You are on page 1of 73

Fast Food-Jumbo King Vada Pav

EXECUTIVE SUMMARY

The Indian fast food industry is slowly witnessing a rapid turnaround from being a small,
indigenous and an unorganized practice to a multi-billion, lucrative and highly specialized
business. Many of the traditional dishes have been adapted to suit the emerging fast food
outlets. Localization strategies adopted by fast food chains, customization of menus, positioning
of their product is common now. Bringing this internationally is one of the recent new steps that
have taken over The food industry. Provision of the Indian touch and taste, is now becoming a
worldwide phenomenon.Over the past few years the Indian economy has undergone drastic
changes- changes that have had the market flooded with multinationals and a variety of products.
There has been a sudden upsurge in the Indian industry and exponential growth in specific
industries. Today's companies work in a war zone of rapidly changing competitors,technological
advances, new laws, managed trade policies and diminishing customer loyalty.
In today's world of cutthroat fierce competition, customer satisfaction is very essential to not only
exist but also to excel in the market. Today's market is enormously more complex. Henceforth,
to survive in the market, the company not only needs to maximize its profit but also needs to
satisfy its customers and should try to build upon from there. Aged between 25 and 35, highly
qualified, has probably refused generous pay packets to pursue a wild dream, posses the
conviction to sell their dreams to others, and most importantly, have realized their dream
successfully.
Franchising is a unique and dynamic business method. A successful franchise will allow both the
franchisor and franchisee to reap the benefits. However, franchising should not be considered a
fast road to fortune, nor should it be used to assist a business that is not performing well.
Franchising is one avenue that can be used to successfully expand a business. Many of the world’s
largest corporations have used franchising to speed up their growth as global brands. Like any
business venture, a franchise needs to be managed correctly. In a space dominated by foreign
giants, a small local player Jumbo King Vada Pav tries to make his mark by a judicious mix of
creativity, identification of the right customer and efficient use of the resources at its disposal.
The critical question is: can it grow to become the market leader in this category? The article
analyses the various aspects related to brand building and brand positioning in the given context

1
Fast Food-Jumbo King Vada Pav

and looks at the role to be played by different media channels to achieve the desired marketing
results.
Jumbo King, a major vada pav brand in Mumbai is going places, and quite literally. Currently
operating in seven cities in Maharashtra and Gujrat, Jumbo King will soon be embarking on a
massive expansion plan in quest of their dreams to make vada pav not just a national but an
international food favourite as well.

Purpose

2
Fast Food-Jumbo King Vada Pav

This project has been prepared for the completion of the Subject – Project Work as is required
under Third year of Bachelor of Management Studies. This project explores the various aspects
of Fast Food with respect to Jumbo King.
Vada pav is something which we have been eating since childhood. It is one of my favorite fast
food items. Whenever I’m hungry and the first thing that comes to my mind is vada pav.Vada pav
is the one of the few things that I can relate with Mumbai life.It’s tasty as well as very highly
affordable.Before when i wanted to eat vada pav my parents never allowed me to eat that
frequently. As vada pav was available only at roadside stalls.But now the scenario has changed.
And now there is chain of food joints dedicated only to vada pavs.So, when i came to know that
how a couple who have done their MBA from a reputed institute decided to start a vada pav joint
,this created an anxiety in me to know more about the foundation and management of “JUMBO
KING VADA PAV”
At the same time I was also anxious to know how “MR.DHEERAJ GUPTA” was able to make
vada pav as a brand. I was also inspired by many entrepreneurs for example RAY CROC
{Macdonald’s}.This encouraged me to choose jumbo king vada pav as my topic as this will give
me an opportunity to understand the management of jumbo king vada pav and enlighten my
fellow students and professors on this different and never before explored aspects of a vada pav
joint.

3
Fast Food-Jumbo King Vada Pav

Introduction to fast food

Fast food refers to an inexpensive food (hamburgers or chicken or milkshake) Prepared and served
quickly.Fast food (also known as Quick Service Restaurant or QSR within the industry itself) 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 preheated or precooked ingredients, and served to the customer in a
packaged form for take-out/take-away.
Many fast food restaurants are part of restaurant chain or franchise operations, and standardized
food stuff is shipped to each restaurant from central locations. The capital requirement involved
in opening up a fast food restaurant is relatively low. Restaurants with much higher sit-in-ratios,
where customers tend to sit and have their orders brought to them in a seemingly more upscale
atmosphere may be known in some areas as fast casual restaurants.

Fast food outlets are take-away or take-out providers, often with a "drive-through" 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.

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 finger food. Common menu items at fast food outlets
include fish and chips, sandwiches, pitas, hamburgers, fried chicken, French fries, chicken, tacos,
pizza, hot dogs, and ice cream, although many fast food restaurants offer "slower" foods
like chili, mashed potatoes, and salads.

Modern commercial fast food is often highly processed and prepared in an industrial fashion, i.e.,
on a large scale with standard ingredients and standardized cooking and production methods. It
is usually rapidly served in cartons or bags or in a plastic wrapping, in a fashion which minimizes
cost. In most fast food operations, menu items are generally made from processed
ingredients prepared at a central supply facility and then shipped to individual outlets where they
are reheated, cooked (usually by microwave or deep frying) or assembled in a short amount of
time. This process ensures a consistent level of product quality, and is key to being able to deliver
the order quickly to the customer and eliminate labor and equipment costs in the individual stores.

4
Fast Food-Jumbo King Vada Pav

Because of commercial emphasis on speed, uniformity and low cost, fast food products are often
made with ingredients formulated to achieve a certain flavor or consistency and to preserve
freshness.

The fast food industry in India has evolved with the changing lifestyles of the young Indian
population. The sheer variety of gastronomic preferences across the regions, hereditary or
acquired, has brought about different modules across the country. It may take some time for the
local enterprise to mature to the level of international players in the field.

Many of the traditional dishes have been adapted to suit the emerging fast food outlets. The basic
adaptation is to decrease the processing and serving time. For example, the typical meal which
called for being served by an ever alert attendant is now offered as a Mini-Meal across the counter.
In its traditional version, a plate or a banana leaf was first laid down on the floor or table. Several
helpers then waited on the diner, doling out different dishes and refilling as they got over in the
plate.

In the fast food version, a plate already arranged with a variety of cooked vegetables and curries
along with a fixed quantity of rice and Indian flatbreads is handed out across the counter against
a prepaid coupon. The curries and breads vary depending on the region and local preferences. The
higher priced ones may add a sweet to the combination. Refills are generally not offered.

The diversity of Indian cuisine poses logistical problems when it comes to handling. Hence it is
common to serve different cuisines at different counters within the same premises. Presence of a
large vegetarian population, who eschew non-vegetarian food, has given rise to outlets which
exclusively serve vegetarian fast food. Also, different variety of food may be served depending
on the times of the day. Beverages such coffee, tea, soft drinks and fruit juices may also be served
in such outlets. Some outlets may additionally have specially designed counters for ice-
cream, chaats etc.

Popular formats of fast food business in India have the following features in common:
5
Fast Food-Jumbo King Vada Pav

 Wide opening on the road side


 Easy to maintain and durable décor
 A cash counter where food coupons are sold
 A food delivery counter which invariably is granite topped
 Additional counters for Ice Creams, Chaats, Beverages etc.
 A well fitted kitchen located so as to be visible to the customers
 Tall tables, usually of stainless steel, where one can eat while standing
 A drinking water fountain adorned with a water filter
 Rust-proof and non-breakable crockery

History of Fast Food

6
Fast Food-Jumbo King Vada Pav

Although fast-food restaurants are often viewed as a representation of a day by day family
outing, the concept of "ready-cooked food to go" is as old as cities themselves; unique variations
are historical in various cultures. Ancient Roman cities had bread-and-olive stands, East Asian
cultures feature noodle shops. Flat bread and falafel are ubiquitous in the Middle East. Popular
Indian "fast" food delicacies include Vada pav, Papri Chaat, Bhelpuri, Panipuri and Dahi Vada.
In the French-speaking nations of West Africa, meanwhile, roadside stands in and around the
larger cities continue to sell- as they have done for generations- a range of ready-to-eat, char
grilled meat sticks known locally as "brochettes" (not to be confused with the bread snack of the
same name found in Europe).

The modern history of fast-food in the United States of America began on 7 July 1912 with the
opening of a fast food restaurant called the Automat, a cafeteria with its prepared foods behind
small glass windows and coin-operated slots, in New York City, created a sensation. Numerous
Automat restaurants were quickly built around the country to deal with the demand. Automats
remained extremely popular throughout the 1920s and 1930s. The company also popularized the
notion of “take-out” food, with their slogan “Less work for Mother”. The American company
White Castle is generally credited with opening the second fast-food outlet in Wichita, Kansas in
1921, selling hamburgers for five cents apiece.[3] Among its innovations, the company allowed
customers to see the food being prepared. White Castle later added five holes to each beef patty
to increase its surface area and speed cooking times. White Castle was successful from its
inception and spawned numerous competitors.

