1. PRESENTATION ON FAST FOOD INDUSTRY
Submitted By:-
Priyanka Ramteke (24)
Sachin Goel (68)
Richa Somvanshi (85)
Rinni Pandey (92 Dual Degree)
Fast Food Industry

2. INTRODUCTION
Fast food is the term given to food that can be prepared and served very quickly.
Fast food outlets are take-away or take-out providers, often with a "drive-through" service which allows customers to order and pick up food from their cars; but most also have a seating area in which customers can eat the food on the premises
The capital requirements involved in opening up a fast food restaurant are relatively low
Fast Food Industry

3. HISTORY
The concept of fast food pops up during 1920s.The 1950s first witnessed their rapid proliferation. Several factors that contributed to this explosive growth in 50’s were: (1) America’s love affair with the automobiles. (2) The construction of a major new highway system. (3) The development of sub-urban communities.
Fast Food Industry

4. Major players in fast food are:
MCDONALDS
KFC
PIZZA HUT
DOMINOS PIZZA.
CAFÉ COFFEE DAY
BARISTA.
Fast Food Industry

5. Globalization
In 2009, the global fast food market grew by 4.8% and reached a value of billion and a volume of 80.3 billion transactions.
In India alone the fast food industry is growing by 40% a year. McDonald's is located in 120 countries and on 6 continents and operates over 31,000 restaurants worldwide.
KFC is located in 25 countries. Subway has 29,186 restaurants located in 86 countries, Pizza Hut is located in 26 countries.
Fast Food Industry

6. REASON FOR EMERGENCE IN INDIA
Gender Roles
Paucity of Time
Double Income Group
Working Women
Relaxation in rules and regulations
Large population
Fast Food Industry

7. SERVICE BLUEPRINT FOR PIZZA DELIVERY
Fast Food Industry

8. Interaction
Kitchen
Fast Food Industry

9. PEST ANALYSIS Political Economic Social Technology Fast Food Industry

10. Service Failures & Recovery Strategies
Fast Food Industry

11. SERVICE FAILURE Group 1 Failure categories Product defects
food was described as cold, soggy, raw, burnt, spoiled, or containing inanimate objects such as hair, glass, bandages, bag ties, and cardboard.
Slow/unavailable service
waiting excessively, not being able to find assistance
Fast Food Industry

12. The Fast Food Industry Group 1 failure categories Facility problems
cleanliness issues such as bad smells, dirty utensils, and animate objects (e.g., insects) found on the table or in the food
Unclear policies
policies that were perceived as unfair by the customer, such as coupon redemption, or forms of payment
Out-of-stock conditions
inadequate supply of menu items
Fast Food Industry

13. The Fast Food Industry Group 2 failure categories
food not cooked to order
requested food be prepared in a particular manner and restaurant failed to meet request
seating problems
seating nonsmokers in smoking section and vice versa
lost or disregarded reservations
requests for special tables that were denied
seating among unruly and disruptive customers
Fast Food Industry

14. The Fast Food Industry Group 3 failure categories
inappropriate employee behavior
rudeness, inappropriate verbal exchanges, and poor attitudes
wrong Orders
delivery of the incorrect food item, either to the table, or in the case of fast food, in packaging so that the mistake was not discovered until the customer had left the premises
Fast Food Industry

15. The Fast Food Industry Group 3 failure categories lost orders
situations in which the customer’s order was lost and never fulfilled
mischarged
being charged for items that were never sent, being charged incorrect prices for items that were ordered, and providing incorrect change
Fast Food Industry

16. The Fast Food Industry Recovery Strategies Replacement
Free Food eg. free desserts
Merchandise, such as tee-shirt
Apology
Correction
Discount
Manager Intervention/Empathy
Coupon
Fast Food Industry

17. Dominos India Entered India in 1996 Opened first outlet in Delhi
Has widespread presence through a network of 274 stores, spread across 55 cities in 20 states.
Leader in organised pizza home delivery segment with a market share of 65%

18. Target Market Bachelors Youth
Both male and female ( mainly male when they are single)

19. Age
Below 15 years – 0%
5 – 20 Years – 20%
21-30 years – 40%
years – 25%
Above 40 years – 15%
Income Status
Upper Class – 60%
Middle Class – 35%
Lower Class – 5%

20. Geographic Segmentation
South Asia is one of the major geographic segment
Mainly divided into rural and urban
Market Segments
- Area – semi urban and urban
- City – Class – A and Class – B cities i.e. metro politician cities
By 2010 – 11, the company sees an addition of a total of 500 stores.

21. Psychographic Segmentation
Lifestyle – Business class, outdoor oriented
Personality – ambitious, open to experience
Occasions – Regular, special
Benefits – Quality, service
User Status – Regular user
Usage Rate – Medium
Loyalty Status – medium loyal
Readiness stage – intending to buy
Attitude toward product - enthusiatic

22. Strength Weakness Leading Pizza delivery company in the US
Global franchise operations- more than 3500 in over 50 countries
Strong brand equity supported by heavy advertising & marketing
Supply chain & distribution network
Weakness
Slow growing and declining same store sales
Weakening bottom line

23. Opportunities
Growing presence in emerging markets, particularly in India
Leverage supply chain & distribution systems.
Threats
Changing consumer habits towards healthier food choices
Franchise operations affected by currency exchange fluctuation
Intensive competetion from a fragmented number of small companies.

