fast food fables final

8/3/2019 Fast Food Fables Final

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Presented by:-Aman Deep Singh - 01

Ankur Singh - 02

Amar Deep Singh - 03

Ashwarya -04


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Fast food is the term given to food that can be

prepared and served very quickly.

Fast food, typically the term refers to food sold

in a restaurant or store with preheated or

precooked ingredients, and served to thecustomer in a packaged form for take-out/take-

away.


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This case study tells about the localization

strategises used by the multinational fast food

restaurants in Indian market and throws light on

the difficulties they faced during this process andsoon they customized their offerings as per Indian

taste and prefrence. In this Mc Donalds and

Dominoz was successful to an extent but KFC was

still facing the problem


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Mc Donalds

KFC

Dominos Pizza

Nirulas Smokin jones

Pizza Hut

Pizza Corner


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Indian customers thought that Mc Donalds isan expensive restaurant.

Customers did not like fact that restaurantserves only non veg meals.

QSCV strategy of Mc Donalds was copied by

other fast food restaurants and soon itwasnt a distinguish factor for Mc Donalds.


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Eliminating beef and pork from the menu.

Choosing names like Mc aloo tikki and Maharaja

Mac and serving them exclusively for Indianoutlet.

Complete veg burger with egg less mayonnaiseand segregating veg and non veg workers withseparate areas and utensils.

Use of tamarind was another attempt to giveIndian touch.


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To emphasize vegetarianism restaurant open new

outlet in Delhi on first day of Navaratris.

For non vegetarian customers restaurant providegrilled chicken burger with mint chutney and vegpuff rich with Indian spices.

They started focusing more on hot food and lowerentry level prices for products.


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Children was targeted by and chain offered Leo toyswith happy meals and children parade was held bythe chain in mumbai.

Mc Donalds billing counter were kept at lowerheight to make children comfortable.

Ad line as Real Value for Mrs. Mani was made

keeping low price campaign in mind.

By keeping price of Mc puff Rs 16 and Chicken Mcgrill Rs 25 company lowered the prices.


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Competition from the regional players in a market.

Delivery concept was also not so popularized.

Fail to position pizza as snack or meal

Not able to judge the local preferences and taste


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The company started offering Chettinad Chickenand Ghongoor for South India.

Company offered butter chicken and Dal Makhani

for North India and mustard sauce and fish forEast.

The pizza dough was leavened suiting Indiantaste bud.

Prawn Topping and extra hot topping for Southand Choc pie for targeting kids.


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Geographic

Region- Urban Areas

DemographicTargeted on: middle and

upper class

People seeking convenience.


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KFC perceived as a restaurant serving onlychicken by the Indian Customers.

KFC use to provide vey less variety of food.

KFC as also thought to be expensive.

Communication was not clear between KFCand customers.


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KFC has customized the menu with Indian taste likeveg and chicken burgers.

During the Navaratri festival KFC offered new rangeof 9 products.

Combo meal was also started by the chain.

KFC made fun counters mainly focusing on kids.


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Geographic:

City- Urban Areas, metros

Demographic:

Targeted on: upper- middle, middleFamily- full nest


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Mc Donalds

Customization.

Perception of Indian customers.

Indian flavour.

Indian name. Lower Prise.

From fast food to a resturant.


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Differenciate on-

Q: quality

S: serviceC: cleanliness

V: value

Advertise as a family restaurant.

(Value for money)


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Differenciate on Channel: Delivery in 30 min.

Advertisements shows aggressive personality

type Hungry Kaya


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KFC perceived as a restaurant serving onlychicken by the Indian Customers.

KFC use to provide very less variety of food.

KFC as also thought to be expensive


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10% of the global market business contributed by

India ($5.945 billion world revenue)

169 outlets


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85 cities

Outlets 300

Sales 4243 millions Rs.Profit 665 million RS.


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13 Cities.

72 Restaurants.


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fast food fables final

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