McDonald's, the largest fast-food chain in the world and the brand most associated with the term
"fast food," was founded as a barbecue drive-in in 1940 by Dick and Mac McDonald. After
discovering that most of their profits came from hamburgers, the brothers closed their restaurant
for three months and reopened it in 1948 as a walk-up stand offering a simple menu of
hamburgers, French fries, shakes, coffee, and Coca-Cola, served in disposable paper wrapping.
As a result, they were able to produce hamburgers and fries constantly, without waiting for
customer orders, and could serve them immediately; hamburgers cost 15 cents, about half the
price at a typical diner. Their streamlined production method, which they named the "Speedee
Service System”, was influenced by the production line innovations of Henry Ford. The
McDonalds' stand was the milkshake machine company's biggest customer and a milkshake

7
Fast Food-Jumbo King Vada Pav

salesman named Ray Kroc travelled to California to discover the secret to their high-volume
burger-and-shake operation. Kroc thought he could expand their concept, eventually buying the
McDonalds' operation outright in 1961 with the goal of making cheap, ready-to-go hamburgers,
French fries and milkshakes a nationwide business.

Kroc was the mastermind behind the rise of McDonald's as a national chain. The first part of his
plan was to promote cleanliness in his restaurants. Kroc often took part at his own Des Plaines,
Illinois, outlet by hosing down the garbage cans and scraping gum off the cement. Kroc also
added great swaths of glass which enabled the customer to view the food preparation. This was
very important to the American public which became quite germ conscious. A clean atmosphere
was only part of Kroc's grander plan which separated McDonald's from the rest of the competition
and attributes to their great success. Kroc envisioned making his restaurants appeal to families of
suburbs.

Service

Fast-food outlets are take-away or take-out providers, often with a "drive-thru" 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.

Nearly from its inception, fast food has been designed to be eaten "on the go" and 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, and ice cream, although many fast-food restaurants offer "slower" foods
like chili, mashed potatoes, and salads.

Traditional retail outlets

Many petrol/gas stations have convenience stores which sell pre-packed sandwiches, donuts, and
hot food. Many gas stations in the United States also sell frozen foods and have microwaves on
the premises in which to prepare them.

8
Fast Food-Jumbo King Vada Pav

Supermarkets often include their own cafes with prepared food service counters. Many markets
prepare baked or rotisserie chickens due to the low cost of fowl and ease of preparation. Some,
like Hyper city and D-Mart may even include a well-known fast food chain within their own store,
such as McDonald's or Subway, jumbo king,café coffee day etc.

Street vendors and concessions

Traditional street food is available around the world, usually from small operators and
independent vendors operating from a cart, table, or portable grill. Common examples include
Vietnamese noodle vendors, sandwitches,chats and vada pav. Commonly, street vendors provide
a colorful and varying range of options designed to quickly captivate passers-by and attract as
much attention as possible.

Depending on the locale, multiple street vendors may specialize in specific types of food
characteristic of a given cultural or ethnic tradition. In some cultures, it is typical for street vendors
to call out prices, sing or chant sales-pitches, play music, or engage in other forms of "street
theatrics" in order to engage prospective customers. In some cases, this can garner more attention
than the food itself; some vendors represent another form of tourist attraction.

Cuisine

The common preparation practice for small vendors consists of serving a few basic ingredients
and toppings that can be cooked in batches and served quickly on the spot.

Modern commercial fast food is often highly processed and prepared in an industrial fashion, i.e.,
on a large scale with standard ingredients and standardized cooking and production methods. It
is usually rapidly served in cartons or bags or in a plastic wrapping, in a fashion which minimizes
cost. In most fast food operations, menu items are generally made from processed ingredients
prepared at a central supply facility and then shipped to individual outlets where they are reheated,
cooked (usually by microwave or deep-frying) or assembled in a short amount of time. This

9
Fast Food-Jumbo King Vada Pav

process ensures a consistent level of product quality, and is key to being able to deliver the order
quickly to the customer and eliminate labor and equipment costs in the individual stores.

Because of commercial emphasis on speed, uniformity and low cost, fast food products are often
made with ingredients formulated to achieve a certain flavor or consistency and to preserve
freshness. Hydrogenated vegetable oils are pumped into fast foods which contain high amounts
of trans fat. This requires a high degree of food engineering, the use of additives and processing
techniques substantially alter the food from its original form and reduce its nutritional value.

10
Fast Food-Jumbo King Vada Pav

professionals and daily commuters have become prominent customer segments and Jumbo King
cannot afford to overlook them, given their high propensity to consume snacks.

Repositioning involves identification of the right customers, in addition to the existing ones and
also understanding what the customers really want from the product. In Jumbo King's case, the
new target group of professionals, students and commuters makes it imperative to emphasize
quick service, cleanliness, taste and affordability. At present, it is observed that most of the food
chains and outlets, Indian or otherwise, are banking on the extensive variety on offer and the
ambience of the joint. There is hardly anything specifically adapted for people who are constantly
on-the-go. Moreover, few outlets target medium and low income groups significantly. Hence a n
association needs to be developed between Jumbo King and travelers which will position it as the
obvious choice for daily commuters and the medium-to-low income groups. This will
significantly garner more leverage when it comes to expansion outside Mumbai since positioning
on price, hygiene and service is a good bet to build on in a new market

11
Fast Food-Jumbo King Vada Pav

SWOT ANALYSIS
 STRENTGH

 Reasonable Price : The Jumbo King Vada Pav comes at a reasonable price. At Rs. 5/- for
one, it is slightly costlier than its counterpart available on the street. But, you don?t mind
paying the extra rupee as long as you get a better quality vada pav.
 Cleanliness : The place (JK Andheri East) was clean. At least I found it clean on the
outside. The people who serve are in aprons, caps and wear gloves.
 Location : Most of the outlets are located outside railway stations. Weary office goers,
after a tiring day at work flock to these outlets just before entering the battlezone (a.k.a
railwayplatform).
 Brand Name : Works every time. I have seen (and know a few) people who had never
eaten a vada pav in their life and always used to lecture us on the unhygienic food, eat the
the JK outlet.

 WEAKNESSES:
 Market share: Due to increase in number of compitetors the market share is declining.
 Weak product development:
 Quality and taste of product

 OPPORTUNITIES:

The company has a fully automated central kitchen and a modern bakery providing world-class
quality products. Thus you are in the restaurant business without the headaches of manufacturing.
The company has very good purchasing power, which enables it to source raw materials at prices
much lower than any individual restaurant The company helps the franchisee in recruiting well-
trained staff and provides continuous training to help them implement the quality, service and
cleanliness standards. The highlight of the franchising model is that any franchisee adhering to the
company’s standards can build multiple stores and increase his income many times over.

12
Fast Food-Jumbo King Vada Pav

It turns out that vada pavs are a young person's food. In fact, a feasibility study performed by
Jumbo King showed that 75% of vada pav purchasers are 16 to 25 years old. Also, surprisingly,
the majority of people purchasing the snack hail from the higher income brackets.At Jumbo King,
Dheeraj and his team are therefore playing into some important trends: more young people today
have money to spend; and at the same time, they are increasingly health- and hygiene-conscious,
wanting to know that they are receiving good quality food. Jumbo King, explains Dheeraj, "is
riding on this generation." Thousands of street-side vendors still dominate the quick food market,
and placed among these, Jumbo King is distinctly
different. "Right from deciding Local vendors
 Political parties

FINANCE

A loan of Rs. 2 lakhs kick-started the business. Growth has been helped by the fact that the business
can generate quick cash flow: the first Jumbo King outlet at Malad made money from day one."All
the money from the business was ploughed back into buying the second store," says Dheeraj, who
used to take back home a salary of only Rs. 5,000 a month.Dheeraj has been creative in funding
additional growth, tapping different sources. He took a bank loan to open the third store at Andheri
(W). The fourth store became the first franchised store of Jumbo King. Since then Jumbo King has
followed the franchise model. How will Jumbo King fuel future growth? Dheeraj and his team feel
they would like to bring in investors, but only after they reach the 100 store mark. "The money
from this investment will take the product to a completely different league," says Dheeraj
passionately.
Fund Raising

13
Fast Food-Jumbo King Vada Pav

From one outlet in 1990, Jumbo King reached 45 by early this year. It is targeting 250 this year,
and has already forayed to Gujarat from its home state of Maharashtra. The initial investment was
Rs. 200,000 ($4,300). Now, the company plans to pump in Rs. 75 crore ($16.1 million) over the
next three years. The money will come from private equity. The margins are barely 10% to
12%"Currently it is into 100% franchising," he says. "In the future, the ratio will be 70%
franchisees and 30% company-owned outlets." Jumbo King gets 10% of sales from franchisees
as its fee.

► Borrowed Rs 500,000 from his brother to start a business

► All the money from the business was ploughed back into buying the second store," so
Dheeraj used to take back home a salary of only Rs. 5,000 a month.

► He had priced the vada pav at Rs 5 whereas it sold for as little as Rs 2 in the market.

► He took a bank loan to open the third store at Andheri (W)

HUMAN RESOURCE

Organisation structure

14
Fast Food-Jumbo King Vada Pav

Directors

Mr. Dheeraj Mrs. Reeta


Gupta Gupta

CEO
Mr.Karanjee
t Singh

Genral
Manager

Operations Human
Marketing Finance Outlets
Resource
Manager manager Manager Manager
manager

Self -owned Franchisee

15
Fast Food-Jumbo King Vada Pav

FRANCHISING

What’s the fastest way to make a crore in

Every Mumbaikar's favourite snack which can be taken anytime any where the one and only &
our very own favourite vada pav ; which is now machine made. It has shelf life of nine months.
The new machine made vada pav is known as Goli vada pav. "Right from slicing, peeling and
dicing each process is completely automated. The process involved is similar to that of making a
McDonald's burger. These vadas - or golis as they are called - after being prepared, are frozen at
- 18 degrees Celsius and then packed. These packets are marked with the date of manufacture and
the date of expiry. Well after knowing this fact, i wanna ask every mumbaikar; not only the
mumbaikars but each and everyone whether they will prefer eating machine made vada pavs or
the delicious freshly made hot ones at the vada pav centre. Will there lie a difference in taste
having a freshly made vada pav or will one prefer the machine made vada pav in this machine
age, where everthing is automised.

