Transcript
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Project on Fast Food Chain
In Pune
By : Abbas MerchantBatch : IIPM EXE(2009-10)
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Introduction
Definition of Fast Food:
Fast food is the term given
to food that can be : Prepared and served very quickly.
Has low preparation time.
Packaged form for take-out/take-away.
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History
The concept of fast food pops up during1920s.The 1950s first witnessed their rapid
proliferation.
Several factors that contributed to this
explosive growth in 50s were:(1) Americas love affair with theautomobiles.
(2) The construction of a major new highwaysystem.
(3) The development of sub-urbancommunities.
Fast-food chains initially catered toautomobile owners in suburbia.
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History
Ancient Rome cities had street stands that sold
bread and wine.
A fixture of East Asian cities is the noodleshop.
Flatbread and falafel(like Indian Vada Paav)
are today ever-present in the Middle East.
Popular Indian fast food dishes include vada
pav, panipuri and dahi vada.
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Fast Food Business
In 2006, the global fast food market grew by 4.8% and reached
a value of 102.4 billion.
In India alone the fast food industry is growing by 40% a year.
Major Fast Food giants include Mc Donalds, Subway, PizzaHut, Taco bell.
Common menu items at fast food outlets include
fish and chips, sandwiches, pitas, Hamburgers, fried chicken,
French fries, chicken nuggets, Tacos, Pizza, Hot dogs, and Icecream.
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Competition
Dominated by McDonalds having as many as 123
outlets.
Dominos pizza is present in around 274 locations.
Pizza hut is also catching up and it has planned to
establish 147 outlets at the end of 2009.
Subways have established around 145 outlets.
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competitors
Nirulas is
established in
Delhi and Northern
India. However, it
claims to cater
50,000 guests
every day.
It has future
expansion plans formore than 50
outlets every year,
for next three
years.
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Indian Fast Food Industry
Fast food is one of the worldslargest growing food type. Indiasfast food industry is growing by
40% a year It is reached to nearly US$ 6
Billion in 2007 .
Foreign Investment holds aboutone-fourth of total investmentmade in this sector.
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Factors For Emergence
Gender Roles.
Customer Sophistication and Confidence.
Paucity ofTime. Double Income Group.
Working Women.
Large population.
Relaxation in rules and regulations.
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The Project : STP
The market consists of :
For Children.
For Youngsters.
As a Family Restaurant.
The Geographical Area would be inside the city
The Fast Food Chain mainly targets the market as
a premium Restaurant for children. This wouldinclude both the Children and the Family as awhole.
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The Project
The project of Fast food chain is to attract thechildren.
Special activities would be included to create a
differentiation among the big brands. There would also be some items for youngsters
coming with children.
Thus the main aim is to cater
the needs of the market andto provide a classic fast food
chain.
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Differentiation
The Differentiation is by way ofService.
The following would be the
benefits to the children. Free Games for children.
Wi-Fi Facility for parents.
Free Toys(Just as Mc Donalds Happy
Meal) Burgers with shapes/Designs of the
Favourite cartoon stars.
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Products
The Restaurant includes recipes like
Ham Burgers, French Fries.
Pizzas. Indian Cuisine like pani puri, Bhel puri
Cold Drinks.
Tea & Coffee.
Sandwiches.
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Conclusion
Thus the project is all about concentrating on
a certain group of customers.
Satisfying them.
Providing them with the best facilities.
And then throwing the foreign players out of
the Market.
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THANK YOU.
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