FAST INDUSTRY

Introduction

FOOD

Fast food is the term given to food that can be prepared and served very q ic!"y# $hi"e any mea" %ith "o% preparation time can be considered to be fast food& typica""y the term refers to food store %ith "o% pac!aged form for ta!e'o t(ta!e'a%ay# O t"ets may be stands or !ios!s& %hich may provide no she"ter or seating& or fast food resta rants operations )a"so !no%n as quick service restaurants*# are part of resta rant chains have Franchise %hich so"d in a resta rant or q a"ity preparation and served to the c stomer in a

standardi+ed foodst ffs shipped to each resta rant from centra" "ocations# The capita" req irements invo"ved in opening p a fast food resta rant are re"ative"y "o%# Resta rants %ith m ch higher sit'in ratios& %here c stomers tend to sit and have their orders bro ght to them in a seeming"y more psca"e atmosphere may be !no%n in some resta rants# areas as fast cas a"

History
The concept of ready'coo!ed food for sa"e is c"ose"y connected %ith rban deve"opment# In Ancient Rome cities had street stands that so"d bread and %ine# A fi,t re of -ast Asian cities is the nood"e shop# F"atbread and fa"afe" are today biq ito s in the .idd"e -ast# /op "ar Indian fast food dishes inc" de vada pav& panip ri and dahi vada# In the French'spea!ing nations of $est Africa& roadside stands in and aro nd the "arger cities contin e to se""0as they have done for generations0a range of ready'to'eat& char' gri""ed meat stic!s !no%n "oca""y as brochettes#

The Start of Fast Food Culture

The concept of fast food pops 546s %ere7

p d ring 1234s#The 1254s first %itnessed their

rapid pro"iferation# Severa" factors that contrib ted to this e,p"osive gro%th in )1* America6s "ove affair %ith the a tomobi"es# )3* The constr ction of a ma8or ne% high%ay system# )9* The deve"opment of s b' rban comm nities# ):* The baby boom s bseq ent to %or"d %ar second# ;Fast'food chains initia""y catered to a tomobi"e o%ners in s b rbia#

On the go
Fast food o t"ets are take-away or take-out providers& often %ith a <drive' thro gh< service %hich a""o%s c stomers to order and pic! p food from their cars= b t most a"so have a seating area in %hich c stomers can eat the food on the premises# /eop"e eat there more than five times a %ee! and often& one or more of those five times is at a fast food resta rant# Near"y from its inception& fast food has been designed to be eaten <on the go<& often does not req ire traditiona" c t"ery& and is eaten as a finger food# >ommon men sand%iches& items at fast food o t"ets inc" de fish and chips& French fries& chic!en pitas& hamb rgers& fried chic!en&

n ggets& tacos& pi++a& hot dogs& and ice cream& a"tho gh many fast food resta rants offer <s"o%er< foods "i!e chi"i& mashed potatoes& and sa"ads#

Variants
A"tho gh fast food often brings to mind traditiona" American fast food s ch as hamb rgers and fries& there are many other forms of fast food that en8oy %idespread pop "arity in the $est# >hinese ta!ea%ays(ta!eo t resta rants are partic "ar"y pop "ar# .ost options are some form of nood"es& rice& or meat# They

norma""y offer a %ide variety of Asian food %hich has norma""y been fried#

S shi has seen rapid"y rising pop "arity in recent times# A form of fast food created in ?apan# s shi is norma""y co"d stic!y rice served fish#/i++a is a common fast food %ith ra% category in the United States& %ith

chains s ch as Domino@s /i++a& Sbarro and /i++a A t# .en s are more "imited and standardi+ed than in traditiona" pi++erias& and pi++a de"ivery& often %ith a time commitment& is offered# Fish and chip shops are a form of fast food pop "ar in the United Bingdom& A stra"ia and Ne% Cea"and# Fish is battered and then deep fried#The D tch have their o%n types of fast food# A D tch fast food mea" often consists of a portion of French fries #

Business
In the United States a"one& cons mers spent abo t USD114 bi""ion on fast food in 3444 )%hich increased from USDE bi""ion in 12F4*# The Nationa" Resta rant Association forecasted that fast food resta rants in the U#S# %o "d reach USD1:3 bi""ion in sa"es in 344E& a 5G increase over 3445# In comparison& the f ""'service resta rant segment of the food ind stry is e,pected to generate D1F9 bi""ion in sa"es#

Jobs and labor issues

Today& more than 14 mi""ion %or!ers are emp"oyed in the areas of food preparation and food servicing inc" ding fast food in the %or"d# -mp"oyees are the bac!bone of the fast food ind stry# /roper training is cr cia" to the order"y and q ic! service c stomers e,pect# Yet& emp"oyee t rnover can be as high as 344G per year# $ith s ch a t rnover& o%ner' operators of franchise and non'franchise resta rants have the da nting tas! of constant"y training an entire"y ne% %or!force# /o"icies proced res need to be e,p"ained to each ne% emp"oyee# and

Globalization

In 344E& the g"oba" fast food mar!et gre% by :#HG and reached a va" e of 143#: bi""ion and a vo" me of H4#9 bi""ion transactions# In India a"one the fast food ind stry is gro%ing by :4G a year# .cDona"d@s is "ocated in 134 co ntries and %or"d%ide# BF> is "ocated in 35 co ntries# S b%ay has 32&1HE resta rants "ocated in HE co ntries& /i++a A t is "ocated in 3E co ntries& Taco Ie"" has 3FH resta rants "ocated in 13 co ntries besides the United States# on E continents and operates over 91&444 resta rants

Health issue
Tran6s fats %hich are common"y fo nd in fast food have been sho%n in many tests to have a negative hea"th effect on the body# The fast food cons mption has been sho%n to increase ca"orie inta!e& promote %eight gain& and e"evate ris! for diabetes# The >enters for Disease >ontro" and /revention ran!ed obesity as the n mber one hea"th threat for Americans in 344:# It is the second "eading ca se of preventab"e death in the United States and res "ts in :44&444 deaths each year# FAST FOOD INDIA INDUSTRY IN

IN I! " #$#%GING $!%&#T FO% G'OB!' ('!)#%S The percentage share he"d by foodservice of tota" cons mer e,pendit re on food has increased from a very "o% base to stand at 3#EG in 3441# -ating at home remains very m ch ingrained in Indian c "t re and changes in eating habits are very s"o% moving %ith barriers to eating o t entrenched in certain sectors of Indian society## The gro%th in n c"ear fami"ies& partic "ar"y in rban India& e,pos re to g"oba" media and $estern c isine and an increasing n mber of %omen 8oining the %or!force have had an impact on eating o t trends# F!CTS !N FIG*%#S

Fast food is one of the %or"d6s "argest gro%ing food type# India6s fast food ind stry is gro%ing by :4G a year and is e,pected to generate a bi""ion do""ars in sa"es by 3445#The m "tinationa" segment of Indian fast food ind stry is p to Rs# E bi""ion& a fig re e,pected to +oom to Rs#F4 bi""ion by 3445# Iy 3445& the va" e of Indian dairy prod cts is e,pected to be Rs#1& 44&444 mi""ion# In "ast E years& foreign investment in this sector stood at Rs# 9E44 mi""ion %hich is abo t one'fo rth of tota" investment made in this sector# Ieca se of the avai"abi"ity of ra% materia" for chains are f"ooding into the co ntry# $!%&#T SI+# , $!JO% ('!)#%S a* Dominated by .cDona"ds having as many as F5 o t"ets# b* Domino6s pi++a is present in aro nd 144 "ocations# c* /i++a h t is a"so catching o t"ets at the end of 3445#
d* S b%ays have estab"ished aro nd :4 o t"ets# e* Nir "as is estab"ished at De"hi and Noida on"y# Ao%ever& it c"aims to

fast food& J"oba"

p and it has p"anned to estab"ish 135

cater 54&444 g ests every day# .a8or p"ayers in fast food are7 .>DONAKDS BF> /ICCA AUT DO.INOS /ICCA# >OFF-- DAY IARISTA# The main reason behind the s ccess of the m "tinationa" chains is their e,pertise in prod ct deve"opment& so rcing practices& q a"ity standards& service "eve"s and standardi+ed operating proced res in their resta rants& a strength that they have deve"oped over years of e,perience aro nd the %or"d# The home gro%n chains have in the past fe% years of competition %ith the .N>s& "earnt a fe% things b t there is sti"" a "ot of scope for improvement#

