1. RESEARCH PROJECT
On
"Effect of QSR on speed of life in india"
for the partial fulfillment
of
B.sc (Hotel & Hospitality Administration)
By
Name :- Vikas Singh
Roll no. :- 1941102231
Name :-Sachin
Roll no:- 1941102259
Name:- Tarique Zafar
Roll no. :- 1941102219
Under the supervision
of
Mr. Arunava Nandy
to
Research Coordinator
Institute of Hotel Management, Catering Technology & Applied Nutrition,
1100 Quarter, Bhopal
Madhya Pradesh
2. CERTIFICATE
This is to certify that the project work entitled "EFFECT OF QSR
ON SPEED OF LIFE IN INDIA" is a bonafide record of the work
done by Vikas Singh, Sachin, Tarique Zafar under my guidance
and submitted in partial fulfillment of the award of B.Sc. (Hotel &
Hospitality Administration) Degree.
Mr. Arunava Nandy
Institute of Hotel Management,
Catering Technology & Applied Nutrition,
Bhopal, Madhya Pradesh
Place : Bhopal
Date :
3. DECLARATION
I Vikas Singh, Sachin, Tarique Zafar , student of B.Sc (Hotel &
Hospitality Administration), Degree session 2018-2019 at Institute
of Hotel Management, Catering Technology & Applied Nutrition,
Bhopal, Madhya Pradesh, hereby declare that the research project
entitled "Effect of QSR on speed of life in india" has not been
copied from any other research work and has not been submitted
previously.
This statement made by me is to the best of my knowledge & ability.
Date: Vikas Singh, Sachin,
Tarique Zafar
4. ACKNOWLEDGEMENT
This Project entitled Effect of QSR on speed of life in india prepared
by me has been possible owing to the relevant data and information
collected from different sources like website, newspaper and through
personal investigation.
For this project work, I would like to thank my guide Mr. Arunava
Nandy particular for his valuable and complete guidance in preparing
the project report.
Finally, I express my gratitude toward my loving parents, from whom
I have received encouragement and support from time to time in
completing this project report in time.
5. Research Methodology
Research on any subject implies that an in-depth study has to be carried on that subject. The
in-depth study includes not only the printed and already proven facts but its also calls for
probing into the reason leading to such an operational setup.
Research on a subject leads one to acquiring knowledge about “What” was happening and
“how” was happening “why” is that happening. Various methods which have been used by
the research includes the surveys, questioner interviews, talks and discussions.
For collecting the data and the required information, I framed a questionnaire which consist
of certain basic and general questions regarding the “Quick service restaurant potential
and limitations in bhopal”.
I would hereby like to mention that my conclusions and information’s are based on the
collected information’s and their validity helds good to the point that the provided
information is very true and correct.
I have visited out institute library which has also helped immensely during my research
project.
I myself feel that I have done full justice to this research project. I feel that I have inferred the
collected data and information to the best of the best of my ability and also to the best
possible extend since my guide was always there whenever and wherever I needed any
assistance.
6. Limitation of Study
1. Distance Matters:-
One can get a good exposure by visiting highly standardized
ecotel but they are either situated abroad or for away from Delhi
2. Adoptability:-
No every Hotels adopts Eco friendliness main focus being profit
making
3. Time Factor:-
Required extensive survey and can take years
4. Technology:-
It is not so advance in India.
7. INTRODUCTION
A fast food restaurant, also known as a quick service restaurant (QSR) within the industry, is
a specific type of restaurant that serves fast food cuisine and has minimal table service. The
food served in fast food restaurants is typically part of a "meat-sweet diet", offered from a
limited menu, cooked in bulk in advance and kept hot, finished and packaged to order, and
usually available for take away, though seating may be provided. Fast food restaurants are
typically part of a restaurant chain or franchise operation that provides standardized
ingredients and/or partially prepared foods and supplies to each restaurant through controlled
supply channels. The term "fast food" was recognized in a dictionary by Merriam–Webster in
1951.
Arguably, the first fast food restaurants originated in the United States with White Castle in
1921. Today, American-founded fast food chains such as McDonald's (est. 1940)
and KFC (est.1952) are multinational corporations with outlets across the globe.
Variations on the fast food restaurant concept include fast casual restaurants and catering
trucks. Fast casual restaurants have higher sit-in ratios, offering a hybrid between counter-
service typical at fast food restaurants and a traditional table service restaurant. Catering
trucks (also called food trucks) often park just outside worksites and are popular with factory
workers.
8. History
The major fast food chains in India that serve American fast food are KFC, McDonald's,
Starbucks, Burger King, Subway, Pizza Hut, and Dominos. Most of these have had to make a
lot of changes to their standard menus to cater to Indian food habits and taste preferences.
Some emerging Indian food chains include Wow! Momo, Haldiram's, Faaso's and Café
Coffee Day.
