Industry By:

Tripti S.
151
Nitu S.
155
Sushant S. 156
Sumit S.
158
Chintan S. 160
Moumita S. 161
Suvek K. 162
Abhishek.T 164
Avaneeh T. 165
Kalpesh V 167
 Objective of Study

• To study the customer perception about the different fast food

restaurant.
• To study which factor influence most.

• To study the perception about the different fast food items.

• To study the customer perception about the negative impact of

fast food.

• To study the customer expectation.

Scope of Study
• The scope of project is entire fast food industry.

• The scope of project is spread over all the age group.

• The scope of the project is spread over all the income group.

Limitation of study
• The limitation for the project is time constraints.

• The findings are limited to online survey.

• The findings are limited to the customer perception towards the fast
food industry.
 INTRODUCTION
• The term "fast food" was recognized in a dictionary by Merriam–Webster
in 1951
• Fast food (Quick Service Restaurant) is the term given to food that can be
prepared and served very quickly.
• Typically the term refers to food sold in a restaurant or store with
preheated or precooked ingredients
• The capital requirements involved in opening up a non-franchised fast food
restaurant are relatively low as compared to franchised fast food
restaurant .
 India - emerging market for global players

• Fast food is one of the worlds fastest growing food type

• India’s fast food industry is growing by 40% a year and is expected to generate
a 30 billion dollars in sales by 2011
• The multinational segment of Indian fast food industry is up to Rs. 60 billion, a
figure expected to zoom to Rs.90 billion by 2013-14.
• By 2013-14, the value of Indian dairy products is expected to be Rs.1, 00,000
million.
• In last 6 years, foreign investment in this sector stood at Rs. 3600 million
which is about one-fourth of total investment made in this sector.
• Because of the availability of raw material for fast food, Global chains are
flooding into the country.
 Reasons for the emergence

• Gender Roles • Working Women

• Customer Sophistication and • Large population

Confidence • Relaxation in rules and
• Paucity of Time regulations
• Double Income Group • Menu diversification
 MAJOR FORCES SHAPING THE
TRAJECTORY OF THE INDUSTRY
 Trends in the indian market

• Marketing to children's

• Low level customer commitment

• Value added technology services

• Attracting different segments of the market.

Data Analysis
Perceptual Mapping
PIZZA HUT-FACT FILE

Pizza Hut was founded in 1958

The Carneys and Bender opened the first "Pizza Hut" restaurant

They chose the name "Pizza Hut" since the sign they purchased only

had enough space for nine characters and spaces.

Pizza Hut has been known for its ambiance as much as pizza

Pizza Hut was acquired by PepsiCo.

 MISSION STATEMENT

• “To be the best pizza for every pizza occasion”

• “ Alone we are delicious, Together we are YUM!”

• We are P.E.A.R.L.
 PASSION for excellence in Doing everything
 EXECUTE with positive energy and need
 ACCOUNTABLE for growth in customer satisfaction
 RECOGNIZE the achievement of others and have fun doing it
 LISTEN and more importantly, respond to the voice of the
customer.
 Fun Facts in Pizza Hut History
• Pizza hut are the world's largest user of cheese,
Over the course of a summer it is estimated that Pizza hut uses a 100 million
pounds of cheese. Pizza Hut uses more than 300 million pounds of cheese
annually.
• Pizza Hut purchases more than 3 percent of all cheese production in the
United States , which requires a herd of about 170,000 dairy cows to produce
it.
• They also use 700.000.000 pounds of pepperoni and 525.000.000 pound of
tomatoes in one year.
• Gorbachev (the former president of the USSR) also played in a Pizza Hut
commercial.
• In 2001 Pizza Hut sponsored a pizza delivery to the international space
station.
• The oldest Pizza Hut that is still functional is in Wichita, Kansas.
 MARKETING MIX(7 P’S)

• PRODUCT:
o Worldwide and in India, Pizza Hut has come to become synonymous with
the ‘best pizzas under one roof
o Pizza Hut providing uncompromising product quality.
o Pizza Hut has clearly established itself as a brand with an Indian heart.
o It was the first pizza chain to open a 100% vegetarian restaurant in India
o products like Chicken Tikka, Spicy Korma, Spicy Paneer and the Masala
and Tandoori pizzas have been a tremendous success.
• Different styles of pizza along with side dishes including
pasta, buffalo wings, breadsticks, and garlic bread.
• Sauteed Pastas
• Beverages
• Appetizers
• Soups & Salads
• Deserts
• Drinks (Pepsi, Mirinda, 7UP)
MORE PROFITABLE SBU IS PIZZA
 PRICE
• Pizza hut follows premium pricing policy.
• Pizza price range: Min Rs.115 - Max- Rs.530
• Mocktails : Minimum price range Rs.69
• By creating a pizza of your own a customer can save up to
32%
 PROMOTION
o Pizza Hut's main promotion slogan was "Gather 'round the good stuff", and
was "Now You're Eating.
o Pizza Hut sponsored the 1989 film Back to the Future Part II
• Hot on the dot or free (If you do not get your pizza hot when it is being
delivered they give it for free.)
-Home Delivery
• -e-coupons (only for members)
• -Hut locators(for VIP members)
• -celebration gift card
• -kids birthday party, kitty parties and corporate lunches
• -reward card: spend Rs. 500 or more and get a reward card. Earn 3%
rewards on all spends.
• Chefs table
 PLACE

• Pizza Hut is a subsidiary of Yum! Brands, Inc. (the world's largest restaurant
company[1]) with approximately 34,000 restaurants, delivery/carry-out
locations, and kiosks in 100 countries.

o In India, Pizza Hut has 140 restaurants across 34 cities.

o It includes Delhi, Mumbai, Bangalore, Chennai, Kolkata, Hyderabad, Pune,

and Chandigarh amongst others.