%#!SON FO% #$#%G#NC#

Gender %oles7 gender ro"es are no% changing# Fema"es food is an easy %ay o t beca se these can be prepared easi"y# Custo-er So.histication and Confidence/

have started

%or!ing o tside# So& they have no time for their home and coo!ing food# Fast cons mers are

becoming more sophisticated no%# They do not %ant to prepare food and spend their time and energy in ho se ho"d %or!s# They are b i"ding their confidence more on Lready to eat and easy to serve6 !ind of foods (aucity of Ti-e/ peop"e have no time for coo!ing# Ieca se of emergence of %or!ing %omen and a"so n mber of other entertainment items# .ost of the time either peop"e %or! or %ant to en8oy %ith their fami"y# ouble Inco-e Grou./ emergence of do b"e income gro p "eads to increase in disposab"e income# No% peop"e have more disposab"e income so they can spend easi"y in fast food and other activities# 0or1ing 0o-en/ %or!ing %omen have no time for coo!ing& and if they have then a"so they don6t %ant to coo!# Ieca se they %ant to come o t of the traditiona""y defined gender themse"ves to ho seho"d %or! and ro"es# They do not %ant to confine pbringing of chi"dren6s#

'arge .o.ulation/ India being a second "argest co ntry in terms of pop "ation possesses "arge potentia" mar!et for a"" the prod cts(services# This res "ts into entry of "arge n mber of fast food p"ayers in the co ntry# %ela2ation in rules and regulations/ %ith the economic "ibera"i+ation of 1221& most of the tariff and non tariff barriers from the Indian bo ndaries are either removed or minimi+ed# This he"ped significant"y the .N>6s to enter in the co ntry# $enu di3ersification7 increase in cons mption of pi++as& b rgers and other type of fast foods#

CH!''#NG#S FO% TH# IN *ST%)

Social and cultural i-.lications of Indians s4itching to 4estern brea1fast food/ Jenera""y& Aind s avoid a"" foods that are be"ieved to inhibit physica" and spirit a" deve"opment# -ating meat is not e,p"icit"y prohibited& b t many Aind s are vegetarian beca se they adhere to the concept of ahimsa# Those see!ing spirit a" nity may avoid gar"ic and onions# The

concept of p rity inf" ences Aind food practices# /rod cts from co%s )e#g#& mi"!& yog rt& ghee'c"arified b tter* are considered p re# / re foods can improve the p rity of imp re foods %hen they are prepared together# Some foods& s ch as beef or a"coho"& are innate"y po"" ted and can never be made p re# I t no%& Indians are s%itching to fast food that contain a"" those things that are considered imp re or against there be"iefs# Some traditiona" and f ndamenta"ist are against this transformation of food habit and n mber of times they provo!e their co nterparts to revo"t against s ch foods# And that is %hat happened %hen .cDona"d6s decided to enter the comp"e,ity of Indian b siness "andscape& co nting on"y on #-.hasis on the usage of bio5degradable its fast food J"asses&

global formula, %itho t any apparent previo s c "t ra" training# .roducts/ si"ver%are& p"ates and c"oth nap!ins are never provided %ith fast food#

Instead& paper p"ates and nap!ins& po"y rethane containers& p"astic c ps and tab"e%are& drin!ing cartons or /-T )po"yethy"ene terephtha"ate* bott"es are sed& and these are a"" disposab"e# .any of these items are tossed in the garbage instead of being recyc"ed& or even %orse& mere"y thro%n on the gro nd# This b rdens nat re on the nnecessari"y and sq anders ra% materia"s# In order to red ce soi" and %ater po"" tion& government no% emphasis more sage of bio'degradab"e prod cts# %etrench-ent of e-.loyees/ .ost of ne% ind stries %i"" be capita" intensive and may drive "oca" competitors& %hich have more %or!ers& o t of b siness# (rofit re.atriation/ Repatriation of profits is another area of concern for Indian economy# As %hen m "tinationa" enters the any co ntries& peop"e and government hope that it %i"" increase the emp"oyment rate and res "t in economic gro%th# Ao%ever& %ith the m "tinationa" operation& host co ntry e,periences these benefits for a short time period# In "ong r n neither emp"oyment increases )beca se of capita" intensive nat re of .N>6s* nor it increases the JD/ or JN/ beca se %hatever .N>6s earn they repatriate that profit bac! to their home co ntry#

(%OB'#$S OF IN *ST%)

#n3iron-ental friendly .roducts cost high/ government is "egis"ating "a%s in order to !eep chec! on the fast food ind stry and it is emphasi+ing more on the sage of bio'degradab"e and environment friend"y prod cts# I t associated %ith this iss e is the prob"em that fast food p"ayer faces ' the cost associated %ith the environment friend"y prod ct# They cost m ch higher than the norma" %rapping their prod cts# Balance bet4een societal e2.ectation and co-.anies econo-ic prod cts that companies ses for pac!aging or

ob6ecti3es/ To ba"ance a society6s e,pectation regarding environment %ith the economic b rden of protecting the environment# Th s& one can see that one side p shes for higher standards and other side tries to beat the standard bac!& thereby ma!ing it a arm %rest"ing and mind bogg"ing e,ercise# Health related issues/ obesity/
I#

St dies have sho%n that a typica" fast food has very high density and food %ith high density ca ses peop"e to eat more then they need# M s a""y

II#

Ko% ca"ories food7 -mphasis is no% more on "o% ca"orie food# In this "ine .cDona"d has .cn a p"an to introd ce a"" %hite meat chic!en gget %ith "ess fat and fe%er ca"ories#

T%#N S IN IN I!N $!%&#T $ar1eting to children7s/ fast food o t"ets in India target chi"dren6s as their ma8or c stomers# They introd ce varieties of things that %i"" attract the chi"dren6s attention and by targeting chi"dren6s they a tomatica""y target their parents beca se >hi"dren6s are a"%ays accompanied by their parents# 'o4 le3el custo-er co--it-ent/ Ieca se of the "arge n mber of food retai" o t"ets and a"so beca se of the tendency of c stomer to s%itch from one prod ct to other& this ind stry faces "o% "eve" c stomer commitment#

Value added technology ser3ices/ There is contin o s improvement in the techno"ogy as far as fast food mar!et in India is considered# The reason behind that is food is a perishab"e item and in order to ens re that it remain fresh for a "onger period of time# -ar"ier& Indian peop"e prefer eating at home b t no% %ith the change in trend there is a"so need for improvement and p gradation of techno"ogy in food sector#

!ttracting different seg-ents of the -ar1et/ Fast food o t"ets are introd cing varieties of prod cts in order to cater the demands of each and every segment of the mar!et# They are introd cing a"" categories of prod ct so that peop"e of a"" age& se,& c"ass& income gro p etc can come and become a c stomer of their food "ine#

The s ccess of fast foods arose from the changes in o r "iving conditions7 1# .any %omen or both parents no% %or! 3# There are increased n mbers of sing"e'parent ho seho"ds 9# Kong distances to schoo" and %or! are common :# Us a""y& " nch times are short 5# There@s often not eno gh time or opport nity to shop caref ""y for groceries& or to coo! and eat %ith one@s fami"y# -specia""y on %ee!days& fast food o tside the home is the on"y so" tion#

