The Indian Restaurant Industry

Segmentation, Targeting and Positioning

Project By –
18021141095 Bindiya Salat
Preeti Israni
Pravallika
Sanjay
Anish

Contents
• Market Overview
• Segmentation
• Targeting
• Positioning

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 Segmentation
Segmentation in the restaurant industry is widely based on the type of product and level of service
offered.
For the ease of understanding this concept, 5 segments with examples of 3 brands each are considered in
this report –
1. Quick Service
These are the most common style of restaurants seen today due to the increase of
 Brands Selected – McDonalds, Subway & Haldiram Restaurant

2. Casual Dining

 Brands Selected – Chili’s, TGIF & The Fishermen’s Wharf

3. Café

 Brands Selected – Starbucks, Café Coffee Day & Tea Villa Café

4. Fine Dining

 Brands Selected – Jewels of Nizam, Wasabi by Morimoto & Adaa

5. Bar

 Brands Selected – Aer, Xtreme Sports Bar & 7 Degrees Brauhaus

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 Targeting & Positioning
Kids, Families, Students, Café-
Goers, Working Adults
1. Happy Meals for kids
2. Low cost burgers/meals
3. Quick Service
4. McDonald’s mascot
5. Attracting teenagers
introducing McCafe
25- 34 years, Educated, Young,
Tech Savvy, Usually motivated by
the convenience of restaurant
located, Mexican Food lovers,
away from home people who are
aware of Chili’s restaurant, Bar
Counter Seating.
1. Strategically located in
commercial areas/ Malls
2. Spicy Mexican Style flavors
3. Perfect place for diners
with family or large groups
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Target Market
Children and youth from middle Middle Class Families (especially
and upper class Women, Kids and Old Couples)
Positioning
1. Make Your Sub
2. Healthier and Nutritious
life style information
3. Menu options that uses
Fresh Ingredients
Target Market
Middle & Upper Class, American
Food lover, Early adopters of
technology, Casual Diners, Bar
Counter Seating, Live Sports
Screening seekers
Positioning
1. Strategically located in
commercial areas/ Malls
2. Happy Hours during
weekdays
3. Lively and engaging
environment
1. Belongs to consumers
having inclination towards
meals
2. Well Established line of
snacks that leverages the
Indian QSR sector
3. Hygienic preparation
Tourists, People who like outdoor
seating’s, Customers who
appreciates local “Goan” Food,
Sit Down Service throughout
1. Best offerings of authentic
local Goan cuisine serving
at multiple locations.
2. Live cooking stations for
guest to see culinary skills
used.
3. Best known for freshly
baked ‘Bebinca’

Young Adults, High income
spenders, Socially Conscious,
Urbane, Technology Early
Adopters, Customers looking for
relaxing atmosphere
1. Experiential offering,
i.e. writing individuals
name on the coffee
cup ordered.
2. Highest quality coffee
beans & technology
used to produce coffee
3. Seasonal offerings
such as Gingerbread
latte in Christmas
Upper Class, Mughlai & Afghani
food lovers, Customers who like
royale ambience, Young Couples
1. Known for its romantic
ambience & lake view
2. Hyderabad’s 100 feet
tallest tower restaurant in
a former royal residence.
3. Known as the fifth Minar
of Hyderabad is well
known for its Hyderabadi
Biryani made from secret
ingredients and a recipe
that dates back to 1600s.
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Target Market
Young Adults, Average Middle
class, College Students, Customers
looking to hang out with friends
for long time at affordable price,
customers looking for free Wi-Fi
Positioning
1. It fills the gap of a
premium café and a local
store
2. For customers who want to
hang out with their friends
at an affordable price.
3. Pricing also ensured that it
has significant presence in
all Tier 1, 2, 3 Cities.
Target Market
Upper Class, Taj Brand Loyalist,
Authentic Japanese Food Lover,
Celebrities, Customer who
appreciates gastronomy
Positioning
1. Ingredients like
seafood & wasabi
used to make world
class dishes are
flown down from
Japan
2. Offers authentic
Japanese culinary
journey curated by
Ironchef Morimoto
3. The restaurant has
best views of the
Gateway of India.
Tea Lovers with exotic taste,
Young professionals looking for
cozy place, classy ambience
1. Focuses on spreading tea
culture
2. Alluring décor and cozy
ambience makes sure that
the customer enjoys every
of their ‘Chai’
3. Known to attract
customers through their
impressive social media
campaigns. E.g.-
#Equalitea
Upper Class, Taj Brand Loyalist,
Customer who appreciates
Hyderabadi Cuisine, Epicure
Diners, Hookah Lovers
1. Adaa restaurant is all about
‘Grandeur’. Located in the main
attraction of the city i.e. Taj
Falaknuma Palace.
2. The wait staff would pamper
with all courtesies and ample
amount of time is taken to
prepare food intentionally so
that guests can admire the food,
décor & ambience
3. A special aroma has been a
signature to indulge senses and
make you thirst with an appetite.

Upper Class, Luxe diners,
Celebrities/Artists, Urban crowd
Target Market
Middle class income group, Sports
enthusiast, Students, Professionals,
Socially motivated by a group of
friends.
Middle, Upper Middle class, Beer
connoisseurs, Young professionals
or Corporates.

Positioning
1. Luxe open-air rooftop bar at 1. Sports Screening on a 1. Venue for German-style
the Four Seasons hotel large HD setup beer served at perfect
2. India’s tallest roof top bar 2. Dedicated sports temperature
3. Evening sun downers hosted arena 2. Brewed on-site and served
by Belvedere 3. Bar with a golf in a large, tree-filled beer
simulator garden.
4. Casual setup with bean 3. Well known for signature
bags and cozy cocktails made with fresh
ambience in sitting brews
area

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