BUSINESS RESEARCH

QUICK SERVICE RESTAURANT SURVEY

NAYAN SETHI PARAS PAL PIYUSH SINGHAL PRASHANT GUPTA BBS 2 C

50094 50101 50107 50111 SUBMITTED TO: DR. PREETI RAJPAL SINGH

ACKNOWLEDGEMENT
Firstly, we would like to thank our supervisor of this project, Dr. Preeti Rajpal Singh for her expert guidance and support. She continuously motivated us to work for this project and make it a success. Her willingness to inspire us contributed tremendously in its completion. She had been very kind and patient while suggesting us the outlines of this project and correcting our doubts.

We would also like to express our gratitude towards our parents for their kind co-operation and encouragement that helped us in completion of this project.

Our thanks and appreciations also go to our batch mates in developing the project and people who have willingly helped us out with their abilities.

TABLE OF CONTENTS
S.NO TOPIC
1. 2. 3. 4. 5. 6. 7. BACKGROUND OF QSR INDUSTRY IN INDIA MR PROPOSAL RESEARCH OBJECTIVE RESEARCH DESIGN SAMPLE QUESTIONNAIRE DATA ANALYSIS ANALYSIS REPORT

PAGE NO.
4 12 12 12 14 24 36

BACKGROUND OF QSR INDUSTRY IN INDIAIndia has emerged as one of the fastest growing fast food markets in the world. Nevertheless, it remains largely underpenetrated and concentrated in metropolitan cities, prompting fast food players to establish their chains in the emerging markets of tier-II and tier-III cities. Burgers, fries, chicken nuggets, hot dogs, sandwiches, soft drinks ... you name it and you will have such yummy delights served instantly to you at the fast food chains dotting the nooks and corners of the country. Almost all big fast food brands of the world have set up shop in India and even home-grown brands are doing brisk business in the Quick Service Restaurant (QSR) segment. The fast food culture emerged as early as the 19th century. At the time of the Industrial Revolution, a large workforce was required to work for 10 to 12 hours a day. With so much work to be done, fast food was the idea of a quick and easy lunch. In India, fast food culture emerged in after independence, starting from the 1950s.

Contributing factors to change the perception about India as a nation that is particular about its food are: Riding on growing cosmopolitan outlook Ever-increasing disposable income Changing consumer behavior and favorable demographics Exposure to western cuisine Rising number of nuclear families and growth in the number of employed women

According to a National Restaurant Association of India (NRAI) report, the fast food industry in India is currently estimated at 6,750 crore to 8,000 crore, growing at a CAGR of 35-40 per cent annually. A major chunk of this market is ruled by global players like McDonalds, Yum! Brands, Dominos, Subway, Taco Bell, Barista, etc. The main reason behind the success of the multinational chains is their expertise in product development, sourcing practices, quality standards, service levels and standardized operating procedures in their restaurants, a strength they

have developed out of their years of experience around the world. But domestic players like Fast trax, Nirulas, US Pizza, Pizza Corner, Kaati Zone and home-grown Coffee Day Group or even Haldirams, Bikanervala, Rasnas Devils Workshop are not lagging behind to capture a fair share of the quick meals bazaar. Talking about the growing Indian fast food industry, Vinod Mehboobani, VP Business Development & Legal, Yum! Restaurants International-India says, There has been a surge in fast food chains in India over the last decade. Many domestic players have emerged in this segment and are growing rapidly. Most multinational brands have used the franchising route to enter and or expand in the country. Over the decade this has evolved tremendously with many franchisees now running their operations as highly professional corporate and as a result spearheading the growth in the segment. Organized modern formats like malls and supermarkets have become a favourite destination for such outlets. Larger companies are teaming up with small franchisors and mall owners to promote their brand. This sector has witnessed a drastic change over the last five years. In the past, almost 95 per cent restaurants were individually owned and today that figure is down to 70 per cent, with almost 30 per cent being part of a chain or franchise. Also, the sector has a healthy mix of company owned and franchised stores dotting the markets which bodes well for the category, says a spokesperson of McDonalds.