&entuc1y Fried Chic1en

Abo t the >ompany
&FC Cor.oration& or &FC& fo nded and a"so !no%n as &entuc1y Fried Chic1en& is a chain of fast food resta rants based in Ko isvi""e& Bent c!y# BF> is a brand and operating segment& ca""ed a <concept< of Y mN Irands since 122F %hen that company %as sp n off from /epsi>o as Tricon

Global %estaurants Inc# The resta rants are !no%n as Poulet Frit Kentucky or PFK in the province of O ebec in >anada# In France& ho%ever& the chain is !no%n as BF># BF> primari"y se""s chic!en in form of pieces& %raps& sa"ads and

sand%iches# $hi"e its primary foc s is fried chic!en& BF> a"so offers a "ine of roasted chic!en prod cts& side dishes and desserts# O tside North America& BF> offers beef based prod cts s ch as hamb rgers or !ebabs& por! based prod cts s ch as ribs and other regiona" fare# The company %as fo nded as &entuc1y Fried Chic1en by >o"one" Aar"and Sanders in 1253& tho gh the idea of BF>@s fried chic!en act a""y goes bac! to 1294# The company adopted the abbreviated form of its name in 1221# Starting in Apri" 344F& the company began name& Bent c!y Fried >hic!en& for its signage& sing its origina" pac!aging and

advertisements in the United States as part of a ne% corporate re' branding program ne%er and remode"ed resta rants %i"" have the ne% "ogo and name %hi"e o"der stores %i"" contin e to Additiona""y& Y mN advertising# >ontin es to se the 12H4s signage# se the abbreviated name free"y in its

/rod cts
The famo s paper b c!et that BF> ses for its "arger si+ed orders of chic!en and of the origina" has come to signify the company %as origina""y created by $endy@s resta rants fo nder Dave Thomas# Thomas %as origina""y a franchisee Ais reasoning behind Bent c!y Fried >hic!en and operated severa" o t"ets in the >o" mb s& Ohio area# sing the paper pac!aging %as that it he"ped !eep the sed at most chic!en crispy by %ic!ing a%ay e,cess moist re# Thomas %as a"so responsib"e for the creation of the famo s rotating b c!et sign that came to be BF> "ocations in the US# $enu ite-s BF>@s specia"ty is fried chic!en served in vario s forms# BF>@s primary prod ct is press re'fried pieces of chic!en made %ith original recipe# The other chic!en

offering& extra crispy& is made

sing a gar"ic marinade and do b"e dipping the

chic!en in f"o r before deep frying in a standard ind stria" !itchen type machine# Bent c!y Jri""ed >hic!en ' This marinated gri""ed chic!en is targeted to%ards hea"th'conscio s c stomers# It feat res marinated breasts& thighs& dr mstic!s& and %ings that are coated %ith the Origina" Recipe seasonings before being gri""ed# It has "ess fat& ca"ories& and sodi m than the Origina" Recipe fried chic!en# Introd ced in Apri" 3442# Discontinued products The >o"one"@s Rotisserie Jo"d P This prod ct %as introd ced in the 1224s as a response to the Ioston .ar!et chain@s roasted chic!en prod cts& and a hea"thier mindset of the genera" p b"ic avoiding fried food# / rported"y made from a <"ost< >o"# Sanders recipe& it %as so"d as a %ho"e roaster or a ha"f bird#Q3HR Tender Roast >hic!en P This prod ct %as an off'shoot of @The >o"one"@s Rotisserie Jo"d@# Instead of %ho"e and ha"f birds& c stomers %ere given q arter roasted chic!en pieces# For a time& c stomers co "d req est chic!en <origina"<& <-,tra Tasty >rispy<& or <Tender Roast<# Smo!ey >hipot"e P Introd ced in Apri" 344H# The chic!en %as dipped in chipot"e sa ce then do b"ed breaded and fried# It has been discontin ed since A g st 344H# Nutritional value

BF> former"y

sed partia""y hydrogenated oi" in its fried foods# This oi" of

contains re"ative"y high "eve"s of trans fat& %hich increases the ris! co rt case against BF>& %ith the aim of ma!ing it they b y food#

heart disease# The >enter for Science in the / b"ic Interest )>S/I* fi"ed a se other types of oi"s or ma!e s re c stomers !no% abo t Trans fat content immediate"y before

In October 344E& BF> anno nced that it %o "d begin frying its chic!en in trans fat'free oi"# This %o "d a"so app"y to their potato %edges and other fried foods& ho%ever& the bisc its#

Advertising
One of BF>@s "atest advertisements is a commercia" advertising its <%ic!ed cr nch bo, mea"<# The commercia" feat res a fictiona" b"ac! meta" band ca""ed <Ae""vetica< performing "ive& the "ead singer then s%a""o%s fire# The commercia" then sho%s the "ead singer at a BF> eating the <%ic!ed cr nch bo, mea"< and saying <Oh man that is hot<# In 344F& the origina"& non'acronymic Kentucky Fried food pac!aging& as %e"" as some resta rant signage# hicken name %as

res rrected and began to reappear on company mar!eting "iterat re and

&FC Business Strategy

BF> fast'food chains are c rrent"y nder the resta rant division of /epsi>o inc" de the changing attit des of

Incorporated# Some ma8or threats

society to%ard hea"thier eating habits& BF> has more than 2&H44 o t"ets "ocated in FF co ntries# In mar!eting& BF> resta rants are not restricted from "ocating %ithin c"ose pro,imity of other BF> resta rants# There are t%o a"ternative strategies for BF># The first strategy invo"ves !eeping /epsi>o beverage BF># (resent Situation The organi+ation is c rrent"y str ct red %ith t%o divisions nder /epsi>o# division and snac! foods division together& and a divestit re of /epsi>o resta rant division= se""ing Taco Ie""& /i++a A t& and

David Nova! is president of BF># ?ohn Ai"" is >hief Financia" Officer and >o"in .oore is the head of .ar!eting# /eter $a""er is head of franchising %hi"e O"den Kee is head of A man Reso rces# BF> is part of the t%o /epsi>o divisions& %hich are /epsi>o $or"d%ide Resta rants and /epsi>o

Resta rants Internationa"# Ioth of these divisions of /epsi>o are based in Da""as#

Strengths
Strengths can be fo nd interna""y in a company and can be company6s advantage# The strengths identified are as fo""o%s7 89 &FC7s secret reci.e9 The secret recipe has "ong been a so rce of advertising& and a""o%ed BF> to set itse"f apart# A"so& BF> %as the first chain to enter the fast'food ind stry& 8 st before .cDona"d@s& %hich opened its first store a year "ater& and the <secret recipe< %as the initia" home rep"acement strategy# sed to the

:9 Na-e recognition and re.utation9 BF>@s ear"y entrance into the fast'food ind stry in 125: a""o%ed BF> to deve"op strong brand name recognition and a strong footho"d in the ind stry# The >o"one" is BF>@s origina" o%ner and a very recogni+ab"e fig re& both in the U#S# and internationa""y& in their ne% "ogo# In fact& in the fo rth ann a" KogoSa" e S rvey& done by The Schecter Jro p& the BF> "ogo %as the on"y one %hich significant"y enhance the brand@s image # ;9 (e.siCo7s success 4ith the -anage-ent of fast food chains9 /epsi>o acq ired /i++a A t in 12FF& and Taco Ie"" in 12FH# /epsi>o many of the same promotiona" strategies that it has sed sed to mar!et soft

drin!s and snac! food# Iy the time /epsi>o bo ght BF> in 12HE& the company a"ready dominated t%o of the fo r "argest and fastest'gro%ing segments of the fast food ind stry# <9 Traditional e-.loyee loyalty9

