B Scenario in Pune City - Taj Blue Diamond - Marketing

F & B Scenario In Pune City
A
PROJECT ON
F & B Scenario In Pune City.
AT
TAJ BLUE DIAMOND
PUNE.
BY
COLLEGE GUIDE
1
TABLE OF CONTENTS.
Acknowledgements I
Epilogue II
7 P s Of Service Marketing In Relation With the Hotel Industry ..(i)
CH1. INTRODUCTION .1
CH1.1 Issue Identification ...1
CH1.2 Statement of the problem ..1
CH1.3 Nature of the issue 2
CH1.4 Aims and Objectives .2
CH1.5 Scope and Limitations ..3
CH 2. COFFEE SHOP- THE INSIDE STORY 4

CH2.1 Introduction to Pune city and coffee shop scenario ..4
CH2.2. Major Coffee Shops in Pune city .5
CH2.3. Part of Inside story in One View .6
CH2.4. Coffee Shop in Taj Blue Diamond ..7
CH2.5. La Brasserie [Le Meridien] ..8
CH2.6. Carrot and Celery [Sun-n-sand] ...9
CH2.7. Time After Time .10
CH2.8. Tangerine 11
CH2.9. Fernery-Four Season ...12
CH2.10.Cafe Valinto. ..13
CH2.11.An insight to the financial aspects of Coffee Shop ....14
CH2.11.1. Average Sales on Weekdays of Coffee Shop 14
CH2.11.2 Average Sales on Weekends of Coffee Shops 15
CH.2.11.3 Average Covers for Weekdays for Coffee Shops ..16
CH.2.11.4 Average Covers for Weekends for Coffee Shops ..17
CH.2.11.5 APC for Food for Coffee Shops ..................18
CH.2.11.6 APC for Liquor for Coffee Shops ...19
CH. 3- Chinese and Thai Restaurants The Inside Story .20

CH.3.1 Major Chinese Restaurants in Pune ..20
CH.3.2 Inside Story In One View [Part I] .21
CH.3.2 -Inside Story In One View [Part II] ..22
CH.3.3 Whispering Bamboos .. . .23
CH.3.4 Spice Island [Le Meridien] .......24
CH.3.5 The Orient [Sun-n-Sand] . ......25
2
CH.3.6 Mainland China . ....26
CH.3.7 Chinese Room .. ... ....27
CH.3.8 Silk Route .. .....28
CH.3.9 Five Elements. .. . ....29
CH.3.10 Trishna .. .. .30
CH.3.11 Flags. .. .....31
CH.3.12 An Insight to the Financial Aspects of Chinese Restaurants....32
CH-3.12.1 Average Sales for Weekdays for Chinese Restaurants...32
CH.3.12.2 Average Sales for Weekends for Chinese Restaurants....33
CH.3.12.3 Average Covers for Weekdays for Chinese Restaurants..34
CH.3.12.4 Average Covers for Weekends for Chinese Restaurants..35
CH.3.12.5 APC for Food for Chinese Restaurants ....36
CH.3.12.6 APC for Liquor for Chinese Restaurants .37
Chapter 4 - Indian Restaurants-The Inside Story .. ....38
CH.4.1 Major Indian Restaurants in Pune City 38
CH.4.2 Part Of The Inside Story In One View ....39
CH.4.3 Mystic Masala [Taj Blue Diamond] .40
CH.4.4 Kabab Hut [Sun-n-Sand] ..41
CH.4.5 Chingari ....42
CH.4.6 The Great Punjab ..43
CH.4.7 Koyla .44
CH.4.8 Mahesh Lunch Home ... 45
CH.4.9 An insight to the Financial Aspect of Indian Restaurants 46
CH.4.9.1 Average Sales for Weekdays for Indian Restaurants ...46
CH.4.9.2 Average Sales for Weekends for Indian Restaurants 47
CH.4.9.3 Average Covers for Weekdays for Indian Restaurants .48
CH.4.9.4 Average Covers for Weekends for Indian Restaurants.....49
CH.4.9.5 APC for food for Indian Restaurants ....50
CH.4.9.6 APC for Liquor for Indian Restaurants ....51
CHAPTER 5-CUSTOMER FEED BACK ..52
CH.5.1-Introduction ...52
CH.5.2- Analysis of the Interview for The Coffee Shop ....52
CH.5.2.1-Percentage of guests already visited The Coffee Shop .52
CH.5.2.2- Percentage of guests satisfied ...53
CH.5.3-Analysis of the Interview for Whispering Bamboos .... ....54
CH.5.3.1-Percentage of guest already visited Whispering Bamboos..54
CH.5.3.2- Percentage of guests satisfied .....55
CH.5.4- Analysis of the Interview for Mystic Masala ...56
CH.5.4.1-Percentage of guests already visited Mystic Masala 56
CH.5.4.2- Percentage of guests satisfied ..57
3
Recommendations ..58
Conclusion ..59
Questionnaire .60
4
I
Epilogue
The Taj
India s First..
South Asia s Finest..
Taj Blue Diamond, Pune: an eminent member of the Taj Business hotels,
[Awarded The Best Hotel Award for the year 2004-2005]
With a
Vision
To be the leading and dominant player in the three to Five star segment
nationally and continually enhance our equity as the first choice hotel
for business and conference travelers in each location that we are at
present.
And
The Values of
Courage
Integrity
Excellence
Teamwork
Respect and concern for others
Reliability
Concern for environment and society
Those govern the establishment.
5
This project has been undertaken to help achieve and to bring the vision
closer to reality.
II
INTRODUCTION
The hospitality business encompasses all forms of transport, tourism,

accommodation, eating, drinking, entertainment, recreation and other related
activities. It is the world s largest employer of people and a vast consumer of
physical resources. For a Hotel, marketing is the means by which it
transforms the basics of food, beverages and accommodation into desirable
products by adding value through service and presentation.
The Hotel product includes all those services that contribute to the
convenient stay of consumers. The price does not carry much significance
for the affluent sections of the consumer. Whereas for the middle and low
income groups the price aspect is more important. An effective distribution
network helps the hotel marketer in expanding the market research.
Promotion, to a great extent helps in transforming the potential customers
into actual ones. The use of sophisticated technology in the hotel industry
helps the managers to make the right decisions and capitalize on the
opportunities.
7 P s Of Service Marketing In Relation With the Hotel Industry
PRODUCT
The success of a hotel depends on the quality of services it offers.

Consumer s expectations changed in the recent times. The scientific and
technological advancements, innovations and inventions in the area of
communication, latest developments in transportation and growing
commercialization are some of the factors that necessitate the planned and
scientific development of the hotel product. There are other factors like
culture, fashion, regional consideration, which play a major role in the
formulation of the product line. The hotel product includes a number of
components like accommodation, food and beverages, recreation and health,
6
shopping, rental car services, etc. But among all these, accommodation and
food & beverages are the major components. The total product includes all
those services that contribute to the convenient stay of Guests, taking into
consideration their tastes and preferences and likes and dislikes. The socio
economic environment has a direct or indirect influence on the development
of the product line of a hotel.
The hotel product identifies with the type of clientele the hotel wishes
to attract and serve. Accommodation is categorized on the basis of star and
can vary from the luxury to the economy type.
PRICE
Price is a crucial component in the marketing of the hotel services.

The success of a hotel depends largely on the balance between the price and
value. The hotel industry is a highly competitive One and sensitive to
economic conditions. Therefore, the relationship between the price and
occupancy has to be turned appropriately. The fluctuations in the demand
levels for hospitality are responsible for different rates that apply at different
time periods like a week, a month or a year.
The demand for accommodation in a market sets the price ceiling, and
the costs incurred by an establishment set the floor for prices. The maximum
price people are prepared to pay in a given market environment is the price
ceiling. The lowest price a hotel can charge without incurring any losses is
referred to as the price floor. Price is a value-for-money equation, which the
potential customers deliberate upon before taking a decision.
The customer s psychology and behavior should be considered while
pricing. Some customers are very sensitive to prices and reduced prices
would normally be a stimulant. However, the reduction in prices must be
done very cautiously so that the customers do not suspect the quality. The
other categories of customers are those who are willing to pay for the
quality, though the price remains an important factor. The premium segment
of customers is not very particular about the prices charged but instead,
minutely observes the quality of services offered. They are attracted or
induced by the status and comfort of the luxury hotels. This reveals that high
tariffs may be stimulant for the premium class of customers whereas low
tariffs may induce the budget or economy class of customers. The pricing
policy that is affordable for the customers and remunerative for the hotel
establishment is the rational policy that serves the interests of the customers
as well as the hotel.
PLACE
7
Customers visit a hotel to satisfy their needs for food and
accommodation. Hotel distribution is interdependent with other industries
that serve travelers and tourists, like the transportation industry, travel agents
tour operators, state and national tourism organizations, and shopping and
entertainment providers. The location of a hotel should be convenient and
accessible to the customers. The selection of the location is very crucial in
hotel marketing. The place selected should be free from all health hazards.
PROMOTION
Communications is the lifeblood of hospitality business. Promotion is

the communication process that utilizes information persuasively so as to
achieve a positive customer response. Promotion is significant in
transforming the casual visitors to regular customers. The direct
communications are through personal selling, advertising, direct mail and
sales promotion; indirect communications include public relations and
publicity.
Personal selling is the most personal approach to the prospective