24. 7 P’s of Service Marketing
Product
Price
Promotion
Place
People
Physical evidence
Process

25. Product Introduced nine new toppings for Pizzas
Domino’s had to localize flavors
East – Deluxe Chicken and Sardines
South – Mutton Ghongura and chicken Chettinad
Mumbai – Chicken pudina
North – Chatpata chicken masala and chatpata chicken masala

27. Place
Dominos has a widespread presence through a network of 274 stores, spread across 55 cities in 20 states.
Conduct feasibility studies
Opened outlets in large Corporate offices, railway stations, cinema halls and university campuses.
Opened an outlet at Infosys, Bangalore.

28. Price Believe that Indians are value not price sensitive
Priced 12’’ Pizza for Rs. 265
High price attributed to high quality
With competition from Pizza Hut, Dominos introduced price cuts and discounts
In 1998 introduced Pizza mania scheme
wherein it offered a large pizza for Rs. 129.

30. Promotion Tie up with Discovery Channel Banners Hoardings
Specific Promotions – Hungry Kya? Sequence of advertisements on television.

31. People Engaged, trained and motivated team
Robust training programme which covers every aspect of store operation.
Automated video training manual

32. Physical Evidence Clean tables, chairs and floors Visible kitchen
Staff have a dress code and use gloves and covered hair while cooking
Air conditioned outlets

33. “One world, One Burger”- McDonald’s

34. McDonald's Mission Statement
"McDonald's vision is to be the world's best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile."

35. McDonald's Mission Statement
"McDonald's vision is to be the world's best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile."

36. McDonald’s History INDIA
Entered in India 1996
McDonald's India is a 50 – 50 JV partnership between MCDONALD’S CORPORATION (U.S.A) and two Indian businessman Amit Jatia and Vikram Bakshi
Localisation:
DON’T OFFER ANY BEEF OR PORK ITEM IN INDIA
IN PRODUCT LIKE MCVEGGIE, PIZZA MCPUFF ETC.THEY USE SPICES FAVOURED BY INDIANS
SOFT SERVES AND MCSHAKES ARE EGGLESS
Actively Involver in many social activities likegi CHILD EDUCATION, PULSE POLIOiesetc.

37. McDonald’s SWOT Analysis
Strengths
McDonald’s is the market leader in both the domestic and international markets.
The company’s outlets are located in areas that are highly known for visibility, traffic volume and ease of access.
Weaknesses
McDonald’s has to deal with the prospect of Looming market saturation, which could make it difficult to add new outlets.
There is also an increasing price competition.
Lack of product innovation is another weakness of McDonalds.
Opportunities
To increase profitability the company has slowed its expansion of McDonald’s restaurants.
McDonald’s still has plans for more international expansion.
Threats
The company’s aggressive international expansion.
Foreign currency fluctuation.
McDonald’s keeps up with competitors.

38. What is McDonald’s for me?
Target segment
Target Segment
What is McDonald’s for me?
A Family with children
A treat to children, a fun place to be for the children.
Urban customer on the move
Great taste, quick service without affecting the work schedule
Teenager
Hangout with friends, but keep it affordable.

39. I Have Gifts For them, They Can play Games also
I Love Children
I Have Gifts For them, They Can play Games also

40. Product
vegetarian and non-vegetarian burgers. The vegetarian burgers like Veg surprise, salad sandwich,
Mc Aloo Tikki Burger, Mc veggie burger are offered to the customers. Non-vegetatarian burgers include Chicken Mc grill, Mc chicken burger, Fliet of fish and
chicken maharaja burger. Along with these french-fries, veg pizza mc puff, wrap chicken Mexican, wrap paneer salsa, potato wedges, soft serve pineapple and
choclate ice creams, Mc swirl soft drinks, coffee and Mc shakes are also offered to increase the variety in the product portfolio. Mc Donalds also provides
mean combos with medium fries and medium soft drink, happy mean with small soft drink, econo meals with small soft drink and value meals with potato wedges and small soft drink.

41. Price Policy which caters to Indian customers.
Quite affordable products.
Heavily marketed “Happy Price Menu”.
Importance to Brand and its integrity.

42. Promotion

43. Place Located at prime locations. Every spread in NCR.
Almost in all big cities.
At residential areas , malls.
McDonald's opened its doors in India in October Ever since then, our family restaurants in Mumbai, Delhi, Pune, Ahmedabad, Vadodara, Ludhiana, Jaipur, Noida Faridabad, Doraha, Manesar and Gurgaon have proceeded to demonstrate.

44. People
The employees in Mc Donalds have a standard uniform and Mc Donalds specially focuses on friendly and prompt service to its customers from their employees.
McDonald’s understands the value of both its employees and its customers. It understands the fact that a happy employee can serve well and result in a happy customer.
McDonald continuously does Internal Marketing. This is important as it must precede external marketing. This includes hiring, training and motivating able employees. This way they serve customers well and the final result is a happy customer.
The level of importance has changed to be in the following order (the more important people are at the top):
Customers
Front line employees
Middle level managers
Front line managers
The punch line “I’m loving it” is an attempt to show that the employees are loving their work at McDonalds and will love to serve the customers.

45. Physical Evidence
Cleanness, speed, Quality and transparency of process is biggest evidence

46. Promotion
Awareness about products among people by using different Media like TVs, Hoarding, and Bus Shelters.
Description of product on paper nuts placed in the trays.
The placing of the pamphlets and banners in all around the outlets.
Lucky promotion strategies .

47. Process
The food manufacturing process at Mc Donalds is completely transparent i.e. the whole process is visible to the customers. In fact, the fast food joint allows its customers to view and judge the hygienic standards at Mc Donalds by allowing them to enter the area where the process takes place. The customers are invited to check the ingredients used in food.

48. Two Dimensional Perceptual Mapping

49. BYE BYE SEE U AT McDonald’S
Thanking you