<BF>@s c "t re %as b i"t "arge"y on >o"one" Sanders@ "aid bac! approach to management< )$right& p#:99*# Iefore the acq isition of BF> by /epsi>o& emp"oyees at BF> en8oyed good benefits& a pension& and co "d receive he"p %ith other non'income needs# This !ind of <persona"< h man reso rces management ma!es for a "oya" %or!force# =9 I-.ro3ing o.erating efficiencies by reducing o3erhead and other o.erating costs can directly affect o.erating .rofit9 D e to the strong competition in the US& the fast'food chains are re" ctant to raise prices to increase profit# .any of the chains are t rning to operating efficiencies to increase profit# For many companies& operating efficiencies are achieved thro gh improvements in c stomer service& c"eaner resta rants& faster and friend"ier service& and contin ed high' q a"ity prod cts#

0ea1nesses
$ea!nesses are a"so identified as fo""o%s7 89 The -any sales of &FC lead to a confusing cor.orate direction9 Iet%een 12F1 and 12HE& BF> %as so"d three times# The first t%o sa"es& to Ae b"ein& Inc and to R#?# Reyno"ds& "eft the company "arge"y a tonomo s# It %asn@t nti" the sa"e to /epsi>o in 12HE that changes in top management started to ta!e p"ace# These changes happened a"most immediate"y after the sa"e# :9 &FC has a long ti-e to -ar1et 4ith ne4 .roducts9 Ieca se of the nat re of the chic!en segment of the fast food ind stry& innovation %as never a primary strategy for BF># Ao%ever& d ring the "ate 12H4@s& other fast food chains& s ch as .cDona"d@s& began to offer chic!en as a fo nd interna""y "i!e strengths# $ea!nesses&

ho%ever& can "imit a company6s potentia"# The %ea!nesses for BF> are

.en

option# D ring this time& .cDona"d@s had a"ready introd ced the

.c>hic!en %hi"e BF> %as sti"" testing its o%n chic!en sand%ich# This de"ay significant"y increased the cost of deve"oping cons mer a%areness for the BF> sand%ich# ;9 Conflicting cultures of &FC and (e.si Co9 $hi"e BF>@s c "t re %as "arge"y based on the >o"one"@s "aid bac! approach to management& %hi"e /epsi>o@s c "t re is more of a <fast trac!< attit de# -mp"oyees do not have the same "eve" of 8ob sec rity that they en8oyed before the /epsi>o acq isition Problems Thro gh an ana"ysis of the strengths& %ea!nesses& opport nities& and threats of BF>& the fo""o%ing potentia" prob"em areas %ere identified7

89 No defined target -ar1et9 The advertising campaign of BF> does not specifica""y appea" to any segment# It does not appear to have a consistent "ong'term approach# The U#S# has enormo s changes in its demographics# Sing"e'person ho seho"ds have increased from 13G in 12F4 to 35G in 1225# $ith mar!et# :9 Health Conscious Consu-ers9 There has been a trend to%ard an increasing"y hea"thy diet in America# This p t BF> at an e,treme disadvantage d e to its fried prod ct offering# ;9 Increased Start *. Costs9 /rime "ocations have increased in cost d e to "imited room for e,pansion# Ne% techno"ogy has increased efficiencies& b t res "ted in greater this !ind of dramatic change& BF> does not have a proper approach to its target

increased start from

p costs# Resta rant and eq ipment pac!ages range

D544&444 to D1&444&444# !chie3e-ents/ BF> is one of the most reno%ned Bent c!y Fried >hic!en prod cts by BF> resta rant co ntries %or"d%ide and visited on a dai"y peop"e& day# In 344: the ;BF> -,ce""entT range ' three types of sa"ad )>aesar& Jarden and .andarin* obtained the pri+e for ;$or"d%ide Iest /ractice A%ard 344:T in the category of best prod ct and best mar!eting campaign and its imp"ementation in the resta rants# This pri+e is distrib ted each year by YU. Resta rants Internationa"#According to the %or"d brands 344:T cond cted by the ratings for ;.ost e,pensive bi""ion USD# American %ee!"y $or"d%ide& a c stomers#J"oba""y& %or"d gastronomic brand names# are c rrent"y a"most offered H in H4

in more than 11&444 resta rants %hich are basis BF> ne% mi""ion 324&444 emp"oys appro,imate"y

is opened a"most every

LI siness $ee!6& BF> %as positioned 5:th p"ace= c rrent"y va" ed at 5#1

O$INO>S

SI+# OF TH# $!%&#T o-ino7s (izza is one of the biggest and fastest gro%ing internationa" food 8oints in So th Asia# The very first Domino@s /i++a o t"et in India opened in ?an& 122E at Ne% De"hi# Today& Domino@s /i++a India has become a %ide net%or! of /i++a de"ivery and food chain# There are c"ose to 334 o t"ets in :3 cities of India and the brand is the top most among the food de"ivery b siness# Domino6s /i++a o t"ets can be seen at ma8or "ocations

of De"hi and N>R# Their home de"ivery is free %ith a g arantee of ;Thirty .in tes Nahi to FreeT# A"tho gh they are e,pert in de"ivering /i++as on time& their eating 8oints and o t"ets are a"so good# $e p"an to have a tota" of 544 stores in F5'H4 cities by 3414 to 3411# It %o "d entai" an investment of Rs 344 mi""ion d ring the period $!%&#T G%O0TH D ring "ast fo r months& /anipat& S rat& Iaroda& dominoes Nashi!& have opened o t"ets in ?amm & and /atia"a#

Trivand m&

.eer t

$hi"e ear"ier& F4 percent of o r b siness

sed to be in metros and mini'

metros& no% the ratio is 54754 bet%een big cities and sma""er Tier II and III cities# Domino6s /i++a is e,panding its base in India by opening 544 o t"ets to add to its c rrent ta""y of 15E o t"ets& across 54 cities in India by 3411 %ith an investment of Rs#1& 444 crore# $!%&#T ST%!T#GI#S /romotiona" and Advertisement >ampaigns)>o pons and disco nts* The @94 .in tes@ /romise Use of Techno"ogy)!igital interactive "elevision, #nternet on the $ , %obile telephony* /remi m /ricing Strategy Indian fast food ind stry and entry of m "tinationa" p"ayers Distrib tion strategies of fast food chains in India $!%&#T SH!%# The organi+ed pi++a mar!et in India is %orth Rs#544 crore and Domino6s has a s bstantia" :5G mar!et share& and registered a hea"thy gro%th of E4G over "ast year# The main target for ne% o t"ets sha"" be metro cities tho gh Tier II cities %o "d a"so receive a fair amo nt of attention# > rrent"y Domino6s se""s aro nd 95&444 pi++a every day& of %hich aro nd 1G are given free on acco nt of its ;94 min tes or freeT mode"# E5

percent of its reven e comes from home de"ivery service= aro nd 95 percent is from sa"es in premise# CO$(#TITO%S Fast food is one of the %or"d@s fastest gro%ing food types# It no% acco nts for ro gh"y ha"f of a"" resta rant reven es in the deve"oped co ntries and contin es to e,pand there and in many other ind stria" co ntries in the coming years# I t some of the most rapid gro%th is occ rring in the deve"oping %or"d= %here it@s radica""y changing the %ay peop"e eat# /eop"e b y fast food beca se it@s cheap& easy to prepare& and heavi"y promoted# This paper aims at providing information abo t fast food ind stry& its trend& reason for its emergence and severa" other factors that are responsib"e for its gro%th# India is a deve"oping co ntry %ith 3 percent of organi+ed and 2H percent of norgani+ed sector# So most of the fast foods came into Indian mar!et as India has a high gro%th in every sector# Some of the competitors of domino6s are .cDona"d@s /i++a A t Iarista >offee Day