SOME MAJOR BRANDS OPERATING IN INDIA

Basis / QSR
Owner/ Franchise

MC Donald
Connaught Plaza Restaurants Pvt Ltd in northern and eastern regions and Hardcastle Restaurants Pvt Ltd in western and southern regions. Food service retailer 80%

KFC
Yum! Restaurants

Pizza Hut
Yum! Restaurants

Dominos
Bharatia grouppromoted Jubilant Foodworks

Subway
Subway

Segment Market share No. of cities No. of Outlets

Chicken QSR 75%

Pizza market 33%

Pizza Market 50% (organized pizza market) 65% (home delivery) 79 339

Submarine sandwich chain 25%

More than 125 188

21 More than 150

34 160

26 197

The fast food industry has been very successful in India, both in financial terms as well as in terms of popularizing its quick service culture. But the industry confronts many hurdles too, that are: Manpower issues Lack of proper infrastructure High costs of raw materials Supply chain and taxation issues High cost of real estate Health related issue obesity

McDonald's Corporation is the world's largest chain of hamburger fast food restaurants, serving around 68 million customers daily in 119 countries. Headquartered in the United States, the company began in 1940 as a barbecue restaurant operated by the eponymous Richard and Maurice McDonald; in 1948 they reorganized their business as a hamburger stand using production line principles. Businessman Ray Kroc joined the company as a franchise agent in 1955. He subsequently purchased the chain from the McDonald brothers and oversaw its worldwide growth. McDonald's primarily sells hamburgers, cheeseburgers, chicken, French fries, breakfast items, soft drinks, shakes and desserts. In response to changing consumer tastes, the company has expanded its menu to include salads, wraps, smoothies and fruit. McDonald's restaurants are found in 119 countries and territories around the world and serve 58 million customers each day. McDonald's operates over 31,000 restaurants worldwide, employing more than 1.5 million people. The company also operates other restaurant brands, such as Piles Caf. On a seasonal basis, McDonald's offers the McRib sandwich. Some speculate the seasonality of the McRib adds to its appeal. Various countries, especially in Asia, are currently serving soup. This local deviation from the standard menu is a characteristic for which the chain is particularly known, and one which is employed either to abide by regional food taboos (such as the religious prohibition of beef consumption in India) or to make available foods with which the regional market is more familiar (such as the sale of McRice in Indonesia).

Domino's Pizza, Inc. is an international pizza delivery corporation headquartered in Ann Arbor, Michigan, United States of America. Founded in 1960, Domino's is the secondlargest pizza chain in the United States and has over 9,000 corporate and franchised stores in 60 countries and all 50 U.S. states. Domino's Pizza was sold to Bain Capital in 1998 and went public in 2004. The menu features vegetarian and meat pizzas, chicken wings and boneless chicken, sandwiches, potato wedges, garlic breads and a variety of dessert items including cookies and waffles, Ben & Jerry's ice cream and a variety of soft drinks including Coca-Cola, Fanta, and Sprite. Domino's has restaurants in all of the world's major cities such as New York, Mumbai, London, Toronto, and Chicago. In 1960, Tom Monaghan and his brother, James, purchased DomiNick's, a small pizza store in Ypsilanti, Michigan near Eastern Michigan University. The deal was secured by a US$75 down payment and the brothers borrowed $900 to pay for the store. Eight months later, James traded his half of the business to Tom for a used Volkswagen Beetle. As sole owner of the company, Monaghan renamed the business Domino's Pizza, Inc. in 1965. In 1967, the first Domino's Pizza franchise store opened in Ypsilanti. The company logo was originally planned to add a new dot with the addition of every new store, but this idea quickly faded as Domino's experienced rapid growth. The three dots represent the stores that were open at the time (1969). By 1978, the franchise opened its 200th store. The current Domino's menu features a variety of Italian-American entrees and side dishes. Pizza is the primary focus, with traditional, specialty and custom pizzas available in a variety of crust styles and toppings. In 2011 Dominos launched Artisan style pizzas that offer a base blend of rich flavors to compliment chef inspired toppings. Additional entrees include pasta, bread bowls and oven-baked sandwiches. The menu offers chicken side dishes, breadsticks, as well as beverages and desserts.
.

