Fast foodfranchise is still highly dominated by unorganized or unregistered roadside vendors;
there is wide scope of growth for organized players in India. Food choices and
preferences are getting more divers than ever, in addition lots of options available
in market like QSR, fine dining, etc. Consumer can easily switch to any format unevenly,
global as well as domestic brands are majorly focusing on research activities
so that new recipes can be developed which are nutrition, delicious and scrumptious.
Apart from this, brand promotion is crucial, without marketing it would be
difficult for new players to attract maximum customers. Every food player
now-a-days embrace digital technologies in order to grow business effectively
in competitive landscape, additionally social media are popular among people it
can be utilized to promote products or services. Digital marketing concepts are
popular in fast food franchise segment because mobile technology is using by
consumers.
What strategies that should be followed to get good
results
1.
Identify target market – Effective
strategies can be implemented according to audience choices and preferences,
trends and culture. Eating food in luxurious restaurant is recreation activity;
most companies have developed food related websites to catch interest of
customer through online channels. Demographic
profile is also determining factor, people of age group 20 to 30 show more
interest as compared to rest in fast food.
2.
Social media – As per current
investigation by experts, it is largest platform to promote products or
services through free or paid campaigns. Each brand irrespective of size has
facebook, twitter, instagram pages; they are daily update post to interact with
existing and potential customers. Smart phones and mobile apps have influenced
food service industry over past few years.
3.
Affiliate marketing – it is one of the
fastest and efficient techniques to increase sales. Low investment is required
for such type of marketing, it is best for start-ups to generate revenues
4.
Digital menu – Changing consumption
pattern, busy lifestyle and lack of time to cook food at home are few of the underlying
factors responsible for growth of fast food industry. These days’ digital menu
cards are used by brands to serve consumers more conveniently in limited time
period.
It
is necessary to focus on latest technologies to productivity and sales, online
presence is must to create brand awareness. For example, Box-o-burger is India
based brand which is smartly improving franchise growth through digital
marketing programs and has gained lots of popularity.
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