$C onald>s

.cDona"d@s is the "eading g"oba" foodservice retai"er %ith more than 91&444 "oca" resta rants serving more than 5H mi""ion peop"e in 11H

co ntries each day# .ore than F5G of .cDona"d@s resta rants %or"d%ide are o%ned and operated by independent "oca" men and %omen# The strong fo ndation that he b i"t contin es today %ith .cDona"d@s vision and the commitment of o r ta"ented e,ec tives to !eep the shine on .cDona"d@s Arches for years to come# To read more abo t .cDona"d@s history& vision and e,ec tives& c"ic! on their "in!s in the "eft men # $e drive o r b siness moment m by foc sing on %hat matters most to c stomers# O r o%ner(operators& s pp"iers and emp"oyees %or! together to meet c stomer needs in o r /"an to $in enab"es efficiency and "oca" f"air# niq e"y .cDona"d@s %ays# The po%erf " combination of entreprene ria" spirit and System %ide a"ignment aro nd s to e,ec te the best ideas %ith both "arge'sca"e

(roducts
.cDona"d@s predominant"y se""s ha-burgers& vario s types of chic1en sand4iches and prod cts& French fries& soft drin1s& brea1fast items& and desserts# In most mar!ets& .cDona"d@s offers salads and 3egetarian items& 4ra.s and other "oca"i+ed fare# /ort ga" is the on"y co ntry %ith .cDona"d@s resta rants serving so p# This "oca" deviation from the standard men food is a characteristic for %hich the chain is partic "ar"y !no%n& and one %hich is emp"oyed either to abide by regiona" taboos )s ch as the re"igio s prohibition of beef cons mption in India* or to ma!e avai"ab"e foods %ith %hich the regiona" mar!et is more fami"iar )s ch as the sa"e of .cRice in Indonesia*#

!d3ertising
.cDona"d@s has campaign# In for decades to the maintained an s a" media e,tensive )te"evision& advertising radio& and addition

ne%spaper*& the company ma!es significant sponsors sporting events

se of bi""boards and signage& O"ympic

ranging from Kitt"e Keag e to the

James& and ma!es coo"ers of orange drin! %ith their "ogo avai"ab"e for "oca" events of a"" !inds# Nonethe"ess& te"evision has a"%ays p"ayed a centra" ro"e in the company@s advertising strategy# To date& .cDona"d@s has sed 39 different s"ogans in United States

advertising& as %e"" as a fe% other s"ogans for se"ect co ntries and regions# At times& it has r n into tro b"e %ith its campaigns#

B!%IST!

Iarista coffee %as estab"ishes in 1222 %ith the aim of identifying gro%th opport nities in the coffee b siness# Increasing disposab"e incomes and g"oba" trends in coffee indicate immense gro%th potentia" in one partic "ar segment# Barista Coffee is a chain of espresso bars in India# Aeadq artered in De"hi& Iarista c rrent"y has espresso bars across India& Sri Kan!a and the .idd"e -ast# It %as fo nded in 122F by Amit ? dge and %as part of his gro p of companies# Ae so"d part of the eq ity to first Tata >offee# Then after he and Tata >offee fe"" apart& Ster"ing then bo ght over the firm# In 344F& Ster"ing divested a"" their sta!e to Kava++a# Iarista >offee >ompany is c rrent"y o%ned by Kava++a& Ita"y6s "argest coffee company At Iarista Kava++a& %e do a"" %e can to ma!e every g est fee" comfortab"e and %e"come# $e serve nothing b t the finest Arabica coffees and c isine at great va" e prices# $e have friend"y and efficient bre% masters %ho be"ieve in service %ith a smi"e# And provide a cheerf "& interactive ambience that ma!es g ests %ish their coffee brea!s "asted 8 st a "itt"e bit "onger# To share o r c p of 8oy& %e have a"%ays st c! to o r Ita"ian roots& g arding them +ea"o s"y to ens re that o r espresso bars ref"ect the %armth and character of traditiona" Ita"ian coffee ho ses# And in the process& ma!e Iarista Kava++a the p"ace L%here the %or"d meets6# O r aim is to passionate"y de"iver the highest "eve"s of e,perientia" services# .aintain consistency in serving the highest q a"ity prod cts and become a g"oba""y competitive organi+ation P one that is driven by an insatiab"e thirst for e,ce""ence#

C!F? COFF## !)
Caf@ Coffee ay is a chain of coffee shops in India having its headq arters in

>hi!!amaga" r & Barnata!a# A division of Ama"gamated Iean >offee Trading >ompany Ktd# )AI>T>K*& it is common"y !no%n as >offee Day or >>D# It opened its first cafe in 122E on Irigade Road in Ianga"ore& and today has the "argest cafe retai" chain in India P %ith over H44 cafes in 113 cities# Karge n mber of coffee day cafes are "ocated in Ianga"ore# The cafe chain has had m ch s ccess riding& and to some e,tent creating& the cafe c "t re %ave that s%ept across metropo"itan India fo""o%ing strong economic gro%th res "ting in an increase in yo th spending po%er# It has even tied p %ith $or"d Space and .icro sense to enab"e its cafes %ith sate""ite radio and $i'Fi& respective"y# Its first $i'Fi cafe %as opened on Kave""e Road& Ianga"ore# >afU >offee Day so rces coffee from 5444 acres of coffee estates& the second "argest in Asia& that is o%ned by a sister concern and from 11&444 sma"" gro%ers# It is one of India6s "eading coffee e,porters& %ith c"ients across the USA& .idd"e -ast& - rope and ?apan# $ith its roots in >hi!maga" r& the home to some of the best Indian coffees& >offee Day has its b siness spanning the entire va" e chain of coffee cons mption in India# Its different divisions inc" de7 >offee Day Fresh @n@ Jro nd )%hich o%ns :54 coffee bean and po%der retai" o t"ets*& >offee Day Vpress )%hich o%ns F94 >offee Day !ios!s*& >offee Day Ta!ea%ay )%hich o%ns 2444 vending machines*& >offee Day -,ports and >offee Day /erfect )F.>J /ac!aged >offee* division# It is entering the - ropean mar!et by opening t%o >afUs in A stria as %e""& ma!ing forays into /a!istan and Jermany to set p cafes abroad# The strategy >>D has adapted is to p"ace a cafe in every possib"e "ocation %here some b siness can be generated# So in Ianga"ore& in the main shopping district& there are si, o t"ets in a 3 !m radi s and overa"" 134 cafes in Ianga"ore a"one# Another mode" %hich >>D has adapted is to be present in ed cationa" instit tions and corporate camp ses either in the form of detai"ed cafes or its economica" mode" of >>D e,press#

These innovative strategies have ens red that the competition is at bay and ens red >>D@s dominance in the Indian mar!et tho gh many of its o t"ets are inc rring "osses# >afe >offee Day competitors inc" de b t are not "imited to Iarista >afe .ocha >osta >offee The >offee Iean W Tea Keaf

'IT#%!T*%# %#VI#0

+en1A S9 et al9 BNeighborhood %acial Co-.ositionA Neighborhood (o3erty and the S.atial !ccessibility of Fast Food Stores in $etro.olitan etroitC9 !-erican Journal of (ublic D:EE=FG H=D<F9 !bstract7 Residentia" environment is c"ear"y re"ated to hea"th& specifica""y dietary hea"th# In fact& many of the most serio s chronic i""nesses in the United States are associated %ith dietary deficiencies# /roper access to n tritio s foods is essentia" to decreasing dietary re"ated chronic i""ness# S permar!ets provide dietary hea"th reso rces thro gh higher q a"ity and "o%er costs of n tritio s foods# This st dy e,amines the spatia" accessibi"ity of s permar!ets for HE2 neighborhoods %ithin .etropo"itan Detroit %ith re"ation to comm nity@s poverty and racia" composition# The percentage of residents be"o% the poverty "ine serves as the meas re of neighborhood poverty for the st dy# S permar!ets are defined as either a S percenter s ch as S per Bmart or a f ""'"ine grocery store associated %ith as a nationa" or regiona" grocery chain s ch Broger# Spatia" accessibi"ity is eq iva"ent to a .anhattan

b"oc!# The st dy fo nd that the distance to the nearest S permar!et increased %ith increasing "eve"s of neighborhood poverty# $hi"e the distance to the nearest S permar!et %as simi"ar among the most impoverished neighborhoods& African American comm nities averaged 1#1 mi"e greater distance to thenearest s permar!et than predominant"y %hite neighborhoods# %ele3ant Kiterat re ata/ no% associates residence in economica""y disadvantaged

neighborhoods& after contro""ing for socioeconomic stat s& %ith a variety of adverse diet're"ated hea"th o tcomes# Disparities in S permar!et accessibi"ity on the basis of race %ere evident among the most impoverished neighborhoods7 the most impoverished neighborhoods& in %hich African'Americans resided& %ere on average %ere 1#1 mi"es farther from the nearest s permar!et than the most impoverished %hite neighborhoods# .ean distance to the nearest s permar!et increased %ith each s ccessive terti"e of percentage poor for neighborhoods %ith a high proportion of

