fast food industry analysis

1. FAST FOOD INDUSTRY
215113055 GREENA
215113071 MAKARAND

2. INTRODUCTION
 In the past few months, Taco Bell, Krispy Kreme, Burger King and
McDonald’s have either announced plans to expand in India or
have opened new outlets around the country.
 what are the influencing factors that attract young, upwardly
mobile population

3. STEP 1: PROBLEM DEFINITION
 Evaluation of the factors influencing the customer in the selection
of fast food outlets in Tamilnadu.

4. STEP 2: DEVELOPMENT OF AN APPROACH
 We have conducted an online survey consisting of the
questionnaire.
 We will be evaluating the factors like Brand, Ambience and quality
of food served

5. STEP 3: RESEARCH DESIGN FORMULATION
 Brand
 1. What is your primary factor in choosing a fast food restaurant –
Cuisine or Brand identity or Popularity or Accessibility or Quality of
food served?
 2. Does door delivery facility play a factor in increasing your
preference towards any particular fast food restaurant? Yes or No
or Maybe
 3. Do regular offers play a factor in increasing your preference
towards any particular fast food restaurant? Yes or No or Maybe
 4. Does serving food on time (on both dine in and door delivery)
play a factor in increasing your preference towards any particular
fast food restaurant? Yes or No or Maybe
 5. Do membership cards and membership discounts influence you
to become a regular diner for any particular fast food restaurant?
Yes or No or Maybe

6. STEP 3: RESEARCH DESIGN FORMULATION
 Ambiance
 6. Does restaurant ambiance plays a factor overall dining
experience? – Yes or No or Maybe
 7. Does façade of a fast food restaurant chain plays a factor in
choosing it over other? – Yes or No or May be
 8. Does lighting and table arrangement affects your dining
experience? Yes or No or May Be
 9. Does politeness of staff and their appearance affects your
overall experience? Yes or No or May Be

7. STEP 3: RESEARCH DESIGN FORMULATION
 Food
 10. On food served at a fast food chain, order the following
according to your preference – Quality/ Quantity/ Value for
Money.
 11. When comes to quality of food, order the following according
to your preference – Health/ Taste/ Well decorated and presented
 12. When it comes to food ingredient used, order the following
according to your preference –
 13. When it comes to Quantity of food, order the following
according to your preference –

8. STEP 4: DATA COLLECTION
1
59%
2
26%
3
5%
4
6%
5
4%
1. Quality of food served 2. Cuisine 3. Identity 4. Accessibility 5. Popularity

9. STEP 4: DATA COLLECTION
1st
Preference
2nd
Preference
3rd
Preference
4th
Preference
5th
Preference
Fresh 77 17 5 5 3
Preserved
but healthy
22 44 21 8 12
healthy 22 18 46 17 4
Tasty 17 11 28 40 11
Look good 12 7 16 15 57

10. STEP 5: DATA ANALYSIS

11. STEP 6: REPORT & PRESENTATION

12. CONCLUSION
 As the participants were majority hosteller from age group of 20-30, we can
definitely see a particular pattern towards some factors like cuisine, offers,
door delivery and a mixed trends towards health foods, Value for money,
quantity, and appearance.
 Variety in Cuisines, higher offers, politeness of employees and serving food on
time (of on both dine in and door delivery) which were highly correlated with
positive brand building for the fast food restaurant are appreciated by
participants
 Membership cards, lightening and table arrangements were not influencing
factors for choosing the particular fast food restaurant
 Participants preferred quality of food and as cuisine as their prime preferences
over Value for money, quantity or any other food related factors
 This study has its limitation survey was not adequately covered overall
population. But only one demographic segment only and for getting the more
deep and through analysis, we need to include people from different age
group to get the idea of influencing factors representing general population