Food habits vary widely across states within India. While typical Idli and Dosa is fast food in
Southern India, in Maharashtra it is misal-pav, pav-bhaji, and poha. Further north in Punjab
and Haryana, chole-bhature are very popular and in Bihar and Jharkhand litti-chokha is their
staple fast food.
9. Trends
Health concerns
Some of the large fast food chains are beginning to incorporate healthier alternatives in their
menu, e.g., white meat, snack wraps, salads, and fresh fruit. However, some people see these
moves as a tokenistic and commercial measure, rather than an appropriate reaction to ethical
concerns about the world ecology and people's health. McDonald's announced that in March
2006, the chain would include nutritional information on the packaging of all of its products.
In September and October 2000, during the Starlink corn recalls, up to $50 million worth of
corn-based foods were recalled from restaurants as well as supermarkets. The products
contained Starlink genetically modified corn that was not approved for human
consumption.[29] It was the first-ever recall of a genetically modified food.[30][31] The
environmental group Friends of the Earth that had first detected the contaminated shells was
critical of the FDA for not doing its own job.
Fast food is commonly blamed for the obesity epidemic in the United States today. 60% of
Americans today are either overweight or obese. With obesity especially being seen among
children, places like McDonald's and other fast food restaurants take the majority of the
blame. 34% of children and adolescents consume fast food on any given day, while 80% of
children claim that McDonald's is their favorite place to eat at. The number of children and
adolescents as well as adults eating out everyday is only seen to progress and rise. Research
concludes that children and adolescents ranging from twelve to nineteen years old consume
twice as many calories from fast food restaurants than children ranging from two to eleven
years old.
10. The FDA found that trans fats raises the amount of cholesterol in blood, which raises the
chance of developing heart disease which is known as one of the leading causes of death in
the U.S.[33] In a recent study, it was found that 11 out of 25 restaurants failed after tests on
the use of antibiotics as well. Antibiotic-resistant infections affect at least 2 million
Americans each year, which will leave at least 23,000 of those people to die.
11. Review of literature
Few studies were found regarding consumer attitudes towards the fast food restaurants.
According to Richard and Padilla’s (2009) study, nutritional profiles, vendor identity, the
distance from a consumer’s home are considered while choosing a fast food restaurant to eat
out. Besides, emphasize on food quality, physical environment of a restaurant has also
become a determinant factor (Turley & Milliman 2000).
Clark and Wood (1998) identified food quality and value as the most significant factors for
restaurant attributes. Carey and Genevieve (1995) also identified five factors as most
important for fast food restaurant selection; these are ranked as, (1) range of food; (2) quality
of food; (3) price of food; (4) atmosphere; and (5) speed of service.
Micuda and Dinculescu (2010) argued that the five attributes suffer from at least two major
shortcomings. Firstly, they are broad and not industry – specific since they don’t provide cues
that consumers can use to infer service quality. Secondly, the particular attributes or cues that
comprise each dimension vary across service contexts.
Cousins, Foskett et al. (2002) classified the factors in five categories, according to their
importance, as: (1) food and beverage, (2) serving, (3) cleaning-hygiene, (4) value and (5)
ambient.
According to Peri’s results (2006), the quality of products is an essential condition to satisfy
people’s needs and expectations. If this condition is not fulfilled, these catering places won’t
qualify according to young consumers’ expectation. The quality of the products was
12. measured using different attributes. For example, Kivela, Inbakaran et al. (2000) considered
some attributes, like the variety of the menu, taste and the consistency of food products, in
order to examine their effect on customers. Mattila (2001) used the quality of products in
restaurants as a way of prediction for measuring the customers’ loyalty.
13. Consumer appeal
The interior of a fast food restaurant in Sheung Wan, Hong Kong
Fast food outlets have become popular with consumers for several reasons. One is that
through economies of scale in purchasing and producing food, these companies can deliver
food to consumers at a very low cost. In addition, although some people dislike fast food for
its predictability, it can be reassuring to a hungry person in a hurry or far from home.[citation
needed]
In the post-World War II period in the United States, fast food chains like McDonald's
rapidly gained a reputation for their cleanliness, fast service, and a child-friendly atmosphere
where families on the road could grab a quick meal.[citation needed] Prior to the rise of the
fast food chain restaurant, people generally had a choice between diners where the quality of
the food was often questionable and service lacking, or high-end restaurants that were
expensive and impractical for families with children.[citation needed] The modern, stream-
lined convenience of the fast food restaurant provided a new alternative and appealed to
Americans' instinct for ideas and products associated with progress, technology, and
innovation.[citation needed] Fast food restaurants rapidly became the eatery "everyone could
agree on", with many featuring child-size menu combos, play areas, and whimsical branding
campaigns, like the iconic Ronald McDonald, designed to appeal to younger customers.
Parents could have a few minutes of peace while children played or amused themselves with
the toys included in their Happy Meal. There is a long history of fast food
advertising campaigns, many of which are directed at children.