African Americans b t remained appro,imate"y the same across a"" terti"es of percentage poor for neighborhoods %ith a "o% proportion of African Americans )predominant"y %hite* # Inadeq ate accessibi"ity to s permar!ets may contrib te to "ess n tritio s diets and hence to greater ris! for chronic diet re"ated disease# Affordab"e p b"ic transportation needs to be improved integrating transportation ro tes %ith s permar!et "ocations # (o4ellA 'isa $9 et al9 BFood store a3ailability and neighborhood characteristics in the *nited StatesC9 $arFG <<D;F/8JH58H=9 !bstract/ A 344E st dy of the United States "in!ed +ip codes to cens s data& finding vario s statistics abo t the avai"abi"ity of grocery stores in accordance to neighborhood descriptions and demographics# There are distinct disparities bet%een the access of b"ac!s& %hites and Aispanics to s permar!ets& %ith a definite corre"ation stat s& and race# %ele3ant ata7 in "ocation& socioeconomic !-erican lifestyleD:EEI

Ko%'income neighborhoods have fe%er chain s permar!ets %ith on"y F5G )p X 4#41* of that avai"ab"e in midd"e'income neighborhoods # -ven after contro""ing for income and other covariates& the avai"abi"ity of chain s permar!ets in African American neighborhoods is on"y 53G )p X 4#41* of that in $hite neighborhoods %ith even "ess re"ative avai"abi"ity in rban areas # Aispanic neighborhoods have on"y 93G )p X 4#41* as many chain

s permar!ets compared to non'Aispanic neighborhoods# Karger si+ed food stores s ch as s permar!ets vers s sma""er stores and chain vers s non'chain s permar!ets have been sho%n to be more "i!e"y to stoc! hea"thf " foods and to offer foods at a "o%er cost# F rthermore& given that "o%'income pop "ations are "ess "i!e"y to have private means of transportation and given that the nat re of food shopping invo"ves either transporting m "tip"e shopping bags or ma!ing

more freq ent shopping trips& the mobi"ity strategies for food shopping among "o%'income fami"ies %i"" e,acerbate the barriers to a "imited n mber of avai"ab"e "oca" area s permar!ets& have in in partic "ar chain dai"y activities s permar!ets# Indeed& severa" constraints faced by inc" ding food shopping # A recent report finds that African Americans prefer to shop in chain s permar!ets and that one of the !ey factors that inf" ence these shoppers is transportation and "ocation# /ro,imity is important09FG of African American shoppers trave" one mi"e or "ess to their primary grocery store # GrengsA Joe9 B oes (ublic Transit Counteract the Segregation of Carless HouseholdsK $easuring S.atial (atterns of !ccessibilityC9 Trans.ortation %esearch Board of the National !cade-ies D:EEIFG !bstract/ researched that meas res transit This st dy Systems& techno"ogy Jeographic Information st dies high"ighted the mobi"ity their

"o%'income ho seho"ds

se on sma""er sca"es& to address the prob"em of

rban pop "ations that depend on p b"ic transportation b t have a "ac! of access to their everyday needs& inc" ding food# %ele3ant Ne% ataLMuotations/ do not have reasonab"e access to The ana"ysis finds that over F&544 ho seho"ds& representing 13 percent of Yor! >ity@s ho seho"ds& s permar!ets# The st dy provides statistica""y significant evidence that poor accessibi"ity is associated both %ith %ith "o%'incomeneighborhoods high pop "ations and of %ith African neighborhoods Americans#
Ser3ice Muality/ !n in3estigation into $alaysian Fast food consu-ers using IN#S#%V &eang $eng TangA *ni3ersity of Ne4castle *rsula BougoureA Mueensland *ni3ersity of Technology

disproportionate"y

As noted by Doran )3443*& it is imperative that %e see! to e,amine common"y accepted& %estern'based mar!eting theory in the conte,t of

different co ntries to see %hether s ch concepts e,p"ain the same phenomena in cons mers from different co ntries# $hi"st e,tensive service q a"ity over the past Tay"or& 1223& t%o /aras raman& research has been cond cted on

decades )e#g# Iitner& 1224= >ronin and

Ceitham" and Ierry& 12HH*& re"ative"y "itt"e attention has been paid to iss es s rro nding service q a"ity in non'%estern co ntries& "i!e the Asian region and in partic "ar& .a"aysia# Of the !no%"edge gained in the service q a"ity "iterat re& the %or! of /aras raman& Ceitham" and Ierry )12HH* provides an approach to defining and meas ring service q a"ity& !no%n as S-RSOUAK# Incorporating five service q a"ity dimensions of tangib"es& re"iabi"ity& responsiveness& ass rance and empathy& S-RSOUAK has been %e"" ti"ised %ithin the "iterat re# This being said ho%ever& it is important to note that S-RSOUAK has been fo nd to possess certain "imitations& partic "ar"y %hen app"ied across different service ind stries )eg7 Iaba! s and Io""er& 1223= Schneider and $hite& 344:*# For e,amp"e& DIN-S-RS for resta rants %as deve"oped by Stevens& Bn tson and /atton )1225*& in response to findings that S-RSOUAK %as inadeq ate for the L niq e6 resta rant environment )D be& Renaghan and .i""er& 122:*# /rior research s ggests that not a"" service q a"ity e"ements )%ithin too"s s ch as S-RSOUAK& DIN-S-RS* are ab"e to predict a cons mer6s overa"" service q a"ity perceptions or )OSO* )O"iva& O"iver and .ac.i""an& 1223*# Therefore& it is important to identify the importance of service q a"ity and its dimensions in determining overa"" service q a"ity )OSO*& as perceived by c stomers# Iy addressing this iss e& firms can gain an nderstanding of the areas they sho "d concentrate on %hen see!ing to improve their overa"" service q a"ity provisions )O"iva& O"iver and .ac.i""an& 1223*# In the conte,t of the fast food ind stry& it appears "i!e"y that service q a"ity dimensions from DIN-S-RS %i"" positive"y effect overa"" service q a"ity )OSO* perceptions by .a"aysian cons mers# Th s& A17 Service q a"ity )DIN-S-RS* %i"" positive"y effect Overa"" Service O a"ity perceptions )OSO* for .a"aysian fast food cons mers#