Pizza Hut is an American restaurant chain and international franchise that offers different styles of pizza along with side dishes including salad, pasta, Buffalo wings, breadsticks, and garlic bread. Pizza Hut is a subsidiary of YUM! Brands, Inc., the world's largest restaurant company. According to its corporate website, there are more than 6,000 Pizza Hut restaurants in the United States, and more than 5,600 store locations in 94 other countries and territories around the world. Pizza Hut is split into several different restaurant formats; the original family-style dine-in locations; store front delivery and carry-out locations; and hybrid locations that offer carry-out, delivery, and dine-in options. Many full-size Pizza Hut locations offer lunch buffet, with "all-you-can-eat" pizza, salad, bread sticks, and a special pasta. Additionally, Pizza Hut also has a number of other business concepts that are different from the store type; Pizza Hut "Bistro" locations are "Red Roofs which offers an expanded menu and slightly more upscale options."Pizza Hut Express" and "The Hut" locations are fast food restaurants. They offer a limited menu with many products not found at traditional Pizza Huts Pizza Hut sells "Stuffed Crust" pizza, with the outermost edge wrapped around a cylinder of mozzarella cheese; "Hand-Tossed," more like traditional pizzeria crusts; "Thin 'N Crispy", a thin, crisp dough which was Pizza Hut's original style; "Dippin' Strips pizza", a pizza cut into small strips that can be dipped into a number of sauces; and "The Edge pizza," where the toppings nearly reach to the edge of the pizza. There was also formerly a crust that was not as thick as Pizza Hut's pan pizza, and not as thin as its thin crust. There are regional differences in the products and bases sold.

KFC, founded and also known as Kentucky Fried Chicken, is a chain of fast food restaurants based in Louisville, Kentucky, United States. KFC has been a brand and operating segment, termed a concept of Yum! Brands since 1997 when that company was spun off from PepsiCo as Tricon Global Restaurants Inc. KFC primarily sells chicken pieces, wraps, salads and sandwiches. While its primary focus is fried chicken, KFC also offers a line of grilled and roasted chicken products, side dishes and desserts. Outside the USA, KFC offers beef based products such as hamburgers or kebabs, poutine, pork based products such as ribs and other regional fare. The company was founded as Kentucky Fried Chicken by Colonel Harland Sanders in 1952, though the idea of KFC's fried chicken actually goes back to 1930. Although Sanders died in 1980, he remains an important part of the company's branding and advertisements, and "Colonel Sanders" or "The Colonel" is a metonym for the company itself. The company adopted KFC, an abbreviated form of its name, in 1991. Starting in April 2007, the company began using its original name, Kentucky Fried Chicken, for its signage, packaging and advertisements in the U.S. as part of a new corporate rebranding program; newer and remodeled restaurants will adopt the new logo and name, while older stores will continue to use the 1980s signage. Additionally, Yum! Continues to use the abbreviated name freely in its advertising According to the corporate website, KFC is present in 110 countries and territories around the world. It has in excess of 5,200 outlets in the United States and more than 15,000 units in other parts of the world. In Quebec, however, its name is PFK. An outlet opened in Nairobi, Kenya on August 2011. It is the first US-based fast food restaurant in the nation as well as in East Africa. In December 2011 the first KFC was opened in Croatia, in Zagreb.

Subway is an American restaurant franchise that primarily sells submarine sandwiches (subs) and salads. It is owned and operated by Doctor's Associates, Inc. (DAI). Subway is one of the fastest growing franchises in the world with 36,558 restaurants in 99 countries and territories as of April 7th, 2012. It is the largest single-brand restaurant chain globally and is the second largest restaurant operator globally after Yum! Brands (over 37,000 locations). Subway's main operations office is in Milford, Connecticut; five regional centers support Subway's growing international operations. The regional offices for European franchises are located in Amsterdam, Netherlands; the Australia and New Zealand locations are supported from Brisbane, Australia; the Asian locations are supported from offices located in Beirut, Lebanon, Malaysia, Singapore and India and the Latin America support center is in Miami, Florida. Doctor's Associates, owner of Subway, was founded by Fred DeLuca and Peter Buck in 1966, when they opened the second Subway restaurant in New York. The name comes from the fact that Buck holds a PhD. Despite their name and Subway's health-conscious image, neither Subway nor Doctor's Associates are affiliated with, nor endorsed by, any medical organizations or doctors. Subway uses the advertising slogan "Eat Fresh" to explain how every sandwich is made from freshly baked bread, using fresh ingredients, in front of the customer to their exact specification, by employees whom Subway terms "Subway Sandwich Artists".