Fast food marketing largely focuses on children and teenagers. Popular methods of
advertising include television, product placement in toys, games, educational materials, songs,
and movies, character licensing and celebrity endorsements, and
websites.[34] Advertisements targeting children mainly focus on free toys, movie tie-ins and
14. other giveaways.[35] Fast food restaurants use kid's meals with toys, kid friendly mascots,
vibrant colors, and play areas to draw children toward their products. . Children's power over
their parents' purchases is estimated to total $300 to $500 billion every year.[36] Fast food
has become a part of American culture as a reward for children. To deny a child "desirable
things" such as the advertised fast food restaurant can cause stigmatization of parents as the
"mean parent" when it is common among other parents to comply with their child's
desires.[36]
The major focus on children by the fast food industry has created controversy due to the
rising issue of child obesity in America.[37] As a result of this focus, in 2008 a coalition was
created and run by the Council of Better Business Bureaus called Children's Food and
Beverage Advertising Initiative(CFBAI), to stop ads aimed at children or to promote only
what the council dubs "better-for- you" products in ads directed towards
children.[38] However, it was not until 2011 that Congress requested guidelines be put in
place by the CFBAI, FDA, Agriculture Department, and Centers for Disease Control. There
are two basic requirements identified in the guidelines for foods that are advertised for
children: (1) The food has to include healthful ingredients; (2) The food can't contain
unhealthful amounts of sugar, Saturated fat, Trans fat, and salt. The guidelines are voluntary
but companies experience heavy pressure to comply. Once a company complies they have 5–
10 years to comply with the guidelines.[37] Many fast food industries have started to comply
with the guidelines. Although many companies have ways to go. In 2012 the fast food
industry spent $4.6 billion to advertise unhealthy products to children and teens according to
a report by the Yale Rudd Center for Food Policy & Obesity.[35] There are points of progress
that include healthier sides and beverages in most fast food restaurant kids' meals.[35] The
guidelines are interested in a healthier lifestyle for children and the growing problem of
American obesity.
15. While it may not be so obvious today, fast food is on its way to healthier foods and
menus.[39] Some businesses have taken off and had success in this market with healthy foods
and due to many health concerns and fast food stereotypes, it is emerging as an expected
thing.[39] According to Jason Daley, healthful fast food takeoff is explained by the fact that it
has "ceased to be a thing-now, it's simply expected."[39]
In other parts of the world, American and American-style fast food outlets have been popular
for their quality, customer service, and novelty, even though they are often the targets of
popular anger towards American foreign policy or globalization more generally[citation
needed]. Many consumers nonetheless see them as symbols of the wealth, progress, and well-
ordered openness of Western society and they therefore become trendy attractions in many
cities around the world, particularly among younger people with more varied tastes.
16. Impact of fast food restaurant availability
Over time, fast food restaurants have been growing rapidly, especially in urban
neighborhoods. According to US research, low-income and predominantly African-American
neighborhoods have greater exposure to fast food outlets than higher income and
predominantly white areas.[40] This has put into question whether urbanized neighborhoods
were targeted, which causes a more unhealthy group of people compared to people from a
higher socioeconomic status. It has also been shown that there is a lower chance of finding a
fast food restaurant in a suburban neighborhood. In a study of selected US locations, Morland
et al. (2002) found the number of fast food restaurants and bars was inversely proportional to
the wealth of the neighborhood, and that predominantly African-American residential areas
were four times less likely to have a supermarket near them than predominantly white areas.
17. Halal
The introduction of the halal option by some fast food companies saw the expansion
of fast food chains into Muslim majority countries has resulted in a rise of restaurant options
in non-western nations and has also increased revenue for some western restaurant chains.
Some outlets offering Halal options include KFC, Nando's, Pizza Express, and Subway.
McDonald's carried out a trial but decided that the cost of operations would be too
high. There have also been court cases involving start-up businesses during attempts to alter
the halal-certified method by machine killing, which is against the beliefs of some
Muslims. However, the trend towards halal has been unpopular in some communities which
have at times resulted in internet petitions
18. Criticisms
The fast food industry is a popular target for critics, from anti-globalization activists
like José Bové to vegetarian activist groups such as PETA as well as the workers themselves.
A number of fast food worker strikes occurred in the United States in the 2010s.
In his best-selling 2001 book Fast Food Nation, investigative journalist Eric
Schlosser leveled a broad, socioeconomic critique against the fast food industry, documenting
how fast food rose from small, family-run businesses (like the McDonald brothers' burger
joint) into large, multinational corporate juggernauts whose economies of scale radically
transformed agriculture, meat processing, and labor markets in the late twentieth century.
Schlosser argues that while the innovations of the fast food industry gave Americans more
and cheaper dining options, it has come at the price of destroying the environment, economy,
and small-town communities of rural America while shielding consumers from the real costs
of their convenient meal, both in terms of health and the broader impact of large-scale food
production and processing on workers, animals, and land.