customer. It has the advantage of the salesman being on the spot to answer
abjections, solve the problems and follow through to the completion the sale.
A salesman creates product awareness, arouses interest and negotiates the
terms and prices to the mutual benefit of both the buyer and seller. In house
selling is a part of personal selling.
Advertising is a part form of communication, describing the business

in a favorable way using newspapers, posters, television, radio and
magazines. In the hotel industry, where customers make infrequent visits to
hotels and come from different geographical areas, it is difficult and
expensive to contact each potential customer personally. So, we can rightly
say that advertising is an economic substitute for personal selling.
Sales promotion includes those activities, which are used to develop

sales over a short period of time. It is used to encourage customers to use a
new hotle, restaurant or service appeal to specific market segment. Increase
the sales during the off-peak periods. Compete with competitors who are
cutting prices. Sales promotion can be offered in the form of special
discounts, coupons and free meals.
8
PEOPLE
Selection of suitable personnel and provision for their training and

development are very significant. The staff in a hotel plays a major role in
transforming the potential customers. To actual guests: they should be able
to live up to the expectations of their customers. In the hotel industry
customers minutely pay attention to the treatment they receive. The offering
of services requires complete personal involvement of the hotel personnel in
general and front-office staff in particular. The front office should be
designed well and the concerned staff should render efficient and courteous
services to the customers. There will be an attitudinal change in the minds of
the prospective customers if the hotel personnel follow the established
behavioral principles. For instance, even the best food served in a hotel will
not satisfy the customers if the staff does not behave well.
PHYSICAL EVIDENCE
Hotel surroundings should be well developed, infrastructurally well

equipped and the premises should be well maintained. Hotels have included
such modern sophisticated facilities like air conditioning, television,
telephone, refrigerator luxurious beds, round the-clock room servicing, 24
hour coffee shop, health club, swimming pool, shopping arcade, car parking,
conference hall and advance communication facilities. Housekeeping
Functions are prominent in the maintenance of the hotel include the cleaning
and servicing of guestrooms, staircase, public areas, public cultural rooms,
floral arrangements, etc.
PROCESS
The processes involved in the delivery of hospitality services should

be efficient, quick and have a personal touch. Thus, hotel marketing is a
device to promote business, generate profits and satisfy customers.
9
10
Chapter 1-Introduction
1.1-Issue Identification:
In an industry where bottom line is revenue, which is the lifeblood

that flows from the realms of customer satisfaction that is the element of
buoyancy, critical to stay afloat in the tumultuous water of the industry,
where competition waits to yank you to the depths of disintegrated rubble,
the competitors are the waves that lash against you in an attempt to loosen
your foothold and makes you slip so they can replace you. In a city like
Pune, where the industry in general is growing at an accelerating pace, with
specific reference to the restaurants and coffee shop, there is a need to out do
competitors in the rat race to the zenith, where the market becomes your
chattel.
People in Pune are food buffs and enjoy eating new dishes and
different cuisines. Catering to which there are a number of restaurants in
Pune with their own specialties. As the market is growing at an accelerating
pace, there is a need for Coffee Shop, Whispering Bamboos and Mystic
Masala to gain a strong foothold in the market and gain an edge over
competitors. To facilitate the same, there is a need to acquire, retain and
expand a customer base, while generating attractive bottom lines. As the
current scenario is characterized by cutthroat competition, where the drive to
undercut one another with rates, and outdo with product and service
delivery, an issue emerges, that puts every restaurant at guard. The issue that
comes into perspective is revenue maximization and improving the areas
where the restaurants and coffee shop are lagging as compared to the other
restaurants and customer retention, wherein the latter may lead to the former,
which underlines the importance of customer retention, the most visible
outcome of customer satisfaction. This brings to the fore the issue at hand.
1.2-Statement of the Problem:
With the increasing quantity and complexity of demand, oriented

around the food and service industry, one where new entrants keep stepping
into the arena, there is need to portray oneself as a class above the rest, while
generating attractive bottom lines, to stay afloat in the market. This brings
the issue into clear perspective. As the number of players increase, the Taj
Blue Diamond is losing part of its customer base to competitors and failing
to meet the budgets. Thus, there is a need to formulate a strategy to retain
customers and maximize its revenue. To solve this problem it is mandatory
11
to learn about competitors and weigh the strengths of each as against the
restaurants and coffee shop at the Taj Blue Diamond. This will help to gauge
what the competitors have that the Taj Blue Diamond doesn t. It will
indicate where additions or improvements can be worked upon to enhance
the food and service delivery in the restaurants and coffee shop to
consequently increase revenue. It would be an outcome of improved
customer satisfaction through product and service enhancement.
1.3-Nature of the Issue:
The issue at hand is one of practical nature, which requires an

insight to competitors business, with regard to sales volumes, average
cheques, average number of covers, etc. that are of confidential nature and
ordinarily would not be disclosed to an outsider. Thus the issue at hand,
requires diplomacy in order to gain access into the competitors operational
statistics that would enable the restaurants and coffee shop at the Taj Blue
Diamond to gauge where it stands and how much sales turnover it requires,
thus how much to maximize its sales, to stay afloat. The issue is such that it
requires not only inputs from competitors and strategy formulation by its
own staff, but also feedback about its own Coffee Shop and its Restaurants,
vis-à-vis that of competitors. Revenue maximization is not a simple process,
but calls for strategic thinking. In order to find the pitfalls, or determine the
factors that are causing decline in sales, it is vital to first understand where
Taj Blue Diamond is lagging. Once the pitfalls have been revealed, effort
can be made to correct them and thus maximize the revenues.
1.4-Aims and objectives:
This piece of research has been undertaken with the underlying

purpose of maximizing revenues of the restaurants and coffee shop at the Taj
Blue Diamond and also finding out where are the restaurants and coffee
shop are lagging as compared to the other top restaurants in the five star
hotels and also top stand alone restaurants. In order to achieve this, several
objectives have been demarcated as stepping stones. They are as follows:-
To gain an insight to competitors operations.
To study the sales volumes, Average number of covers, APC, etc of
competitors.
To analyze the strengths of Taj Blue Diamond Restaurants i.e.
Whispering Bamboos, Mystic Masala and the Coffee Shop, in contrast
to its competitors.
12
To propose recommendations of enhancement of food and service
delivery in case of the restaurants and coffee shop.
To gather a feedback on customer satisfaction of the Coffee Shop and
Restaurants at The Taj.
1.5-Scope and Limitations:
Scope:
The extent of this research is held with certain parameters that define the
scope of the research. This research project encompasses an insight to the
restaurants and coffee shop operations at Taj Blue Diamond, and its
competitors collated through a market survey. It throws light on the levels of
guest satisfaction for different aspects of the product and service, delivery of
the Restaurants and Coffee Shop, on the basis of feedback gathered from its
customers. It highlights the financial aspects of restaurants and coffee shop
with regard to sales turnover for the Taj Blue Diamond and its major
competitors. It also takes into its fold recommendations based on
observations made by the researcher and feedback gathered during the
course of the research.
Limitations:
The scope of the research has been constrained by virtue of certain

limitations, which may be enlisted as follows:-
The degree of confidentiality of the required data being considerably
high limited the amount of data that could be accumulated from
competitors, with regards to financial statistics.
The lack of adequate records limited the amount of financial data
which could be analyzed.
Time was a major constraint limiting the scope of research, and
limited the depth to which the researcher delved into competitors
operations.
Sample size- By virtue of time constraint, the feedback of only 100
customers were gathered, which could have included more customers
had there been more time available, as compared to the short span of
time.
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Chapter2- Coffee Shop The Inside Story
2.1-Introduction to Pune City and Coffee Shops Scenario
Pune - also known as The Queen of the Deccan , has historic

monuments and traditions that are several centuries old, co-existing with
business and industry. Educational facilities and infrastructure have always
done this city proud. Pune University, one of the best Universities in the
country, and its affiliated colleges, offer multi-faceted courses. Pune also
boasts of The Film & Television Institute of India (FTII), Dr. Iyengar s
Yoga Institute & the Osho Ashram. Little wonder then that Pune is called
the Oxford of the East . The Pune Festival and the Sawai Gandharva
festival held every year, attracting exponents of music and theatre, of
classical, folk and fine arts forms, have gained international recognition.
Having an ultra-modern sports complex, this city is frequently the venue for
international marathon, athletic & other sports events.
A Coffee Shop is a small restaurant. Styles of coffe shops vary;

some concentrate upon many styles of coffee, tea, and hot chocolate, with
possibly a selection of baked goods and sandwiches, while others offer full
menus. Coffee Shops may or may not serve alcoholic beverages, and the
serving of coffee may be incidental to the serving of food. They also often
serve simple snacks (sandwiches etc...). They may or may not have a
restaurant section.
There are two types of coffee shops: those that specialize in coffee
and hot beverages, and those with a full menu. Now a days almost all coffee
shops have started with a full menu. There is a lot of competiton among the
Coffe Shops with the menu they offer and also the fixed menus offered.The
hotels in the city that are competing for domination in Coffee Shop segment
are Taj Blue Diamond, Le Meridien, Sun-n-Sand, Aurora towers, Central
Park, Sagar Plaza and Pride Hotel however are observed to be a few notches
below the giants.
According to professionals in the field,the market is

growing.Although the current scenario portrays one where the suppliers are
in power,the situation will take 180 turn within a year,as new players enter
the market,providing a wider choice to the market,putting the buyer in
power.
14
2.2-Major Coffee Shops in Pune City.
Coffee Shop [Taj Blue Diamond]
Competitors
La Brasserie [Le Meridien]
Carrot-n-celery [Sun-n-Sand]
Time after Time [Central Park]
Fernery four seasons [Aurora Towers]
Tangerine [Sagar Plaza]
Café Valintino [The Pide Hotel]
15
2.3 Part of Inside Story in One view
TOP COFFEE SHOPS.