> stomer satisfaction has "ong been recognised as a process )O"iver& 12H1* and is the difference bet%een cons mers6 perceived and e,pected performance of a prod ct or service# In other %ords& c stomer satisfaction occ rs %hen performance is higher than e,pected& %hi"e dissatisfaction occ rs %hen performance is "o%er than e,pected# Overa""& to gain c stomer satisfaction& some arg e that organisations need to e,ceed predictive e,pectations of c stomers& rather than 8 st satisfy e,pectations )Spreng and .ac!oy& 122E*# Service q a"ity and c stomer satisfaction are inarg ab"y f ndamenta" concepts %ithin services mar!eting theory )Spreng and .ac!oy& 122E* and their re"ationship has seen increasing research interest over the years )Iitner& 1224= Dabho"!ar& 1225= Spreng and Tay"or& 122F= .ohsin& 3449*# $hi"e it is genera""y accepted that a positive re"ationship e,ists bet%een service q a"ity and c stomer satisfaction& there is debate )Shem%e""& Yavas and Ii"gin& 122H* %ith proposa"s of a ca sa" "in! from c stomer satisfaction to service q a"ity )Iitner& 1224*& service q a"ity to c stomer satisfaction )Io"ton and Dre%& 1221= Spreng and .ac!oy& 122E= /aras raman& Ceitham" and Ierry& 122:*= s ggestions that directiona"ity varies according to the service sit ation )Dabho"!ar 1225* and even that there is no re"ationship nder partic "ar circ mstances )/aras raman& Ceitham" and Ierry& 12H5*# S ch contention %ithin the "iterat re has "ead to repeated ca""s for f rther e,amination of this re"ationship )e#g# R st and O"iver& 122:= Anderson and Forne""& 122:*# In the case of fast food& ho%ever& it seems "i!e"y that high service q a"ity %i"" "ead to increased satisfaction for cons mers# Th s& A37 Service q a"ity )DIN-S-RS* %i"" positive"y effect c stomer satisfaction for .a"aysian fast food cons mers# Intention to rep rchase is an individ a"6s 8 dgment abo t re'b ying a designated service& ta!ing into acco nt their c rrent sit ation and "i!e"y circ mstances )Ae""ier et al#& 3449*# $ithin the "iterat re& rep rchase behavio r is seen as a form of "oya"ty& %hich according to Ka%& A i and Chao& )344:* consistent"y intentions and O"iver )122F* repatronise a is a deep"y he"d commitment to Rep rchase service in the f t re#

have a po%erf " effect on potentia" b siness profit %ith some reports arg ing as m ch as 25 percent of profit arises from repeat p rchases )Aoffman et al#& 3449*# As s ch& "oya" c stomers are va" ab"e mar!eting too"s& te""ing friends and fami"ies of their positive e,periences and creating ne% b siness and increased reven e for s ccessf " service organisations# Service q a"ity is tied to desirab"e b siness o tcomes& s ch as c stomer "oya"ty& %hich "timate"y "ead to increased profits )Schneider and $hite& 344:*# As arg ed by R st& Cahori! and Beiningham )1225*& service q a"ity generates cons mer intention to ret rn& %hich can trans"ate into act a" behavio rs that may "ead to increased overa"" service provide reven es and profits# In the as to that the are behaviors e,tant "iterat re ho%ever& there are mi,edfindings re"ationship bet%een q a"ity and empirica"

indicative of c stomer "oya"ty# For e,amp"e& %hi"e Io "ding et a" )1229* and R st and Cahori! )1229* perceptions s pport that higher of service q a"ity increases "oya"ty intention& >ronin and

Tay"or )1223* fo nd that overa"" service q a"ity did not effect rep rchase intentions# Overa"" ho%ever& res "ts tend to s pport this re"ationship and it seems "i!e"y that this %i"" be the case for .a"aysian cons mers of the fast food ind stry# Th s& A97 Overa"" service q a"ity )OSO* %i"" positive"y effect rep rchase intentions for .a"aysian fast food cons mers# According to Schneider and $hite )344:*& satisfied c stomers most "i!e"y %i"" become "oya" %hich can then trans"ate into higher profits organi+ations# As s ch& the re"ationship bet%een c stomer satisfaction and rep rchase intentions has been e,amined %ith res "ts imp"ying that satisfied c stomers are more "i!e"y to intend to rep rchase )Tay"or and Ia!er& 122:= /atterson and Spreng& 122F*# According to s ch findings& it appears "i!e"y that this %i"" a"so be the case for .a"aysian cons mers in the fast food ind stry# Th s& A:7 > stomer satisfaction %i"" positive"y effect rep rchase intentions for .a"aysian fast food cons mers#

Sa-.le and %esearch design

A descriptive research design %as adopted to do the s rvey %ith the he"p of the q estionnaire# The st dy sed non probabi"ity convenience samp"ing# The methodo"ogy of st dy is the intervie% method s rvey# The st dy is comp"ete"y based on the primary data %hich is co""ected from different Fast food stores and the samp"e si+e ta!en for st dy is 8EE peop"e#

Tools and $ethods of ata Collection/

The intervie% is cond cted for abo t 15 min tes %ith each person and co""ected the data# The too" for the co""ection of data is a q estionnaire# The q estionnaire has 15 q estions#

ata (rocessing and !nalysis/

The

data processing consists of coding the data

co""ected in the form of

q estionnaire# The data co""ected %ith the he"p of q estionnaire is having the c"osed rep"ies# One open ended rep"ies have been ta!en for that if any prob"ems they are facing and for the c"ose ended the rep"ies are meas red sing sca"es#

!N!')SIS , INT#%(%#T!TION
1* VISIT

Freq ency
Daily Weekly Fortnightly Monthly Total 14 38 19 9 100

visit
40 35 30 25 20 15 10 5 0 Daily Weekly Fortnightly Monthly 14 9 19 38

Interpretation7' From the above tab"e and graph& it says that ma8ority of the c stomers visit the fast food retai" store %ee!"y )i#e# 9HG* and minority of them )12G* visit fortnight"y

3* (%IC# %!NG#

Range 144'344 344'544 Above 544 Tota"

Freq ency
24 60

1E 144

price range
70 60 50 40 30 20 10 0 100-200 200-500 Abo e 500

Interpretation7' From the above tab"e and graph& it says that ma8ority of the c stomers are %i""ing to spend money of price range 344'544 )i#e# E4G* and minority of them says that they %i"" spend money of price range 144'344 )i#e# 3:G* in the fast food retai" store

;F (reference Freq ency Irand image

21

-asy accessibi"ity Specia" offer Tota"

29

54 144

preference of store
60 50 40 30 20 10 0 !ran" i#age $a%y a&&e%%ibility '(e&ial o))er

Interpretation7'

From the above tab"e and graph& it says that ma8ority of the c stomers )i#e# 54G* prefer specia" offers in the store and minority of them )i#e# 32G* prefer easy accessibi"ity

<F Visiting hours Freq ency

.orning Afternoon -vening Tota"

40 29

91 144

45 40 35 30 25 20 15 10 5 0 Morning A)ternoon $ ening

Interpretation7' From the above tab"e and graph it says that ma8ority of the c stomers are %i""ing )i#e# :4G * to visit the store on morning session and minority of them )i#e#91G * of them visit the store on evening session

5* /reference of store d e to friend"iness of staff

Response
'trongly "i%agree Di%agree

Fre*+en&y
2 5

,e+tral Agree 'trongly agree Total

44 40 9 100

50 45 40 35 30 25 20 15 10 5 0 'trongly agree Di%agree ,e+tral Agree 'trongly agree

Interpretation7'

From the above tab"e and graph it says that ma8ority of the c stomers )i#e# ::G* of them are ne tra" to prefer the store for friend"iness of staff and minority of them )i#e# :4G * of them agree that they %i"" prefer the store for friend"iness of staff

E* /reference of store d e the variety of men avai"ab"e in the store

Response
'trongly Di%agree Di%agree

Fre*+en&y
5 15

,e+tral Agree 'trongly agree Total 100

21 39 15

preference due to variety of menu

45 40 35 30 25 20 15 10 5 0 'trongly agree Di%agree ,e+tral Agree 'trongly agree

Interpretation From the above tab"e and graph it says that ma8ority of the c stomers ) i#e# 92G* of them agree that they %i"" prefer the store d e to the variety of men and minority of them )i#e# 31G * of them ne tra" abo t the variety of men in the store F* /reference of store d e the service speed

