Download - Service Manangement - Fast Food Chains
Group Members
Shweta Dedhia C-10
Chhaya Fulsunge C-12
Anu Pillai
C-28
Anandita Singh
C-34
Akanksha Thanekar C-37
Simi Samkutty
C-41
FLOW OF PRESENTATION
Industry Background : Fast Food Industry
Company Background
McDonalds
Pizza Hut
Positioning
Marketing Mix
SWOT Analysis
Service Quality Standards
Recommendations & suggestions
Conclusion
What Are We Eating?
Food that can be prepared and served very quickly.
Loaded with fat, sugar, and sodium.
Packed with chemicals, so as to make it tasty and smells like real food.
The term "fast food" was recognized in a dictionary by Merriam-Webster in 1951.
Concept : Urban Development
Trend has Roots:
Bread-and-Wine Stands in Ancient Rome.
Ready to eat Noodles Shop in East Asia.
White Castle,1921 - First fast food chain.
McDonald’s - "Speedee Service System“, 1948.
Wendy's- “Drive-thru“, 1972.
INDIAN SCENARIO
GLOBAL SCENARIO
“To be the world's best quick service restaurant experience.”
Be the best employer for our people in each community around the world.
Deliver operational excellence to our customers in each of our restaurants.
Achieve enduring profitable growth.
Travel Through Time With Us1937-50
1937: Dick and Mac McDonald opened Hot Dog Stand called The Airdrome at the airport in Monrovia, California.
1940 : On 15th May, First Mc’D Restaurant.
1948 : Profits from Hamburgers.
“Speedy Service System”
15 Cent , instead of 30 Cent.
Fame spread by WORD OF MOUTH.
Travel Through Time With Us1951-80
1953 : Began to Franchise.
1954 : Ray Kroc became their Business Partner.
Upto 1958 : Sold its 100 Millionth Hamburger.
1964 : Issued First Annual Report.
1979 : “Happy Meal” introduced in US.
1980 : McChicken Sandwich introduced and failed , but reintroduced after Chicken McNuggets proved Successful.
Travel Through Time With Us1981-2000
1984 : Ray Kroc died on 14th Jan.
1990 : First McD in China.
1996 : First Indian McDonald’s Opened.
1997 : McFlurry invented by Canadian Franchisee.
Travel Through Time With UsUp to 2009
2003 : Started Global Marketing Campaign : “I’m Luvin’ It”.
2005 : Opened Wi-Fi Service in selected restaurants.
2008 : Introduced Chicken Biscuit and Southern Chicken
Sandwich.
2009 : Introduced 3 versions of Angus Burgers.
“To improve the well being of our customers, community and people connected to our enterprise.”
We take pride in making a perfect pizza and providing courteous and helpful service on time & all the time. Every customer says, "I'll be back!"
We are the employer of choice offering team members opportunities for growth, advancement, and rewarding careers in a fun, safe working environment.
We are accountable for profitability in everything we do, providing our shareholders with value growth.
1958: The chain was found by Dan & Frank Carney.
1959: First Franchise Unit was opened, Topeka (Kansas).
1964: Systematic operations, Created Universal Look that customers easily recognized.
1972: 314 Stores Nationwide.
1978: Acquired by PepsiCo, who later also bought KFC & Taco Bell.
1983: Pizza Hut celebrated 25th Anniversary.
1990: Delivery sales reached $1Billion.
1997: 3 Restaurants chain were spun off into TRICON.
2001: Joined with Long John Silver’s and A&W restaurants
to become YUM! Brands.
2006: Cheesy Bites Pizza was introduced.
Marketing Strategies
“Satisfy the customer by offering them the best.”
C.H.A.M.P.S
3F’s
•Q.S.C.V
•International Growth
•Forward & backward Integration
•Market penetration
•New Product Development
Customer pull factor factor
video (1).flv
– Quality– Diversification of pizzas– ‘Best pizzas under one roof‘– 1st to start vegetarian dine -
ins– Repositioning from
affordability to a premium dining experience in India.
Positioning
– Focusing on the Indian family.
– Ambience of fun & excitement.
– Added more items to its menu.
– Remodeled many restaurants, kept stores open longer.
– ‘Purchasing power pricing’ strategy
Focus on urban markets Cut across age groups Younger generation,Kids
– middle income families Don’t cater to a niche
Higher Income Dual Career Families Age 12-30 Years College graduates
Segmentation
Brand Image
Pizza Hut Twitter page. Popular brands on Facebook, with nearly one million fans.Rebranding of some of its outlets as 'Pasta Hut’ in U.K‘Think global and act local’ in India
Enhancing the customer’s experience.
Connecting with the customers
3 key brand strategy in India:---Widening customer base-- Re-inventing its brand image --Stressing on the value aspect of the consumer
Competitors Analysis
Marketing Mix
Product, service or program includes both tangible and intangible elements.
McDonald’s product includes veg & non-veg items. Happy Meals Cares for customers’ sentiments towards religion and culture Cooking area and cooking equipment for vegetarian products is
visibly segregated from non-veg sections. Soups available only in Portuguese
Prod
u
ct
BEVERAGES
FROZEN DESSERTS
NON-VEG MENU
VEG MENU
PRODUCT
PRODUCT MIX
STARTERS
SALADS
PIZZAS
PASTA
BEVERAGES
DESSERTS
PRODUCT LINE
Pepperoni Lovers
Super Supreme
Beef & Veggie supreme
Chicken & Veggie supreme
Classic Mediterranean
BBQ Chicken Lover
Classic Chicken & Bacon
BBQ Meat Lovers
Classic Margherita
PIZZAS
PRODUCT
Local supply chain
Developed by Yum!