Time
Coffee Carrot And La Café
after Tangerine Fernery
Shop Celery Brasserie Valintino
Time
Taj Le Central Sagar Aurora The Pride
Hotel Sun-n-Sand
Blue Diamond Meridien Park Plaza Towers Hotel
Classic Meredia Mr.
Mr. Lalchand
Proprietor City Invest BBHL. Mr. Advani Hotels Mohinder Mr.Jain
Nagpal
Ltd. Ltd Aurora
Nadir. Krishna
Debashish Prashant Rajesh Brian Gomes
Chef Sheik Pawar
(Pune) (Pune) (Pune) (Pune) (Delhi)
(North) (Pune)
Type of
Corporate Corporate Corporate Mix Corporate Mix Mix
Clientele
12.30pm-
12.30pm to 3.30pm
7am to10.15am 12.30pm
Buffet: 3.30pm (Rs.230+
(Rs.225+tax) 12 noon to 3pm
Time and (Rs.475) tax) a-la-carte a-la-carte
12.30pm to to 3pm. (Rs.175+
Price 7pm to 7.30 pm- menu menu
3pm (Rs.400) tax)
11.30pm 11.30pm
(Rs.350+tax)
(Rs.525) (Rs.260+
tax)
Type of Indian and Indian and Indian and Multi Multi Indian & Indian and
Cuisine Continental Italian Continental cuisine cuisine Continental Italian
Alcohol
Yes Yes Yes Yes No Yes Yes
Served
No
Live (Yes, only
Yes (On
Entertain No No for No No Yes
weekend)
ment festivals)
Wed-1pm-
Sun-12noon- Thur,Sat,
Weekends- Fri to Sun- 3.30pm Wed, Sat- Sat, Sun -
Peak Days 2pm Sun-
7.30pm- 7 pm-11.30 Fri,Sat- 8.30pm- 7.30pm-
and Time Sat-9pm- 7.30pm-
11.30pm pm 10pm- 11.30pm 11.30pm
12.30am 12.30pm
12am
16
2.4 Coffee Shop at The Taj Blue Diamond
Address: - 11, Koregaon Park Road,

Pune-411001
Tel no:- (91-20) 26125555
Website:-www.tajhotels.com
Average Sales:
Weekdays: 40,000
Weekends: 60,000
Average Covers:
Weekdays: 150
Weekends: 180
A.P.C :
Food: 322
Liquor: 150+
Strengths:-
24 hour coffee shop
Prime location in the city
Multicuisine Coffee Shop
By virtue of its being a member of the Taj family enjoys the
brand equity.
Offers reasonable Buffets for Breakfast and lunch.
Has a live counter where the dish is made in the coffee shop
itself.
17
18
2.5 La Brasserie [Le Meridien]
Address: - RBM road,

Pune-411001
Tel no: - (91-20) 6050505
Website: - www.lemeridien.com
Average Sales:
For weekdays: 40,000
For weekends: 75,000
Average Covers:
For weekdays: 155
For weekends: 190
Seating Capacity: 68
Average Per Cover :

For food: 350
For liquor: 175+
Hot selling items:-
Smoked Salami
Lamb Chops
Mutton Roganjosh
Soups
Potato roesti Burger
Strengths:-
Exclusive Buffet spread featuring 10 salads and 10-12
desserts
Friday wine dinner @ Rs.650 unlimited wine and food
Sunday wine dinner @ Rs.595 unlimited wine and food.
Live entertainment during festivals.
Good ambience
19
2.6 Carrot and Celery [Sun-n-Sand]
Address: - 262, Bund Garden Road,

Pune-411001
Tel no: - (91-20) 26137777
Website: - www.sunnsandhotel.com
Average Sales:
Average Covers:
For weekdays: 162
For weekends: 175
Seating Capacity: 68 covers
A.P.C :
For food: 350
For liquor: 200+
Hot selling items:-

Prawns Thermidor
Pepper Stake
Grilled Chicken
Pastas
Jacket Potatoes
Strengths:-
Quality of food is appreciated by most of the guests.
Good and spacious ambience
Good and prompt service
Has the infrastructure to cater to a large variety of cuisine
selection, it being a multicuisine coffee shop.
Guest Satisfaction: Dishes are made according to the taste of
the guests.
Discounts offered: -
Members of Sun Sign Gold Club are offered a 20% discount
Members of In Fitness Centre are offered a 20% discount.
20
21
2.7 Time After Time [Central Park]
Address: - Bund Garden Road,

Pune-411001
Tel no: - (91-20) 26054000
Website: - www.thecentralparkhotel.com
Average Sales:
Average Covers:
For weekdays: 125
For weekends: 150
A.P.C :
For food: 125
For liquor: 200
Hot selling items:-

Chicken Makhanwala
Dal Makhni
Roast Chicken
Chicken Stroganoff
Kesadi Kebab
Strengths:-
Centrally located.
Large varieties of dishes are offered, especially north Indian
dishes.
Theme for set meals change every month.
Excellent food both in taste and presentation.
Dishes are reasonably priced and therefore have good value
for money.
Plan to tie up with a sister concern in Mumbai. The guests staying there
or in Pune for 4 nights or more would get coffee shop lunch coupons
which can be used in Mumbai or Pune.
22
2.8 Tangerine [Sagar Plaza]

Pune-411001
Tel no: - (91-20) 26122622
E-mail: -tsp@sarovarparkplaza.com
Average Sales:
Average Covers:
For weekdays: 100
For weekends: 75
A.P.C :
For food: 175
For liquor: nil
Hot selling items:-

No special items are hot selling as guests prefer to have Buffets
than a-la-carte menu.
Strengths:-
Centrally located.
Competitive prices are offered.
Food quality is outstanding, the prime attraction for its
clients.
Service is prompt.
Set meals are offered for lunch and dinner at reasonable
rates.
Discounts offered:
23
Regular clients are offered a 15% discounts.
2.9 Fernery- Four Seasons
Address: - Aurora Towers

9, Moledina Road,
Pune-411001
Tel no: - (91-20) 26131818
Website: - www.hotelauroratowere.com
Average Sales:
Average Covers:
For weekdays: 80
For weekends: 50
A.P.C :
For food: 175
For liquor: 80+
Hot selling items:-

Sky High Club Sandwich
Kheema Pao
Tandoori Platter
Karwari Prawns
Chicken Cecilia
Strengths:-
Easily accessible.
Reasonably priced.
Contemporary in design.
24
Exquisite Crockery.
Advantage of existence over 15 years.
Discounts offered:
Regular clients are offered a 15% discount.
Special discounts are offered for birthday parties and kitty parties.
2.10 Café Valintino
Address: - The Pride Hotel

5, University Road,
Shivajinagar,
Pune-411005
Tel no: - (91-20) 25534567
Website: - www.pridehotel.com
Average Sales:
Average Covers:
For weekdays: 60
For weekends: 175
A.P.C :
For food: 350
For liquor: 200
Hot selling items:-

Pastas in 15 different sauces.
Jack Potatoes.
Lasagna with chicken and vegetables.
Beans in potato nest.
Macaroni Cheese.
Strengths:-
25
Only Five Star Hotel in Shivajinagar area.
Service is prompt, staff is courteous and extremely
attentive.
Italian cuisine is an attraction.
Live entertainment in the evenings.
Discounts offered:
Privilege Card holders are offered a 10% discount.
2.11 An Insight to the Financial Aspects of Coffee Shops

2.11.1 -Average Sales on Weekdays of Coffee Shop
Taj Blue Diamond

35,000 40,000
Carrot & Celery
15,000 La Brasserie
Time After Time
20,000 42,000 Tangerine
Fernery
Café Valintino
25,000
40,000
Observation:
Carrot and Celery is observed to be enjoying the sales volume of

Rs.42000, followed by La Brasserie and The Coffee Shop [Taj Blue
Diamond] with Rs.40000 as the average sales turnover on weekdays. Café
Valintino is generating only about Rs.35000, followed by Time After Time
26
with Rs.25000.Tangerine is generating Rs.20000 with Fernery not far behind
with Rs.15000.
Analysis:
The Coffee Shop [Taj Blue Diamond] is generating Rs.40,000 not

too far behind its competitor Carrot and Celery which is generating
Rs.42000. Its next competitor is La Brasserie which is generating the same
revenue as Taj Blue Diamond. Another Coffee Shop that is not too far
behind is Café Valintino which is generating Rs.35,000. It has however been
increasing at an accelerating pace, which indicates that it is another source of
competition.
2.11.2 - Average Sales on Weekends of Coffee Shops.
80,000 75,000
Taj Blue
70,000 Diamond
Carrot and
60,000
60,000 Celery
50,000 50,000 La Brasserie
50,000 45,000
Time after
40,000 Time
Tangerine
30,000 25,000 25,000
20,000 Fernery
10,000 Café Valintino
Observation:
La Brasserie is observed to be enjoying the average weekend sales

volume of Rs.75,000, followed by The Coffee Shop [Taj Blue Diamond]
with Rs.60,000. Carrot and Celery and Café Valintino are generating about
Rs.50,000 each followed by Time After Time with Rs.45000 as the average
27
sales turnover on weekends. Tangerine and Fernery are the least flourishing
coffee shops in the segment with a mere Rs.25,000 turnover.
Analysis:
The Coffee Shop [Taj Blue Diamond] is generating sales only 4/5th
the volume of its biggest competitor, La Brasserie. Its next biggest
competitors Carrot & Celery and Café Valintino are generating less than
Taj Blue Diamond, but are catching up fast, currently only Rs.50,000.
Another coffee shop that is not too far behind is Time After Time which is
generating Rs.45000.
2.11.3 -Average Covers for Weekdays for Coffee Shops.
28
60
80
100 Café Valintino