Response
'trongly "i%agree Di%agree ,e+tral Agree 'trongly agree

Fre*+en&y
5 20 39 15 20

Total

100

preference due to service speed

45 40 35 30 25 20 15 10 5 0 'trongly agree Di%agree ,e+tral Agree 'trongly agree

Interpretation7' From the above tab"e and graph it says that ma8ority of the c stomers )i#e# 92G* are ne tra" abo t the preference of store d e to service speed and minority of them are disagree that )i#e# 34G* of them prefer the store d e to service speed

H* /reference of store d e to good ca"orie content e,ist in the food

Response
'trongly "i%agree Di%agree ,e+tral Agree 'trongly agree

Fre*+en&y
9 33 19 31 20

Total

100

preference for calorie content

35 30 25 20 15 10 5 0 'trongly agree Di%agree ,e+tral Agree 'trongly agree

Interpretation7' From the above tab"e and graph it says that ma8ority of the c stomers )i#e# 99G* of them disagree that they %i"" prefer the store d e to the ca"orie content in the food and minority of them )i#e# 91G* agree that they %i"" prefer the store d e to the ca"orie content in the food

2* /reference of store d e to the c"ean"iness and store atmosphere

Response
'trongly "i%agree Di%agree ,e+tral Agree 'trongly agree Total

Fre*+en&y
2 7 25 40 26 100

preference due to ambience

45 40 35 30 25 20 15 10 5 0 'trongly "i%agree Di%agree ,e+tral Agree 'trongly agree

Interpretation7 From the above tab"e and graph it says that ma8ority of the c stomers )i#e# :4G * of them agree that they %i"" prefer the store for ambience provided in the store

14* /reference store d e the de"ivery speed offer by the store

Response
'trongly "i%agree Di%agree ,e+tral Agree 'trongly agree Total

Fre*+en&y
4 20 15 41 20 100

preference due to delivary speed

45 40 35 30 25 20 15 10 5 0 'trongly "i%agree Di%agree ,e+tral Agree 'trongly agree

Interpretation7' From the above tab"e and graph it says that ma8ority of the c stomers )i#e# :1G* of them prefer the store d e to de"ivery speed that is offered

11* Satisfaction %ith the men offer for my fami"y

Response
'trongly "i%agree Di%agree ,e+tral Agree 'trongly agree Total

Fre*+en&y
7 16 34 35 6 100

preference of menu for my family

40 35 30 25 20 15 10 5 0 'trongly "i%agree Di%agree ,e+tral Agree 'trongly agree

Interpretation7' From the above tab"e and graph it says that ma8ority of the c stomers )i#e# 95G * of them agree that they are satisfied %ith the men that %as offered in the fast food store and fo""o%ed by some of them are ne tra" abo t the men for their fami"y

13* /reference of store d e to faci"ities offered

Response
'trongly "i%agree Di%agree ,e+tral Agree 'trongly agree Total

Fre*+en&y
11 20 41 14 14 100

preference due to facilites

45 40 35 30 25 20 15 10 5 0 'trongly "i%agree Di%agree ,e+tral Agree 'trongly agree

Interpretation7' From the above tab"e and graph it says that ma8ority of the c stomers )i#e# :1G * of them says that they are ne tra" abo t preferring the store d e to the faci"ities

19* /reference of store d e to easy accessibi"ity and "ocationa" advantage

Response
'trongly "i%agree Di%agree ,e+tral Agree 'trongly agree Total

Fre*+en&y
4 18 15 45 15 100

50 45 40 35 30 25 20 15 10 5 0 'trongly "i%agree Di%agree ,e+tral Agree 'trongly agree

Interpretation7' From the above tab"e and graph it says that ma8ority of the c stomers )i#e# :5G* of them agree that they %i"" prefer the store d e to easy accessibi"ity and "ocationa" advantage

1:* advertising strategy

Response
'trongly "i%agree Di%agree ,e+tral Agree 'trongly agree Total

Fre*+en&y
9 20 33 28 10 100

35 30 25 20 15 10 5 0 'trongly "i%agree Di%agree ,e+tral Agree 'trongly agree

Interpretation7' From the above tab"e and graph it says that ma8ority of the c stomers )i#e# 99G* of them are ne tra" abo t the advertising strategy provided by the store and fo""o%ed by that c stomers agree the store for the advertising strategy

15* preference of store d e to specia" offer and disco nts

Response
'trongly "i%agree Di%agree ,e+tral Agree 'trongly agree Total

Fre*+en&y
4 20 15 41 20 100

45 40 35 30 25 20 15 10 5 0 'trongly "i%agree Di%agree ,e+tral Agree 'trongly agree

Interpretation7' From the above tab"e and graph it says that ma8ority of the c stomers )i#e# :1G * agree that they %i"" prefer the store beca se of specia" offers and disco nts#

$a6or Findings
This st dy indicates that ma8ority of the c stomers visit the fast food retai" store %ee!"y )i#e# 9HG* and minority of them )12G* visit fortnight"y This st dy indicates that ma8ority of the c stomers are %i""ing to spend money of price range 344'544 )i#e# E4G* and minority of them says that they %i"" spend money of price range 144'344 )i#e# 3:G* in the fast food retai" store This st dy indicates that ma8ority of the c stomers )i#e# 54G* prefer specia" offers in the store and minority of them )i#e# 32G* prefer easy accessibi"ity This st dy indicates that ma8ority of the c stomers )i#e# ::G* of them are ne tra" to prefer the store for friend"iness of staff and minority of them )i#e# :4G * of them agree that they %i"" prefer the store for friend"iness of staff

This st dy indicates that ma8ority of the c stomers ) i#e# 92G* of them agree that they %i"" prefer the store d e to the variety of men and minority of them )i#e# 31G * of them ne tra" abo t the variety of men in the store This st dy indicates that ma8ority of the c stomers )i#e# 99G* of them disagree that they %i"" prefer the store d e to the ca"orie content in the food and minority of them )i#e# 91G* agree that they %i"" prefer the store d e to the ca"orie content in the food This st dy says that ma8ority of the c stomers )i#e# :4G * of them agree that they %i"" prefer the store for ambience provided in the store This st dy says that ma8ority of the c stomers )i#e# 95G * of them agree that they are satisfied %ith the men that %as offered in the fast food store and fo""o%ed by some of them are ne tra" abo t the men for their fami"y This st dy indicates that ma8ority of the c stomers )i#e# :5G* of them agree that they %i"" prefer the store d e to easy accessibi"ity and "ocationa" advantage This st dy indicates that ma8ority of the c stomers )i#e# 99G* of them are ne tra" abo t the advertising strategy provided by the store and fo""o%ed by that c stomers agree the store for the advertising strategy This st dy indicates that ma8ority of the c stomers )i#e# :1G * agree that they %i"" prefer the store beca se of specia" offers and disco nts#

$a6or suggestions/
As ma8ority of c stomers )9H percent* visit the store %ee!"y especia""y %ee!ends# So it is s ggest to stores give specia" offers and disco nts to capt re more c stomers and retain "oya" c stomers# As st dy refers more c stomers are "oo!ing for the specia" offers &so it s ggest stores to more concentrate on the specia" offers b t no compromise in the q a"ity of food# It is fo nd that ma8ority of c stomers are not f ""y satisfied %ith the friend"iness of staff# So it is s ggest that the stores sho "d cond ct soft

s!i""

training and ma!e them

give more c stomer service #Reg "ar

monitoring of the staff behavior to%ards c stomers is a"so s ggest here# > stomers are happy %ith the .-NU verities avai"ab"e in the stores #I t it is s ggested that add more c stomi+ed men every 9 months# As st dy sho%s that c stomers are not a%are of the ca"orie contents e,ist in the food# So it is s ggest that stores sho "d disp"ay the ca"orie contents avai"ab"e in a partic "ar food# It is s ggest the stores to concentrate on the areas of ambience and "ocationa" strategy# Advertising strategy of the stores are not ma!ing attention the c stomers #So it is s ggest the stores to thin! of the design of different innovative advertising campaigns# and revie% the men for