Conducted extensive primary and secondary research on the industry Conducted 485 interviews across six tier 1 cities namely Mumbai, Bengaluru, Delhi, Chennai, Hyderabad and Kolkata The result of the survey is in two parts – City Wise and Cuisine Wise. Respondents are the managers of successfully run organized as well as unorganized QSR outlets Below are the list of questions we have asked How many customers do you get on weekdays? Increase in average value per consumer as compared to previous year? Ratio of customers from weekends to weekdays? What is the average billing per day/ per month ? What is the revenue per sq. ft.? Profile of customers - Regular/ Non-regular Profile of customers - Corporate, Family, youngsters etc. Time of ordering: Breakfast/ Afternoon/ Evening/ Dinner Home delivery vs. Dine-in Percentage of online ordering and top websites Marketing/ Promotional strategies adopted by players Challenges faced by players and strategies adopted for overcoming the same Menu designing and introducing new products in menu

1. Strictly Private & Confidential
F e b r u a r y 2 0 1 6
Eating Out/ QSR Industry in India - Ice-Cream
Other sections
• North Indian
• Italian
• Chinese
• Sandwiches/ Burgers
• Cafe
• Bakery

2. Strictly Private & Confidential
Executive Summary
2
 On an average XXX customers visit a Ice-Cream Parlour every month (assuming store size of XXX sq. ft.)
 Average billing is in the range of Rs. XXX with ABCD being the lowest at Rs. XXX
 ABCD tier 1 cities perform the lowest in Ice-Cream Parlour
 Monthly revenues are in the range of XXX lakhs for XXX sq. ft . per outlet
 Offering XYZ can increase your business
 ABCD gets XX% business from XYZ whereas ABCD is lowest at XX%
 XYZ helps in getting additional business. Average percentage of orders from online websites is around XX% for bakeries
 Most bakeries have more XYZ visiting them. However in ABCD play an important role whereas in ACBD, XYZ contribute to footfalls
 In Ice-Cream Parlour, XYZ is the most preferred form of promotional strategy followed by ABC

3. Strictly Private & Confidential
Are you getting enough customers and are they spending enough? – Absolute basis
3
 Number of customer walk-ins on a weekday is ~XX customers vs. XX customers on weekends for Ice-Cream Parlour
 Average billing in Ice-Cream Parlour is ~ Rs. XXX
 Monthly revenues are in the range of XX lakhs for XXX sq. ft. per outlet
 ABCD performs as good as ABC in terms of average revenue per sq. ft.
Ice-Cream
Parlour QSR
No of
Customers
per Weekday
No of
Customers
per day on
weekends
Ratio of
Weekends to
weekdays
Customers
Monthly
Customer
Walk-ins
Average bill
per Customer
Monthly
Revenue
Area of outlet
- Sq. ft
Revenue per
sq. ft.
Overall
Bengaluru
Chennai
Delhi
Hyderabad
Kolkata
Mumbai

4. Strictly Private & Confidential
Is Home Delivery important for you?
4
Home delivery vs. Dine-in Home Delivery Dine in
Overall
Bengaluru
Chennai
Delhi
Hyderabad
Kolkata
Mumbai
 Home Delivery is around XX% in Ice-Cream Parlour
 However there are cities like ABC where home delivery is low (XX%)
 Cities like ABC have a high proportion of home delivery (XX%)

5. Strictly Private & Confidential
When do people visit Ice-Cream Parlour in your city?
5
Time of Order Breakfast Lunch Evening Dinner
Overall
Bengaluru
Chennai
Delhi
Hyderabad
Kolkata
Mumbai
 Ice-Cream Parlour has maximum sales in the XYZ
 In ABCD, Ice-Cream Parlour has maximum sales during XYZ

6. Strictly Private & Confidential
Which food ordering website is most relevant for you?
6
Percentage of Online
Order
% of Online
Order
Own website Zomato Foodpanda TinyOwl Swiggy Others
Overall
Bengaluru
Chennai
Delhi
Hyderabad
Kolkata
Mumbai
Overall Responses – All Cuisine
Overall Responses – Cuisine Wise
 Average percentage of orders from online websites is around XX% for Ice-Cream Parlour
 For ABCD, XYZ is the most popular source for online orders
Percentage of Online
Order
% of Online
Order
Own website Zomato Foodpanda TinyOwl Swiggy Others
Overall
Ice-Cream Parlour
Chinese
Ice-cream
Italian
North Indian
Sandwiches/ Burgers

