Indian Fast food Industry

1. Fast Food Industry

2. How big is fast food industry?
• Globally, fast food generates revenue of
over $570 billion
• Quick Service Restaurants (QSR)
• This segment accounts for more than 50% of
sales in the entire restaurant sector

4. STP in QSR INDUSTRY
• Segmentation –
• Family treat
• Nice and easy
• Meeting place
• Targeting-
• Needs state
• Purchasing attitude
• Visit occasion
• Positioning-
• I like it
• Pressed for time

5.  World’s largest chain of Hamburger fast food restaurants
 Founded in 1940 by Richard & Maurice Mc Donald
 In 1954 Ray Kroc joined the 2 brothers – Franchise!
Speedee Ronald Mc Donald

6. 1) Demographic
2) Geographical
 Age
 Income
 Urban & Rural
 Countries, States, Regions
1) Kids – 3 to 7 yrs (Happy meals)
2) Familiies- Weekends & Outings (Drive-thru)
3) Students- Place to hangout (Student Meals)
4) Café goers- Ambience & Entertainment (Mc Café)
5) Working Adults- “ Grab & Go” ( Takeaways)

7. 1) Quality service
2) Cleanliness
3) Excellent environment
4) Adapt Local taste & Culture

8. • James McLamore and David
Edgerton
• 2nd largest fast food hamburger
chain in world
• 11 millions visitors around the
world
“Burger king, where kids are king!”.

9. Demographic and psychographic
factors
“ Have it your way”..
1955-1960 2003-present

10.  Subway was started in 1965 by FRED DeLUCA.
 Now there are 44,000 stores in 110 countries
 It is the 87th world’s most valuable brand and serving millions of
people around the world

11. Psychographic
Demographic

12.  Subway has improved the nutritional content for kids by replacing:-
• Vitamin juice
• Changing from high calories cookies
• Attracting them with the cartoons like dory
 Subway identified its target market as “ demanding young people who know their own
mind”
 Subway position their product by continuing to build the brand on freshness platform
 Eat fresh
 Appetite for better
 We bake our own bread

13. Launch new fruit and veg option for children
• Run trails on 100% fruit smoothies in happy meal
• Offer big MAC without sauces and fries without Salt.
Introduce a range of low fat subs in partnership with heart
research UK
• Cut salts level in all subs by an average of 15% by June
2009
• Stop offering to add salts to subs made at the counter.
Will run trails on frying I containing less saturated fats and
reduce saturated fat in sauces
• Introduce chargrilled chicken fillet strips with salt reduce
by 13% and no artificial colours or preservatives.
• Introduce fresh apple based desert.