Fast food industry

Fast food is one of the world’s largest growing food types. India’s fast food industry is growing
by 40%. the multinational segment of Indian fast food industry is up to Rs. 20 billion, a figure
which is expected to zoom more than Rs.30 billion by 2010. 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. 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.

Major players in fast food are:

• McDonalds’

• KFC

• Pizza hut

• Domino’s pizza

• Cafe coffee day

• Barista

• Subway

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.
Market Share and Major Players

The organized pizza market in India is worth Rs.600 Crore. The major players in the market
are pizza hut and dominos whose market share are around 45% and 35% respectively.

Branded Pizza Market Share

According to the Pizza Power 2013 State of Industry Report, the U.S., Brazil, Russia, India,
and China are seen as emerging pizza markets in the world. The pizza market in India is
worth over Rs. 1,500 crores and has been growing at a consumer annual growth rate of 26%
for the last 5 years.
In the pizza market, Domino’s has captured over 55% of the share in the organized pizza
market and 70% in the home delivery category. This year, Domino’s opened its 600th store in
India and is planning to open its 800th store by 2016.

Brief History Of The Company, Dominos

The domino’s brand was founded in the United States of America in 1960 by Thomas and
James Monaghan. Since then, that business has grown into a global network of over 8,500
pizza stores in more than 60 countries, involving over 2,000 franchises. Over its 49-year
history, domino’s has developed a simple business model focused on delivering quality
pizzas in a timely manner. Domino’s pizza, Inc., completed its initial public offering in 2004
and is listed on the New York stock exchange. (source: domino’s pizza, Inc.)
Domino's pizza India ltd. was incorporated in March 1995 as the master franchisee for India
and Nepal, of domino's pizza international Inc., of U.S.A. Moreover, the company holds the
master franchise rights for Sri Lanka and Bangladesh through its wholly owned subsidiary.
Domino’s pizza India has a network of 274 stores, in 55 cities, in 20 states and union
territories (as on 31st august 2009). According to the India retail report 2009, dominos are the
largest pizza chain in India and the fastest growing multinational fast food chain between
2006-2007 and 2008-2009 in terms of number of stores.
Domino's vision is focused on " exceptional people on a mission to be the best pizza delivery
company in the world! ". Domino's is committed to bringing fun, happiness and convenience
to the lives of our consumers by delivering delicious pizzas to their doorstep in 30 minutes or
less, and its efforts are aimed at fulfilling this commitment towards its large and ever-
growing customer base.
Domino's pizza constantly strives to develop products that suit the tastes of its consumers and
hence delighting them. Domino's believes strongly in the strategy of 'think global and act
local’. Thus, time and again domino's pizza has been innovating with delicious new products
such as crusts, toppings and flavors suitable to the taste buds of Indian consumers. Further,
providing value for money at affordable products to the consumers has been dominos motto.
Initiatives such as fun meal and pizza mania have been extremely popular with consumers.
The brand positioning of khushiyon ki home delivery (happiness home delivered) is the
emotional benefit dominos offer to consumers.
Major products they offer are pizzas, appetizers, pastas, cakes and beverages.

Brief History Of The Company, Pizza Hut

Pizza hut was started in 1958, by two brothers frank and Dan carney in Wichita, Kansas.
They had the idea to open a pizza parlour. They borrowed $600 from their mother, and
opened the very first pizza hut. In 1959, the first franchise unit opened in Topeka, Kansas.
Ten years later, pizza hut was serving one million customers a week in their 310 locations. In
1970, pizza hut was put on the new york stock exchange under the ticker symbol Piz. Until
1997, Pepsi owned pizza hut, the company also controlled a vast network of fast- food
operations that included kfc, pizza hut, and taco bell. With 29,000 locations across the world,
the restaurant group was the largest in the world. However, PepsiCo decided to spin off its
restaurant business as a separate company.
Pizza hut is one of the flagship brands of yum! Brands, Inc., which also has kfc, taco bell,
a&w and long john silver’s under its umbrella. Pizza hut is the world’s largest pizza chain
with over 12,500 restaurants across 91 countries
In India, pizza hut has 137 restaurants across 36 cities, including Delhi, Mumbai, Bangalore,
Chennai, Kolkata, Hyderabad, Pune, and Chandigarh amongst others. Yum! Is in the process
of opening pizza hut restaurants at many more locations to service a larger customer base
across the country