Fernery
125 Tangerine
Time after Time
155 La Brasserie
Carrot and Celery
Taj Blue Diamond
162
150
0 50 100 150 200
Observations:
Carrot and Celery enjoys the maximum average covers for weekdays
of 162 covers followed by La Brasserie with 155 covers and The Coffee
Shop [Taj Blue Diamond] with 150 covers. Time After Time has 125 covers
followed by Tangerine with 100 covers and Fernery with 80 covers. Café
Valintino has the least number of covers, currently 60 covers.
Analysis:
The Coffee Shop [Taj Blue Diamond] has an average of only 150
covers against its competitor Carrot and Celery which has an average cover
of 162. Its second competitor La Brasserie is not far behind with an average
of 155 covers on weekdays followed by Time After Time with 125 covers.
Taj Blue Diamond needs to get just 12 covers more to come at the same
level as its competitor.
29
2.11.4 -Average Covers for Weekends for Coffee Shops.
200 Taj Blue

175 190 Diamond
180 180 175 Carrot and
160 Celery
150
140 La Brasserie
120
100 Time after Time
80 75
Tangerine
60
50
40 Fernery
20
0 Café Valintino
Observations:
La Brasserie has the maximum average covers of 190 followed

by The Coffee Shop [Taj Blue Diamond] with 180 covers, Carrot And
Celery and Café Valintino very close with 175 covers each. Time After
Time has 150 covers followed by Tangerine with average of 75 covers on
weekends. Fernery has the least number of average covers on weekend
currently only 50 covers.
Analysis:
The Coffee Shop is not too far behind its competitor La

Brasserie. It falls behind its competitor by the difference of only 10 covers.
Its next big competitors are Carrot and Celery and Café Valintino both are
very close to Taj Blue Diamond with a difference of just 5 covers.
30
2.11.5 -APC for Food for Coffee Shops.
Taj Blue Diamond
350 322
Carrot and Celery
La Brasserie
175 Time after Time

350
Tangerine
175 Fernery
125 Café Valintino

350
Observations:
La Brasserie, Carrot And Celery and Café Valintino are the coffee
shops with a maximum APC for food of Rs.350 followed by the Coffee
Shop [Taj Blue Diamond] with an APC of Rs.322. Tangerine and Fernery
have an APC of Rs.175 each. Time After Time is the least in this segment
with an APC of Rs.125.
Analysis:
The main competitors of The Coffee Shop [Taj Blue Diamond]
have more APC for food. The main competitors being La Brasserie, Carrot
and Celery and Café Valintino having an APC of Rs.350.The Coffee Shop
[Taj Blue Diamond] very close with an APC of Rs.322.
31
2.11.6 -APC for Liquor for Coffee Shops.
150
200 Taj Blue Diamond
Carrot and Celery
200 La Brasserie
80
Time after Time
Fernery
Café Valintino
200 175
Observation:
Carrot And Celery, Time After Time and Café Valintino are the
major coffee shops with an APC for liquor of Rs.200+ followed by La
Brasserie with an APC of 175+ The Coffee Shop [Taj Blue Diamond] has an
APC for liquor of Rs.150+ followed Fernery which ahs the least APC for
liquor among other coffee shops of Rs.80+
Analysis:
The Coffee Shop [Taj Blue Diamond] falls behind its competitors
in this segment with an APC for liquor of Rs.150+ whereas its competitors
32
Carrot and Celery, Time After Time, Café Valintino have an APC of
Rs.200+ and La Brasserie very close with an APC of Rs.175+
33
Chapter 3- Chinese and Thai Restaurants The Inside Story
3.1- Major Chinese Restaurants in Pune.
Whispering Bamboos
Competitors
Spice Island [Le Meridien]
The Orient [Sun-n-Sand]
Mainland China
Chinese Room
Silk Route
Five Elements
Trishna
Flags
34
3.2 -Inside Story In One View.
Chinese Restaurants
(Table one)
Whispering The Orient Spice Island Mainland China

Bamboos
Hotel Taj Sun-n-Sand Le Stand Alone
Blue Diamond Meridien Restaurant
Mr. Lalchand Nagpal Classic BBHL. Mr. Chatterjee

Proprietor City Invest ltd.
Chef Gopi (Chennai) Prashant (Pune) Sanjay.Mitra Shokantu

(Pune) (West Bengal)
Type of
Clientele Corporate Family Mix Mix
Buffet: 12.30pm to 2.45pm a-la-cart a-la-cart Sat,Sun

Time and (Rs.225) Menu Menu 12noon-3pm
Price (Rs.284+tax)
Type of Chinese and Thai Chinese and Thai Chinese and Thai Chinese
Cuisine
Alcohol Yes Yes Yes Yes
Served
Live No No Yes No
Entertainment
Timings 12.30pm to 2.45pm 12.30pmto3pm 12noon to 2.30pm 12noon to 3.30pm
7.30pm to 11.45pm 7.30pm to 11.45pm 7pm to 11.30pm 7pm to 11.30pm
35
Top Chinese Restaurants
(Table two)
Chinese Silk Five Trishna Flags

Room Route Elements
Hotel Stand Alone Stand Alone Stand Alone Stand Alone Stand Alone
Restaurant Restaurant Restaurant Restaurant Restaurant
Proprietor Mr. Vijay Kapoor Mr. M.P. Sawhney Mr. Dheraj Keswani Mr. Anjen Mr. Hiren. Karia
Chef Ajit.Lambha Mukti. Shrestha Pretam. Rathod Shridhar Ajay. Gomes

(Nepal) (Nepal) (Pune) (Mumbai) (Mumbai)
Type of Mix Mix Mix Mix Family
Clientele
Buffet: a-la-cart menu Only for parties 11am to 3pm a-la-cart menu a-la-cart menu
Time and 1pm to 3pm (Rs.200+tax)
Price (Rs.220+tax)
Type of Chinese Chinese, Thai and Chinese Chinese Multi-Cuisine

Cuisine Oriental
Alcohol Yes No No Yes No
Served
Live No Plan to Yes No No
Entertainm (On Weekends)
ent
Timings 11.30am to 11.30am to 3pm 11am to 3pm 12noon to 3pm 12noon to 3pm
3.30pm 7pm to 11.30pm 7pm to 11.30pm 7pm to 11.30pm 7pm to 11.30pm
6.30pm to
11.30pm
36
3.3 Whispering Bamboos.

Pune-411001
Tel no: - (91-20) 56032172
Average Sales:
Average Covers:
For weekdays: 45
For weekends: 90
A.P.C :
For food: 425
For liquor: 200+
Strengths:-
Prime location in the city
Quality of food is appreciated by most of the Guests, food
related complaints are less.
Rates are very competitive
Good ambience.
Service is excellent; Staff is courteous and extremely
attentive.
Signature Dishes:-
Peking Duck
Tom Yum Soup
Salt and Pepper Prawns
Chicken in Hot Garlic Sauce
Wo Thib Vegetables.
37
3.4 Spice Island [Le Meridien]

Pune-411001
Tel no: - (91-20) 6050505
Average Sales:
Average Covers:
For weekdays: 30
For weekends: 70
Seating Capacity:78 covers
A.P.C :
For food: 570
For liquor: 200+
Hot selling items:-
Peking Duck
Mushroom in Spring Onion Dressing
Pancakes
Poultry vegetables in different sauces.
Red Cooked Bean Curd
Strengths:-
Live Band in the evenings.

Fine dining experience-candle light
Brand Image.
Good ambience
Guest satisfaction Special dishes are made according to
the needs of the guests.
38
3.5 The Orient [Sun-n-Sand]

Pune-411001
Tel no: - (91-20) 26137777
Average Sales:
Average Covers:
For weekdays: 45
For weekends: 55
A.P.C :
For food: 350
For liquor: 200+
Hot selling items:-

Golden Fried Prawns
Chicken in Hunan Style
Crispy Lamb in Onion and Green Pepper
Lamb in Beijing style
Salt and Pepper Prawns
Strengths:-
Quality of food is appreciated by most of the guests.
Good and spacious Ambience
Value for Money
Good Location
39
3.6 Mainland China
Address: - Ground Floor, City Point,

Dhole Patil Road
Pune-411001
Tel no: - (91-20) 56013030
Average Sales:
Average Covers:
For weekdays: 200
For weekends: 250
Seating Capacity: 120 covers for lunch

120+80 covers for dinner
A.P.C :
For food: 350
For liquor: 200+
Hot selling items:-

Dim sums
Golden Fried Prawns
Prawns in Oyster Sauce
Chicken Hunanese
Pepper Honey Chicken
Strengths:-
Located in a prime location.
Good Ambience
Open air arrangement for dinners.
A good weekend Buffet at a reasonable rate with a lot of
variety.
No Discounts Offered.
40
3.7 Chinese Room
Address: -2434 East Street, Camp,