The fast food industry is popular in the United States, the source of most of its
innovation, and many major international chains are based there. Seen as symbols of US
dominance and perceived cultural imperialism, American fast food franchises have often
been the target of Anti-globalization protests and demonstrations against the US government.
In 2005, for example, rioters in Karachi, Pakistan, who were initially angered because of
the bombing of a Shiite mosque, destroyed a KFC restaurant.
19. FAST FOOD ADVERTISING
Fast food advertising promotes fast food products and utilizes numerous aspects to
reach out to the public.
Along with automobiles, insurance, retail outlets, and consumer electronics, fast food
is among the most heavily advertised sectors of the United States economy; spending over
4.6 billion dollars on advertising in 2012.[1] A 2013 Ad Age compilation of the 25 largest
U.S. advertisers ranked McDonald's as the fourth-largest advertiser (spending
US$957,000,000 on measurable advertisements in 2012) and Subway as the nineteenth
largest (US$516,000,000).
20. Target audience
Fast food restaurants often aim some of their advertising directly at the youth
population.[4] McDonald's Happy Meals, which include a toy often tied in with a newly
released family film, is a significant example. Ronald McDonald, a clown advertising
mascot introduced in 1963 and designed to appeal to young children, is another. In addition,
in 1987 McDonald's incorporated a Play Place in their restaurants to further advertise to
children,making their restaurants a more appealing environment for children. Additionally,
from 1996 to 2006, Disney was an exclusive partner with McDonald's, linking their products
together. They announced the end of this deal in May 2006, with some reports saying that
Disney was worried about childhood obesity.[5][6] Other than Disney, McDonald's has also
been partnered with Nintendo since 1985, when the Nintendo Entertainment System was first
introduced.[7] In 1987, McDonald's also created a Nintendo play land in their restaurants
where kids could play on Nintendo consoles while waiting for their food. During 2007,
McDonald's began to provide WiFi from the Nintendo consoles; giving children the ability to
play wherever they were.[7] With also a target audience of children releasing these new films
and incorporating toys, it uses the kids to reach out to their parents pockets because of their
large investments in their children lives.
Other chains, such as Carl's Jr. and Burger King (see Burger King advertising), have
directed advertising towards a different demographic – young teenage and college-age men –
with trendy, often sexualized, imagery and messages that target men's supposed desire for
large, meat-filled burgers and rich, satisfying food. For example, in 2005, Carl's Jr. debuted a
controversial ad featuring a bikini-clad Paris Hilton writhing sensuously on an
expensive Bentley luxury car while enjoying a large burger. While the ad provoked outrage
from a number of groups, Carl's Jr. sales grew substantially.
SPONSORSHIP
21. Sport
Several international fast food companies have sponsored sporting events, teams and
leagues. McDonald's is one of the largest sponsors, having affiliations with
the NHL, Olympic Games, and the FIFA World Cup.
Television
Some fast food companies sponsor television programs. Domino's Pizza have
sponsored Sky One's screenings of The Simpsons in the UK for many years (But reported
because of new regulation on advertising that the deal may end). In 2005, Pizza Hut
sponsored the same program when it was shown on Channel 4 – the Sky/Domino's deal
continued.
Fast food companies were major sponsors of the Saturday morning cartoons in the
United States, where they advertised their children's meals. When Mcdonald's and Disney
partnered, promotion of McDonald's meals were highly viewed by the youth population. This
persuasion for children increased youth obesity and improper nutrition throughout the
world.[citation needed] The withdrawal of Disney from their partnership with Mcdonald's
was executed and since the two companies have not collaborated.
22. CURRENT SCENARIO OF LARGE QSR'S IN INDIA
McDonald's has started serving customers at its tables - in addition to its traditional self-
service model - in about 80 outlets in the western and southern parts of India and plans to
extend that service to all its restaurants in the region in the next two years.
KFC and Pizza Hut are shrinking their store sizes to almost half as they go deep into
neighbourhoods and the "tighter" outlets are designed to cater to and boost deliveries to
consumers in the high-rise buildings around them.
The pandemic is prompting quick service restaurants (QSRs) to undergo major changes to
their operations and strategies - from stores closer to the consumers to delivery-centric outlets.
Amit Jatia, vice-chairman of Westlife Development that operates McDonald's business in
western and southern India, said customers have taken to digital commerce in a big way
during the pandemic and are looking for convenience everywhere.
"Have you heard of any QSR business that does table service? No. That is something we are
redefining. The idea in the next two years is to get pretty much 100% of our restaurants
converted into an experience of the future restaurant," Jatia said. "The reason is evolution.
The world is going digital. It is all driven around convenience. So, the consumer is looking
for better and more convenient ways to use everything - better payment systems, more
seamless, one touch ordering. Everything has to be at the drop of the hat - quick, seamless
and simple."
