Chapter 1 Introduction

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 arestaurant or store with preheated or precooked ingredients, and served to the customer in a packaged form for take-out/take-away. The term "fast food" was recognized in a dictionary by Merriam±Webster in 1951.Outlets may be stands or kiosks, which may provide no shelter or seating,or fast food restaurants (also known as quick service restaurants). Franchise operations which are part of restaurant chains have standardized foodstuffs shipped to each restaurant from central locations. The capital requirements involved in opening up a non-franchised fast food restaurant are 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. 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 basicadaptation 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 icecream, chaats etc.

Milkshakes. Burgers(chicken. Omelette bread. hot dogs. American fast food includes foods such as soft drinks. Momos. Rajma rice. Vada sambar. Pakoras ± Onion Pakora. bread pakoda. thalis vegetable. Lassi. Vegetable Pakora. Stuffed paratha. patties. Mutton. Mini Meals. Wraps & rolls. Chicken. cake. Dum biryani. Grilled chicken. Idli sambar.S. Beverages etc. Fruid salad. Dahi wada. usually of stainless steel. Doner kebab. Fruit beer. Chinese food. icecream. Mutarkulcha.cookies. Salads. Noodles. Samosa. Types of Fast Foods in India Foods Bajjis ± Banana Bajji. Fried Rice. chocolate and other confectionery. Tea. Chaats. Green Chili Bajji. Fish & chips. Fresh fruit juice . French fries. mutton. A well fitted kitchen located so as to be visible to the customers Tall tables. Pasta. onion rings and donuts. where one can eat while standing A drinking water fountain adorned with a water filter Rust-proof and non-breakable crockery Types of Fast Foods in U. Pizzas Beverages Coffee.Popular formats of fast food business in India have the following features in common:          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. fried chicken. pizza. veg). hamburgers. Paobhaji. Aerated Drinks. Grilled Sandwich. Chicken wings.

India is blessed with one of the fastest growing fast food markets in the world.Chapter 2 Industry Overview With the rapidly growing middle class population and changing lifestyle. Domino¶s has planned to open 60-65 outlets every year for the next three years (2010-2012) while Yum Brands Inc is also preparing for massive expansion across the country with plans to open 1000 fast food outlets by 2015. For instance. all the popular fast food chains have chalked out massive plans for expanding their business and presence throughout the country. Owing to this. although the market has witnessed robust growth over the past couple of years. The Indian fast food market is growing at an annual rate of 25-30%. it remains largely underpenetrated and concentrated in metropolitan cities. major fast food retailers are on the way to market their brands by using different marketing strategies such as campaigns and putting up billboards in tier 2 and tier 3 cities. Almost all the world¶s big fast food brands have succeeded in making their presence felt in the country and most of them are posting appreciable growth. . Foreign fast food chains are aggressively increasing their presence in the country. However. there is a large room for growth in untapped tier-II and tier-III cities. Consequently. Therefore. According to our new research report ³Indian Fast Food Market Analysis´. the future of the Indian fast food industry lies in tier-II and tier-III cities.

and owned the restaurant chain Boston Market until 2007. as well as sales in company-operated restaurants. trademark on the now famous symbol that continues to be in use through the end of the year 2009. the company has modified its menu to include alternatives considered healthier such as salads. 1962. chicken products. was a major investor in the Chipotle Mexican Grill until 2006. cheeseburgers. and desserts.8 billion. 1961. McDonald's restaurants are found in 119 countries and territories around the world and serve 58 million customers each day. The corporation's revenues come from the rent. the company filed a logo trademark on an overlapping. 1961. McDonald¶s Corporation held a minority interest in Pret A Manger until 2008. an affiliate. The original mascot of McDonald's was a man with a chef's hat on top of a hamburger shaped head whose name was "Speedee. French fries. or the corporation itself.In addition to its signature restaurant chain. Their introduction of the "Speedee Service System" in 1948 established the principles of the modern fast-food restaurant. with the description "Drive-In Restaurant Services.000 restaurants worldwide. soft drinks. royalties and fees paid by the franchisees. McDonald's revenues grew 27% over the three years ending in 2007 to $22. shakes. 1968. In the same year. employing .S. California. McDonald's primarily sells hamburgers. trademark on a clown shaped man having puffed out costume legs.9 billion. when a trademark was filed for a single arch. double arched "M" symbol. In response to obesity trends in Western nations and in the face of criticism over the healthiness of its products. and 9% growth in operating income to $3. McDonald's first filed for a U. The overlapping double arched "M" symbol logo was temporarily disfavored by September 6. A McDonald's restaurant is operated either by a franchisee. trademark on the name McDonald's on May 4. when the company filed a U. serving more than 58 million customers daily." which continues to be renewed through the end of December 2009. The modern double arched "M" symbol that continues to be in use today at McDonald's restaurants did not appear until November 18. The business began in 1940.McDonald's operates over 31. shaped over many of the early McDonald's restaurants in the early years." Speedee was eventually replaced with Ronald McDonald by 1967 when the company first filed a U.S. on September 13. wraps and fruit. breakfast items.S. with a restaurant opened by brothers Richard and Maurice McDonald in San Bernardino.Chapter 3 McDonalds McDonald's Corporation is the world's largest chain of hamburger fast food restaurants.