Pune-411001
Tel no: - (91-20) 26145613
Average Sales:
Average Covers:
For weekdays: 150
For weekends: 200
A.P.C :
For food: 350
For liquor: 200+
Hot selling items:-

Taipei Chicken
Steam Pomphlet with choice of sauce
Chicken in Oyster sauce
Prawn Red Chilly Garlic
Chicken in Black Bean Sauce
Strengths:-
Centrally Located in Pune
Advantage of Existence over 27 years
Wide variety of Dishes
Good quality of food
Prompt Service.
Regular Customers are offered a 10% discount.
41
3.8- Silk Route
Address: - 357/1 Pingle Road, Lane no. 6,

Koregaon Park
Pune-411001
Tel no: - (91-20) 26135793
Website: - www.silkrouterestaurant.com
Average Sales:
Average Covers:
For weekdays: 40
For weekends: 60
A.P.C :
For food: 250
For liquor: nil
Hot selling items:-

Sushi
Thai Curry
Bulgoki
Dim sums
Gold Coin
Strengths:-
Serves Oriental Food.
Have a Sushi Bar
Only Restaurant serving Teppenyaki
Has a good space to conduct private parties.
Corporate Clients are offered a 10% discounts.
42
3.9- Five Elements.
Address: - 1A, P.T Gera Centre,

Bund Garden Road,
Pune-411001
Average Sales:
Average Covers:
For weekdays: 60
For weekends: 120
A.P.C :
For food: 280
For liquor: nil
Hot selling items:-

Chicken Taipei
Prawns Hunan
Momos
Fish Steak
Grilled Prawns
Strengths:-
Good Quality of Food.
Good Location
Prompt service
Five Elements has taken over Xion and therefore has good
area for conducting private parties.
10% discount is offered for Birthday parties and Kitty parties.
43
3.10 Trishna
Address: - Ashoka Mall, Bund Garden Road,

Pune-411001
Tel no: - (91-20)26132331
Average Sales:
Average Covers:
For weekdays: 40
For weekends: 90
A.P.C :
For food: 450
For liquor: 200+
Hot selling items:-

Chilly Garlic.
Butter Fish Garlic
Prawns Pepper Salt
Fish in ginger sauce
Golden fried prawns
Strengths:-
Specialized in Chinese Sea food.
Good Quality of food.
Good Location
Good Ambience Candle Light dinner
No discounts are offered.
44
3.11 - Flags.
Address: - G-2 Metropole, Next to Inox,

Bund Garden Road,
Pune-411001
Tel no: - (91-20) 26141617
Average Sales:
Average Covers:
For weekdays: 150
For weekends: 200
A.P.C :
For food: 280
For liquor: nil
Hot selling items:-

Stuffed Chicken Wrap.
Fondui
Nachos
Dimsums
Sizzlers
Strengths:-
A huge menu with a lot of variety of cuisines and dishes to
choose from.
Centrally located
Only Restaurant in the area serving large variety of cuisine.
Good Ambience - Very cozy and comfortable.
Prompt Service.
10% discount is offered for kitty parties.
Planning to start with a privilege card for regular guests.
Have Tie-Ups with companies like HDFC, Airtel, etc and
offer them a 15% discount.
45
3.12 An Insight to the Financial Aspects of Chinese
Restaurants.
3.12.1 -Average Sales for Weekdays for Chinese Restaurants.
Whispering Bamboos
45,000 30,000
Mainland China
Spice Island
25,000 60,000 The Orient
Chinese Room
20,000
Silk Route
22,000
20,000 Five Elements
45,000 Trishna
22,000
Flags
Observation:
Mainland China is observed to be enjoying the sales volume of

Rs.70000, followed by Chinese Room and Flags with Rs.45000 as the
average sales turnover on weekdays. Whispering Bamboos is generating
only about Rs.30000, followed by Trishna with Rs.25000. Silk Route and
The Orient are generating Rs.22000 with Five Elements not far behind with
Rs.20000
Analysis:
Whispering Bamboos is generating sales only ½ the volume of its

biggest competitor, Mainland China. Its next biggest competitor Chinese
room and Flags are also generating more sales than Whispering Bamboos,
currently Rs. 45000.
46
3.12.2 -Average Sales for Weekends for Chinese Restaurants
90,000
90,000
Whispering Bamboos
80,000
70,000 Mainland China
70,000 65,000
Spice I sland
60,000
The Orient
50,000 45,000 45,000
40,000 Chinese Room
40,000 35,000
32,000
30,000 Silk Route
30,000
Five Elements
20,000
Trishna
10,000
Flags
0
Observations:
Mainland China is observed to be enjoying the sales volume of
Rs.85000, followed by Flags with Rs.70000 and Chinese Room with Rs.
65000 as the average sales turnover on weekdays. Whispering Bamboos and
Trishna are generating only about Rs.45000, followed by Five Elements
with Rs.40000.Sice Island wit Rs.35000, Silk Route with 32000 and The
Orient generating Rs.30000.
Analysis:
Whispering Bamboos is generating sales only ½ the volume of

its biggest competitor, Mainland China. Its next biggest competitor Chinese
room with sales of Rs.65000 and Flags with a turnover of Rs.70000 is
generating more sales than Whispering Bamboos.
47
3.12.3 -Average Covers for Weekdays for Chinese Restaurants
150
40 Flags
60 Trishna
Five Elements
40
Silk Route
150
Chinese Room
45
The Orient
30 Spice Island
200 Mainland China
Whispering
45 Bamboos
0 100 200 300
Observations:
Mainland China enjoys the maximum average covers for weekdays of

200 covers followed by Chinese Room and Flags covers with 150 covers
and Five Elements with 60 covers. Whispering Bamboos and The Orient
have 45 covers followed by Silk Route and Trishna with 40 covers. The least
in this segment is Spice Island with 35 covers.
Analysis:
Whispering Bamboos has an average of only 45 covers against its

competitor Mainland China which has an average cover of 200. Its second
competitor Chinese Room and Flags are not far behind with an average of
150 covers on weekdays followed by Five Elements with 60 covers. The
Orient has the same covers as Whispering Bamboos and has been increasing
at an accelerating pace which is another source of competition.
48
3.12.4 -Average Covers for Weekends for Chinese Restaurants
250
250
Whispering Bamboos
200 200 200 Mainland China
Spice I sland
150 The Orient
120 Chinese Room
100 90 90
Silk Route
70 Five Elements
55 60
50 Trishna
Flags
Observation:
Mainland China enjoys the maximum average covers for

weekdays of 250 covers followed by Chinese Room and Flags covers with
200 covers and Five Elements with 120 covers. Whispering Bamboos and
Trishna have 90 covers followed by Spice Island with 70 covers and Silk
Route with 60covers. The least in this segment is The Orient with 55 covers.
Analysis:
Whispering Bamboos has an average of only 90 covers against its

competitor Mainland China which has an average cover of 250. Its second
competitor Chinese Room and Flags are not far behind with an average of
200 covers on weekdays followed by Five Elements with 120 covers.
Trishna has the same covers as Whispering Bamboos and has been
increasing at an accelerating pace which is another source of competition.
49
3.12.5 -APC for Food for Chinese Restaurants
280 425 Whispering Bamboos

450 Mainland China
350 Spice Island
The Orient
280 Chinese Room
Silk Route
570 Five Elements
250
Trishna
350 350 Flags
Observations:
Spice Island has the highest APC of Rs. 570 for food followed by
Trishna with Rs.450 and Whispering Bamboos with Rs.425. The Orient,
Mainland China and Chinese Room have an APC of Rs.350 followed by
Five Elements and Flags with Rs.280. The least in this segment is Silk Route
with an APC of Rs.250.
Analysis:
The main competitors of Whispering Bamboos have less APC for

food as compared to it. Mainland China, Chinese Room and The Orient all
have an APC of Rs.350 but their average cover is more than Whispering
Bamboos, thus affecting the sales. The restaurant with the highest APC is
Spice Island with Rs.570 and Trishna with Rs.450
50
3.12.6 -APC for Liquor for Chinese Restaurants
200 200
Whispering Bamboos
Mainland China
Spice Island
200 200
The Orient
Chinese Room
Trishna
200 200
Observations and Analysis:
APC for all the restaurants for liquor is the same i.e. of Rs.200+.
Silk Route, Five Elements and Flags do not serve liquor.
51
Chapter 4 - Indian Restaurants-The Inside Story.
4.1 - Major Indian Restaurants in Pune City:
Mystic Masala [Taj Blue Diamond]
Competitors
Kabab Hut [Sun-n-Sand]
Chingari [Le Meridien]
The Great Punjab [Koregaon Park]
Koyla-The Hyderabadi House
Mahesh Lunch Home.
52
4.2 - Part Of The Inside Story In One View.
Top Indian Restaurants
Mystic Kabab Chingari Great Koyla Mahesh

Masala Hut Punjab Lunch Home
Hotel Taj Sun-n-Sand Le Stand Alone Stand Alone Stand Alone
Blue Meridien Restaurant Restaurant Restaurant
Diamond
Mr. Lalchand Classic BBHL. Mr. Tejpal Singh Arahana Mr. Ravi Pujari
Proprietor Nagpal City Invest Gandhi Company
ltd. Ltd
Chef Pinto Prashant Qulam Raja Vishwanath Ramesh

(Calcutta) (Pune) Qureshi (Pune) (Hyderabad) (South)
(North)
Type of
Clientele Mix Family Mix Mix Mix Mix
Buffet: a-la-cart a-la-cart a-la-cart 11.30am to 3.30pm a-la-cart a-la-cart