23. Last year and earlier this year, when consumers generally avoided restaurants and malls amid
rising coronavirus cases, most QSR stores survived by delivering fast foods from their outlets.
For example, Sapphire Foods, that operates about 500 KFC, Pizza Hut and Taco Bell chain
stores in India, said its delivery business doubled to 42% in the last 18 months.
Sapphire said its overall strategy has been to drive sales through dine-in, takeaway and
deliveries.
"A big positive change has happened as we have started to optimise and reduce the store size.
With our focus on omni-channel, all three channels (dine-in, takeaway and delivery) come
into play and we can drive the same revenue from a much tighter format of stores," said
Sanjay Purohit, group CEO of Sapphire Foods.
Purohit said three years ago KFC's average store sizes were 2,700 sq ft but today Sapphire
Foods is opening stores of 1,400-1,500 sq ft. Similarly, the company is currently reducing the
sizes of many of the new Pizza Hut outlets by half to about 1,200 sq ft.
Sources said KFC and Pizza Hut plan to roll out stores every three kilometres. Purohit
declined to comment on expansion plans citing a regulatory filing for an initial public
offering.
Domino's Pizza has a similar strategy. "Domino's has already opened 1,450 stores and mostly
in prime locations," said a source.
"So, they are now opening stores in locations that are not really prime. They are going closer
to the customers in neighbourhoods." Domino's did not respond to an email seeking comment.
In the catchment area of Noida's Sectors 74, 75 and 76, Domino's has opened four outlets
within a few kilometres of each other.
24. Food Service Attributes and Customer Satisfaction
The means of scores of respondents’ perceptions of different research variables were
computed, as presented in Table . Respondents rated their levels of satisfaction with attitude
statements that were positively phrased using a scale from 1 to 5, with 1 = very unsatisfied
and 5 = very satisfied. Firstly, respondents’ overall perceptions regarding the quality of food
and beverage products presented at the cafeteria were above average (overall mean for the
quality of food and ). According to the results presented in the table, a high percentage of
respondents were satisfied with the taste of food and beverages, as well the display () and
diversity of products. Respondents satisfaction with the freshness of food and beverage
items, the nutritious products, and the appropriate serving temperature recorded the lowest
mean score among the quality attributes. Similar opinions were given about the items related
to the quality of service. Respondents’ overall perceptions regarding the service quality
presented at the university cafeteria were above the average (overall mean for the ). The
friendly treatment by cafeteria staff, the staff knowledge of the items sold, and the
cooperation of workers recorded the highest mean score among service quality attributes.
Satisfaction means ranged from 3.57 to 3.61. However, the speed of service recorded the
lowest mean score.
25. Frequencies and means for the research variables.
The third variable that respondents were asked about was the quality of the setting. The
ambience, the lighting, and the organization of the delivery process recorded the highest
mean score, above the mean. The cleanliness and hygiene () as well as the comfort and sitting
availability () recorded the lowest mean score.
Opinions were given about the price respondents paid compared to the value they received.
The value that respondents received was measured in terms of the quality and quantity of
food and beverage items they received. As shown in Table 3, most respondents felt that the
quantity of food and beverage items provided was suitable and above the mean score, given
the price paid (). Additionally, respondents’ satisfaction with the quality of food and beverage
items, given the price paid, was perceived to be not satisfactory ().
The last research variable measured was respondents’ overall satisfaction. Overall
respondents’ satisfaction was measured using the following statements: overall satisfaction
regarding the quality of food and beverage items () and overall satisfaction regarding the
service quality () recorded the highest mean score, above the mean (). Overall satisfaction
regarding the prices () and overall satisfaction regarding the setting () recorded the lowest
mean score.
As shown in Table 4, the existence and level of correlation between different research
variables and respondents’ overall satisfaction were investigated using the Pearson
correlation coefficient. The results indicated a significant correlation between food and
beverage quality and respondents’ overall satisfaction. The Pearson correlation coefficient
values emphasize the positive correlation between food and beverage quality and students’
26. overall satisfaction. Therefore, H1 was supported after the Pearson correlation testing was
performed.
Variables’ correlations.
Furthermore, the results of the Pearson correlation test revealed a significant and positive
correlation between service quality , setting quality , and respondents’ overall
satisfaction . Therefore, the resulting hypotheses H2 and H3 were also supported. Results
indicated that there was a statistically significant and positive association between the price
and value and respondents’ overall satisfaction, with reference to H4.
27. Future Prospects of Quick Service Restaurants in India
Ever experienced the need for midnight munchies? Or afternoon munchies? Maybe even
morning munchies? Well, perhaps there is such a thing as “thinking about food too much.”
But let’s be honest, if you’ve existed, you’ve craved food that isn’t “Ghar ka khana.”
There would have been a time when these cravings would have gone unanswered. Do any of
these problems sound familiar? “Utna dur kaun jaye?” “Mausam kharab hai!”(kabhi kabhi
mausam=parents’ mood) “Time hi nahi bachta yaar!”