when McDonald's fully divested from Chipotle through a stock exchange.more than 1. French fries. 2007. The company owned a majority stake inChipotle Mexican Grill until October 2006. The company also operates other restaurant brands. breakfast items. McDonald's began divesting itself of other chains it had acquired during the 1990s. On August 27. McDonald's sold Boston Market to Sun Capital Partners Products McDonald's predominantly sells hamburgers. it also owned Donatos Pizza. anddesserts. Focusing on its core brand. various types of chicken sandwiches and products. Until December 2003.5 million people. . McDonald's offers salads and vegetarian items. In most markets. such as Piles Café. soft drinks. wraps.

The Journey 23rd August 2001 ± First Outlet was opened. 23rd August 2005 ± 15 outlets were in the operation mode.Chapter 4 Jumboking Company History Jumbo King began its journey to brand the VadaPav on 23rd August 2001. branding etc. promotions. for which they do a strong survey and ensure that the outlet is in the best possible area. franchisee relations and marketing. The business development team looks at increasing the number of outlets by ensuring a new outlet to be opened as fast as possible. Franchisee relations have to be maintained by solving their queries and lending a helping hand wherever possible. business development. 23rd August 2006 ± Targeting for at least 30+ outlets. Jumbo King believes that the common man has the constitutional right to get hygienic food at an affordable price! Jumbo King has been founded by MBA couple Dheeraj Gupta and Reeta Gupta. Inspired by western models and applying it to Indian food. 23rd August 2004 ± Jumbo King reached to a figure of 6 outlets.Jumbo King celebrates 23rd August as the VadaPav Day since on that day of 2001 it came into existence. Operations look into store running.Marketing looks after the media. PrietyZinta was a Chief Guest on VadaPav Day. Jumbo King has a team of people spanning the functional areas of operations. logistics and training. . The head office at Jumbo King is called the Support Centre and the operation team supports the franchisee network and their staff to run the store as per the guidelines laid down by the franchising system of Jumbo King. 23rd August 2003 ± 2 outlets existed.

selling Indian sweets abroad. Brown Butter. Surat. also an MBA and 4 other employee. His first venture was Manali Foods. health and hygienic version of street food. Mumbai¶s most selling snack caught people¶s attention with cheap.) to add to its sales and revenue. With 40. Cheese.) says that the company earns about Rs 18 Crore as against Rs 6 Lakhs in the first year of its operations. With the support of his wife. Unfortunately. Jumbo King Foods Pvt. Chhole. Mantra Rs. Cheese Schezwan. soft drinks etc. What started from one outlet has now entered into franchise model and boasts of 40 outlets in Mumbai. Chaat factory started showing positive results on day one. Growth Jumbo King holds 20% of market in Mumbai itself. Ahmedabad. Butter Grill. Mumbai in 2001.000 customers every day. This triggered the idea of an Indianized version of burger. he started selling VadaPao. Cheese Grill. Pune once went to meet his friend in London who owned a franchisee of Burger King (2nd largest hamburger fast food chain after McDonald¶s). Ltd. How about ³diet´ vadapao? It also has supportive products (lassi. Mango Lassi. Brown Cheese. Schezwan. Its target customers are mainly railways comuters. Butter Chhole. Pune. After going through various criticism and pain he started Chaat Factory near Malad Station. it ran out of money shortly after its launch due to low margins and short shelf life of the product. Products VadaPav Menu JumbokingButter. Beverage Menu Lassi. 6 vadaopao! Along with some innovative menu which Mumbaikar¶s found tempting.Dheeraj Gupta. Pepsi . Dheeraj Gupta (Managing Director. Cheese Chhole. Butter Schezwan. He then renamed it to Jumbo King. an MBA in Finance from Symbiosis. Baroda.

Sign up to vote on this title
UsefulNot useful