoods
both
with
with
low-income
disproportionately
neighborhoods
high
populations
and
of
with
African
Americans.
Service Quality: An investigation into Malaysian Fast food consumers using DINESERV
Keang Meng Tang, University of Newcastle
Ursula Bougoure, Queensland University of Technology
(Bolton
and
Drew,
1991;
Spreng
and
Mackoy,
1996;
become
loyal
which
can
then
translate
into
higher
profits
The data processing consists of coding the data collected in the form of
questionnaire. The data collected with the help of questionnaire is having the
closed replies. One open ended replies have been taken for that if any problems
they are facing and for the close ended the replies are measured using scales.
Frequency
Daily
14
Weekly
38
Fortnightly
19
Monthly
Total
100
visit
38
40
35
30
25
19
20
15
14
9
10
5
0
Daily
Weekly
Fortnightly
Monthly
Interpretation:From the above table and graph, it says that majority of the customers visit the fast food
retail store weekly (i.e. 38%) and minority of them (19%) visit fortnightly
2) PRICE RANGE
Range
Frequency
100-200
24
200-500
60
Above 500
Total
16
100
price range
70
60
50
40
30
20
10
0
100-200
200-500
Above 500
Interpretation:From the above table and graph, it says that majority of the customers are willing to spend
money of price range 200-500 (i.e. 60%) and minority of them says that they will spend
money of price range 100-200 (i.e. 24%) in the fast food retail store
3) Preference
Frequency
Brand image
21
Easy accessibility
29
Special offer
50
Total
100
preference of store
60
50
40
30
20
10
0
Brand image
Easy accessibility
Special offer
Interpretation:-
From the above table and graph, it says that majority of the customers (i.e. 50%) prefer
special offers in the store and minority of them (i.e. 29%) prefer easy accessibility
4) Visiting hours
Frequency
Morning
40
Afternoon
29
Evening
31
Total
100
45
40
35
30
25
20
15
10
5
0
Morning
Afternoon
Evening
Interpretation:From the above table and graph it says that majority of the customers are willing (i.e. 40% )
to visit the store on morning session and minority of them (i.e.31% ) of them visit the store
on evening session
Response
Frequency
Strongly disagree
Disagree
Neutral
44
Agree
40
Strongly agree
Total
100
50
45
40
35
30
25
20
15
10
5
0
Strongly agree
Disagree
Neutral
Agree
Strongly agree
Interpretation:-
From the above table and graph it says that majority of the customers (i.e. 44%) of them are
neutral to prefer the store for friendliness of staff and minority of them (i.e. 40% ) of them
agree that they will prefer the store for friendliness of staff
Response
Strongly Disagree
Disagree
Frequency
5
15
Neutral
21
Agree
39
Strongly agree
15
Total
100
Disagree
Neutral
Agree
Strongly agree
Interpretation
From the above table and graph it says that majority of the customers ( i.e. 39%) of them
agree that they will prefer the store due to the variety of menu and minority of them (i.e. 21%
) of them neutral about the variety of menu in the store
7) Preference of store due the service speed
Response
Strongly disagree
Frequency
5
Disagree
20
Neutral
39
Agree
15
Strongly agree
20
Total
100
Disagree
Neutral
Agree
Strongly agree
Interpretation:From the above table and graph it says that majority of the customers (i.e. 39%) are
neutral about the preference of store due to service speed and minority of them are
disagree that (i.e. 20%) of them prefer the store due to service speed
Response
Strongly disagree
Frequency
9
Disagree
33
Neutral
19
Agree
31
Strongly agree
20
Total
100
Disagree
Neutral
Agree
Strongly agree
Interpretation:From the above table and graph it says that majority of the customers (i.e. 33%) of them
disagree that they will prefer the store due to the calorie content in the food and minority of
them (i.e. 31%) agree that they will prefer the store due to the calorie content in the food
Response
Frequency
Strongly disagree
Disagree
Neutral
25
Agree
40
Strongly agree
26
Total
100
Disagree
Neutral
Agree
Strongly agree
Interpretation:
From the above table and graph it says that majority of the customers (i.e. 40% ) of them
agree that they will prefer the store for ambience provided in the store
10) Preference store due the delivery speed offer by the store
Response
Frequency
Strongly disagree
Disagree
20
Neutral
15
Agree
41
Strongly agree
20
Total
100
Disagree
Neutral
Agree
Strongly agree
Interpretation:From the above table and graph it says that majority of the customers (i.e. 41%) of them
prefer the store due to delivery speed that is offered
Response
Frequency
Strongly disagree
Disagree
16
Neutral
34
Agree
35
Strongly agree
Total
6
100
Disagree
Neutral
Agree
Strongly agree
Interpretation:From the above table and graph it says that majority of the customers (i.e. 35% ) of them
agree that they are satisfied with the menu that was offered in the fast food store and followed