Well gone are those days (the right kind of achhe din are here, tbh)!
A hero to the rescue and the hero of today's post is... (drumroll please) QSR! Yeah, the short
form doesn’t exactly roll off the tongue but under the “QSR” shirt hides the superhero
identity, our very favourite, the fast-food restaurants!
So sit down, grab a snack (obviously), and prepare to take a look at what’s cooking with the
QSR industry.
28. Numericals of quick service restaurants to feed the brain
The Quick Service Restaurant (a.k.a. QSR going forward) market grew at a rate of 17.27%
from FY 2016 to FY 2020 and is expected to reach an enormous size of ~ 826.37 billion by
FY2025.
While both chain and standalone QSR are set to contribute to the predicted growth equally,
chain QSRs lead the market share with an occupancy of ~54.2%.
The QSR segment is experiencing growth as a result of technological innovations as well,
like improved Point of Sale(POS) systems, varied payment options, and improved
geolocation to aid the delivery segment.
The take-away segment is expected to grow at ~18.0%, and the home delivery segment is
expected to grow at around 17.4% between FY 2021 and 2025.
29. The major ingredients
The QSR industry in India has Jubilant FoodWorks (Domino’s Pizza, Dunkin’ Donuts, and
Popeyes), Westlife Development (McDonald’s), Burger King India Limited, and Burman
Hospitality (Taco Bell) as some of the leading players in the chain segment. It also has many
standalone restaurants that function in various states throughout the nation (we know them,
and we love them).
Jubilant FoodWorks, with a PAT of 236 crores, seems to have the secret sauce to success
as its major competitors, Westlife Development and Burger King India Limited, bear losses
of 99.4 crores and 173.91 crores for the financial year 2021.
30. The pandemic takes a bite
There’s no Corona without a bit of rona. The Covid-19 pandemic hit everyone hard, whether
it was individuals, companies, or entire industries. The food market was no exception, with a
contagious disease hitting the sector due to the ever-present infection scare.
The lockdown and stay in restrictions proved to be a fatal hit to unorganised or standalone
businesses. Moreover, the branches of significant players in the industry also experienced
sizable contractions due to reduced foot traffic.
The silver lining to this bleak situation was that the segment was set to benefit from the
affordability and ease of access they provided their customers through contactless purchases,
home deliveries.
Unfortunately, the Full-Service Restaurants experienced no such luxuries.
31. Can you smell what the QSRs are cooking?
In FY 2020, Delhi & Mumbai contributed to 21.9% of the revenue in the food service
industry. The six mini-metros, Kolkata, Bengaluru, Chennai, Hyderabad, Pune, and
Ahmedabad combined, contributed 20.8%.
QSR brands have been most commonly seen in mega and mini-metros, as far as the number
of outlets goes, with around 50% of their total branches being centered around these areas.
For the sake of growth, however, attempts have been made to make headway into tier-1 cities
over the last decade, with presence in smaller cities being seen only in the more recent years.
With increasing digitisation and smartphones being readily available throughout the country,
QSRs might have an easier time getting established in these new domains they set foot in.
The increasing likelihood of eating out without a special occasion and ease of access to
multiple options is a driving force in getting the masses attracted to this new entrant in the
food industry.
Another factor that the QSR segment benefits from is the increasing number of people in the
age group of 15-40 that are influenced by foreign cultures. They are more likely to
experiment with and try different tastes.
Ease of migration and settlement in new territories also drives greater engagement with QSRs
as people are more likely to eat out rather than cook for themselves during the initial period
of settling in.
32. Rapid urbanisation and greater employment opportunities resulting from it have generated
higher disposable income among the classes. As a result, people have become more open to
spending on eating out rather than eating at home.
While setting up Full-Service Restaurants is time-consuming and resource-hungry (get it,
because food? ok, I’ll stop for a bit :p ), QSRs boast an asset-light business model compared
to its full-fledged counterpart.
It is also beneficial for the QSRs that most are either self-servicing or take-aways, reducing
the necessity for wait staff and allowing them to function well on a skeletal team just to run
the kitchen.
33. Something a little tough to swallow
Well, if it were all tasty food and big bucks, everyone and their aunt would open up a food
service point of sorts now, wouldn’t they?
With these growth perspectives also comes certain risks, risks that could cause rot to any
player in the food industry if not monitored well.
While the covid situation helped divert the public’s attention from FSRs to QSR, it hasn’t
been just praises and songs of greatness. The extreme health hazard has also made people
more aware of their well-being, and a keen eye is kept on the hygiene and its maintenance in
various food serving entities.
With the age of smartphones and the internet acting as a severe magnifying glass on the
slightest slip-up on the server’s part, not just QSRs, but the entire food industry needs to
tighten its apron and put forward their cleanest and best-tasting platters.
