Fast Food Industry

Fast Food Sector: Introduction

• Concept of ready-cooked food for sale is closely connected
with urban development.
• Outlets may be stands or kiosks which may or may not
provide shelter or seating: also known as quick service
restaurants.
• India is perceived as an emerging market by global players
with the total expenditure on food by consumers
increasing considerably.
• India’s fast food industry is growing by 40% a year.
• Because of the availability of raw material for fast food,
Global chains are flooding into the country.
 Major Players
✦MC DONALD'S
✦KFC
✦PIZZA HUT
✦DOMINOS PIZZA
✦SUBWAY
✦CAFÉ COFEE DAY
✦BARISTA
Core Competencies
 Core Competencies
• Domino’s
– Standard operations, nominal price
– Ordering ease: Takeaway excellent orders
– Fast Processing and Delivery

• KFC
– KFC’s secret recipe (initial home replacement strategy)
– Name, recognition and reputation

• Mc Donald’s
– Innovation: new product lines
– Product Value
– Adoption of local flavors
– Competitive pricing
 Business
and
Marketing Strategies
 Domino’s
• Business Strategy:
– Cost Leadership Strategy
– Differentiation strategy
– Focused Business Level Strategy (TA)
– Pan India Strategy

• Marketing Strategy:
– Promotional and Advertisement Campaigns(Coupons and discounts)
• The '30 Minutes' Promise
• Use of digital advertising
• Mobile telephony
– Exclusive partnerships to set up its stores in upcoming malls and industrial
campuses
– Premium Pricing Strategy
• 3 tier menu
 KFC
• Business Strategy:
– Appeal to local palette
– Going global
– Localization
• Marketing Strategy:
– Variants in the same category to wipe off
competition
– Balancing standardization and localization
 Mc Donald’s
• Business Strategy:
– Product value
– Extended hours- breakfast menu etc
– Glocal Strategy
• Local Ingredient
• Local Taste
• Local Sentiment
– Getting the basic amenities right
– Flexibility in serving: dining to drive away
– Commitment of quality of food and service in a clean, hygienic and relaxing
atmosphere
• Marketing Strategy:
– Extensive advertising campaign: use of electronic and digital media along with
signage, billboards etc.
– Emotional Glocal Marketing
– Focus on children, shifting it to teenagers with the coming years
– Sponsoring sporting events like Olympics etc.
Thank You