MENU

• Regular Jumbo King

16
Fast Food-Jumbo King Vada Pav

Beverage Menu

Health reasons regarding vada pav

How fatty is your Vada Pav?Thanks to easy availability, the vada pav may be the chosen snack
of many. Health wise, however, eating one often may not be such a good idea. Here's why.

1 Vada Pav (295 calories) (8.5 gms fat*) = 65 minutes of running to burn these calories.

This deep-fried snack is loaded with calories of the wrong kind -- fat calories. Nutritionally
speaking, it doesn't provide much apart from energy. While most of us are careful about the type
of oil we use at home, we never stop to wonder what is being used for snacks outside. Most places

17
Fast Food-Jumbo King Vada Pav

selling fried snacks constantly re-use and re-heat the same oil over and over again much beyond
its smoking point. This causes the formation of unhealthy trans-fatty acids that harm the heart in
the long run.Weight-watcher's tip: If you are preparing vada pav at home, try using minimum oil.
Then place them on tissue paper that can absorb some of the oil. Avoid re-using oil used for
frying.

TARGET AUDIENCE

GEOGRAPHIC VARIABLES

 Country: India
 City: Maharashtra & Gujarat

DEMOGRAPHIC VARIABLES

 Age Group: 18-45


 Gender: Both male & female

18
Fast Food-Jumbo King Vada Pav

 Occupation: College students, Working professionals, Daily commuters


 Socio-Economic status: Lower and Middle class

BEHAVIOURAL VARIABLES

 Occasion: Quick bite


 Benefit sought: Satisfaction of hunger
 Brand loyalty: High

SUPPLIER OF JUMBO PAV


The Maliks began by buying pavs from bakeries in the city and supplying them to eateries. Now,
they have their own bakery and bake and supply pavs to well-known eateries like vada pav
specialists Jumbo King.Yasin Malik, who started the business, came to Mumbai with his family
in 1980 from Delhi. In 2000, Dheeraj Gupta started Jumbo King, a fast food joint in Malad. By
this time, Salim had taken over his father’s business. He started supplying pav to Jumbo King. At
Gupta’s request, Salim designed a special pav for Jumbo King. Dheeraj wanted that a pav
that looked and tasted good.This pav is very soft because the best quality ingredients and highly
specialised labour are usedThe Maliks have been supplying Jumbo King with pav for three years
19
Fast Food-Jumbo King Vada Pav

and their sales have crossed Rs one crore. They are now the biggest dealers of pav in Borivli.In
2000, the Maliks set up a bakery in rented premises at Poisar from where they conducted business
for nearly two years. Now they own a bakery shop, Saurashtra Bakery, in Daulat Nagar, near
the SV Road phatak. They bake 20,000 bread loaves daily. Their other clients include the Kamat’s
restaurant at EsselWorld, Kailash Parbat at Water Kingdom, Borivli police lock-up, other eateries
between Malad and Borivli and company canteens.Apart from pavs and bread, Saurashtra
Bakery specialises in khari biscuits and other breads like naan
In addition to the two bakeries,Jumbo king have two more vendors; one, which does the patties
and the sauces, and the other, which does the dry or ambient temperature distribution, which is
nothing but room temperature distribution of products such as bread, wrapping paper, etc, which
don't need any temperature control.The patties on the other hand contain water, and hence, they
have to be cold distributed at 5 degrees centigrade.The bread and patties are delivered on a daily
basis, while other products are distributed just once a week. Jumbo king have been around for
over eight years and our suppliers know what to expect from them.
For instance, Jumbo king consume two tonne potatoes every day, so they know they can block a
fixed order of 60,000 kg potatoes per month, i.e., 720,000 kg potatoes per year. For gram flour
too, it's a fixed order always.More importantly, there's a reasonable amount of trust and goodwill
built and suppliers know we will pay on time and consume what we've promised.Of our existing
outlets, half are company-owned and the other half are franchisee-owned. We've outsourced all
our manufacturing so as to avoid any conflict with our franchisees.

 100% raw material is outsourced and distributed to outlets.

• VADA – MALAD .
• PAV –SAURASHTRA BAKERY AT BORIVALI
• MIRCHI – DADAR .
• CHATNI – MALAD.

The company has a cold storage where they stock Chattni & Lassi. Infact previous two
components i.e. Vada and Pav are also stocked at a place in “Khaugalli”.It is then on

20
Fast Food-Jumbo King Vada Pav

company’s truck to supply these components to all the outlets in time as management follows
“JUST-IN-TIME” approach.

Pav(Bread)
Sauce

Outsourced

Paty

Jumbo King Vada Pav Outlets

Backstage of outlet
FOOD
PURCHASE
MAINTAIN
DELIVERY FOOD KITCHEN
•Pav STORAGE
•Paty
FACILITIES
•Sauce

PICK FOOD
FROM FOOD
PREPARATION
KITCHEN

21
Fast Food-Jumbo King Vada Pav

DELIVER FOOD COLLECTION TAKE AWAY


ON COUNTER OF MONEY PARCEL

Supply Chain.

Supply
Chain

Overview Cold Chain LocalSourcing Suppliers

22
Fast Food-Jumbo King Vada Pav

A Supply Chain is a network of facilities including - material flow from suppliers and their
"upstream" suppliers at all levels, transformation of materials into semi-finished and finished
products, and distribution of products to customers and their "downstream" customers at all
levels. So, raw material flows as follows:
supplier - manufacturer – distributor – retailer – consumer. Information and money flows in the
reverse direction. The balance between these 3 flows is what a Supply Chain is all about.
Cold Chain
The Cold Chain is necessary to maintain the integrity of food products and retain their freshness
and nutritional value. The Cold Chain is an integral part of the Supply Chain
The term Cold Chain describes the network for the procurement, warehousing, transportation and
retailing of food products under controlled temperatures. McDonald’s restaurants store products
to be used on a daily basis, within a temperature range of –18ºC to 4ºC. About 52% of our food
products need to be stored under these conditions before they are used.
Local Sourcing
Jumbo king has always been committed to sourcing its requirements from local suppliers.every
product ie the material(bun,paty,souce) used to make vada pav are outsourced.

Cost of production

• Pav = 0.55/- paisa.


• Vada = Rs. 2.40/-
• Overall C.O.P. = Rs. 3.10/-

Revenue

• Weekdays : Rs. 7200- {approx} per day


• Weekends : Rs. 6000/- {approx}

Net Profits

23
Fast Food-Jumbo King Vada Pav

• Weekdays : Rs. 3480/- per outlet

Weekends : Rs. 2900/- per outlet

MARKETING

A Marketing plan must be created to meet clear objectives. Objectives guide marketing actions
and are used to measure how well a plan is working.These can be related to market share, sales,
and goals, reaching the target audience and creating awareness in the marketplace. The objectives
communicate what marketers want to achieve.Long-term objectives are broken down into shorter-
term measurable targets, which Jumbo king's uses as milestones along the way. Results can be
analyzed regularly to see whether objectives are being met. This type of feedback allows the
company to change plans. It gives flexibility.Once marketing objectives are set the next stage is to
define how they will be achieved. The marketing strategy is the statement of how objectives will
be delivered. It explains what marketing actions and resources will be used and how they will work
together.

24
Fast Food-Jumbo King Vada Pav

Jumbo King followed an exclusive franchisee model with networking an d stringent quality
control. With a one-time investment of Rs 15-18 lakh, the franchisee can acheive an annual
revenue of nearly Rs 40 lakh, and can break even in the first three to four months. Jumbo King is
not setting up any company-owned stores as the franchisee stores tend to break-even faster, To
strengthen its supply chain and other logistics such as central kitchens in major cities, the company
has partnered with potato suppliers from Uttar Pradesh to procure the tuber at a constant price of
Rs 7.30 per kg throughout the-year as it requires 60,000 kg of potato per month (7.20 lakh kg per
annum) for its Mumbai operations alone. Mr Gupta says that the brand has a long way to go, though
it has the pioneer advantage there are many business coming up in this business the recent addition
is the GOLI. But jumbo king being first in queue for certain has some advantages .Mr Dheeraj
believes that the real competition is not from the local brands but the international food chains and
has further expansion plans in Mumbai, delhi and ahmedabad.

Jumbo king’s growth strategy is based on the three elements

Stage1:Building the Brand

Stage 2: Awareness of the Products

Stage 3: Gunning for Market Share

Stage 1: Building the Brand

25
Fast Food-Jumbo King Vada Pav

The initial marketing strategy was focused on the brand name in Maharashtra specially Mumbai.
Jumbo king’s wanted to bring an awareness of its presence, of the arrival of Jumbo king’s
Mumbai. Hence, even thought it had presence only in Mumbai, and wanted for nationwide.

Stage2:Awareness of the Product

Jumbo king’s then felt that it needed to highlight its product along with the experience. Hence,
came the series of advertisements highlighted on the products and new launches of Jumbo king’s.
Jumbo king’s wanted the customer to know that they have something for everybody, be it children
or adult

Stage 3: Gunning For Market Share

Jumbo king’s was attempting to build a relationship with the customersIt’s got the mind share,
and its now gunning for market share.