The technological aspect of the benefits of QSRs is a double-edged sword as well. Each
facility to one major player in the industry is just as readily available to all of the competitors,
with chain concerns and standalone joints going toe to toe trying to get a piece of the very
fertile market.
34. Some dessert to round everything up
Talking so much about food must have made some of you hungry, if not for food, then
probably for some more info about an industry closely intertwined with our lives. The QSR
industry is definitely an up-and-coming player both in the food service sector and the lives of
the majority of any discernible demographic.
With a lot on its plate and even more on its menu, QSRs are on the verge of greatness and an
industry many people will be watching with great interest.
'The most powerful social media is not the Internet, not Facebook. It is food. Food connects
all human beings. ' - Chef Alex Atala.
What are your expectations from the QSR industry or even with the food service sector going
forward? Let us know in the comments below and share with your peers to tell them the good
word of food ;D.
35. Discussions and Conclusions
The purpose of this study was to determine the cafeteria customers’ overall satisfaction with
on-campus food service attributes. The findings suggest some important implications for
university food service operator. The food service manager should recognize the customers’
characteristics such as age groups. The results of the study showed that the age groups
between 17 and 21 are the largest customers. Therefore, the campus food service manager
should develop strategies catered to appeal different segments of customers based on the
various age groups.
The regression analysis showed that the quality of service was the strongest predictor of
customer satisfaction. Thus, university food service operator should continue to train their
employees to greet their customers in a polite manner, to be attentive and friendly, and to
increase their knowledge about the food items served. Maintaining the quality of their service
ensures that they can still continue to meet or exceed costumer expectations [65]. Lashley [66]
has shown that sincere and affective relationships between the host and the guest can operate
in a commercial environment.
Food and beverages quality turned out to be the second important element affecting customer
satisfaction. In sum, some of the possible strategic implementations may include more variety
of nutritious products, adjusting the serving temperature, and paying more attention to the
freshness of the products sold. This result is consistent with the previous findings of
Kjøllesdal et al. [30]. Kjøllesdal et al. [30] asserted that workplace eating is frequently
associated with poor-quality food and bad choices, which have negative consequences. In
rural universities, accessing food in places of work, as healthy options and varied choices
may be limited. Ham mentioned that good-quality food service provision can contribute to
the overall campus experience. Absence of trust in the quality of food has an impact on diet
36. through avoidance of certain products deemed to be unsafe or untrustworthy . The challenge
for the university food service operator is to provide products and services that enhance and
facilitate positive healthy food choices. Given the amount of employees eating at their place
of work, most research on this topic relates to the direct importance of making healthy dishes
available [68].
Furthermore, the university food service operator should pay more attention to the quality of
the setting. They should carefully design cafeteria interiors and exteriors to deliver a relaxed
and comfortable atmosphere to attract new customers and to retain current ones. University
food service operator should maintain the cleanliness and hygiene of the facility to a standard
level. The findings are in line with the previous results of Kim et al. [7]. Improving customer
satisfaction with reference to the quality of the setting will not only strengthen the customer
loyalty but also improve the facility reputation and this is also good for their businesses.
Lugosi has studied the campus food service experience with reference to student well-being
and has emphasized on the campus food service as a cowork space. Among several factors
driving social interaction, contemporary designs of university campuses have adopted many
of the features of cowork spaces, with furnishings and layout of the infrastructure of the space,
facilitating the positive experience.
Particularly, cleanliness or hygiene was the third most important factor, after food variety and
convenient location, which influences costumer selection of a food service to dine in.
Although costumers are increasingly concerned about the nutritional value of the food they
consume, food safety remains far more important than as the associated risk can be
substantial. Food service hygiene is indeed important. Fatimah et al. [72], in their study, have
identified four underlying food service hygiene factors from the consumer perspective: food
and location, staff and handling, premise and practices, and ambient scent. The priority
should be given to service quality. Low service quality is attributed to low-scale food services.
37. Moreover, customers tend out to be the least dissatisfied with the price paid, with reference to
the quality of food and beverage products provided. The university food service operator
should improve the quality of the products served and should offer reasonable pricing, in
order to prevent customers from switching to other off-campus restaurants, which will result
in less sales and lower revenue in the long term. Higher customer satisfaction should increase
revisit/return intention and provide word-of-mouth endorsements of the university food
service facility.
From the managerial perspective, the great importance of customer place on the quality of the
food service requires that the food service provided by the university campus should take into
consideration the customers’ insights and perceptions and thus give a push to many
institutions to overhaul their campus food service operations. Demand for healthy food and
quality of the setting, with reference to the comfort of the sitting area, is an important lever
for positive and promising change.
38. QSR Brands in India
Domino's Pizza
Domino’s is a Global Brand, founded in 1960 and is
the recognized world leader in pizza delivery
operating a network of company-owned and
franchise-owned stores in the United States and
international markets.