by some of them are neutral about the menu for their family
Response
Frequency
Strongly disagree
11
Disagree
20
Neutral
41
Agree
14
Strongly agree
14
Total
100
Disagree
Neutral
Agree
Strongly agree
Interpretation:From the above table and graph it says that majority of the customers (i.e. 41% ) of them
says that they are neutral about preferring the store due to the facilities
Response
Frequency
Strongly disagree
Disagree
18
Neutral
15
Agree
45
Strongly agree
15
Total
100
50
45
40
35
30
25
20
15
10
5
0
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
Interpretation:From the above table and graph it says that majority of the customers (i.e. 45%) of them
agree that they will prefer the store due to easy accessibility and locational advantage
Response
Frequency
Strongly disagree
Disagree
20
Neutral
33
Agree
28
Strongly agree
10
Total
100
35
30
25
20
15
10
5
0
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
Interpretation:From the above table and graph it says that majority of the customers (i.e. 33%) of them
are neutral about the advertising strategy provided by the store and followed by that
customers agree the store for the advertising strategy
Response
Frequency
Strongly disagree
Disagree
20
Neutral
15
Agree
41
Strongly agree
20
Total
100
45
40
35
30
25
20
15
10
5
0
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
Interpretation:From the above table and graph it says that majority of the customers (i.e. 41% ) agree
that they will prefer the store because of special offers and discounts.
Major Findings
This study indicates that majority of the customers visit the fast food retail store
weekly (i.e. 38%) and minority of them (19%) visit fortnightly
This study indicates that majority of the customers are willing to spend money of
price range 200-500 (i.e. 60%) and minority of them says that they will spend money
of price range 100-200 (i.e. 24%) in the fast food retail store
This study indicates that majority of the customers (i.e. 50%) prefer special offers in
the store and minority of them (i.e. 29%) prefer easy accessibility
This study indicates that majority of the customers (i.e. 44%) of them are neutral to
prefer the store for friendliness of staff and minority of them (i.e. 40% ) of them
agree that they will prefer the store for friendliness of staff
This study indicates that majority of the customers ( i.e. 39%) of them agree that they
will prefer the store due to the variety of menu and minority of them (i.e. 21% ) of
them neutral about the variety of menu in the store
This study indicates that majority of the customers (i.e. 33%) of them disagree that
they will prefer the store due to the calorie content in the food and minority of them
(i.e. 31%) agree that they will prefer the store due to the calorie content in the food
This study says that majority of the customers (i.e. 40% ) of them agree that they will
prefer the store for ambience provided in the store
This study says that majority of the customers (i.e. 35% ) of them agree that they are
satisfied with the menu that was offered in the fast food store and followed by some
of them are neutral about the menu for their family
This study indicates that majority of the customers (i.e. 45%) of them agree that they
will prefer the store due to easy accessibility and locational advantage
This study indicates that majority of the customers (i.e. 33%) of them are neutral
about the advertising strategy provided by the store and followed by that customers
agree the store for the advertising strategy
This study indicates that majority of the customers (i.e. 41% ) agree that they will
prefer the store because of special offers and discounts.
Major suggestions:
As majority of customers (38 percent) visit the store weekly especially
weekends. So it is suggest to stores give special offers and discounts to
capture more customers and retain loyal customers.
As study refers more customers are looking for the special offers ,so it
suggest stores to more concentrate on the special offers but no
compromise in the quality of food.
It is found that majority of customers are not fully satisfied with the
friendliness of staff. So it is suggest that the stores should conduct soft
skill training and make them give more customer service .Regular
monitoring of the staff behavior towards customers is also suggest here.
Customers are happy with the MENU verities available in the stores .But it
is suggested that add more customized menu and review the menu for
every 3 months.
As study shows that customers are not aware of the calorie contents exist
in the food. So it is suggest that stores should display the calorie contents
available in a particular food.
Advertising strategy of the stores are not making attention the customers
.So it is suggest the stores to think of the design of different innovative
advertising campaigns.