POSITIONING – Bridging the gap

► Jumbo King is positioned as the fast food for daily commuters, that just pick up the Vada
Pav on the go.
► Now, Jumbo King will be positioned as the “Indian burger”, with Indian flavouring and
masalas added.
► Through our communication we want to bring out the true taste of and the taste of Vada
Pav. Make it more tempting than any burger outlet.

26
Fast Food-Jumbo King Vada Pav

Target customers:
Target customers: Old segments as well as
Middle and lower class students, professionals and
Commuters and workers daily commuters who are
constantly on-the-go
Positioning: Positioning:
Based on the attributes of Based on quick service,
price, quantity and local taste cleanliness, taste, hygiene
and affordability

7 P’S of Marketing

 Product

 3 Varities of Vada Pav in different flavours but standard size.


 Jumbo Sada –The classic Vada Pav
 Jumbo Masala - Added with the various tantalizing flavours of India
 Jumbo Schewan –Wada Pav with a hint of Chinese flavour

27
Fast Food-Jumbo King Vada Pav

 We will shall also serve Pepsi,Mirinda,7up ,Mountain Dew as we currently do.

 Price

 Jumbo Sada –Rs 6/-


 Jumbo Masala - Rs 8 /-
 Jumbo Schewan –Rs 12/-

 Place

 JK presence currently is clustered around Mumbai and Maharashtra.


 We plan to expand it further to all the metros by this year and then the tier 2cities.
 We will definitely be looking to spread footprints across the globe starting
 with the middle eastern countries seeing the huge NRI market there.

 Packaging

 Each JK Vada-Pav will be wrapped in paper ,that will have the Jumbo King branding on
it. Each wrapper will be of a different colour depending on the variant ordered. The
Standard will be blue. The masala yellow and the Schewan –red. We shall offer the dry
masala, ketchup and mustard sauce as well with every Vada-Pav.

 Process

100% raw material are outsourced and distributed to outlets.

• VADA – MALAD .
• PAV –SAURASHTRA BAKERY AT BORIVALI
• MIRCHI – DADAR .

28
Fast Food-Jumbo King Vada Pav

• CHATNI – MALAD.

Company uses its own truck for acquiring as well as for sending them to the outlets. Basically, to
provide the required components from the place of production to the place of consumption.

Components of vada pav are manufactured

VADA

• Boiling process.
• Clearing process.
• Mixing of Batata.
• Preparing Masala.
• Mixing of Batata with Masala.
• Sizing them in machine, than they are ready for dispatch.

PAV

• Weighting the flour & mixing cold water.


• Dough is than passed into oven.
• After baking, Pav is collected in trays.
• Than they are cutted in proper size for dispatching.

Pav Making in A “HYGIENIC” & “MECHANIZED” Way ..!!

 Physical Evidence

 JK outlets will increase and be seen in all the hot spots across all the metros & Tier 2 cities.
The places which are frequently visited by people like Koregoan Park and Kalyani nagar
in Pune or Bandra & Lokhandwala in Mumbai will have a JK outlet.
 Also malls with food courts will have a JK outlet.

29
Fast Food-Jumbo King Vada Pav

 People

 The staff at JK will wear a uniform that will be worn by all JK employees across all the
outlets. Highest level of Hygiene will be maintained and the uniform colours will be
insync with the colours used in our new logo.

 Promotions

 Mall billboards, placed in strategic locations where commuters wait (like on buses, trains,
ticket counters, petrol pumps etc), can be most effective in pushing the consumer towards an
impulse purchase.
 Posters and pamphlets distributed vastly amongst commuters on the highway travelling in
vehicles.
 Printing out city maps or train/bus timetables (with information on Jumbo King's outlets)
for commuters and distributing them can be employed.
 Local language newspapers and magazines can be cost effective sources of advertising.
 FM radio is a popular entertainment source for commuters and professionals and hence
the message can spread across far and wide at minimal cost.
 College based events & festivals

Branding Strategies

► Gupta has changed all the rules by introducing automation, packaging, a larger size,

different cheese, round bread and flat patties instead of round.

30
Fast Food-Jumbo King Vada Pav

► He realized the power of hearing and sound. So he started a pseudo radio called Radio
Today, which connects all our food joints.

► He hired a hygiene consultant who advises McDonald’s and Pizza Hut to maintain hygiene
and quality standards.

► A young journalist who probably visited his store in Dadar and liked the product. After a
good experience he wrote an article in their daily paper. Thus originally word of mouth definitely
worked for Jumbo King greatly.

► Typically in August their sales go up because people wish to come and experience the fun
of celebrating a Vada pav day. He believe that at least one in every ten people knows about the
Vada pav day 23rd August.

► He decided to use paper to wrap the product in.

Creative Strategy - Making the Difference

Identifying the right advertising objectives before embarking on a creative strategy is crucial to
the success of the entire marketing plan. This aspect becomes even more critical when one is
dealing with a repositioning due to previously entrenched perceptions of the brand. An essential

31
Fast Food-Jumbo King Vada Pav

feature of the product (vada pav) which should be considered is that it doesn't need a person to
ask the question again and again - "Should I buy it or not?". People buy vada pavs whenever they
feel hungry and don't think twice about it. Hence to make something unusual out of the ordinary,
the strategies of advertising should include highlighting the benefits of the product in creative
ways, running an awareness drive to attract new customers and projecting vada pav as a snack
which can change people's lifestyles.

Identifying the right advertising objectives becomes even more critical when one is dealing with
a repositioning due to previously entrenched perceptions of the brand.

In Jumbo King's case the advertising objectives are mainly twofold - building the category need
for snacks as an alternative for proper food and building brand equity for Jumbo King. The 'Indian
fast food' category needs to be popularized among the target audience as a convenient way of
having a hygienic snack when in a hurry. In what is largely an unbranded market as of now,
Jumbo King has a unique opportunity to create a brand identity for itself similar to that of
McDonald's in the US. Creating such an identity would entail associating the brand with local
flavor, fast service, convenience and travel.

As an example of a brand identity creation strategy, one can consider suitable modifications to
the company's logo to make it look more stylish and convey the impression of speed, while
retaining a number of elements manifest in the old logo. Another exercise can involve developing
brand taglines to be delivered in regional languages (Marathi is the obvious choice in the present
case). Catching the attention of commuters, most of who are in a hurry, is not an easy task and
therefore identifying bottlenecks (which require commuters to wait e.g. elevators) where the
message can be effectively delivered is crucial. Even in modes of delivery both traditional and
nontraditional modes of advertising should be employed.

New objectives

 Building the category need for snacks as an alternative for proper food
 Building brand equity for Jumbo King.

32
Fast Food-Jumbo King Vada Pav

 Popularizing ‘Vada Pav’ as a convenient and quick way of a hygienic snack


 Creating an identity by associating the brand with local flavor, quick service and
convenience

AD CAMPAIGN

AD CAMPAIGN – ANALYSIS

 STRATEGY :
33
Fast Food-Jumbo King Vada Pav

Popularizing Jumbo King among the target audience as a convenient way of having a
hygienic snack when in a hurry

 BIG IDEA :

To position Jumbo King as the world class new generation Vada pav

 EXECUTION :

The concept of displaying futuristic improved Mumbai and associating it with Jumbo King
Vada Pav

 TACTICS :

Print Ads of Jumbo King across Maharashtra

Traditional Advertising

34
Fast Food-Jumbo King Vada Pav

For a brand that is small, largely regional and warrants a small budget, the most effective means
of reaching out to the public is through the print medium. Small billboards, placed in strategic
locations where commuters wait (like on buses, trains, ticket counters, petrol pumps etc), can be
most effective in pushing the consumer towards an impulse purchase. Slogans like "When your
tank is full, why let your stomach go empty?" and "The law says you can't drink and drive, but
who ever said anything about eating?" can effectively be used by Jumbo King at petrol pumps
and traffic signals. Again catchy statements like "Isn't it time for your stomach to get a top-up
too?" can be used in front of mobile shops and general stores.

Bigger billboards and posters at railways stations and on trains and buses reinforce brand identity.
They can appeal at an emotional level to the consumer regarding the spirit of the city they live in
and tie that in to the brand. A possible campaign of this type for Jumbo King will emphasize the
intimate relation of the food chain with Mumbai city and its people and will aim at binding the
spirit of living in Mumbai with the brand that signifies speed, affordability and pride in eating a
local snack.

• Print Medium, Flexi banners with catchy slogans placed in strategic locations where commuters
wait

• Bigger billboards and posters at public transport junctions to reinforce brand identity and the
consumer towards an impulse purchase

Non-Traditional Modes of Advertising

35
Fast Food-Jumbo King Vada Pav

Indian snacks are not exactly renowned for health and hygiene. Since Jumbo King belongs to this
category of food items, PR campaigns could be an effective tool in dispelling any such concerns
that a consumer may have. Newspapers, magazine articles and press releases talking about the
quality of food at Jumbo King and its stringent adherence to hygienic standards can go a long
way in changing customer perceptions about the category and the brand. PR campaigns talking
about the entrepreneurial stories of the young founders of initiatives like Jum bo King can give a
lot of publicity to the concerned brand and this comes at no cost. Other innovative means of
reaching the consumers like printing out city maps or train/bus timetables (with information on
Jumbo King's outlets) for commuters and distributing them can be employed.