In 1996, the first Domino’s Pizza store was opened in
New Delhi. Over the period, Domino’s Pizza India
has remained focused on delivering great tasting
Pizzas and sides, superior quality, exceptional guest care and value for money offerings.
McDonalds
McDonald’s entered the Indian market in 1996
as a joint venture (JV) between Oak Brook III.
and 2 local partners – Hardcastle Restaurants
Private Ltd. in western India, and Connaught
Plaza Restaurants Private Ltd. in northern India.
To enter a market where consuming beef is “off
limits” was very challenging and ambitious. McDonald’s objective was to be inspired by the
culture of India and to deliver the greatest of food experiences to the customers in India
39. bringing in the splice of life. They were aiming for to change the local perception of the new
product being “American” and remove the fear of unknown, where family “dining in” was a
custom for centuries. The management wanted to advertise McDonald’s as a stimulator and
advocate of family and culture values. The diversity in language and communication is one
of the greatest components of the culture. Until 2000, McDonalds advertised their brand
mainly by putting the main focus on the outlet design and tailor made food menu for the
needs and desires of the diverse Indian population.
HALDIRAM
Haldiram's was founded in 1941 by Ganga
Bishan Agarwal, fondly known as Haldiram Ji in
his household; as a retail sweets
and namkeen shop in Bikaner, Rajasthan.[9]
In order to drive expansion, the company's first
manufacturing plant was started in Calcutta (now
Kolkata).[10]
In 1970, a larger manufacturing plant
was established in Jaipur.[10]
Another
manufacturing plant was established in New Delhi, the capital of India, in the early
1990s.[10]
In 2003, the company began the process of developing convenience foods to be
marketed to consumers.[11]
In 2014, Haldiram's was ranked 55th among India's most trusted
brands according to the Brand Trust Report; a study conducted by Trust Research
Advisory.[12]
The company has grown at a tremendous pace over the years and in 2017 it was
crowned as the country's largest snack company, surpassing all other domestic and
international competitors.[13]
Haldiram's products are available in more than 80 countries
40. BIKANERWALA
In 1950 two members of the Lalji family moved to Delhi to explore new avenues for
expanding their traditional business. Initially the Aggarwal brothers set up a stall in Chandni
Chowk by the name of Bikaner Bhujia Bhandar in Paranthe Wali Gali. In the 1960s, they
increased their line of products by including more varieties of traditional sweets and
namkeens, and opened several shops as Bikanervala in prominent parts of Delhi,
including Karol Bagh. The present Managing Director of Bikanervala Foods Pvt Ltd, Shyam
Sundar Aggarwal, joined the family business in 1968. Then 16, he had just finished high
school. Learning the art of making sweets from his father. In 1980s, when the western fast-
food pizza entered the Indian market, Aggarwal realized that there was scope to explore more
Indian products thus Bikanervala opened several outlets in various parts of the country. In
1988, to take the brand globally, they launched Bikano to sell sweets and namkeens in air-
tight packaging. In 1995, Bikanervala entered into an exclusive agreement to produce
namkeens for PepsiCo’s brand Lehar, opening a new plant in Faridabad, Haryana.
While Bikanervala's packaged food products, including sweets and namkeens, are sold under
the Bikano brand name, the company has opened Bikano Chat Cafes (2003) which are quick
service restaurants serving fast food with minimal table service. The Bikanervala
and Angan restaurants serve traditional Indian snacks, sweets and namkeens. Bikanervala has
also launched a boutique hotel at Banjara Hills in Hyderabad.
46. Limitations and Future Research
The limitations of the study are that a single university campus cannot represent all the
university campuses and all universities in Lebanon. Results should be interpreted with
caution. Also, the survey questionnaire was distributed by students. This might affect
students’ attitudes and opinions as they took the survey. For future research, it would be
important to replicate the study on another campus, to determine how and if the findings hold
true given a diverse sample, in an urban campus. Another constraint of this research is the
feature of its samples. More than 80% of the participants in the survey were students.
Surprisingly, the majority of staff and academics were not interested in filling out the survey.
Therefore, performing another study in a larger scale is suggested to expand the results of this
research and to provide more representative results and to improve sample generalizability.
The current study can, however, help to provide a roadmap for helping the university
management better understand the key importance of food and service quality. Based on the
results, several implications and recommendations could be derived for university
management to increase student satisfaction about food and beverage services provided by
university cafeteria. University management (1) should investigate about cafeteria users’
opinions continuously in order to solve any problems promptly, (2) should institutionalize
systems for continuous training of cafeteria employees through customized programs
designed for them, (3) should invest in improving the quality of the setting, with reference to
the comfort of the sitting area, (4) should invest, in coordination with the cafeteria operator,
in offering more nutritious food in order to be able to meet cafeteria users’ needs, (5) should
give special attention to contract with the best operator, (6) should develop strategies catered
to appeal different segments of customers based on the various age groups, and (7) should
place more emphasis on identifying and meeting the needs of students and staff (offering late
night meals).
