Consumer expenditure for ready-to-eat snacks in India is enhancing continuously and the number of eating destinations including fast food franchises, cafes, gourmet restaurants, etc. has shown tremendous growth. Food spending is increasing year-by-year, as compared to normal days consumption of fast foods is more on weekends and festive occasions. After targeting high income individuals, fast food operators appeal medium income and lower medium income society. The main of global fast food brand is touch every part of Indian society, in a recent survey it is observed that people belong to age group 20 to 45 intake fast food on a regular basis. Eating out in QSRs (quick service restaurants) still remains common habit of Indians; they like to taste western cuisines and want to embrace quick foodservice formats. Children also show great interest in fast food and enjoy tasty burgers, pizzas or other snacks.
Market dissection
Before considering starting fast food franchise, it is essential to find out right target audience. For example, popular brands always pay attention to location because a perfect foodservice destination can pull more customers. Market can be segmented as primary and secondary customers, in India primary customers include age group that frequently visit fast food outlet and secondary that occasionally choose QSRs for eating-out. People in metros, tier 1, 2 and 3 cities consume burgers or French fries while shopping and during quick parties’ fast food are best alternative to quench hunger. Tourism also affects production and consumption of ready-to-eat snacks in India, for instance global visitors travel to popular destination seeksfast foods as well.
Target market strategy:
Fast food players intend to cater needs of youngsters and children hence age group from 20 to 35 is primary audience while people belong to 35 and above age prefer heavy meals. In order to attract consumers pricing must be fair as well as the quality.
Customer needs:
Due to busy lifestyle, people prefer ready-to-serve foods and wants variety of snacks to quench their hunger. The entertaining and fun environment is what people expect from QSR players. After burger and pizza, French fries is most consumed by people so several operators have come up with different flavours. Significant market growth can be attributed to increased income level, urbanization, changing eating habits and
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