Being a low involvement product with a target customer group that is mostly 'on the go', the
challenges of reaching this segment are many. Designing a really great advertisement and putting
it on TV or a big billboard on the road in all probability will not translate into sales. Creative
advertisements must be complemented with equally creative ways of placing these advertisements
so that they are noticed. Jumbo King is about speed and convenience and hence locations and
objects which are associated with these attributes (like bus-train time tables, guides, road signs
etc) should be used to integrate ideas with their execution as a part of the Jumbo King identity.

NON-TRADITIONAL ADVERTISING

• PR campaigns to communicate 'health' and 'hygiene' features.

• Press releases talking about the quality standards.

• Locations and objects which are associated with Speed and Convenience should be used to
integrate ideas with their execution.

Media Planning - Showing the World

36
Fast Food-Jumbo King Vada Pav

Both the traditional as well as non-traditional strategies for advertising offer great opportunities
for creative marketers to show off their skills in convincing people to buy their products.
Preparing a catchy and innovative advertising campaign is no easy task and a well prepared
creative plan can work wonders for the company and its products. But that is just one side of the
story. A marketer may have done an excellent job in identifying the target audience and preparing
an excellent commercial for them, but what use is all that if it doesn't reach them? That is where
an effective media strategy comes into the picture. One needs not just be creative and different in
terms of preparing ads, but should also be adept at executing those well prepared ads to
perfection.Media planning is all about determining the media habits of consumers in the target
group and formulating how this knowledge can be exploited to reach the target group effectively.
For a budget conscious brand like Jumbo King, it becomes even more important to have a
judicious mix of media since targeting all media channels (TV, print, radio etc) can be
prohibitively expensive. Different media channels can have different impact on the customers at
different costs -

Print Media

This can be a very effective medium for the franchise since it has the maximum reach among the
target audience. Since Jumbo King is a budget-constrained and predominantly regional brand,
local language newspapers and magazines can be cost effective sources of advertising.

• Effective medium for the franchise since it has the maximum reach among the target audience.

• Local language newspapers and magazines can be cost effective sources of advertising.

Radio Media

Jumbo King can also make use of FM radio channels to send across their message, cheaply and
effectively. FM radio is a very popular entertainment source for commuters and professionals and
hence the message can spread across far and wide at minimal cost.

• FM radio channels to send across their message, cheaply and effectively.

• FM radio is a very popular entertainment source for commuters and professionals

Television Media

37
Fast Food-Jumbo King Vada Pav

Television is a very popular source of entertainment amongst students and professionals and this
popularity can be tapped by Jumbo King for reaching these people who form a substantial portion
of its target audience. Again regional channels will hold the key for Jumbo King since they are
cheaper and not averse to advertising'insignificant' products like vada pav.

• Very popular source of entertainment amongst students and professionals

• Regional channels will hold the key for Jumbo King since they are cheaper and not averse to
advertising 'insignificant' products like vada pav.

Internet Media

Since Jumbo King aims to target students and professionals, internet can be a very important
medium for advertising in the future. Strategies such as blogs, banners, websites etc can provide
good publicity to Jumbo King with minimum cost incurred and also create an interactive
environment for customers to provide their views about the company and the product.

38
Fast Food-Jumbo King Vada Pav

Another important part of the media stratagem is to evaluate expenditure by competitive brands.
This provides an idea of the relative performance of brands corresponding to the spending done.
In the present case, Jumbo King's competitors like McDonald's, which have large budgets, can
afford to go for Continuous/Pulsing strategies (advertising regularly or with very short breaks) on
TV. But for smaller players like Jumbo King, it is necessary to carefully choose the advertising
media and formulate a proper timing strategy, also taking factors like futu re growth and
expansion into consideration.

• Internet can be a very important medium for advertising when it is targeting students and
professionals

• Strategies such as blogs, banners, websites etc. can be two way interaction media

MEDIA PLANNING - EXECUTION

Evaluate expenditure by competitive brands


• Competitors like McDonald's having large budgets can afford to go for Continuous/Pulsing
strategies
• For Jumbo King, a small player, a proper timing strategy has to be formulated.
• Initially using the entire IMC to build up the brand identity
• Later using less expensive modes for brand recall
• Factors like future growth and expansion should be taken into consideration.

39
Fast Food-Jumbo King Vada Pav

Blue Ocean Strategy

Create uncontested market space

• Branding of Vada-Pav but keeping the price economical and adding the hygiene factor. S The
Indian burger becomes quite irresistible

Make the competition irrelevant

• The biggest competition comes from fast food joints like McDonalds, Subway etc. We are harping
on every the“dil se desi” aspect and leveraging Vada Pav as the Indian’s favorite snack to eat on
the move.

Create and capture new demand

• We plan to set up outlets close to our competition along with various peculiar positions which
will get their customers to come try our Vada-Pav over the burgers.

Break the value-cost trade-off

• It is a value for money product and we also should provide greater value to ensure repeat
consumers

Align the system of a in pursuit of differentiation & low cost

• Our Vada-Pav is definitely cheaper than a burger and it’s what most Indians still prefer over a
burger.

40
Fast Food-Jumbo King Vada Pav

CHALLENGES

 Jumbo King's strategy for success is built on the age-old four-point formula of giving customers
good service, quality, cleanliness, and value. It is a daunting task to be able to implement these on
a daily basis with the human resources available.
 Another challenge came in the form of finding suppliers. It was believed that a product like the
vada pav could not be made according to an international retailer's standards without making it
expensive. Jumbo King had to convince suppliers that these were essentially hygiene standards
that did not require money but the willingness to go a step further.
 It was also very difficult to get people to work for the company since the best talent was more
comfortable working in an MNC.
 To come up with new marketing stragies which is different from others.
 Price Hike
Jumbo King, an outlet that offers vada pav at Rs 5 says they are suffering a 30 per cent daily loss
due to the hike in prices. Because potato and onion prices have risen two fold in the last week.
 Jumbo King has 18 outlets around the city and consumes an average of two tonnes of potatoes
every day. The hawkers and vegetable sellers are the worst affected and many of them have
taken the hard way out by switching the vegetables that they are selling. Because of which jumbo
king had to face 30% Loss.
 Pressure from political parties.
 There are approx 20,000 vada pav sellers in mumbai and Jumbo king has 40 outlets which again
a challenge for the company to compete.
 Maintaining the taste,quality and hygine which is there USP.
 Expanding the business ie opening more outlets across country and making Jumbo King Vada
Pav a global brand for vada pav .

Future plans of jumbo king


41
Fast Food-Jumbo King Vada Pav

Currently occupying a total retail space of 90,000 square feet, Jumbo King – the speciality fast-
food retail chain from Mumbai – is preparing to establish a countrywide presence, thereby also
taking the local flavour of vada pav to Indians all over.

Dheeraj Gupta, managing director, Jumbo King Foods Pvt. Ltd, told Indiaretailing, “Currently,
we are present in Mumbai, Thane, Surat and Ahmedabad. We have also signed up properties in
Baroda and Pune which will be operational in September.”

Presently, Jumbo King stores cover about 300 square feet each, wherein a customer can walk in
and either parcel his vada pav or stand there and eat. The company plans to introduce large-format
stores in the range of 500-800 square feet. Sharing details on what led the company to launch
themselves outside Mumbai, Gupta explained, “Nearly 65 per cent of our customers are in the
age group of 6-25 years. With launch in Surat and Ahmedabad, they realised that in Mumbai vada
pav is eaten as an everyday affair, while in other cities, it is more of a fun food. The difference
will be that Mumbai with a population of 1.5 cror over the next three years in setting up the supply
chain as well as the entire operations.”
Jumboking plans to open 250 Stores this fiscal year.
Plans to open 15 stores every month..
Jumbo King to invest Rs 50 cr in new stores

Jumbo King, a major vada pav brand in Mumbai is going places, and quite literally. Currently
operating in seven cities in Maharashtra and Gujrat, Jumbo King will soon be embarking on a
massive expansion plan in quest of their dreams to make vada pav not just a national but an
international food favourite as well.
“Over the next two years, Jumbo King would be setting up stores in Hyderabad, Bangalore,
Nashik and places such as New Delhi would soon follow An estimated Rs 50 crore would be
invested for setting up of 550 outlets and the company is in the final stages of negotiations with
some private equity players.

Jumbo King, often used synonymously with vada pav in Mumbai, started as a stand-alone take
away eatery spread over 200 sq ft near the station in Mumbai in 2001 and in the course of the

42
Fast Food-Jumbo King Vada Pav

next seven years has increased its market share exponentially. “The reason why Jumbo King is in
a position to expand massively is because unlike other food brands have recognised the core
competence, which is making vada pav fast and cheap, and intend to stick with it. Currently the
company has a turnover of Rs 40 crore, and in August 2007 it conceptualised the World Vada
Pav Day that drew a lot of attention.

The company has also been getting a number of requests for franchisees from across the country.
“For setting up a Jumbo King shop, a franchisees for Rs 7 lakh and the franchise owner could
break even with sales of only Rs 4,000 per day, which is very low compared with say a
McDonalds.
Jumbo King stores that are set up near the train stations in Mumbai are not just are seeking to
draw daily railway passengers but also the youth. Jumbo King is however, also looking at a
possible rebranding.