MR PROPOSAL
RESEARCH PURPOSEThe purpose of the study is to gather information about consumers perception about existing QSRs. The research objectives are: Consumers perception about the services provided by various QSRs. Determine the type of QSR most popular with the consumers. Identify the important characteristics that make a QSR attractive to the consumers. Identifying attributes on the basis of which consumers visit a QSR. Value for money that a consumer gets on visiting a QSR. Identify the demographic and lifestyle information of consumers.

RESEARCH DESIGNDESCRIPTIVE RESEARCH DESIGN is the most appropriate research design for this research. This is because of the following reasons: It studies the current market phenomenon- current market response towards various QSR brands will be collected. Information needed is well & clearly defined. Research process is structured, well formatted and formally defined. Sample is large and representative- sample in this case, is representative of a large section of consumers regularly visiting QSRs. Quantitative analysis will be done.

DATA COLLECTIONSECONDARY DATA- existing information about the sales, brand image of the QSRs will be collected from internet, publications, etc.

PRIMARY DATA Questionnaires will be used to get primary response from the consumers. SAMPLE A sample of 300 respondents is used for the research purpose. Largely, questionnaires will be mailed to the sample. But we will have some questionnaires filled in our presence by the respondents.

DATA ANALYSISData will be analyzed using software like SPSS & MS Excel. Codification of the data will be done and results will be interpreted thereof.

PREPARATION OF REPORTSReports will be prepared on the basis of analyzed data and interpretation of reports will be done thereof.

SAMPLE QUESTIONNAIRE
Following is a Quick Service Restaurant (QSR) survey taken up by the students of Shaheed Sukhdev College of Business Studies, Delhi University. The answers of respondents will be used only for academic purposes & kept confidential.

Name Mobile No. Age Below 15 15 - 25 years 25 - 35 years Above 35 years Gender Male Female Occupation Student Unemplyed Salaried Self Employed Other:

Q1. Monthly Income, (If you are a Student, Kindly specify your pocket money in 'Others' option) Below Rs. 15k Rs. 15k - 25k 25k - 35k Above Rs. 35k Other: Q2. Average Expenditure you make per visit to a QSR, (If you visit in group, kindly mention per person average) Rs 0-100 Rs 100-200 Rs 200-300 Above Rs 300 Other: Q3. Identify the degree of importance given to the following attributes while visiting a QSR.
Very Important Reputation of QSR Important Can't say Not Important Not at all important

Ambience

Recent reviews from Family and Friends

Special Promos

Services

Accessibility

Q4. Rate the following attributes that contribute to the value for money while visiting a QSR. 1 Represents doesn't consider it at all and 5 Represents Most important when it comes to value for money
1 Hygiene 2 3 4 5

Diversity in Menu

Other Facilities(Sitting Arrangements and other Things)

Taste of Food

Price

Q5. Which of these Quick Service Restaurant you visit most? McDonalds Domino's Pizza Hut KFC Subway
Continue

McDonalds
Q6. Which product you like the most? McAloo Tikki French Fries Veg Pizza Mcpuff McSpicy Paneer Chicken McNuggets McChicken Chicken Maharaja Mac Veg. Pizza McPuff Other: Q7. What else do you buy when purchasing at McDonalds? Iced Tea Coke Cold Coffee McSwirl McFlurry Soft Serve Other: Q8. What time of day do you eat at McDonalds? Before 12 p.m. Between 12 p.m. and 3 p.m. Between 3 p.m. and 6 p.m. Between 6 p.m. and 9 p.m. After 9 p.m.

Q9. How often do you Visit McDonald's every month? 1-3 3-5 5-7 More than 7 times

FOOD QUALITY AND HOSPITALITY

Q10. Quality of Food Strongly Somewhat Somewhat Strongly Neutral Disagree Disagree Agree Agree Food Served at McDonalds is Fresh Menu has a good variety of items Beverage is Excellent Food is tasty

Q11. Hospitality Strongly Somewhat Somewhat Strongly Neutral Disagree Disagree Agree Agree Employees are patient while taking my order I was served promptly Availability of sauces, utensils, napkins, etc. was good The menu board was easy to read Employees are courteous The service is excellent

Q12. Prices are Competitive? Yes No

Dominos
Q6. Which Product you like the Most? Simple Veg. Double Cheese Simple Non. Veg. Keema Do pyaza Other: Q7. What else do you buy when purchasing at Domino's? Veg. Pasta Non Veg. Pasta Coke Other:

Rests of the questions are same as Q8 Q12 mentioned above.