WORLDWIDE LOCATIONS
 PROCESS

• Refers to the systems used to assist the organization in delivering

the service.
Menu card

Placing the order

Recommendation by the Employee

Pizza served in 8min

Pizza was served in a good set of cutlery

 PEOPLE

• An essential ingredient to any service provision is the use of

appropriate staff and people.
• Recruiting the right staff and training them appropriately in the
delivery of their service is essential if the organization wants to
obtain a form of competitive advantage.
• In Pizza Hut, the employees were well dressed with good
communication skills.
• Good interpersonal skills and service knowledge.
• Assisted us in placing the order by providing their recommendations
on the same.
 PHYSICAL EVIDENCE

• Physical Evidence is the element of the service mix which allows

the consumer again to make judgments on the organization.
Pizza Hut

Good seating Well

Well Good lighting
arrangement furnished
maintained arrangement
interiors crockery's
SWOT Analysis of Pizza Hut
DOMINOS-FACT FILE

• Dominos Pizza, is a renowned and popular choice amongst people for

relishing their favorite fast food.
• It was started in the year 1960.

• It was the second largest pizza chain in the United States

VISION:
• Exceptional people on a mission , to be the best pizza delivery
company in the world
 MARKETING MIX(7 P’S)

PRODUCT
o The current Domino's menu features a variety of Italian-American
entrees and sides
o Domino's menu consisted solely of one pizza in two sizes (12-inch
and 16-inch), 11 toppings, and Coke as the only soft drink option.
o The products are chicken side dishes, breadsticks and salads, as well
as beverages and desserts.
• Pasta
• Double Burst
• Pasta Italiano
• Choco Lava Cake
• Coke
• Pizza Mania
• Our Brand Positioning of “Khushiyon ki Home Delivery
(Happiness Home delivered)” is the emotional benefit we offer to
our consumers. All our efforts, whether it is a new innovative and
delicious product, offering consumers value for money deals, great
service, country wide presence or delivery in 30 minutes or free are
all oriented towards delivering happiness to the homes of our
consumers.
• Choice of Toppings:
 Vegetarian (Black Olives, Onions, Crisp Capsicum, Paneer,
Mushroom, Golden Corn, Pineapple, Fresh Tomato, Jalapeno & Red
Pepper)
 Non-vegetarian (Barbeque Chicken, Hot n Spicy Chicken, Ham &
Keema)
 Extra Cheese

• Side Orders:
 Pasta Italiano White
 Pasta Italiano Red
 Mexican Wrap
 Garlic Breadsticks
 Chicken wings
• PRICE:
Veg Pizza- Min Rs.70 – Max Rs. 410
Non Veg Pizza – Min Rs.100 – Max Rs.465
• On the purchase of any Medium/ Large Pizza a discount is offered of Rs.100
• On the purchase of Medium/Large Pizza with Pasta Italiano/Mexican Wrap
coke is offered for free.
 PROMOTION

• -Domino's offers free ChocoLava Cake Min. Bill Rs.350.

• -online ordering
• -WOW Club to enjoy discounts
• -Dominos uppercrust club
• Consumers can order their pizzas by calling the single Happiness
Hotline number 1800-111-123 (in most cities of Domino's Pizzas
Presence) and 44448888 (in NCR, Mumbai and Bangalore)
 PLACE

• Domino’s has grown into a global network of over 8,500 pizza

stores in more than 60 countries, involving over 2,000 franchises.
• Dominos pizza India has a network of 274 stores, in 55 cities, in 20
states and union territories (as on 31st august 2009).
• According to the India retail report 2009,dominos are the largest
pizza chain in India and the fastest growing multinational fast food
chain between 2006-2007 and 2008-2009 in terms of number of
stores.
 PHYSICAL EVIDENCE
• Logo

• Ample parking space.

• Good infrastructure.

• Use of modern technology equipments.

• Clean and friendly services.

 PEOPLE

• Recruiting young, enthusiastic and dedicated employees.

• Appropriately trained for delivering the service.

• Personality development and grooming sessions.

• Provide them with various facilities such as medical help,

consultation, traveling facilities, perks and bonuses
• Team members are recognized and rewarded based on ability and
merit for their contributions
 PROCESS
• The way in which orders are handled, customers are satisfied and the
service is delivered
• Provide home delivery facility

• Self service system.

• Hungry hotline facility.

• Keep in mind the health and hygiene.

• Domino’s Pizza India also boasts about its commitment to serve its
customers on time by implementing the “30 MINUTES OR
FREE” service commitment.

• Domino's constantly strives to develop products that suit the tastes

of its customers,

• Domino's believes strongly in the strategy of 'Think local and act

regional'.
SWOT Analysis of DOMINOS
 Recommendation
• Fast Food Restaurant should focus more on
food quality.
• They should have good mix of western &
Indian fast food to attract more customer.
• As younger generation is the frequent visitor
so they need to focus more on process &
physical evidence along with food quality.
• KFC need to work on their pricing strategy.
Thank You !