The Company - today and tomorrow


What started off as a tiny experiment in 2001 has expanded to 40 outlets in five cities,
catering to about 40,000 people every day. This translates into some solid financials. This
year, Jumbo King is looking at a turnover of Rs. 40 crores and with rapid growth to a
projected turnover of Rs. 60 crores .
Dheeraj anticipates continued growth in the fast food Indian market for Jumbo King. The
Indian market can easily accommodate 5000 stores in 8-10 years time. We are looking at
Jumbo King doing a billion dollars worth of revenue by then.
Looking beyond India,with such a huge local population and such a huge expat population,
why there can't be 12-15,000 Jumbo King stores all over the world.
And, it's not just independent vada pav stores that he's considering. Dheeraj wants to
expand into food courts and malls."Vada pavs have the potential of becoming a big
category by itself, with many brands competing in this category.

Facts and figures


 Began its journey to brand the Vada Pav on 23rd August 2001

43
Fast Food-Jumbo King Vada Pav

 Inspired by western models and applying it to Indian food


 Common man has the right to get hygienic food at an affordable price
 40 outlets in Mumbai and 9 in Gujarat
 Aggressive plans to increase to 100 outlets
 35 per cent year- on- year growth
 Today the company has 40 outlets in Mumbai, two in Surat, one in Ahmedabad, one in
Baroda and one in Pune catering to about 40,000 people every day.
 Jumbo King seems to have come up with a successful “Secret Sauce".
 Jumbo King is looking at a turnover of Rs. 40 crores and with rapid growth to a projected
turnover of Rs. 60 crores .
 Dheeraj and his team feel they would like to bring in investors, but only after they reach
the 100 store mark.
 Gupta is looking at franchises across the metropolis. In three to five years time, he wants
Mumbai to have 75 Jumbo King outlets. By next year, he wants to double his current
turnover .
 More young people today have money to spend and at the same time, they are increasingly
health, hygiene and quality conscious so Dheeraj like to ride on this generation.
 They are planning to cover Gujarat and Maharashtra by 2009 completely.
 With a strong supply chain firmly in place, we are now trying to position Jumbo King as
the most preferred eating option for any person who is on the go and in a hurry.
 Started project 80 Degree,in which they ensure that the vada pav is served hot .

Time for Change

44
Fast Food-Jumbo King Vada Pav

 Modifications to the company's logo to make it look more stylish and convey the impression
of speed (fast food), e.g.-Subway
 Play on the Desi aspect and make the communication more Indian emotional feel. We give
Jumbo King a tagline saying “Dil se desi”
 Straight out of the heart of Maharashtra in Western Indian, Vada-Pav has iconic status in
India. It used to be "poor mans food", but we through Jumbo King we will make this a staple fast
food diet.
 Naming of the brand in English, but the communication will be conveying the Desi-factor,
instantly striking a chord with Indians staying in India & abroad

Articles

45
Fast Food-Jumbo King Vada Pav

Mumbai, July 10: What McDonald’s can do with a burger, Jumbo King can with a vada
pav.

Mumbai has got its first branded vada pav — the humble potato patty wedged inside a bun slit in
the middle and the staple of the ordinary Mumbaikar — and the fast food chain is growing at high
speed. At the Jumbo King outlet outside Dadar station, which came up on July 1, daily
scommuters on their way home queue up before the counter as uniformed staff take the orders
and a dispensing machine, a simpler version of the one at McDonald’s, serves the paper-wrapped
vada pavs.

One vada pav costs Rs 6, a little more than the unbranded, unwrapped, unnumbered open-air
varieties that are available at every street-corner in Mumbai. “The difference lies in the hygiene,”
says Dheeraj Gupta.

We started the first outlet in August 23, 2001, near Malad station,” says Dheeraj. “We will now
have outlets run by franchisees alone. “We plan to cover the western line in three years. There are
about 25 to 30 requests from potential franchisees lying with us,” says Rita.

From the central kitchen in Malad, run by another franchisee, men foray out in the morning,
carrying 10,000 vadas and 10,000 pavs in sealed containers and unload them at the various outlets
where they are kept in the freezers at 2 degrees Centigrade. “We have measured it — there is 2.69
per cent fat in each vada pav,” she says.

Although they were inspired by Burger King, “we are the students of McDonald’s”, says Rita.
“We have tried to replicate the McDonald’s system in a simpler way, though our system is only
partially automated now,” she adds.

But the difference with McDonald’s is obvious. “The burger is a poor man’s food abroad, though
here it is an upmarket thing. We target the railway commuter,” says Rita.Her turnover may not
compare with McDonald’s, which has 15 outlets in Mumbai alone, but the pieces of bread Jumbo
King sells may be more, she says.There is a long way to go. There is already a cheese vada pav
available at the outlets while a paneer one is being thought about.

46
Fast Food-Jumbo King Vada Pav

“About 1,00,000 vada pavs get sold in Mumbai everyday. It is a Rs 2,000 crore industry. We
have only scratched the surface,” she sighs.“There should be more branded single food products
in India. Our success lies in that.

Make it a phuchka called the All Rounder — served on fumigated shaal pata with the tentul jal
flowing out of sterilised vending machines

Jumbo King will give vada pav a national flavour

Currently occupying a total retail space of 90,000 square feet, Jumbo King – the speciality
fast-food retail chain from Mumbai – is preparing to establish a countrywide presence,
thereby also taking the local flavour of vada pav to Indians all over.

Dheeraj Gupta, managing director, Jumbo King Foods Pvt. Ltd, told Indiaretailing,
“Currently, we are present in Mumbai, Thane, Surat and Ahmedabad. We have also signed
up properties in Baroda and Pune which will be operational in September.”

Presently, Jumbo King stores cover about 300 square feet each, wherein a customer can
walk in and either parcel his vada pav or stand there and eat. The company plans to
introduce large-format stores in the range of 500-800 square feet. Gupta informed, “By
March 2008, we will be occupying 60,000 square feet of prime commercial space.”

Sharing details on what led the company to launch themselves outside Mumbai, Gupta
explained, “Nearly 65 per cent of our customers are in the age group of 6-25 years. With
our launch in Surat and Ahmedabad, we realised that in Mumbai vada pav is eaten as an
everyday affair, while in other cities, it is more of a fun food. The difference will be that
Mumbai with a population of 1.5 crore will have 200 Jumbo King stores, while Delhi with
a similar population will support 50.”

On the proposed expansion, Gupta said, “We are looking at 120 stores by March 2008, and
have in mind even cities in the South zone including Bangalore, Hyderabad, Mysore and
Mangalore. We will be entering Delhi, Noida and Chandigarh in December 2007. By
March 2010, we are looking at 500 stores in over 60-75 cities and towns in the country.”

The large-format stores will be in a restaurant format and the noticeable difference from

47
Fast Food-Jumbo King Vada Pav

their existing express stores (smaller format stores) will be in the availability of seating.
On the investment front, Gupta said, “We are looking at an investment of Rs 15-20 lakh
per store by the franchisees. In addition, we will be investing Rs 15-20 crore over the next
three years in setting up the supply chain as well as the entire operations.”

48
Fast Food-Jumbo King Vada Pav

CRITIC

Rashmi Uday Singh

She wade her way through the sea of squatting hawkers and the tidal waves of commuters
pouring in from Dadar station. The night air implodes with screaming coloured lights. It is
here that a revolution is quietly but briskly taking place. The quintessential symbol of the
streets of Mumbai, is being blast-chilled, cooked in stainless steel utensils with gloved hands
and being branded. In short the ‘Vada Pav’ is becoming ‘Jumbo King.’ She is fascinated as
she bites into the explosion of the crisp hot and spicy flavours of the vada which snuggles
between the soft enveloping blandness of the pav, and soaks in some of the flavour, but not
quite.

And guess who is the first person she wants to share the good news with? Deepak Parekh,
the jetsetting chairman of the pioneering H.D.F.C loves Mumbai’s permanent passion ‘the
vada pav.’ He enjoys it everywhere, be it the hot vada from his favourite ‘vada-pav walla’
below his Nariman Point office, to those in the dusty highway stopovers in Khopoli and
Panvel. And now it’s ‘Jumbo King’ time.

Purists, are you shuddering at the thought of ‘vada pav’ going hygienic? Good news follows.
This one passes the taste test (Vijay Choudhri, the flower seller, Pravin Parab, the peon
prefer it to the one at the street side. So does the well-known cookery teacher Rano
49
Fast Food-Jumbo King Vada Pav

Kamalbir Singh, “Mouthwateringly excellent,” says ‘vada-pav’ buff Esther Daswani and
the final stamp of approval is from Deepak Parekh). Jumbo King’s owners (Rita and
Dheeraj Gupta), have impeccable pedigree. Their grandfather was in the ‘vada pav’
business, they are MBAs but still own 12 non-branded ‘vada pav’ station stalls and having
set up three years ago, already have 11 outlets, with plans to set up 75.

Go to any of the, tiny, bright yellow tiled stores (with yellow-capped workers) and check out
the classic ‘vada pav’ (Rs 6) the cheese ‘vada pav’ (Rs 11) even the samosa pav (Rs 11 ) and
chase it down with a lassi (Rs 11) or a cold drink. Finally, how about a ‘diet Jumbo King’?

50
Fast Food-Jumbo King Vada Pav

MEDIA

Bombay Times: Gone are the days of cringing at the sight of an unkempt vada pav vendor. Jumbo
King has found the solution to your vada pav eating dilemmas.

Mid-day: “Easily the most hygienic vada pav seller in the city. The wares are untouched by
human hands before you reach hungrily for one.

Business India: Says a franchisee located at a suburban station, “ the backing of a brand has been
very helpful.” Franchisees put an average 10 hours daily and Jumbo King routinenely inspects
these stores to ensure hygiene and other standards.”