95 per cent of ingredients- locally produced.
Import very few speciality items like pepperoni.
Quite affordable products.
Importance to brand & its integrity.
Price charged based on customers perception.
In India, it has been able to get a larger share of rich and upper-
middle class population.
Pric
ing
PRICE
High / low pricing strategy
Bundle pricing
Proce
s
s
Door-to-door delivery.
McDelivery number – 66 000 666.
Customer hotline number – 30013001.
Q.S.C.V. - Quality, Service, Cleanliness, Value.
PROCESS-SERVICEFull service restaurant as well as delivery services.
Quick services.
Aims at providing products at the requested delivery time.
Deliver orders to door steps.
Two customer satisfaction programs: a 1-800 number
customer hotline, and a customer call-back program.
C.H.A.M.P.S – Cleanliness, Hospitality, Accuracy,
Maintenance, Product quality and Speed.
Products are subject to availability.
If the desired product is not available, offers a reasonable
substitute of equivalent quality and price.
RESTAURANTS
DELIVERY
Each outlet is headed by a Restaurant
Manager .
Delivery Crew Member carries basic
operation of a restaurant. Ensures
customer satisfaction at the restaurants.
In order to motivate there employees
they give them stars as per their
performance.
Training At Hamburger.
People
PEOPLE
Foundation -‘People Capability First’.
Supporting individual growth and career progression
through World Class training programmes .
70% of all vacant positions are filled internally.
Culture to celebrate the achievements of others and has
fun doing it.
Works hand in hand with Operations to help their people
achieve their potential and deliver great results.
Physical
Evidenc
e
Logo Sign BoardsGolden Arches
Building
Interiors Visible food preparation
UniformStores Packaging
Bell Crockery
PHYSICAL EVIDENCE
Located at prime locations.
Almost in all big cities.
At residential areas, malls, multiplexes.
Operates in 121 countries.
Opened 55 restaurants in North India & planning to Open 20
more outlets in North India.
Place
PLACE 70 restaurants across 36 cities.
13 metros and second rung cities with 36 outlets.
Preparing to enter in 3rd rung cities.
Over 38,000 customers waking everyday in its outlets.
Malls and high profile areas.
Collaboration with coke, M TV, Hungama .com, Sony Music, etc. Scratch cards on large jumbo meals. T-shirts, CDs, Free tickets to Lucky Ali’s contest. Use of Medias like Television, hoardings and bus shelters. Placing of the pamphlets and banners in and around the outlets. DDB Needham and Leo Burnett agencies appointed for the
advertisement. 80-20 Menu Board.
Prom
otio
n
I Love Children- Happy Meal
PROMOTION
Connecting with the Indian consumer.Connecting with the Indian consumer.
International brand with Indian heart.
Indianisation Campaign:
Products with Indian toppings.
Vegetation Pizzas.
Jain Pizzas.
AD spend 10-12 Crore annually.
Media Mix- print, Television, Radio, Internet.
Celebrities.
Door to door broachers and coupons.
Partnerships with recognized brands such as Nestle and Pepsi.
Distribution
Distribution Centers
DISTRIBUTIONFour franchise in India:• Pizzeria Pure Foods: Chennai, Pune.• Devyani international: North India.• Wybridge: Mumbai.• Dodsal: Maharashtra, Madhya Pradesh, Andhra Pradesh,
Karnataka & Kerala.
Successful advertising
Market leader
Clean environment and playground for children
Active children charity
Professional training for employees
Strengths
STRENGTHS
Brand name
Quality and hygiene products
Huge varieties
Cater to customer needs
Match local taste
Dine-in & delivery
High level of cholesterol
Self service
7 minutes delivery system
Weaknesses
WEAKNESSES
Fewer outlets
Import duty
Higher cost
Costly products
Customer group
Internet access
Exploiting new markets
Targeting Youth
Changing food habits
Opportunities
OPPORTUNITIES
Market expansion
Introduction of more products
Increasing awareness
Combined outlets with KFC and Taco Bell
Foreign currency fluctuations
Threats from local competitors
Economic downturn
More health conscious consumers
Threats
THREATS
Existing competitors
Threat of new entrants
Change in customer preference
Local restaurants offering pizzas
Increase in prices of raw materials
Health consciousness
Social factors
Keys to Quality is TLC
They carefully match the level of service quality with product design
Uniformity in production is a major goal.
Product design concentrates on maintaining consistency in how products are presented.
Efficient service delivery- concentrates on meeting time demands of customer.
Service Quality
Competitive advantage
Employee training
Global Standardized operations
Concentrates on maintaining consistency
Quality assurance
Recommendatio
ns & Suggestions
Introducing Special Offers through various medium.Making customers aware of calorie content in the menu.Creating new offeringsConduct soft skill training for the staff.Introduction of vegetarian restaurants by Mc Donald'sFor health conscious societies, considering healthy hamburgers
WEBLIOGRAPHY:
www.pizzahut.com
www.pizzahut.co.in
www.wikipedia.org
ivythesis.typepad.com
www.buzzle.com
www.embassyexim.com
Sources
Thank You !!