Time and Price Menu Menu Menu (Rs.195+Tax) Menu Menu
Type of
Cuisine Indian Indian Indian Indian Indian Mangolorean
(Lucknowi) (Punjabi Cuisine ) (Hyderabadi) Seafood
Alcohol Yes Yes Yes Yes Yes Yes
Served
Live Yes No No No Plan to No
Entertainment (Fri, Sat, (Live
Sun) Kitchen)
Timings 7pm to (Weekend
11.45pm 12.30pm 7pm to 11.30am to 3.30pm 11.30am to 11.30am to
to3pm) 11.30pm 7pm to 11.30pm 3.30pm 3.30pm
7.30pm to 7pm to 6.30pm to
11.45pm 11.30pm 11.30pm
53
4.3 - Mystic Masala [Taj Blue Diamond]

Pune-411001
Tel no: - (91-20) 26125555
Average Sales:
Average Covers:
For weekdays: 56
For weekends: 65
A.P.C :
For food: 500
For liquor: 200+
Hot selling items:-

Dal Makhni
Jhinga Achari
Dishes served on platter
Murg Makhanwala
Strengths:-
Live entertainment on weekends
Located in a prime location in the city
Very Indian Ambience that matches perfectly with the
cuisine.
54
Quality of food is appreciated, both in taste and in
presentation.
attentive.
55
4.4 - Kabab Hut [Sun-n-Sand]

Pune-411001
Tel no: - (91-20) 26137777
Average Sales:
Average Covers:
For weekdays: 35
For weekends: 55
A.P.C :
For food: 450
For liquor: 200+
Hot selling items:-

Ghost Sheek Kebab.
Jhinga Kali Mirch
Nalli Nihari [mutton]
Murg Lahori
Jhinga dum Masala
Strengths:-
Value for money.
Extremely Good Ambience
Brand Image.
the guests
56
4.5 - Chingari

Pune-411001
Tel no: - (91-20) 26050505
Average Sales:
Average Covers:
For weekdays: 70
For weekends: 100
A.P.C :
For food: 500
For liquor: 200+
Hot selling items:-
Chef Quershi s Murg Biryani

Gulorti Kebab
Tandoori Chicken
Raan-e-Chinga
Strengths:-
Semi formal ambience with outdoor seating.

Open Kitchen.
Popular for Biryani s and Kebabs
Food Quality is outstanding
57
4.6 - The Great Punjab
Address: - 5 Jewel Tower, Off North Main Road,

Koregaon Park,
Pune-411001
Tel no: - (91-20) 26145060
Website: - www.thegreatpunjab.com
Average Sales:
Average Covers:
For weekdays: 80
For weekends: 130
A.P.C :
For food: 300
For liquor: 200+
Hot selling items:-
Chicken Pishabri
Bhendi Fry Masala
Dal Makhni
Oil free Biryani
Kheema Champ and Brain Masala
Strengths:-
Personalized service i.e. the owner himself interacts with the

guests.
58
Good Quality of food
Specialized North Indian Menu
Full Stock Bar with 28 different wines and 100 spirits
Good and Spacious Ambience.
59
4.7 - Koyla
Address: - Mira Nagar corner, North Main Road,

Koregaon Park,
Pune-411001
Tel no: - (91-20) 26120102
Average Sales:
Average Covers:
For weekdays: 95
For weekends: 135
A.P.C :
For food: 300
For liquor: 150+
Hot selling items:-
Pattar Ka Ghost [Mutton]

Hallem
Chicken roast
Raan-e-Chingari
Qubani ka Meetha
Strengths:-
Ambience is completely Hyderabadi to match with the

cuisine.
Good Location
Specialized Hyderabadi Food
Has a good Brand Name.
60
4.8 - Mahesh Lunch Home
Address: - Ashoka Pavilion, 18, Near Lal Deval

Ambedkar Road
Pune-411001
Tel no: - (91-20) 26133091
Average Sales:
Average Covers:
For weekdays: 90
For weekends: 100
A.P.C :
For food: 300
For liquor: 200+
Hot selling items:-
Pepper Tandoori
Boneless jumbo Pomphlet
Tandoori malai
Prawn Gassi
Fish Curry
Strengths:-
Centrally Located.
Specialized Mangalorean seafood
Have moving trolleys for promotion of wines and fishes
Quick service
Have a good space for conducting parties.
61
4.9 - An insight to the Financial Aspect of Indian
Restaurants
4.9.1 -Average Sales for Weekdays for Indian Restaurants
25,000
35,000 Mystic Masala
Kabab Hut
30,000
20,000 Chingari
Great Punjab
Koyla
35,000
50,000 Mahesh Lunch Home
Observations:
Chingari leads the Indian restaurants with an average sales of Rs

50000 followed by Mystic Masala and Great Punjab with a turnover of Rs
35000. Koyala yields a turnover of Rs30000 followed by Mahesh lunch
home with Rs25000. The least in this segment is Kabab Hut with a turnover
of Rs 20000.
Analysis:
Mystic Masala is generating a sales turnover of Rs 35000 which is

less than its competitor Chingari by just Rs 15000. The Great Punjab is also
62
yielding a turnover of Rs 35000 which is another source of competition.
Koyla and Kabab Hut are not far behind Mystic Masala.
4.9.2-Average Sales for Weekends for Indian Restaurants
60,000 60,000 60,000

60,000
Mystic
50,000 Masala
50,000 45,000 Kabab Hut
40,000 36,000 Chingari
30,000 Great Punjab
20,000 Koyla
10,000 Mahesh
Lunch Home
0
Observations:
Chingari, the Great Punjab, Mahesh Lunch Home leads the Average
Sales of Indian restaurants with sales of Rs 60000. Koyla yields a turnover
of Rs 50000 followed by Mystic Masala with Rs 45000. The least in this
segment is Kabab Hut with a turnover of Rs 36000 on weekends.
63
Analysis:
The major competitors of Mystic Masala being Chingari, Kabab, The

Great Punjab and Mahesh Lunch Home yield much more than Mystic
Masala on weekends with a turnover of Rs 60000. Mystic Masala falls not
too far behind. There is a difference of only Rs 15000. The next big
competitor is Koyla which lead Mystic Masala by just Rs 5000.
4.9.3-Average Covers for Weekdays for Indian Restaurants
150
Mahesh Lunch
Home
95
Koyla
80
Great Punjab
70
Chingari
35
Kabab Hut
56
Mystic Masala
0 100 200
Observations:
64
Koyla leads this segment with an average cover of 95 followed by
Mahesh Lunch Home with 90 covers The Great Punjab has an average cover
of 80 on weekdays followed by Chingari with 70 covers and Mystic Masala
with 56 covers. The least in this segment is Kabab Hut with 35 covers.
Analysis:
Mystic Masala has an average of only 56 covers against its major

competitor Koyla with 95 covers. Its next competitor being Mahesh Lunch
Home with 90 covers, The Great Punjab with 80 covers, Chingari with 70
covers. Mystic Masala needs to increase its covers at least by 40 more
covers.
4.9.4 -Average Covers for Weekends for Indian Restaurants
300 300 Mystic Masala
250 Kabab Hut
200 Chingari
150 130
135
Great Punjab
100
100
65
55 Koyla
50
Mahesh Lunch
0 Home
Observations:
Koyla leads this segment with an average cover of 135 followed

by The Great Punjab with 130 covers Mahesh Lunch Home and Chingari
65
has an average cover of 100 on weekdays followed by Mystic Masala with
65 covers. The least in this segment is Kabab Hut with 55 covers.
Analysis:

competitor Koyla with 135 covers. Its next competitor being The Great
Punjab with 130 covers, Mahesh Lunch Home and Chingari with 100
covers.
4.9.5-APC for food for Indian Restaurants
300
500
Mystic Masala
300 Kabab Hut
Chingari
Great Punjab
300 450 Koyla
Mahesh Lunch Home
500
66
Observations:
Mystic Masala and Chingari lead this segment with an APC of Rs

500 followed by Kabab Hut with an APC of Rs 450.The Great Punjab,
Koyla, Mahesh Lunch Home have an APC of Rs 300.
Analysis:
Mystic Masala along with Chingari has the highest APC of Rs 500
leaving other Indian restaurants behind. Its next big competitor, Kabab Hut
is not far behind Mystic Masala.
4.9.6-APC for Liquor for Indian Restaurants
67
200 200
Mystic Masala
Kabab Hut
150 200
Chingari
Great Punjab
Koyla
Mahesh Lunch Home
200
200
APC for all the restaurants is the same except for kolya which
has an APC of Rs.150 which is the lowest amongst all.
68
CHAPTER 5-CUSTOMER FEED BACK.
5.1-Introduction.
Customer is the King of the Market . If the guests are satisfied with
the food, service, ambience and other factors of a restaurant, the restaurant is
bound to do well. But if the restaurant is not able to impress its guests it is
difficult for the restaurant to make its mark. Therefore, a customer/guest can
make a market and can also break it.
The main task before the hoteliers is to make a combination of quality
food and services at different stages so that the potential guests are
transformed into habitual guests. This would help the restaurants in
increasing the average number of covers.
Customer survey can provide you with an understanding of the
customer behavior and perceptions. When applied correctly, this knowledge
can drastically improve important business outcomes, including customer
retention and customer satisfaction. Increasing competition (whether for-
profit or nonprofit) is forcing businesses to pay much more attention to
satisfying customers.
Due to time constraints, I was able to interview only about 100
customers in each category i.e. The Coffee Shop, Chinese Restaurant, Indian
Restaurant. This interview was conducted at the restaurants that are big
competitors of Taj Blue Diamond.
5.2- Analysis of the Interview for The Coffee Shop.
5.2.1-Percentage of guests already visited The Coffee Shop.
25
VISITED
NON-VISITED
75
69
70
Observation and Analysis:
Out of 100 people interviewed, 75 have visited The Coffee Shop at