Navbharat Times: Even though the roadside vada pav is symbolic of Mumbai, people have
apprehensions about its quality. Jumbo King has changed all that.

Maharashtra Times: From branded shirts and shoes, we now have branded vada pav. Dheeraj
Gupta of Jumbo King has made this happen.

Gujarat Samachar: Jumbo King’s Dheeraj Gupta lays emphasis on taking care of the health of
his customers.

Gujarat Samachar: Jumbo King’s central kitchen in Malad has stainless steel machines to make
the vada golis.

Mid-Day: “Jumbo king aims to have one outlet each on the west and east side of every railway
station in Mumbai.”

Brand Equity: ‘Nearly 50 years after McDonald’s revolutionary model kicked off, an
enterprising young couple in Mumbai is creating India’s very own packaged and branded vada
pav.”

51
Fast Food-Jumbo King Vada Pav

Business Standard: Dheeraj Gupta is looking at franchisees across the metropolis. In 3 to 5 years
time, he is looking at 75 Jumbo King Outlets.

BEST OF THE BEST


- PERSONAL EXPERIENCE OF A LOCAL

Your favourite snack just got a makeover. The quintessential vada pav has a new avataar,
distinctly similar to its American cousin, the burger. Introduced by Jumbo King, the branded
vada pav reaches a large number of people

Shrikrishna, Dadar

Dadar residents swear by this snack centre, close to the


railway station and market. It serves over 3,000
customers every day.

Price: Rs 6

USP: The vadas here are unique, made with mustard seeds and spices. Only vada is served
— no pav. Service is prompt and there are a variety of snacks to choose from. Perhaps the
only complaint is over the size of the vada — it is distinctly small for its price.
All vada, no pav, but delicious!

Outside Mithibai Colleg, Vile Parle

A typical roadside thela, it is extremely popular amongst the college crowd. It’s been
around for 22 years and caters to over 2,000 people each day.
Price: Rs 5
USP: Definitely it’s ‘maha wada’. Parcels are ready quickly, with extra chutney and
butter available on request. The place also operates on credit. Chutney is excellent. The

52
Fast Food-Jumbo King Vada Pav

vegetable oil is on the dicey side, though; try it at your own risk. Dicey oil, but otherwise
good

Azad vada pav,Dadar

As is obvious from the location, near to the


station easy for the commuters.

Price: Rs 8

USP: Serves vadas and pav in different sizes. The chutney and chilly sauce are excellent.
Chillies served with the dish are a nice touch. Wish we could say something good about the
service, though...

Good chutney, bad service

53
Fast Food-Jumbo King Vada Pav

Jumbo King, Dadar

Vada pavs are assembled, wrapped and dispensed in exactly the same way as
McDonald’s burgers. The outlets, strategically positioned outside railway stations,
draw 2,500 customers a day.

Price: Vada pav Rs 5, cheese vada pav Rs 9. Jumbo King also serves samosa pav and
masala lassi.

USP: Easily the most hygienic vada pav seller in the city. The wares are untouched by
human hands before you reach hungrily for one. Stainless steel machines are used to
cook, mash and peel potatoes. While the bread is caramelised, the vegetable oil is
changed every few hours and filtered water is used. The vada pav comes wrapped in
paper, with a little onion on the side.
Hygienic, hygienic, hygienic

Positive Points :

Reasonable Price : Jumbo King Vada Pav comes at a reasonable price. At Rs. 5/- for
one, it is slightly costlier than its counterpart available on the street. But, you don’t
mind paying the extra rupee as long as you get a better quality Vada Pav.

Cleanliness : The place (Jumbo King, Andheri East ) was clean. At least it was clean
on the outside. The people who serve in the aprons, caps and wear gloves.

Location : Most of the outlets are located outside railway stations ((WEARY OFFICE
GOERS)) ,after a tiring day at work flock to these outlets just before entering the
battlezone.

Brand Name : Works every time. It’s seem that a few people who had never eaten a
vada pav in their life and always used to lecture us on the unhygienic food, eat at the
Jumbo King outlets.

Negative Points :
54
Fast Food-Jumbo King Vada Pav

Pav Size : Slightly bigger than the usual pav. No wonders they call at Jumbo! But for
those who have grown up on the road side vada pav (10% Pav + 90% vada), this seems
a bit of a let down.
Gain by the popularity of Jumbo King, it seems that the comman man’s food has come
a long way and is surely going places.

Recommendations

55
Fast Food-Jumbo King Vada Pav

To make jumbo king vada pav popular in food chain following recommendations
have been listed:
1) Opening of more outlets in the metropolitan cities as well as in other cities and
making VADA PAV a nationwide brand.
2) To come up with more varieties of vada pav.
3) To install American capacity with no change in taste and price.
4) Place of production should be more closer to the place of consumption.
5) Payback to the vendors should be regular for smooth supply.
6) More focus on taste, quality, as well as hygiene should be done.
7) To get well established first in local and national market and then operate globally
.

Conclusion
56
Fast Food-Jumbo King Vada Pav

In today’s world of fierce competition, customer satisfaction is very essential to not only exist
but also to excel in the market. Today’s market is enormously more complex .Henceforth, to
survive in the market ,the company not only needs to maximize its profits but also needs to
satisfy its customer and should try to build upon from there.

Jumbo king has given a vada pav a new perspective .jumbo king has given a new name to the
vada pav the “INDIAN BURGER”. Jumbo king has added latest additions to the vada pav
which are hot favorite among the teenagers (shezwan cheese jumbo king, cholle jumbo king,
brown cheese jumbo king etc)
Thus adapting to the local environment and providing food with the Indian spices is a driving
factor for jumbo king .because of the above reason jumbo king is doing so well in India.

Besides jumbo king is a new concept in India .it is quite quick .Future of jumbo king is very
bright .it is still in the growth stage and it is expected to grow even further.
More and more people go to jumbo king because of the food which is provided by them is at
fairly reasonable prices, which is affordable to all the sections of the society from middle class
to higher class and even from children to grandparents.
Jumbo king takes the share on this attribute by providing the customer with fast and healthy
services. The advantage of jumbo king having over other vada pav sellers is
1) Hygiene
2) Variety
3) Price
4) Taste

There is price and service quality factor today which the consumer is looking for. It is giving
an edge to jumbo king over other vada pav sellers.

57
Fast Food-Jumbo King Vada Pav

BIBLIOGRAPHY

BOOKS
BEHIND THE GOLDEN ARCHES – BY RAY KROC
FAST FOOD NATION –BY ERIC SCHLOSSER
FAST FOOD OPERATION AND THEIR MANAGEMENT
JOURNAL
BUSINESS WORLD, INDIA TODAY, BUSINESS WEEK, THE FOODIE, THE
TIMES OF INDIA
WEBSITES
www.jumboking.co.in
www.google.com

58
Fast Food-Jumbo King Vada Pav

ANNEXURE
INTERWIEW WITH THE ‘VENDOR OF VADA PAV’

Q. Who initiated the concept of Jumbo King Vada Pav ?


A. My wife Mrs. Reeta Gupta and myself decided to sell mumbai’s favourite poor man’s
food as a brand.

Q. How did the name come about ?


A. (smiles)One day when I was standing at the store, two ladies called the store a con, since
we were only selling vada pav. So I immediately decided to change the name. Since we were
selling a larger vada pav than what was available in the market, we decided to name it Jumbo
King.

Q. Was Jumbo King inspired by something or was it an original idea ?


A. Although we were inspired by Burger King, we are the students of McDonald’s. We have
tried to replicate the McDonald’s system in a simpler way.

Q. Where and when was the first branch established ?


A. We began our journey to brand the vada pav on 23rd August 2001 at Malad east.

Q. Have you ever thought of expanding your business in terms of products as in including
any other food items other than vada pav ?

A. Oh yes, we are planning to brand the samosa and chai………. (laughs) we will be naming
it Chamosa. There is a long way to go as there is already a cheese vada pav available at the
outlets while a paneer one is being thought about.

Q. What about the organizational vision and objectives ?


A. My grand vision is branding of the vada pav and build it into a 10,000 chain business, in
20 years. About 1,00,000 vada pavs get sold in Mumbai everyday. It is a Rs 2,000 crore
industry. We have only scratched the surface. At Jumbo-King, the focus is on health and
hygiene.

59
Fast Food-Jumbo King Vada Pav

Q. How much have you invested in promotion and advertisement of your product ?
A. (smiles) “Advertisement is not necessary when the cause is clear and when you know what
your customer wants.”

Q. Sir, who is your target audience ?


A. We target the railway commuter, (sighs)Burger is a poor man’s food abroad, though here
it is an upmarket thing.

Q. May we know your job profile ?


A. I’ve done my schooling at Jamnabai Narsee, catering course from the Dadar Catering
College and have a management degree from Symbiosis, a Pune institute. Initially there were
a lot of objections; everyone told me I was mad to waste my management degree by selling
vada pavs. But I was determined to make it a success

Q. How many days did it take to get a good public response as you have now?
A. In the last quarter(3 months) of the first year, we made a total of Rs 600,000 from just one
outlet. The other outlets opened in 2003. From an initial sales of 300 units, we sell 3,000 units
today.

Q. How do you perceive yourself few years hence ?


A. Jumbo King is looking at 50 stores by the time they turn five next year, and a tentative test
run in Pune. We’re not worried about growth because investments are taken care of. Sales will
always be aggressive because there are persons whose livelihood depend on it.