Pizza Hut
Q6. Which product you like the most? Veggie Crunch Spicy Veggie Zesty Chicken Chik n Spicy Garlic Bread Other: Q7. What else do you buy when purchasing at Pizza Hut? Mocktails Shakes Lemonade Coke/Fanta/Limca Gelatos Ice Creams Veg. Pasta Non Veg. Pasta Soups Rests of the questions are same as Q8 Q12 mentioned previously.

KFC
Q6. Which Product you like the most? Veg. Snacker Chicken Snacker Popcorn Chicken Veg Zinger Fiery Grilled Chicken Chicken Bucket Other: Q7. What else do you buy while purchasing at KFC? Krushers Ice Cream Coke/Limca/Fanta/Sprite Other:

Rests of the questions are same as Q8 Q12 mentioned previously.

Subway
Q6. Which Product you like the most? Chicken Ham Tuna Chicken Tikka Chicken Teriyaki Chicken Tandoori Veggie Delight Aloo Patty Veg. Shammi Paneer Tikka Other: Q7. What else do you buy while purchasing at Subway? Rich Chocolate Truffle Cold Coffee Pepsi/Fanta/Sprite/Limca Snapple Other:

Rests of the questions are same as Q8 Q12 mentioned previously.

DATA ANALYSIS
MOST VISITED QSR-

QSR
40 30 20 10 0 MC Donald Domino's Pizza hut 19 14 15 14 38

KFC

Subway

The data received from our sample of 300 respondents revealed that around 39% people visit MC Donald, 19% Dominos, 15% KFC and 14% each to Pizza Hut and Subway. Thereby, it is concluded that MC Donald is the Most Visited QSR based on our research.

IMPORTANCE TO ATTRIBUTES WHILE VISITING A QSRReputation of QSR

83

100 50

17 0 Important Not important

Reputation of QSR

83% of our sample population considers Reputation of QSR as an important criterion while visiting while 17% thinks opposite.

Ambience
78 80 70 60 50 40 30 20 10 0 Important

Ambience 22

Not important

Out of our sample population, 78% people attach great importance to Ambience while visiting and 22% people dont consider it important.

Recent review from friends & family

100 61 50 0 Important Not important 39 Recent review from friends & family

61% of our sample population considers Recent review from friends & family as an important criterion while visiting whereas, 39% thinks opposite.

Special promos offered

53 52 51 50 49 48 47 46 45 Important Not important 48 Special promos offered 52

Out of our sample population, 48% people attach great importance to Special promos offered while visiting and 52% people dont consider it important.

Services
12

Important Not important 88

Services offered by a QSR are considered important by 88% of our sample population when they visit while 12% of the sample doesnt pay much attention to it.

Accessibility
16

Important Not important 84

Accessibility of a QSR is considered important by 84% of our sample population when they visit while 16% of the sample is not concerned of the accessibility factor.

FACTORS CONTRIBUTING TOWARDS VALUE FOR MONEY-

Value for money

35 30 25 20 15 10 5 0 26

31 22 9 12

Hygiene Diversity in menu Seating arrangements and other things Taste of food

Price

31% of the sample population considers Taste of food as the major factor contributing towards Value for money. Other percentages are as follows: 26% for Hygiene 22% for Price 12% for Seating arrangements and 9% for diversity in menu.

COMPARATIVE ANALYSIS Food QualityFood served is fresh

95 90 85 80 75 70 McDonalds Pizza Hut Dominos KFC Subway 81 78 92 86 93

The chart shows that of the people visiting KFC and Pizza Hut, 93% and 92% respectively says that the food served is fresh. While only 86%, 81% and 78% people feels same for Dominos, McDonalds and Subway.

Good variety of items

90 80 70 60 50 40 30 20 10 0 78 55 83 73 64

McDonalds

Pizza Hut

Dominos

KFC

Subway

As per the data collected from our sample population, respondents visit KFC for variety of food. More than 80 % of respondents think that KFC provides a better variety than other QSRs.

Beverage is excellent
90 80 70 60 50 40 30 20 10 0 81 68 73 64 42

McDonalds

Pizza Hut

Dominos

KFC

Subway

People like Dominos beverage a lot, whereas Pizza Hut lacks a lot despite having a good variety of beverages in their Menu.