Taj Blue Diamond and only 25 of them haven t. This shows that people are
aware of The Coffee Shop and quiet a few have not visited it.
5.2.2- Percentage of guests satisfied.
20
SATISFIED
NON-SATISFIED
80
Observation:
Out of 75 people who have visited, 60 are satisfied with The Coffee
Shop at Taj Blue Diamond and 15 of them aren t.
Analysis:
The customers are quite satisfied with the food quality and its
presentation. The only thing that disturbs them is the ambience and the
furniture which is quite old and The Coffee Shop is not too spacious.
Comments:
Some of the comments given by the guests are:
The food is very impressive and the live counter is fantastic especially
when they have Pastas at the live counter.
-Mr.Wadhwani [L.I.C Agent]
The Lunch Buffet is amazing with a wide variety at a reasonable price.
71
Mrs. Anita Lalwani.
The Ambience is very old and looks very congested. It has been the same
for many years now and definitely need a makeover.
-Mr.P.Sawhney [Properitor-Sawhney Motors]
The chairs are very heavy and the furniture also looks very old. The
crockery is also not too impressive.
Mrs. Fernandes.
5.3- Analysis of the Interview for Whispering Bamboos.
5.3.1-Percentage of guests already visited Whispering Bamboos.
40 VISITED
60 NON-VISITED
Out of 100 people interviewed, 60 have visited Whispering Bamboos

at Taj Blue Diamond and 40 of them haven t. This shows that 40% are not
aware of Whispering Bamboos and have not visited it.
72
10
SATISFIED
NON-SATISFIED
90
Observation:
Out of 60 people who have visited, 54 are satisfied with the service
and food quality at Whispering Bamboos at Taj Blue Diamond and only 6 of
them are not satisfied.
Analysis:
The customers are very satisfied with the food quality and its
presentation. The service is also quick. The only drawback it faces with its
biggest competitor is the quantity of food served is less at Whispering
Bamboos.
Comments:
The food is amazing both in taste and in presentation. The Fixed menu
offered is very good for its price -Mrs. Desai
73
The ambience is perfect and is quite different than other Chinese
Restaurants. It matches with the cuisine and also the name.
Mr. Ammar Latiff [Banquet Manager at Central Park Hotel]
The quantity of food is less as compared to Mainland China. The quantity

offered for fixed menu is also less as compared to the other restaurants.
Mr. Aeijaz.Hakim [C.E.O- Esdee Paints]
5.4- Analysis of the Interview for Mystic Masala.
5.4.1-Percentage of guests already visited Mystic Masala.
VISITED
NON-VISITED
95

Out of 100 people interviewed, 95 have visited Mystic Masala at Taj
Blue Diamond and only 5 of them haven t. This shows that only 5% are not
aware of Mystic Masala and have not visited it.
74
10
SATISFIED
NON-SATISFIED
90
Observation:
Out of 95 people who have visited, 86 are satisfied with Mystic
Masala at Taj Blue Diamond and only 9 of them aren t.
Analysis:
Almost all the people are satisfied with the food, ambience and
service of Mystic Masala.
75
Comments:
The food is excellent and the ambience matches perfectly with the cuisine.
Ms. Thakur [Proprietor- Neha Art Gallery]
The live entertainment on weekends is very good and makes Mystic stand
out of the other restaurants. Mr. Mehta
The service is quick and one does not have to wait for long after placing the
order.
Recommendations.
Physical evidence:
The Coffee Shop at Taj Blue Diamond needs attention. The

Coffee Shop looks orthodox and outdated and thus needs a re-make. The
chairs also are very heavy and also need a change. After all the 7th P
[Physical Evidence] of Marketing Mix matters a lot.
Promotions should be carried out:
Different promotion schemes should be planned such as tie

ups with the Taj in different cities. The Guests staying for more than 4-5
days at any Taj should be given discount coupons or free breakfast coupons
or free dessert coupons for restaurants or The Coffee Shop at Taj Blue
Diamond. This will motivate the guests to use the restaurants within the
hotel itself during their visit to Pune.
Local Promotional Activities:
People are not aware of the Restaurants at Taj group. The

Restaurants should be promoted. Promotions like advertisements in local
newspapers, posters should be put up.
Widening your target segment:
76
TAJ is a class apart and only people from upper class are its
Customers, but one should not forget the masses. The standard of living in
India is increasing, especially the middle class segment. The habits are
changing from that of saving to spending. TAJ should work to tap the
middle class segment of the market, which actually is growing at a very fast
rate. Thus, the dishes at the restaurants should be priced keeping in mind the
middle class segment also along with the Corporate.
The restaurants and coffee shop offered by TAJ are wonderful. They
take care of complete requirements of a person who wants to enjoy his meal.
However, these restaurants and coffee shop at TAJ have certain missing
features. Certain recommendations are thus given, through which TAJ can
surely capture those factors as well.
Its just to make sure that you compete before competitors compete.
Conclusion
This project has been a tremendous learning experience and an

excellent exposure to one of the major areas of food and beverage service.
The heavy time constraint has been a test of patience and ability to withstand
pressure, which is a part of working in the industry and has been an excellent
eye opener. It has also opened up numerous channels of information and
lead to acquaintance of numerous professionals in the industry, which is
always a benefit. Apart from facilitating the learning process, it has given
the researcher an insight to the industry and familiarized the researcher with
the latest trends and current scenario in the city. It has given the researcher
an opportunity to test personal abilities to apply the theoretical knowledge
and explore the depths of innovation, in addition to development of personal
communication skills. Overall, this research has been more than fruitful,
especially under the circumstances of time constraints.
What you reap is what you sow Anon
In the course of this research the outcome, was far more qualitative
and quantitative, than what was expected, the experience being extremely
rewarding.
77
Questionnaire
[Customer Satisfaction]
1. Have you visited The Coffee Shop/Whispering Bamboos/Mystic

Masala at Taj Blue Diamond?
Yes No
2. If Yes, were you satisfied

Yes No
3. If no, Why?
4. Would you like to visit it again?
78
Yes No
5. One thing that impressed you during the visit.
6. One thing you would like to change.
79
80
81
Chapter 4 - Indian Restaurants-The Inside Story.
4.1 - Major Indian Restaurants in Pune City:
Mystic Masala [Taj Blue Diamond]
Competitors
Kabab Hut [Sun-n-Sand]
Chingari [Le Meridien]
The Great Punjab [Koregaon Park]
Koyla-The Hyderabadi House
Mahesh Lunch Home.
82
4.2 - Part Of The Inside Story In One View.
Top Indian Restaurants
Mystic Kabab Chingari Great Koyla Mahesh

Masala Hut Punjab Lunch Home
Hotel Taj Sun-n-Sand Le Stand Alone Stand Alone Stand Alone
Blue Meridien Restaurant Restaurant Restaurant
Diamond
Mr. Lalchand Classic BBHL. Mr. Tejpal Singh Arahana Mr. Ravi Pujari
Proprietor Nagpal City Invest Gandhi Company
ltd. Ltd
Chef Pinto Prashant Qulam Raja Vishwanath Ramesh

(Calcutta) (Pune) Qureshi (Pune) (Hyderabad) (South)
(North)
Type of
Clientele Mix Family Mix Mix Mix Mix
Buffet: a-la-cart a-la-cart a-la-cart 11.30am to 3.30pm a-la-cart a-la-cart

Time and Price Menu Menu Menu (Rs.195+Tax) Menu Menu
Type of
Cuisine Indian Indian Indian Indian Indian Mangolorean
(Lucknowi) (Punjabi Cuisine ) (Hyderabadi) Seafood
Alcohol Yes Yes Yes Yes Yes Yes
Served
Live Yes No No No Plan to No
Entertainment (Fri, Sat, (Live
Sun) Kitchen)
Timings 7pm to (Weekend
11.45pm 12.30pm 7pm to 11.30am to 3.30pm 11.30am to 11.30am to
to3pm) 11.30pm 7pm to 11.30pm 3.30pm 3.30pm
7.30pm to 7pm to 6.30pm to
11.45pm 11.30pm 11.30pm
83
4.3 - Mystic Masala [Taj Blue Diamond]

Pune-411001
Tel no: - (91-20) 26125555
Average Sales:
Average Covers:
For weekdays: 56
For weekends: 65
A.P.C :
For food: 500
For liquor: 200+
Hot selling items:-

Dal Makhni
Jhinga Achari
Dishes served on platter
Murg Makhanwala
Strengths:-
Live entertainment on weekends
Located in a prime location in the city
Very Indian Ambience that matches perfectly with the
cuisine.
84
Quality of food is appreciated, both in taste and in
presentation.
attentive.
85
4.4 - Kabab Hut [Sun-n-Sand]

Pune-411001
Tel no: - (91-20) 26137777
Average Sales:
Average Covers:
For weekdays: 35
For weekends: 55
A.P.C :
For food: 450
For liquor: 200+
Hot selling items:-

Ghost Sheek Kebab.
Jhinga Kali Mirch
Nalli Nihari [mutton]
Murg Lahori
Jhinga dum Masala
Strengths:-
Value for money.
Extremely Good Ambience
Brand Image.
the guests
86
4.5 - Chingari

Pune-411001
Tel no: - (91-20) 26050505
Average Sales:
Average Covers:
For weekdays: 70
For weekends: 100
A.P.C :
For food: 500
For liquor: 200+
Hot selling items:-
Chef Quershi s Murg Biryani

Gulorti Kebab
Tandoori Chicken
Raan-e-Chinga
Strengths:-
Semi formal ambience with outdoor seating.