60
Fast Food-Jumbo King Vada Pav

Market and research studies

Over the past few years the Indian economy has undergone drastic changes- changes that have
had the market flooded with multinationals and a variety of products. There has been a sudden
upsurge in the Indian industry and exponential growth in specific industries. Today's
companies work in a war zone of rapidly changing competitors, technological advances, new
laws, managed trade policies and diminishing customer loyalty. In today's world of cutthroat
fierce competition, customer satisfaction is very essential to not only exist but also to excel in
the market. Today's market is enormously more complex. Henceforth, to survive in the market,
the company not only needs to maximize its profit but also needs to satisfy its customers and
should try to build upon from there.The survey was conducted so as to analyze the service
quality prevailing in the current industry and the improvement that can be made upon it.
Market research study was conducted in order to bring out the picture of service quality that
exists in this industry and the difference in service quality that exists in the market. Like what
are the customer's preferences about the hospitality provided by the fast food industry. After
this a comprehensive and comparative analysis has been made and conclusion has been made
keeping in mind the detailed analysis of the findings, which has been collected through the
market research

Research Objective
An research study was conducted by Jumbo king
This objective is supported by four secondary objectives, achieving them will lead to the
fulfilment of objective. They include:
* To understand the marketing strategy with respect to targeting,
Positioning and marketing mix.
* To understand consumer perception and to find buyer behavior towards fast food.
* To Compare Service quality of Competitors
* To find out the ways by which Jumbo king can improve upon its service quality and
bring more satisfaction to customers and thus add value to its bottom line.

61
Fast Food-Jumbo King Vada Pav

Result

* Jumbo king takes the share on this attribute by providing the customer with fast and friendly
services.
* At jumbo king order takes usually within 60-90 seconds from the time it is placed. Providing
the customer fast and friendly services is the philosophy of
Jumbo king.
* The customer satisfaction levels are better than the other competitors is Jumbo king having
* The advantage Jumbo king having over the other restaurant is Employee behaviour,
Cleanliness, Price.

62
Fast Food-Jumbo King Vada Pav

QUESTIONNAIRE AND ANALYSIS

Name:______________ Telephone:_______________

1. Gender
o Male .
o Female

49% Male
51% Female

Analysis: The total numbers of questionnaires that we distributed were 106, out
of which 51% were male and 49% were female respondents .Hence the majority
of people surveyed were male.

2. I fall in the age group___________ (Tick one)

o 16 to 20 years
o 21 to 25 years
o 26 to 30 years
o Other ---------------------------

Both

21% 12%
15-20 yrs
21-25 yrs
26-30yrs
25% 42% >30 yrs

Female

Male

10% 13% 15-20 yrs


11%
32% 17% 21-25 yrs
25% 26-30yrs
>30 yrs
60%
32%
63
Fast Food-Jumbo King Vada Pav

Analysis: The total numbers of questionnaires that we distributed were 106, out
of which 12% respondents were in the age group of 15 to 20years , 42% were in
the age group of 21 to 25years and 25% were in the age group of 26 to 30years
and 21% were in the age group of >30years. Hence the majority of people
surveyed had age group from 21 to 25year.

3. How often do you eat fast food?


Both
o Once in a month 2% Once a month

o Twice a month 4% twice a month

o 1 to 2 times in a week 3% 1-2 times/wk


o 3 to 5 times in a week 27% 3-5 times/wk
4%
o Daily
o Other----------------- 27% Daily

33% Occasionally

Others

Male 2% Female
0%
7%
0%
Once a month
6% twice a month
2% 24% 6%
31% 1-2 times/wk
2% 29%
3-5 times/wk
26% Daily
33% 32% Occasionally
Others

Analysis: Out of 106 respondents 27% consume fast food once a month, 33%
consume twice a month, 27% consume 1 to 2 times in a week, 4% consume 3 to 5
times a week and 3% consume daily, 4% goes occasionally and 2% marked in
others . Hence the majority of people surveyed had fast food twice in a month.

64
Fast Food-Jumbo King Vada Pav

4. I am consuming ----------------- fast food than I was consuming few


years before

o More
o Same amount of
o Less

Both

22%
44% More
Same
Less
34%

Female
Male

3% 2%
0% Fam ily
0% 0%
13% 0% Friends
35% 40% Girs/boy fried
8%
Office colleagues
58%
Alone
41% Other___

Analysis: According to the outcome of the survey 46% replied that they go to
Fast food Restaurant with family members, 40% responded that they visit with
friends, 4% of them (males) replied that they go with their girl friends, 8% with
office colleagues and 2% of them go alone. Hence the majority of people
surveyed visited restaurants with family members.

65
Fast Food-Jumbo King Vada Pav

5. How you come to know about the new fast food deals
o Radio
o Billboards
o Television
o Newspapers
o Word of mouth (friends)
o Other

Both

1% 3% Radio
24% Billboards
41%
TV
Newspapers
Verbal
15%
Others
16%

Male Female

Radio
1% 3% 1% 4%
27% 20% Billboards
42%
40% TV
Newspapers
11% 19%
16% Verbal
16%
Others

Analysis: The survey shows among 106 respondents 3% come to know about the
latest deals from Radio, 24% from billboards, 15% from TV, 16% from
newspapers, 41% from words of mouth and 1% of them come from other
sources. Hence the majority of people surveyed come to know about new fast
food deal from the word of mouth.

66
Fast Food-Jumbo King Vada Pav

6. I eat fast food because

o It is less expensive
o I think it’s healthy
o I don’t get the taste at home
o I like the quality of food
o I can get it anywhere anytime

Both

Less expensive
2% 5%
Healthy
46% 30% Taste not at home
Quality
Easy Availablity
17%

Female Less expensive


Male
2% Healthy

2% 7% 2%
Taste not at
30% home
46% 30% 46%
Quality

15% 20% Easy Availablity


Analysis: According to the survey 2% responded that they go because fast foods
are less expensive, 5% replied that it is healthy, 30% responded that they go
because of taste which is not available at home foods, 17% responded the reason
behind is quality, majority 46%replied that it is easily available. Hence the
majority of people surveyed eat fast food because of easily available.

67
Fast Food-Jumbo King Vada Pav

7. When it comes to fast food, what do you prefer the most?


o Home delivery
o To go out and dine in
o Take away
o Other---------------

Both Home
delivery

Dine in at
11% 0% Restaurant
14%
Take away

Other___

75%

Male Female
Home
delivery

13% 0% 9% 9% 0% 18% Dine in at


Restaurant
Take away

Other___
78% 73%

Analysis: 14% responded that they prefer home delivery, 75% prefer to dine in
and 11% prefer take away. Hence the majority of people surveyed prefer to go
out and dine in.

68
Fast Food-Jumbo King Vada Pav

8. I visit fast food restaurant because of...


o Lack of entertainment places
o Kid’s preference
o Special occasions (Birthdays, Treats)
o Other---------------

Lack of
Both entertainment
places
9%
Kid's pref
28% 47%

Spec Occ

16%
Others
Male
Lack of
Female entertainment
places
7% Kid's pref
12%
24%
42% Spec Occ
50%
33%
Others
19%
13%

Analysis: 47% responded that they visit fast food restaurant due to lack of
entertainment places, 16% go because of kids preference, 28% go on special
occasions, and 9% for different reasons. Hence the majority of people surveyed
visit fast food due to lack of entertainment places.

69
Fast Food-Jumbo King Vada Pav

9. If you consider eating fast food frequently is not advisable, then what other
factors would still convince you to eat it:
o Taste of food
o Quality of food
o Time-saving
o Convenience
o Value of money
o Habit
o Others (Specify) _______________________

Both

Taste
8% 1% Quality
4%
9%
43% Time-saving
Convenience
Value of money
22%
Habit
13%
Others

Male Taste
Female
Quality

7% 2% Time-saving
7%
33% 2% 9% 0%
9% Convenience
9%

Value of
money
51% Habit
16%
28% 14%
13% Others

Analysis: Majority of responded (43%) visit fast food restaurant because of


Taste. 13% visits because of quality, 22% go to save time, 9% because of
convenience,4%go to because of value of money, 8% replied that it is their habit
and 1% for other reason

70
Fast Food-Jumbo King Vada Pav

10. Which is healthier?

O Fast food
O Home cooked food
O Both
O Others

Both

7% 1% 7% Fasffood

Home
cooked
Both

85% Others

Male
Female

7% 0% 6%
6% 2% 8%
Fasffood
Home cooked
Both

87% Others
84%

Analysis: On a question that which food is healthier, major (85%) responded


that home made food is healthier, 7% responded that fast food is healthier, 7%
responded both are healthy food, 1% marked in others.

71
Fast Food-Jumbo King Vada Pav

11. On average how much would you expect to pay for fast food?
o Rs. 10
o More thanRs. 10

40%
Rs.10
60%
More than Rs. 10

Analysis: 40 responded replied that they spend 10 in a visit and 60% spend more
than 10.

72
Fast Food-Jumbo King Vada Pav

12. Which fast food restaurant would you more likely to visit?

o Jumbo king
o McDonald
o Pizza Hut
o Goli
o others

Restraunt
Jumbo king Mcdonald Pizza Hut Goli vada pav others

13%
36%
16%

10%

25%

Analysis: 9% responded that they more likely visit to Kaybees,26% preferred


KFC, 9% like to visit McDonald,35%replied for Pizza Hut and 21% for some
other fast food restaurants . Hence the majority of people surveyed were likely to
visit Pizza Hut.

73