An overview of QSR

market.
QSR market in India its segments & Success factor
The Indian Restaurants and Food Services Industry

● Food service industry has expanded globally in recent years.

● The Indian Restaurants and Food Services Industry has continued to expand at a healthy pace, aided by
y-o-y growth in the incomes.

● The Indian restaurant and food service industry comprises two distinct segments: organized and
unorganized. The organized segment accounts for about 30-35% of the industry, while the unorganized
segment accounts for the remaining 65-70%.
QSR Market in India

● Quick service Restaurants (QSRs) forms an integral part of the Indian Food industry. The USP of QSRs
is quick deliveries and competitive pricing that attract consumers.

● The country’s QSR market, estimated to be at `8,500 crore currently, is growing at a compounded
annual growth rate (CAGR) of 25 per cent. The quick service restaurants (QSR) sector in India is
expected likely to grow three-fold to `25,000 crore within five years.

● Evolving lifestyles, urbanization, and growing nuclear families have long supported the upward trend of
the restaurant market in India. Additionally, due to the growing exposure to the international cultures
and lifestyles, Indians have started experimenting with food. They are developing their tastes for
different cuisines, apart from traditional Indian cuisine.

● The QSR industry has spearheaded restaurant trends such as expansion to small cities in India, and
different formats such as dine-in, in-mall outlets, and drive-thrus, which has provided the customers an
easy access to eating out.
Segmentation of QSR’s

● Entry of various national and international players in the QSR space has significantly widened the chain
market due to fast expanding middle class, urbanization, youth spending, nuclear families and better
logistics.
● About 50 per cent of India’s population eats out at least once in every three months and eight times in
every month
● The concept of QSRs has gained in prominence in India, with the entry of Indian and international
brands into the space encouraging affordable eating and enabling the indulgence of even customers with
smaller pockets.

International QSR Brands Indian QSR Brands

Mc Donald’s : 400+ stores Fasoos : 1000 + stores
Pizza Hut : 400+ stores Goli Vada Pav : 300+ stores
Domino : 1200+ stores Wow Momos : 200+ stores
Subway : 500+ stores Chayoos : 35+ stores
KFC : 350+ stores Wok Express : 30+ stores
The success Factor in QSR Market.

● The quick service restaurant industry is significant and growing aspect of the overall restaurant industry.
For long-term success quick service restaurants must be perceived as offering sufficient value for
consumers.

● Consumer satisfaction is an important element in building a marketing relationship between a quick

service restaurant and its customers. The keys to customer satisfaction for quick service restaurants are
price, service speed, convenient locations, food quality and cleanliness.

 Successful quick service restaurants compete effectively on price. consumers perceive greater value
in their meal purchases. For e.g. 2 pizza at ₹49, ₹9 9 and so on in dominos.

 Convenience and quick service are part of the value that consumers are looking for in their buying
behavior. The quicker that purchase orders are completed the quicker the turnover. Higher turnover
allows for higher overall profits over a given period of time.
The success Factor in QSR Market.

 It is advantageous for a quick service restaurant to be located where it will have high
visibility, convenience access and for the restaurant to be located conveniently along
routes frequently traveled by their customers.

 A quick service restaurant needs to offer meals with fresh ingredients, reasonably high
quality meats, and consistent tastes, consistent portions, and is delivered at consistent
temperatures.

 Cleanliness is an essential to restaurant success and to provide a safe and clean

restaurant environment by reducing the burden of disease from food.
The Trend that drives growth in industry.

● Ghost restaurants or Dark kitchens: They only deliver food and do not have a dining area, which
makes their operations nimble and more sustainable. These are on the rise, and their numbers will
continue to increase in 2019.

● Food delivery apps: Food delivery applications have been a major success in the metros, and are
gaining popularity in other cities as well.

● Better penetration of deliveries: Service providers are now preparing to roll-out food delivery services
in more and more areas of tier-II and tier-III cities in order to grow their operations. Therefore, we can
expect to see a much better penetration of food delivery services in these places in the coming months.

● Pickup counters: Customers can pick up the food from the place they ordered online, or have a food
delivery agent pick it up for them.

● Hyperlocal marketing: Hyperlocal marketing also has a huge part to play in the QSR industry. A lot of
restaurants want to know what the people prefer eating, as it helps them to gain more customers while
reducing wastage of unordered food items.
Outlook

● The quick service restaurant operate in a highly competitive and dynamic industry. To be successful, a
given quick service restaurant must monitor consumer desires and expectations. The successful
restaurants will be seen by consumers as offering value on key factors.

● In India, a large number of international QSRs have established their outlets with franchise rights of
various companies. Indian QSRs are also coming up and expanding but foreign brands maintain their
dominance.

● QSRs generally target people in the age bracket of 16-35 years, as this is the age bracket interested in
tasting new cuisines and having fast foods every day.

● Quick Service Restaurant is relatively easy to set up when compared to fine dining and casual
restaurants which are why the proportion of QSR’s is too high inside the overall chained restaurant
sector in the country.

● Quick service restaurant and affordable dining restaurants are expected to be the primary reasons for
this boost as the consumer liking for these kinds of outlets is extremely increasing.
The Hierarchy in a
store / Restaurant
Hierarchy in Cafe Coffee Day
Hierarchy in Dominos.
Recruitment strategy to
attract talent
Recruitment Plan

The basic plan for Recruitment will be.

● Identifying the job opening by doing research with client company and extending tie ups
with more companies to provide services.

● Following up the client companies for the job vacancies and the required skill set and
assess on the same.

● Identifying the potential candidate required through the variety of available channels and
assess capabilities to match all the requirement.

● Notifying and guiding candidate through out the process to come up to the clients
expectations.
The Strategy

The strategy to attract right candidate for the job opening will be :

● To prepare a strong brand value: To attract candidates its very important to have a brand
value that’s appealing. So will showcase the brand and show what makes it different from the
competitors.
● To prepare a Broader Job vacancy: If there is all the required details and clarity in a job post
and if the candidate can understand clearly all the benefits then its easy to get the right
candidate.
● To be active on social job portals: To search for the potential candidate its important to have a
good social profile that can influence and encourage candidate to apply for a job. To come up
with appealing job offer in portals like linkedin, naukri.com, Timesjob, etc it have a strong
connection in social media recruiting.