Open Kitchen.
Popular for Biryani s and Kebabs
Food Quality is outstanding
87
4.6 - The Great Punjab
Address: - 5 Jewel Tower, Off North Main Road,

Koregaon Park,
Pune-411001
Tel no: - (91-20) 26145060
Website: - www.thegreatpunjab.com
Average Sales:
Average Covers:
For weekdays: 80
For weekends: 130
A.P.C :
For food: 300
For liquor: 200+
Hot selling items:-
Chicken Pishabri
Bhendi Fry Masala
Dal Makhni
Oil free Biryani
Kheema Champ and Brain Masala
Strengths:-
Personalized service i.e. the owner himself interacts with the

guests.
88
Good Quality of food
Specialized North Indian Menu
Full Stock Bar with 28 different wines and 100 spirits
Good and Spacious Ambience.
89
4.7 - Koyla
Address: - Mira Nagar corner, North Main Road,

Koregaon Park,
Pune-411001
Tel no: - (91-20) 26120102
Average Sales:
Average Covers:
For weekdays: 95
For weekends: 135
A.P.C :
For food: 300
For liquor: 150+
Hot selling items:-
Pattar Ka Ghost [Mutton]

Hallem
Chicken roast
Raan-e-Chingari
Qubani ka Meetha
Strengths:-
Ambience is completely Hyderabadi to match with the

cuisine.
Good Location
Specialized Hyderabadi Food
Has a good Brand Name.
90
4.8 - Mahesh Lunch Home
Address: - Ashoka Pavilion, 18, Near Lal Deval

Ambedkar Road
Pune-411001
Tel no: - (91-20) 26133091
Average Sales:
Average Covers:
For weekdays: 90
For weekends: 100
A.P.C :
For food: 300
For liquor: 200+
Hot selling items:-
Pepper Tandoori
Boneless jumbo Pomphlet
Tandoori malai
Prawn Gassi
Fish Curry
Strengths:-
Centrally Located.
Specialized Mangalorean seafood
Have moving trolleys for promotion of wines and fishes
Quick service
Have a good space for conducting parties.
91
4.9 - An insight to the Financial Aspect of Indian
Restaurants
4.9.1 -Average Sales for Weekdays for Indian Restaurants
25,000
35,000 Mystic Masala
Kabab Hut
30,000
20,000 Chingari
Great Punjab
Koyla
35,000
50,000 Mahesh Lunch Home
Observations:
Chingari leads the Indian restaurants with an average sales of Rs

50000 followed by Mystic Masala and Great Punjab with a turnover of Rs
35000. Koyala yields a turnover of Rs30000 followed by Mahesh lunch
home with Rs25000. The least in this segment is Kabab Hut with a turnover
of Rs 20000.
Analysis:
Mystic Masala is generating a sales turnover of Rs 35000 which is

less than its competitor Chingari by just Rs 15000. The Great Punjab is also
92
yielding a turnover of Rs 35000 which is another source of competition.
Koyla and Kabab Hut are not far behind Mystic Masala.
4.9.2-Average Sales for Weekends for Indian Restaurants
60,000 60,000 60,000

60,000
Mystic
50,000 Masala
50,000 45,000 Kabab Hut
40,000 36,000 Chingari
30,000 Great Punjab
20,000 Koyla
10,000 Mahesh
Lunch Home
0
Observations:
Chingari, the Great Punjab, Mahesh Lunch Home leads the Average
Sales of Indian restaurants with sales of Rs 60000. Koyla yields a turnover
of Rs 50000 followed by Mystic Masala with Rs 45000. The least in this
segment is Kabab Hut with a turnover of Rs 36000 on weekends.
93
Analysis:
The major competitors of Mystic Masala being Chingari, Kabab, The

Great Punjab and Mahesh Lunch Home yield much more than Mystic
Masala on weekends with a turnover of Rs 60000. Mystic Masala falls not
too far behind. There is a difference of only Rs 15000. The next big
competitor is Koyla which lead Mystic Masala by just Rs 5000.
4.9.3-Average Covers for Weekdays for Indian Restaurants
150
Mahesh Lunch
Home
95
Koyla
80
Great Punjab
70
Chingari
35
Kabab Hut
56
Mystic Masala
0 100 200
Observations:
94
Koyla leads this segment with an average cover of 95 followed by
Mahesh Lunch Home with 90 covers The Great Punjab has an average cover
of 80 on weekdays followed by Chingari with 70 covers and Mystic Masala
with 56 covers. The least in this segment is Kabab Hut with 35 covers.
Analysis:

competitor Koyla with 95 covers. Its next competitor being Mahesh Lunch
Home with 90 covers, The Great Punjab with 80 covers, Chingari with 70
covers.
4.9.4 -Average Covers for Weekends for Indian Restaurants
300 300 Mystic Masala
250 Kabab Hut
200 Chingari
150 130
135
Great Punjab
100
100
65
55 Koyla
50
Mahesh Lunch
0 Home
Observations:
Koyla leads this segment with an average cover of 135 followed

by The Great Punjab with 130 covers Mahesh Lunch Home and Chingari
95
has an average cover of 100 on weekdays followed by Mystic Masala with
65 covers. The least in this segment is Kabab Hut with 55 covers.
Analysis:

competitor Koyla with 135 covers. Its next competitor being The Great
Punjab with 130 covers, Mahesh Lunch Home and Chingari with 100
covers.
4.9.5-APC for food for Indian Restaurants
300
500
Mystic Masala
300 Kabab Hut
Chingari
Great Punjab
300 450 Koyla
Mahesh Lunch Home
500
96
Observations:
Mystic Masala and Chingari lead this segment with an APC of Rs

500 followed by Kabab Hut with an APC of Rs 450.The Great Punjab,
Koyla, Mahesh Lunch Home have an APC of Rs 300.
Analysis:
Mystic Masala along with Chingari has the highest APC of Rs 500
leaving other Indian restaurants behind. Its next big competitor, Kabab Hut
is not far behind Mystic Masala.
4.9.6-APC for Liquor for Indian Restaurants
97
200 200
Mystic Masala
Kabab Hut
150 200
Chingari
Great Punjab
Koyla
Mahesh Lunch Home
200
200
APC for all the restaurants is the same except for kolya which
has an APC of Rs.150 which is the lowest amongst all.
98

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F & B Scenario In Pune City

F & B Scenario In Pune City.

CH 2. COFFEE SHOP- THE INSIDE STORY 4

CH. 3- Chinese and Thai Restaurants The Inside Story .20

[Awarded The Best Hotel Award for the year 2004-2005]

Those govern the establishment.

The hospitality business encompasses all forms of transport, tourism,

7 P s Of Service Marketing In Relation With the Hotel Industry

The success of a hotel depends on the quality of services it offers.

Price is a crucial component in the marketing of the hotel services.

Communications is the lifeblood of hospitality business. Promotion is

Personal selling is the most personal approach to the prospective

Advertising is a part form of communication, describing the business

Sales promotion includes those activities, which are used to develop

Selection of suitable personnel and provision for their training and

Hotel surroundings should be well developed, infrastructurally well

The processes involved in the delivery of hospitality services should

In an industry where bottom line is revenue, which is the lifeblood

1.2-Statement of the Problem:

With the increasing quantity and complexity of demand, oriented

1.3-Nature of the Issue:

The issue at hand is one of practical nature, which requires an

1.4-Aims and objectives:

This piece of research has been undertaken with the underlying

1.5-Scope and Limitations:

The scope of the research has been constrained by virtue of certain

2.1-Introduction to Pune City and Coffee Shops Scenario

Pune - also known as The Queen of the Deccan , has historic

A Coffee Shop is a small restaurant. Styles of coffe shops vary;

According to professionals in the field,the market is

Coffee Shop [Taj Blue Diamond]

La Brasserie [Le Meridien]

Time after Time [Central Park]

Fernery four seasons [Aurora Towers]

Tangerine [Sagar Plaza]

Café Valintino [The Pide Hotel]

TOP COFFEE SHOPS.

Address: - 11, Koregaon Park Road,

Tel no:- (91-20) 26125555

Address: - RBM road,

Tel no: - (91-20) 6050505

Average Per Cover :

Hot selling items:-

Address: - 262, Bund Garden Road,

Seating Capacity: 68 covers

Hot selling items:-

Address: - Bund Garden Road,

Hot selling items:-

Address: - 1, Bund Garden Road,

Hot selling items:-

2.9 Fernery- Four Seasons

Address: - Aurora Towers

Hot selling items:-

2.10 Café Valintino

Address: - The Pride Hotel

Hot selling items:-

2.11 An Insight to the Financial Aspects of Coffee Shops

Taj Blue Diamond

Carrot and Celery is observed to be enjoying the sales volume of

The Coffee Shop [Taj Blue Diamond] is generating Rs.40,000 not

2.11.2 - Average Sales on Weekends of Coffee Shops.

10,000 Café Valintino