7. Strictly Private & Confidential
Do you have the right customer profile?
7
Profile of the
customers
Regular New
Overall
Bengaluru
Chennai
Delhi
Hyderabad
Kolkata
Mumbai
Profile of the
customers
Corporate Youngsters Family
Overall
Bengaluru
Chennai
Delhi
Hyderabad
Kolkata
Mumbai
 Bakeries have almost XX number of regular and new customers
 Cities like ABCD (XX%) have higher number of new customers whereas DCBA has XX% regular customers
 Kind of customers visiting bakeries are ABCD
 ABCD has high corporate customers whereas DCBA, XYZ and ABC have high percentage of XYZ as customers, similarly UVW customers dominate in ABCD

8. Strictly Private & Confidential
What promotional strategy is best for you?
8
Overall Cities
Overall
Cities
Bengaluru Chennai Delhi Hyderabad Kolkata Mumbai
Total Responses
Activity For customers
Combo Offer / Buy 1 Get 1 / Discount
Pamphlets / Door Hangings
Hoardings
Advertising in Newspaper
Social Media
New Product Launch
Coupons
 In Ice-Cream Parlour, XYZ is the most preferred form of promotional strategy followed by PQRS
 In ABCD and PQRS, ABC are being used as a promotional strategy in Ice-Cream Parlour

9. Strictly Private & Confidential
What have others done to improve their Sales?
9
Happy Hours &
Discounts/Offers
Customer segment focussed
programs
Customer engagement

10. Strictly Private & Confidential
What have others done to improve their Sales?
10
New Products,
Innovation, Variety
Digital marketing and Online
Promotions

11. Strictly Private & Confidential
How should you design your menu?
11
Sequencing, Language,
Number of items
What not to do?
Placement & Highlights

12. Strictly Private & Confidential
What Challenges others face and how do they deal with them?
12
 In earlier times, it was believed that if your product is good, the quality of service does not matter. However that has changed now.
Customer Service :-
 Successful brands do the following to address this challenge

13. Strictly Private & Confidential
What Challenges others face and how do they deal with them?
13
 Industry level average attrition levels are at XX%
Employee retention
 Successful brands give a lot of attention on work culture

14. Strictly Private & Confidential
What Challenges others face and how do they deal with them?
14
 Supply of raw materials and quality food is a critical area for all food businesses
Supply Chain

15. Strictly Private & Confidential
Any Questions ???
15

16. Strictly Private & Confidential
Research Methodology
16
 Conducted extensive primary and secondary research on the industry
 Conducted 485 interviews across six tier 1 cities namely Mumbai, Bengaluru, Delhi, Chennai, Hyderabad and Kolkata
 The result of the survey is in two parts – City Wise and Cuisine Wise. Respondents are the managers of successfully run organized
as well as unorganized QSR outlets
 Below are the list of questions we have asked
• How many customers do you get on weekdays?
• Increase in average value per consumer as compared to previous year?
• Ratio of customers from weekends to weekdays?
• What is the average billing per day/ per month ?
• What is the revenue per sq. ft.?
• Profile of customers - Regular/ Non-regular
• Profile of customers - Corporate, Family, youngsters etc.
• Time of ordering: Breakfast/ Afternoon/ Evening/ Dinner
• Home delivery vs. Dine-in
• Percentage of online ordering and top websites
• Marketing/ Promotional strategies adopted by players
• Challenges faced by players and strategies adopted for overcoming the same
• Menu designing and introducing new products in menu

17. Strictly Private & Confidential
Are you getting enough customers and are they spending enough? – Per 100 sq. ft. basis
17
Ice-Cream
Parlour
No. of Customers
per day per 100
Sq. Ft - Weekdays
No. of Customers
per day per 100
Sq. Ft - Weekends
Customers per
Month per 100 Sq.
Ft
Ratio of Weekends
to weekdays
Customers
Average bill per
Customer
Revenue per sq.
ft. per month
Overall
Bengaluru
Chennai
Delhi
Hyderabad
Kolkata
Mumbai
 Number of customer walk-ins on a weekday is ~ XX customers vs. XX customers per XX sq. ft. per day on weekends except ABCD and PQRS
 Average billing in Ice-Cream Parlour is ~Rs. XYZ
 XYZ cities perform the lowest in Ice-Cream Parlour
 ABCD has the highest customer footfall as well as highest revenue per sq. ft.

18. Strictly Private & Confidential
Thank You
Shilpa Bhattar
+91-9920314431
shilpa@reevolvindia.com
18
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