Food is tasty
Subway KFC Dominos Pizza Hut McDonalds 0 10 20 30 40 50 60 70 76 80 90 100 65 85 64 93

Respondents find KFCs food tasty as compare to other Quick Service Restaurants. This is justified with a positive response from more than 90% of people who visit KFC.

HospitalityEmployees' patience while taking order

Subway KFC Dominos Pizza Hut McDonalds 0 10 20 30 40 50 60 70 80 79 90 81 85 67 90

As per the data collected from the respondents KFCs employees are most patient while taking order, whereas Subway employees are least patient.

Promptly served
90 80 70 60 50 40 30 20 10 0 McDonalds Pizza Hut Dominos KFC Subway 61 64 65 76 67

As per responses we received, KFC employees serves promptly to customers. Other QSRs also show promptness but KFC has an upper hand.

Availabilty of sauces and other things

90 80 70 60 50 40 30 20 10 0 82 72 78 80 64

McDonalds

Pizza Hut

Dominos

KFC

Subway

Respondents find that when it comes to the availability of sauces and other things all the QSRs perform almost equally well, especially Pizza Hut, Dominos and KFC.

Menu board easy to read

90 80 70 60 50 40 30 20 10 0 McDonalds Pizza Hut Dominos KFC Subway 68 75 84 76 60

As per responses we received, Dominos Menu Board was easiest to read and Subways board was toughest to read for the consumers.

Employees are courteus

Subway KFC Dominos Pizza Hut McDonalds 0 10 20 30 40 50 60 70 72 80 64 77 76 78

When it come to courteousness then almost every QSR is equal leaving Subway aside.

Service is excellent
85 90 80 70 60 50 40 30 20 10 0 66 71 86 67

McDonalds

Pizza Hut

Dominos

KFC

Subway

According to the responses, consumers are most satisfied with the services of KFC and Pizza Hut and other QSRs are lagging behind in this avenue.

PRICE COMPETITIVENESSCompetitiveness of prices

Subway KFC Dominos Pizza Hut McDonalds 0 20 40 60 80 75 88 100 120 89 82 96

When it comes to competitiveness of prices, KFC is closely being followed by McDonalds, whereas respondents find Pizza Hut least competitive in terms of pricing the products.

Expenditure analysisWORKING POPULATIONEXPENDITURE PATTERN PER VISIT

32% 14% 0-100 27% 100-200 200-300 27% Above 300

The above pie chart shows the expenditure pattern of the working people who were a part of our sample population. 27% people spend between Rs. 100-200 and Rs. 200-300, 14% spends in range of Rs. 0-100 and 32% spends more than Rs. 300.

STUDENTSEXPENDITURE PATTERN PER VISIT

16% 30% 0-100 22% 100-200 200-300 32% Above 300

The above pie chart shows the expenditure pattern of the students who were a part of our sample population. Maximum students (32%) spends in between Rs.100-200. 30% spends in range 0-100, 22% in 200-300 and only 16% spends above Rs. 300.

ANALYSIS REPORT
Most visited QSRMcDonalds

Important Attributes while visiting a QSRATTRIBUTES Reputation of QSR Ambience Recent review from friends & family Special promos offered Services Accessibility IMPORTANT 83% 78% 61% 48% 88% 84% NOT IMPORTANT 17% 22% 39% 52% 12% 16%

Factors contributing towards Value for MoneyATTRIBUTES Taste of food Hygiene Price Sitting arrangements & other things Diversity in menu PERCENTAGES 31% 26% 22% 12% 9%

COMPARATIVE ANALYSIS
FOOD QUALITYSTATEMENT Food served is fresh Good variety of items Beverage is excellent Food is Tasty McDonalds KFC Pizza Hut Dominos Subway

HOSPITALITYSTATEMENT McDonalds Employees are patient while taking order Promptly served Availability of sauces & other things Menu board was easy to read Employees are courteous Service is excellent KFC Pizza Hut Dominos Subway

PRICE COMPETITIVENESS
Competitiveness of prices McDonalds KFC Pizza Hut Dominos Subway

EXPENDITURE ANALYSIS
CLASSES
0-100 100-200 200-300 Above 300

WORKING CLASS
14% 27% 27% 32%

STUDENTS
30% 32% 22% 16%

The above table clearly shows that per visit spending at QSR is very much directly proportional to income as the working class (in our sample population) spends more money than the students in the sample population.